Timothy Hawthorne does not consider himself an advertising guy

Again, this sounds just like what you would do in a direct or internet Big Ticket Marketing campaign.  In an infomercial you persuade with both sight and sound. And don't forget the cost of buying the media itself which can range from $20,000 for the initial small market test to as much as $1 million per week for a nationwide cable rollout.  air blow gun The article is entitled: "Stronger Sales in Just 28 Minutes" by Thomas Mucha.  Make sure you follow the principles whichever  media you decide to use.

His company:

has produced and managed more than 500 infomercial campaigns for companies like Apple and Nissan has nearly 70 employees has $120 million in billings owns a 15% share of the 1 Billion (Yes, Billion!) infomercial media buying customers

According to the article, Timothy Hawthorne does not consider himself an advertising guy.  People are busy and ignore the your  initial attempts. People may not be ready for your product right away but then their situation changes and they are finally ready for your "message". 'Quick, easy, greed, new, fun,  vanity,'Hawthorne lists. 'The infomercial needs to keep pushing as many of these as are relevant.

Copyright (C) 2005 Chuck Daniel, Like Magic Marketing, LLC


Sounds an awful lot like the principles behind effective direct and internet Big Ticket marketing doesn't it?

You have a big ticket product.  That's why repetition is so necessary to get your message though!

Ok, and one final point: "Whatever the final sale price, the product must seem like a bargain -- all the better to  trigger impulse purchases.

Here were some interesting points (from the article) about the infomercial business:

The typical infomercial viewer is a mass-market consumer between 30 and 50 years old with some college education and an annual income of $50,000 Only 30% of all TV viewers will buy anything sold on TV Only 1 in 100 will actually dial the phone number given on the infomercial The most successful infomercials are for products targeting fitness and diet, health and beauty, home convenience  appliances and business opportunities.

Quick, easy, greed, new, fun, and vanity.

As much as possible you pre-qualify the people who see your offer so they are already receptive to what you have to sell.  There are lots of reasons for this.

First some statistics.

The article also states: "In contrast to the campaign-driven techniques that prevail in mainstream advertising,  infomercial marketers combine rigorous product development, exhaustive consumer targeting, and daily scrutiny of advertising rates to create pitches that can be refined to maximize sales.  Many times the sales copy will build a case for the high price of the product by comparing it to the cost of consulting or the pain and ongoing costs of not getting the solution.

In order to sell you must first get people to know you, like you and trust you.0 magazine.'"

Again, two more principles of direct and internet Big Ticket marketing.

You find a market hungry for a solution to their problems.  So in relative comparison the price of the product looks like a bargain based on the entire package that the customer gets when they purchase. Costs of product production, telemarketing and fulfillment for an infomercial can range from $35,000 to $350,000 per spot. Lots and lots of repetition.  Especially since your Big Ticket product has a much higher price! However, if you get other people to say how great your product is and how it solved their problem, you can convert other prospective  customers because now you have people who have actually used your product and received the value of it telling them about it. Think no one will buy this?  I actually know one person who bought it." Hawthorne believes that an effective infomercial embeds a product in a tale of hope and transformation that entertains, delights and persuades". If these describe the solution your product provides you definitely need to point  these out as benefits or appeal to your customer based on their appeal.

If you are interested in reading the article I read and on which this article is based you can find it in the June 2005 issue of Business 2.  When you write copy for your product you want to really tell a story about how your product  can transform a problem for your customer into a solution for that customer.

I read an article recently about how many mainstream retail companies are using the standard 28 minute infomercial to more effectively target customers and sell their products.

Whether you decide to use an infomercial for your Big Ticket product or stick to Big Ticket direct and internet marketing I  hope you can see that many of the principles involved for both are the same.

Now, creating an infomercial is not the right approach for every product.  Instead he sees himself as what he  calls an "audiovisual communicator" or storyteller. But I have purchased many products  after watching infomercials. Hawthorne's mantra: 'The more you tell, the more you sell.  If someone is already searching for keywords related to your product, chances are great they might be interested in your product.

In email and direct marketing campaigns it sometimes takes as many as 7 customer contacts of essentially the SAME message  before they even become "aware" of your product. They guarantee a workout in 4 minutes!  But the price tag is $14,615.  The more closely you can make the customer feel as if he were the person in the story you are "painting" the easier it will be for him see how your product will solve his or her problem.

The article talked about Timothy Hawthorne of Hawthorne Direct based out of Iowa.   You build a product which meets or preferably exceeds the desires and needs of that hungry market. Successful infomercials sell high margin products that sell for $30 to $1,000. This can go as high as $1 Million if the infomercial uses a celebrity to endorse the product.'"

Again, classic direct and internet Big Ticket marketing principles used in copywriting in ads and sales letters.  On the web you could do this via Google Ad-Words and ensuring that keyword searches return a link to your product high up in the search results.

This is what is called "getting your customer to raise their hand" to show they might be interested in what you have to offer.

You ensure high quality in the product and you tailor your sales to your target audience (your defined niche). Only about 1 in 60 infomercials turns a profit However, if your infomercial is successful annual sales could exceed 50 million And if its a homerun infomercial it could be worth over 1 billion Viewer recall of infomercials is 3 times higher than typical 30 second TV spots Infomercials have phenomenal brand awareness

I also really liked another direct quote from the article: "'Real people' testimonials -- the backbone of all successful infomercials -- add credibility.  You can tell people how great your product  is all day long but they will still be skeptical.  In both these cases, the customer is showing interest in your product and giving you  information about how to contact them and follow up with them.  They could call to hear a recorded message or write to obtain  further information about your product. Not a bad day at the office when you make a sale like this one :-)

What I found interesting about this article is how infomercials were being successfully used to market Big Ticket items and how the infomercial is based on good, solid direct and internet marketing and copywriting principles. In many cases the bonuses are worth more than the actual product itself, even for Big Ticket products.  So again, in comparison, the price of even a Big Ticket product looks like a bargain to the costs of a more costly solution or the cost of continuing to ignore the problem.  Some website sales letters incorporate both by having audio or video testimonials for products just like an infomercial would have.  There is no difference here between the medias of  direct, internet and infomercials.  Both in infomercials and in direct and internet offers, you typically see a number of bonuses to entice the customer. Your message may get lost in the mail or e-mail or just tossed away or deleted unread.

Persuasion occurs when you show the benefits of your product and also point out how your product can resolve any of the  objections or reservations that a customer might have about the product.  All of them address these because they are universally applicable.

Now, I have to confess, I have never used an infomercial to market a Big Ticket product. And don't forget repetition.

In direct marketing, the pre-qualification might be managed by someone responding to an advertisement in a trade magazine on  a topic related to the solution that your product delivers.

By the way, if you want to see a great example of a BIG Ticket exercise machine, check out the ROM Time Machine at  fastexercise. Infomercial marketers know which consumer hot buttons to hit.  And after you obtain their contact information and their permission for you to send them information, you follow up with them forever or until they tell you they are no longer interested.  The evidence is the Bowflex machine sitting upstairs in our spare room, the Tony Robbins CD  sets on my shelf and the ProActiv solution my wife loves.

In a long copy sales letter you persuade in print

Posted in Default Category on June 13 at 04:36 PM

Comments (0)

No login