Creating a Per Inquiry Advertising Campaign

Television Commercials Basics

First, let's go over some basic items. A television commercial that is say 60 seconds long is typically selling the product for the first 40 seconds, then it tells the customer what they will get for $19.95 - that takes another 10 seconds, then the last 8 to 10 seconds are the end tag. The end tag is the blue screen with the 800#. It tells you how much the item costs (the price should be in the upper right hand corner in yellow or white). The item is pictured top left and the price top right. Below that is the mail order address or URL. You want to position your info this way because that's the way it has been done for the last 30 years. The customer is used to this layout, so if you deviate from it, it will take your customer a second or two longer to find the information you want him or her to see). In the first 40 seconds you need to show the product - this is called a beauty shot, it's a pretty picture of the product. You need to show what the product does, how it works - these are called demos. And you need to explain to the customer why they need what you are offering. Then in the next 10 seconds you present them with such a good package that they have to get off the couch and order.

Selling in a Television Commercial

I call this the crescendo approach. They've seen your item, they realize it's a good product and now you have to convince them that your package is so fantastic and the price is so cheap that they would be foolish to let this opportunity slip by. A typical crescendo is - and if you call now we'll include the . . . and the . . . both worth $4.95 but we'll include them free with your purchase today, plus call in the next 20 minutes and we'll DOUBLE your order, that's right, all this for just $19.95. The whole package is so appealing that the customer finds themselves reaching for the phone. It's just too good to pass up.

After that the end tag follows, it reiterates what the customer gets, lays out the price, where to call, shipping and the guarantee. Now some products just use the end tag as a place to push the 800# - and it is, but you should keep selling. These last 10 seconds are valuable, so don't let up. Instead of a little picture upper right I think a picture that fills about 40% of the screen and continues to demo the product is best. Start with a beauty shot then put your best demo in there or a picture of smiling people using the product - keep demonstrating, keep selling.

A typical end tag V/O (voice over which means the script that is being read on the screen), goes like this: To get your wonderful widget for just $14.95 plus $3.95 shipping and handling, call 1-800-123-4567 today, and remember if you call in the next 20 minutes we'll double your order at no additional charge. All purchases do have a 30 day money back guarantee so there�s no risk. Call today, that's 1-800-123-4567. About 15% of your orders will come in via the Internet. In a 60s television spot there is not enough time to get that address in. In a 120s television spot there is, because the end tag would be more like 18 seconds long. When you get to the end tag you play with the 8 to 10 seconds you have and you write the best, most compelling pitch you can.

Infomercials Follow the Suit

Now, this same thing is done in infomercials. The structure is completely different because of the length. In the infomercial you get about 8 minutes of demos and explanation and testimonials and then a 2 to 4 minute recap. The recap goes over the product and why you have to have it. It includes the crescendo and the end tag. This "recap" is called the CTA or call to action. You are calling the consumer to act now before your product fades from the screen and is gone forever.

Closing Gimmicks to Use in Per Inquiry Advertisements

Typical closing gimmicks that you want to be aware of. These are the little tidbits that help motivate people to get up off the couch. Adding additional product, offering free shipping if they order online, offering free return shipping if they are unhappy with the product and need to send it back, offering a mail in rebate, offering a free item to the first 100 callers, offering a free item to those that call in the next 20 minutes, product guarantee so that even if they use the whole thing you'll give them a refund if they send you back the empty bottle. You will want to use one of these if not two. I'm guessing you�ve seen all of these before and if you haven't flip around and find an infomercial and you'll see what I mean. You select the "premium" which means the item you give the customer for free. If you want to drive orders to the web, offer free shipping on orders placed via the internet. If you have a big exercise product and you know that customers are reluctant to order because the hassle of returning that monster is too great (should they not like it) - you offer free return shipping where UPS comes to their door. If you use a rebate, say a $5 mail in rebate - make sure you say "mail in" on the screen. Numerically you can expect 20% of the people to redeem a rebate. So on the screen you are offering $5 offer but in reality you know this is $1 off. Also - call in the next 20 minutes or first 100 callers - common gimmick. It works great. However, it is just a gimmick. No one tracks this - you actually give that premium to every customer. Which is great - everyone gets the deal so all your customers are happy.