At the end of this article I want you to do something for me… I want you to turn on the television. Find an infomercial, flip to QVC or check out the Home Shopping Channel.
Just sit there, quietly, for at least 30 mins., watch and listen.
Do this again for the next few days, but now I want you to sit there as you watch and take notes with a pad.
What should you be taking notes on?
Take notes on what’s on the screen, how each item is showcased, and described. Pay attention to the specific adjectives, nouns, and metaphors that the hosts use. Much of the language used is pre-planned and fed into the hosts’ hidden earpieces while they’re on air.
Other things to take note of:
How is risk for the buyer minimized as much as possible?
How do they make the offer more urgent or special?
What are some other more subtle tactics that are used to sweeten the offer and make it more appealing?
Now, this advice begs the question, why? Maybe you’re saying “Matt, I have to watch these boring, annoying commercials… how am I supposed to learn from stuff like this? Everyone hates these.”
True, most people might hate them, but they all have common elements. Those patterns represent tried and true marketing tactics–although annoying because they are very repetitious–they produce sales!
That’s why it’s important for you to study and learn these patterns.
Finally, when you go through this exercise, note how different elements of each sales pitch appeal to a views desires to “get made (power), laid (sex), or paid (money, freedom, laziness).”
Any other tips for learning tried and true sales practices?