Determine how to “sell” through an infomercial/commercial

infomercial

Objectives:

• Determine how to “sell” through an infomercial/commercial

• Determine how to understand and apply the principles of AIDA (below)
• Build upon knowledge gained in the marketing courses
• Produce a high quality presentation designed to “sell” a product or inspire people to donate to a good cause
• To employ technology that demonstrate effective use of 21st century skills

 

Deliverable:

Commercial/Infomercial using video will last 2 to 5 minutes.

Narrated Keynote will include at least 10 slides and last 2 – 5 minutes.

You may create a hybrid – Keynote plus Video or Video including Keynote.

Instructions:

1. Write a script using all research on your topic.

2. Produce a video or narrated Keynote and submit to the platform. If you are unable to upload the platform, you may use the course dropbox. Please email me that your presentation has been uploaded if you use dropbox.
Dropbox.com
Sign on: professionalsellingfs@gmail.com
Password: professionalsellingfs

The Product/Service/Charity/Business – What are you selling?
Target Market – Who are you selling to?
Product Features and Advantages – What makes your product/charity better than others?
Benefits – What will your product/donation do for the consumer?
Objections – Why would the customer resist?
Price – For products
Minimum Contribution – For charity donations
Needs – If you are selling a product or business, what needs does your product meet?
Concept – What is the principal theme of the Presentation?
Theme headlines? What will attract the largest audience?
Strategy – How to implement the concept. Video, Keynote?
Format – documercial? storymercial? actionmercial?
Elements – What scenes must be included? Product shots, testimonials, experts?
Opening – How do we grab our audience in the first seven seconds?
How can we make the shot title catchy, different, yet reflect the show’s content?
Retentives – What specific tactics will we use to keep the audience watching?
Call to action – Tell the audience exactly what you want them to do.

Script Writing:
Script the call to action (CTA) first, then script the show body to synchronize with the CTA: when the viewer is asked to make a decision. It’s an exercise in clarity. You’ll discover how you need to describe and place the product benefits and features in condensed time. And remember, the consumer needs to understand the logic of contributing to your cause, funding your venture or purchasing your product.
Body Scripting
The presentation copywriter’s primary goal is to motivate an immediate response.
The key to great body scripting is to get the viewer’s attention. And keep it for every moment of every minute. The only way to do this is to think—for every paragraph, on every page of copy—how am I getting and keeping their attention?
Creating the Video/Keynote
http://www.thinkoutsidetheslide.com/five-tips-to-m…
Here are some ways to get attention:
1. Visual Grabbers. Beautiful, startling visuals get attention
2. Problem and Solution. This is a classic opening. State a common problem and then tell
viewers you have a solution. They’ll watch to discover it.
3. Be Personal. Talk to the individual. Use “you,” not “him/her/them.”
4. Tell a Story. Stories take time and command people’s attention from beginning to end.
People seek resolution and happy endings.
Testimonial features (real-life stories) are very effective.
5. Show the Process if you are selling a product. The mind is curious. People love watching a process of making or changing anything.
6. Ask Questions. If you ask a question viewers are naturally wondering about at that moment, they’ll wait for the answer.
7. Pacing. Keep your dialogue moving, your voice-overs and testimonial cuts brief
(maximum 15 to 20 seconds).
8. Call to Action – You must give the audience a definite action step about how
to purchase or donate! What next step should the viewer take?

Again, remember –
AIDA: Get attention, create interest, then desire, then motivate them to action. Move it.
Present the Dream. Give viewers a good sense of how their contribution/purchase makes a difference in their lives and potentially the lives of others.
Be Specific. It’s easier to write in generalities; but generalities don’t sell. Cut the extra words and get down to essential selling points.
Helpful Hints!
* Sell with every sentence.

* Change the pace or topic throughout

* Decide which of the following elements will make up the core of your presentation.

It could be all of them or just a few. (Call to Action required)

TESTIMONIALS – The format presents how contributions/purchasing the product have made a difference.

ENDORSEMENTS – A celebrity (can “pretend to be a celebrity”) can add credibility.

CASE HISTORIES – Tell an individual story.

DEMONSTRATIONS – Important for product sales. Features and Benefits.

SUMMARIZE – Summarize the most important points you wish to convey.

The Product/Service/Charity/Business – What are you selling?
Target Market – Who are you selling to?
Product Features and Advantages – What makes your product/charity better than others?
Benefits – What will your product/donation do for the consumer?
Objections – Why would the customer resist?
Price – For products
Minimum Contribution – For charity donations
Needs – If you are selling a product or business, what needs does your product meet?
Concept – What is the principal theme of the Presentation?
Theme headlines? What will attract the largest audience?
Strategy – How to implement the concept. Video, Keynote?
Format – documercial? storymercial? actinometrical?
Elements – What scenes must be included? Product shots, testimonials, experts?
Opening – How do we grab our audience in the first seven seconds?
How can we make the shot title catchy, different, yet reflect the show’s content?
Retentives – What specific tactics will we use to keep the audience watching?
Call to action – Tell the audience exactly what you want them to do.