![\"Infomercial\"](\"https:\/\/develop-my-site.com\/fishing2\/wp-content\/uploads\/2006\/09\/Chucks-infomercial-screen.jpg\" "\\"Chuck's")
<\/a>Infomercial<\/p><\/div>Your company is looking at a lot of late night local cable availability, and thinking that a 30-minute infomercial might be appropriate. <\/p>\n
The boss has just found out that companies which specialize in infomercial marketing will charge tens of thousands of dollars to produce your program.<\/p>\n
He wants to know why you can’t do it “in house.” <\/p>\n
Can’t you just put a talent in front of a camera and let him persuade those late night visitors to buy?<\/p>\n
<\/p>\n
DIY Infomercial?<\/h4>\n
I wouldn’t.<\/p>\n
Too many dollars would stay on the table. <\/p>\n
In addition to the obvious differences in production quality that an infomercial specialist brings to the table, there is the difference in strategy. The pros know you can’t treat all potential customers alike. <\/p>\n
You see, some people want you to just cut to the bottom line and tell them what your product will do for them. <\/p>\n
Some want to read the fine print. <\/p>\n
Some want to know if other people have successfully used your product to solve their problems. <\/p>\n
And then there’s the group that wants to know a whole lot more about your company before they consider doing business with you. <\/p>\n
The right thing to say to one is exactly the wrong thing to say to the others. <\/p>\n
What’s an aspiring infomercial producer to do?<\/h4>\n
According to Dr. Richard Grant<\/a>, you should make a specific appeal to each of the eight different Meyers-Briggs communication styles in our offers. He calls the process Inclusive Communication by design.<\/p>\n It only makes sense that if we talk to people about their concerns, in a style that makes them comfortable, and address the questions that are important to them, that we\u2019ll persuade more of them to do business with us.<\/p>\n Here is my assessment of the approach we need to take with each of the Meyers-Briggs<\/a> \u201ctypes\u201d for your new 30-minute infomercial. <\/p>\n E \u2013 needs a good verbal presentation. Cover the major points at a fast pace without too much detail. Here\u2019s how I would organize a program.<\/p>\n Minutes 1-3<\/strong> Minutes 4-8<\/strong> Make your first call to action.<\/p>\n Minutes 9-17<\/strong> Make your second call to action.<\/p>\n Minutes 18-29<\/strong> Talk about the company, and your commitments to quality and customer satisfaction for the \u201cNs,\u201d \u201cSs,\u201d and \u201cIs.\u201d Consider a :40 second interview with one of the call center operators as entertainment for the \u201cEs\u201d and reassurance for the \u201cJs.\u201d Restate that your customers get exactly what they expect on the timetable you\u2019ve committed.<\/p>\n Remind the \u201cPs\u201d that it\u2019s time to place an order, if they want to take advantage of this special offer.<\/p>\n Make your final call to action, and wrap up.<\/p>\n Each personality type is more comfortable with information presented in a particular style. Respecting those communications styles, satisfying each in succession, multiplies the bait when you’re fishing for customers. <\/p>\n Your Guide, Got questions about articulating your value, and making sure people know it? Drop Chuck a note at ChuckMcKay@ChuckMcKayOnLine.com<\/a>. Or, you can call Chuck at 317-207-0028.<\/p>\n <\/p>\n Can\u2019t you just put a talent in front of a camera and let him persuade those late night visitors to buy?<\/p>\n","protected":false},"author":2,"featured_media":3059,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[144,161,48,30],"tags":[],"class_list":["post-102","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-persuasion-power-of-words","category-presentation","category-psychology-consumer-behavior","category-previously-featured"],"_links":{"self":[{"href":"https:\/\/develop-my-site.com\/fishing2\/wp-json\/wp\/v2\/posts\/102","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/develop-my-site.com\/fishing2\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/develop-my-site.com\/fishing2\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/develop-my-site.com\/fishing2\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/develop-my-site.com\/fishing2\/wp-json\/wp\/v2\/comments?post=102"}],"version-history":[{"count":43,"href":"https:\/\/develop-my-site.com\/fishing2\/wp-json\/wp\/v2\/posts\/102\/revisions"}],"predecessor-version":[{"id":20448,"href":"https:\/\/develop-my-site.com\/fishing2\/wp-json\/wp\/v2\/posts\/102\/revisions\/20448"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/develop-my-site.com\/fishing2\/wp-json\/wp\/v2\/media\/3059"}],"wp:attachment":[{"href":"https:\/\/develop-my-site.com\/fishing2\/wp-json\/wp\/v2\/media?parent=102"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/develop-my-site.com\/fishing2\/wp-json\/wp\/v2\/categories?post=102"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/develop-my-site.com\/fishing2\/wp-json\/wp\/v2\/tags?post=102"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
\nI \u2013 needs time to reflect. Will buy, but not before deliberating.
\nS \u2013 begin with facts, and build to \u201cbig picture.\u201d
\nN \u2013 begin with \u201cbig picture\u201d and fill in the facts.
\nT \u2013 emphasize soundness, reliability, and statistics.
\nF \u2013 support with first-hand testimonials
\nJ \u2013 no surprises. Appear to stay organized.
\nP \u2013 diplomatically remind that a decision must be made within certain time constraints <\/p><\/blockquote>\nIn Practical Application<\/h4>\n
\nIntroduce the show, and summarize the next thirty minutes for the \u201cJs\u201d. Make the overall claims for the product quickly for the \u201cNs\u201d. Then, for both the \u201cNs\u201d and the \u201cSs,\u201d start building your facts. For the \u201cSs,\u201d build to your conclusion and restate the claims for the product.<\/p>\n
\nFor the \u201cTs\u201d support the claims with science. For the \u201cFs\u201d bring in the testimonials. Keep it fun and fast paced for the \u201cEs\u201d. Explain the dependability of your staff\/call center for the \u201cJs\u201d and the fun people will have interacting with them for \u201cEs.\u201d Remind the \u201cPs\u201d that this special offer is only good during this program.<\/p>\n
\nRepeat your overall claims in summary form for the \u201cNs.\u201d Build your facts, and re-state your conclusions for the \u201cSs.\u201d Amplify and expand on the science for the \u201cTs.\u201d Refer the \u201cIs\u201d to your web site. Reassure the \u201cJs\u201d that everything you\u2019ve promised will happen right on schedule with no surprises. Consider using recorded testimonials from other customers, and use them now for the \u201cFs.\u201d Again, remind the \u201cPs\u201d that this special offer is only good during this program.<\/p>\n
\nHave the interviewer \u201cput you on the ropes\u201d and make you defend the claims for the \u201cSs\u201d and the \u201cJs.\u201d Keep it logical for the \u201cTs\u201d but light-hearted for the \u201cEs.\u201d Pull out the science in deeper detail, and discuss the manufacturing process for the \u201cJs\u201d and \u201cNs.\u201d<\/p>\nCast a Wider Net<\/h4>\n
\nChuck McKay<\/i><\/p>\n<\/a>Your Fishing for Customers guide, Chuck McKay, gets people to buy more of what you sell.<\/p>\n
<\/span>If you’re interested in learning more about persona-based marketing, I recommend Waiting for Your Cat to Bark<\/i><\/a> by Bryan Eisenberg, Jeffrey Eisenberg<\/a>, and Lisa T. Davis. They make simple what could be a confusing subject. That’s probably why the book hit all 4 bestseller lists: New York Times, Wall Street Journal, USA Today and BusinessWeek. <\/p>\n","protected":false},"excerpt":{"rendered":"