TV infomercials have been a staple of late-night television for decades, peddling everything from kitchen gadgets to exercise equipment. While some may view them as cheesy or annoying, there’s no denying their effectiveness in selling products and generating revenue. But have you ever wondered what makes a successful TV infomercial? The answer lies in the outline, a carefully crafted structure that has been honed over the years to maximize sales and engagement.
The Classic Problem-Agitate-Solve (PAS) Outline
The most commonly used outline in TV infomercials is the Problem-Agitate-Solve (PAS) framework. This simple yet effective structure has been used in countless infomercials, and its popularity endures due to its ability to resonate with audiences and drive sales.
Step 1: Identify the Problem
The first step in the PAS outline is to identify a problem that the target audience can relate to. This problem should be significant enough to grab the viewer’s attention and make them feel like they need a solution. For example, an infomercial for a weight loss product might start by highlighting the struggles of being overweight, such as low energy, poor health, and decreased self-esteem.
Creating a Sense of Urgency
To make the problem more compelling, infomercials often create a sense of urgency. This can be done by highlighting the consequences of not addressing the problem, such as worsening health or decreased quality of life. By creating a sense of urgency, the infomercial encourages viewers to take action and seek a solution.
Step 2: Agitate the Problem
Once the problem has been identified, the next step is to agitate it. This involves emphasizing the negative consequences of the problem and making the viewer feel like they’re stuck with no way out. For example, the weight loss infomercial might show a montage of people struggling to lose weight, with testimonials from those who have tried and failed with other diets.
Using Emotional Appeals
To agitate the problem, infomercials often use emotional appeals. This can include sad music, depressing imagery, and testimonials from people who have been affected by the problem. By tapping into the viewer’s emotions, the infomercial creates a sense of empathy and makes the viewer more receptive to the solution.
Step 3: Offer a Solution
The final step in the PAS outline is to offer a solution to the problem. This is where the product or service is introduced, and its benefits are highlighted. For example, the weight loss infomercial might introduce a new diet pill that has been scientifically proven to aid in weight loss.
Highlighting the Benefits
To make the solution more appealing, infomercials often highlight the benefits of the product or service. This can include testimonials from satisfied customers, before-and-after photos, and demonstrations of how the product works. By highlighting the benefits, the infomercial creates a sense of excitement and encourages viewers to take action.
Variations on the PAS Outline
While the PAS outline is the most commonly used structure in TV infomercials, there are variations that can be used depending on the product or service being sold. For example:
- The Problem-Agitate-Solve-Explain (PASE) outline adds an additional step to explain how the product or service works. This is often used for complex products that require a detailed explanation.
- The Problem-Agitate-Solve-Testimonial (PAST) outline adds an additional step to feature testimonials from satisfied customers. This is often used for products that have a strong track record of success.
Using Storytelling Techniques
In addition to the PAS outline, TV infomercials often use storytelling techniques to engage viewers and make the product or service more relatable. This can include:
- The Hero’s Journey: This involves creating a narrative that follows the hero’s journey, where the viewer is the hero and the product or service is the solution to their problem.
- The Problem-Solution Story: This involves creating a narrative that highlights the problem and then introduces the product or service as the solution.
Using Visuals and Music
To make the storytelling more engaging, infomercials often use visuals and music to create a mood and atmosphere. This can include:
- Upbeat Music: This is often used to create a sense of excitement and energy, particularly when introducing the product or service.
- Dramatic Music: This is often used to create a sense of urgency and emphasize the negative consequences of not addressing the problem.
Conclusion
TV infomercials are a staple of late-night television, and their success can be attributed to the careful crafting of their outlines. The Problem-Agitate-Solve (PAS) framework is the most commonly used structure, and its effectiveness lies in its ability to resonate with audiences and drive sales. By understanding the PAS outline and its variations, marketers and advertisers can create more effective infomercials that engage viewers and drive revenue.
| Outline | Description |
|---|---|
| PAS (Problem-Agitate-Solve) | The most commonly used outline in TV infomercials, which identifies a problem, agitates it, and offers a solution. |
| PASE (Problem-Agitate-Solve-Explain) | A variation of the PAS outline that adds an additional step to explain how the product or service works. |
| PAST (Problem-Agitate-Solve-Testimonial) | A variation of the PAS outline that adds an additional step to feature testimonials from satisfied customers. |
By incorporating storytelling techniques, visuals, and music, TV infomercials can create a compelling narrative that engages viewers and drives sales. Whether you’re a marketer, advertiser, or simply a fan of TV infomercials, understanding the outline behind these programs can provide valuable insights into the art of persuasion and the power of storytelling.
What is the typical structure of a TV infomercial?
The typical structure of a TV infomercial usually begins with an attention-grabbing opening that showcases the product and its benefits. This is often followed by a problem agitation solution (PAS) segment, where the host highlights a common problem and then presents the product as the solution. The PAS segment is designed to resonate with the target audience and create a sense of urgency.
The next segment typically features a demonstration of the product, showcasing its features and benefits. This is often accompanied by testimonials from satisfied customers, which helps to build credibility and trust with the audience. The infomercial then usually transitions to a call-to-action, where the host encourages viewers to order the product by providing a special offer or promotion.
How do TV infomercials use psychology to persuade viewers?
TV infomercials use various psychological techniques to persuade viewers, including the use of scarcity, social proof, and authority. The scarcity principle is often used to create a sense of urgency, by limiting the availability of the product or offering a limited-time discount. Social proof is used by featuring testimonials from satisfied customers, which helps to build credibility and trust with the audience.
Authority is also used by featuring experts or celebrities who endorse the product. This helps to build credibility and trust with the audience, and can also help to overcome any objections or concerns that viewers may have. Additionally, infomercials often use repetition and rhyme to make the product more memorable and engaging.
What is the role of the host in a TV infomercial?
The host of a TV infomercial plays a crucial role in showcasing the product and persuading viewers to make a purchase. The host is often charismatic and energetic, and is responsible for demonstrating the product and highlighting its features and benefits. The host also typically presents the problem agitation solution (PAS) segment, and is responsible for creating a sense of urgency and encouraging viewers to order the product.
A good host can make or break an infomercial, as they need to be able to connect with the audience and build trust and credibility. The host should also be able to handle objections and concerns, and provide clear and concise information about the product and the offer.
How do TV infomercials use storytelling to engage viewers?
TV infomercials often use storytelling to engage viewers and make the product more relatable. The story may be about the host’s personal experience with the product, or about a satisfied customer who has achieved success or solved a problem using the product. The story is often used to create an emotional connection with the audience, and to make the product more memorable and engaging.
The story may also be used to highlight the benefits and features of the product, and to demonstrate how it can solve a common problem or improve the viewer’s life. By using storytelling, infomercials can create a more personal and engaging connection with the audience, and increase the chances of making a sale.
What is the importance of testimonials in TV infomercials?
Testimonials are an essential element of TV infomercials, as they provide social proof and help to build credibility and trust with the audience. Testimonials are often featured in the form of customer reviews or endorsements, and are used to demonstrate the effectiveness and benefits of the product.
Testimonials can be particularly effective in overcoming objections and concerns, as they provide real-life examples of people who have achieved success or solved a problem using the product. By featuring testimonials, infomercials can create a sense of trust and credibility with the audience, and increase the chances of making a sale.
How do TV infomercials use offers and promotions to encourage sales?
TV infomercials often use offers and promotions to encourage sales and create a sense of urgency. The offer may be a limited-time discount, a free gift, or a special bundle deal. The promotion is often used to create a sense of scarcity, and to encourage viewers to order the product immediately.
The offer and promotion are often presented in a clear and concise manner, and are typically accompanied by a call-to-action, such as a phone number or website. By using offers and promotions, infomercials can create a sense of excitement and urgency, and increase the chances of making a sale.
What is the key to creating a successful TV infomercial?
The key to creating a successful TV infomercial is to create a clear and compelling message that resonates with the target audience. This involves identifying a common problem or need, and presenting a solution that is relevant and effective. The infomercial should also be engaging and memorable, with a clear and concise call-to-action.
A successful infomercial should also be well-produced, with high-quality visuals and audio. The host should be charismatic and energetic, and the testimonials should be credible and compelling. By combining these elements, an infomercial can create a powerful and persuasive message that drives sales and achieves success.