Kate Newlin’s Shopportunity! dedicates a chapter to infomercials. These common late night television staples are amazingly effective in grabbing people’s attention and money.
Newlin quotes successful marketer Greg Renker:
“Part of the power is in the myth,” says Greg. “We want the story, the narration, we want to know the creation story of the product. Customers want to know its genesis: Who created this product and why. Who uses it? … The best product is the one that delivers the best story. Our way of looking at it is to say ‘Feel, Felt, Found.’ In other words, I know how you feel, I felt that way too, until I found…
Feel and Felt
Empathize with prospective customers. Instead of simply broadcasting your message to the masses, focus on the individual and on the particular situation. This will resonate with prospects and drive them towards the purchase.
Your company is the solution. Your product is the answer. Once the customer realizes the problem and that you understand her needs, you need to provide the answer.
When you sync up with potential customers using these three powerful hooks, you’re using the power of emotions to make the sale. People buy based on emotion but justify it with logic. So take those first steps and reel in the customer with a great story.