I confess. I purchased a flameless candle from a television shopping network.
It was a big
day when the package arrived. I wasted no time unwrapping the candle, plus the two extra
candles I got free-- just additional shipping. I switched on the flameless
wonder. That’s when it hit me—what kind of marketing strategy prompted me to
pay for a fake flame?
Let's talk about what the infomercial marketing people did right to brand and sell their products.
It’s about benefits, not features.
The
infomercial didn’t focus on the plastic candle. They may have mentioned the
hours of illumination--I can’t recall. What I do remember is the announcer and
her side kick helping me envision the ambiance of candlelight dinners, or wintery nights lit by
the warm glow of these candles. The quickest way to have people lose interest is to get too technical. The best way to keep their interest is help them envision what life if they buy your product or support your cause.
Testimonials and case studies.
A happy customer called
into the infomercial show to tell us that guests always remark how
beautiful her house is with a flameless candle conveniently lit in every room. There is a trust factor when others comment favorably about your product or service. A customer who I never met had me convinced that people would like my home more with a flameless candle in it.
Solve a problem.
This is what got me from being somewhat
interested in the candle to pulling out my credit card. The television host
looked into the camera and asked me and thousands of other viewers if keeping our pets safe was
important to us. Did you know that with a real flame you run the risk of catching
your dog or cat on fire? Actually, I’m aware of this, but that’s another story.
The flameless candle seemed like a really good solution to this potential (or
in my case real) crisis. What problems does your business or organization help
solve?
Repetition.
Infomercials
get it. They repeat the message in six
different scenarios seven days a week. This is a copywriter and marketing
person’s mantra. You may be tired of
repeating your message, but it takes several repetitions for you to even get on
your target markets’ radar screens.
Call to action.
Here’s where infomercials
shine. If you act within the next hour, they’ll throw in everything but
the kitchen sink. Their final thoughts aren’t about “hoping you will consider”, or
“we look forward to hearing from you.” They clearly articulate what youneed to
do next. Subtlety is a poor attribute in a call to action. If your message is
respectful, consistent and resonates with your audience, a solid call to action
is very appropriate. Just make sure you can deliver on your promise.
Alas, this
is where the flameless candle people made a poor judgment call. They assured me
their product has the look and feel of a real one. In my opinion, this was a
promise that they couldn’t deliver. Their candle can’t hold a flame to the real
thing. I still have it on a shelf in my den. And I make it a point to turn it
on for guests and tell them how unhappy I am. Then I switch it off and light a
candle. My pets will just have to deal with it.
