The Infomercial

File under Avoid the Machine

I caught a few minutes of an infomercial last weekend for the Ab Rocket. What hit me wasn’t how ridiculous the infomercial was, but rather the fact that they work. Not the Ab Rocket, but rather the infomercial itself. $150 Billion annual infomercial revenue proves it.

The great thing is that the infomercial strategy is pretty much the same from commercial to commercial. Here’s a deconstruction of the Ab Rocket infomercial that could be applied to any television advertisement. Think of it as shot-instructions to a first time director on how to make an infomercial:

1. Examples of people “like the consumer” who have an issue:
Images should show average-to-below average people and highlight their physical imperfections or inability to perform basic tasks.

2. People exhibiting the ideal state:
These images imply the outcome you will achieve should you buy this product. They are most often beautiful, healthy, strong, fit people with great smiles and clear skin. Consumer is meant to think these people have achieved these qualities as a result of using the product. (Do not overdo as this will lead to alienation in the consumer)

3. Before and after images of people just like the consumer
Images are meant to drive home the point that success is achievable by people just like the target audience, however broad that may be. Find 5-10 extreme examples of improvement and highlight repeatedly. Use stylist and makeup artist support for “after” images. Be sure to add a small disclaimer that results are not typical and may vary. Genuine testimonials from these extreme cases are ideal.

4. Demonstration of qualities that make using the product enjoyable and easy
Show a mix of average and above average individuals using product easily and happily. Smile, Smile, Smile. Intersperse quick images of use with ideal state images to imply short use leading to extraordinary results. Reduce perception of individual effort by highlighting how little time is needed.

5. Explanation of alternatives being more expensive
Highlight comparative cost of this product with alternatives. Creatively identify how not using this product is more expensive. Show images of alternative solutions being unpleasant. No smiling.

6. Trusted expert avowing of effectiveness of product
This may be a celebrity or an expert in the respective field. Testimonial should drive home that the product is safe, effective, and used by the expert. Consumer should walk away with feeling that someone who is smarter or more successful than them is using it, so then they should too.

7. Ordering information
Make ordering easy via multiple vehicles (i.e. phone, internet). Break total cost into multiple payments to reduce the understanding of the total cost. Add “if you order now” discounts to accelerate initial orders.

8. Repeat


The formula is so simple, yet they are so ridiculous. I mean to the point of absurdity, yet we’ve all felt compelled to buy at one time or another. I’ll talk about why later, and more importantly why they rarely help you achieve your goals.  The real danger is succumbing to these ploys in normal everyday situations without even knowing you’re being marketed to.

Song of the Day
I spend a considerable amount of time each week on the DC and Baltimore beltways and have a seen some interesting things. The other day I saw a cool, old airstream trailer on the road and it made me think of this song. Anything to take my mind off of the monotony.
In honor of National Capital Region traffic and a desire to pack up and escape, the song of the day is Airstream Driver by Gomez.