Advertising Campaign

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RULES OF SCRIPTING

Once you've established your primary objective and decided on a format, it's time to write your infomercial.

Rule #1. Unless you're an experienced writer who can create a fast-paced, well-staged, logically arranged, audio-visual sales presentation, don't even try writing your infomercial.
Rule #2. Instead, prepare an outline for a script writer. Explain what your product is, its use, its user benefits, and its economic value.
Rule #3. If you think you possess the inherent talent to pen your own presentation, keep this in mind:

KEEP SELLING. Every word must draw blood. You're not there to look cute or impress your competitors with how creative you are. Focus on the product. Never stop selling. Remember, if the TV viewer does not reach out for the phone to place an order, it won't work.

KEEP IT INTERESTING. With the advent of remote control, your infomercial must be engaging. You may have a potentially good product, but if you cannot hold the viewer's attention, the remote control is your worst enemy.

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