Whenever someone mentions an ‘infomercial’, you quickly picture those long hours, past prime time, of bland TV commercials in which muscle-bound presenters would go on and on about newly conceived formulas to get jacked overnight with protein shakes and muscle mass gainers. You’d see a lot of numbers and information on the screen along with out-of-sync audio. Some of the products appeared to be sketchy, too, and not cut out for grabbing anyone’s attention today.
The old tactics may have worked back in the day but things are different now. Today, the audience is more tech-savvy, more skeptical and isn’t too keen on watching lengthy boring commercials and nobody wants to watch you sell stuff with content that packs very little value or entertainment.
With the rise of videos, the demand for quality has also skyrocketed. Ad agencies are producing infomercials with modern twists and interesting concepts. They have cut down the ad run time as well and their script is well-written and the overall video production quality is the cat’s pajamas.
Informercials are a great medium to demonstrate what your product or services are all about. In addition to a crisp-quality video, you need to craft an exceptional script that must elegantly translate your services to the audience in a language they understand.
Let’s look at the various stages that you can work through to write an excellent script for your next infomercial.
Brainstorm and Conceptualize
The first step is to gather your thoughts and pen down your ideas. You have to answer different questions in this stage, for instance:
- What is this product all about?
- What is the message you want to convey?
- Who is your target audience?
- What are their pain points?
- How can your product or service solve their issue?
- Why should your prospects choose you over other options?
- What is the best approach to deliver the message?
- What is your end goal?
Get together with your team, and record answers to every question. This helps in later phases when everything will come together. You won’t have to redo any part of your production as you already have concluded your project ideas and goals with your team.
It’s important to keep in mind that the perfect infomercial strikes a balance between the prospects’ problems and how your product offers to solve the issue.
Create an Outline for the Script
This is where the fun begins. Now is the time to decide on the direction your script is going to take. You are writing an epic story, so don’t hold back from turning this into a session where you can craft your scenes with illustrations to better understand what works. You can set your angles, characters, frames, transitions, and tone. Your script can demonstrate a funny or no-nonsense storyline with deadpan humor or thoughtful setting which makes you ponder.
Decide on what sort of emotional response you want to evoke in your audience and go with it.
All this creative brainstorming is great, but don’t forget the most crucial thing you need to take care of. Don’t let your core message fall into obscurity. Build your script around the main subject and don’t let it go out of focus.
There’s Always a Simpler Way
You have to understand that scripts for infomercials must be simple. That doesn’t mean you have to dumb it down. Wring out the information just enough so you have the perfect amount left. You are not going to submit it to the panel of acclaimed film directors for a major festival. So, write a script that is tailored to your target audience.
Provide all the valuable information regarding the product or service and take a customer-centric approach i.e. use ‘you’ instead of ‘I’ or ‘we’.
Create Multiple Drafts
Don’t stop at the first attempt. Normally the first draft needs plenty of rewriting and edits. Create a multi-verse of drafts and continue to refine your work.
Write testimonials. Write pitches. At the end, put it all together,
Edit the Script
Once you’ve gone through the process of writing drafts, combine the best ideas and start editing. This is where you’ll end up with a polished looking script that you and your team can be proud of.
Give your ideas the best shot with thorough editing. Chasing perfection isn’t bad, not trying at all, is.
Act out the Final Script
Hold a table read for the final draft of your script. Bring it to life on a camera, and see if you love it. Sometime what you’ve written might sound cool in your head, but when said aloud, it can be a very different experience for anyone.
This will help you in evaluating which words sound proper and which sound out-of-place. You can visualize the whole script, and check if everything gels together. Also, you can figure out if you have to go a few steps back and revise the content. Once it’s all set, you can go ahead and finalize the script.
Informercials Worth Checking Out
Back in 2015, Harmon Brothers ad agency came up with a fresh and cheeky viral informercial for Squatty Potty which managed to score 30 million views on YouTube as of now. It is reported that this tongue-in-cheek infomercial was able to push sales by 600%.
Since then, Harmon Brothers have generated over 100 million dollars of profit for their clients.
It is worth noting that ad agencies who have jumped back into the infomercial scene are touching base with a lot of creativity. They are recruiting celebrities, using unconventional methods and adding offbeat premises to convey their message.
Here’s a commercial for pet adoption. It’s cute and uses the infomercial format to inject humor into the messaging.
Informercials are here to stay. DRTV ads are said to be making 300 billion dollars in sales every year. With a fresh and trendy take on informercial ads, you can drive your brand awareness and sales in this day and age.
Considering the fact that infomercials, like any other ad campaign, go through rigorous video production phases which require a succinctly-written script to help you attain the focus and attention of your audience. It should set you apart from your competition and drive you towards achieving your goals.
Read more: How to Write an Excellent Video Script