The Art of the Infomercial

If you've been channel surfing at just about any time of the day, you more than likely will have caught a current TV infomercial. You may have even found yourself sticking around to watch the show just to see what they were talking about. It's amazing how well these new forms of marketing do in terms of selling products. Infomercials are basically lengthier commercials used to advertised various products. These days you will see infomercial ads pitching everything from anti-aging skin care products to fitness workout equipment to ways to make money faster than you ever imagined. These long format commercials make big claims and promises backed by special guests, customer testimonials and even celebrities. In fact most infomercials these days are hosted by celebrities, who use their name to lend credibility to the product(s) being sold.

Infomercials on TV are largely successful as they present more information about a product than the average commercial does. It allows the consumer or potential buyer to learn more about the item before they make a decision to buy. The traditional infomercial has included a studio audience who "oohs" and "ahhs" over the various product and its results, while a celebrity or other host talks up the product. Some of the more famous entrepreneurs to gain fame from their infomercials are Kevin Trudeau who sells various books and audio programs, and Tony Little, maker of the Gazelle Edge elliptical machine and other infomercial products. Some notable celebrities associated with infomercials these days are Chuck Norris, Cindy Crawford, Mr. T, Susan Lucci and Victoria Principal. Their star power is often used to reflect that the product is credible and worth buying. Consumers feel more assured that the product is something they should pay for and pick up their phone to quickly order.

Buyers should always beware with infomercials making extravagant claims. Usually in fine print on the screen at some time are the words "Individual results will vary", or something to that effect. Also, some products or the companies selling them, will make other notes in fine print, where they lure a customer into signing up for an additional membership or service. The customer is clueless until their credit card bill arrives and they see the extra charges. Some consumer affair and customer complaint sites have also become flooded with negative comments about a product. Therefore, it's always best to do your research and figure out what you might be getting yourself into before you buy.