But Wait! There’s More! Infomercials Work in a Down Economy

I’ve always been bemused by infomercials. I always wait for the drop:

This pair of scissors, which can cut through even titanium, are only $19.99.

But wait! if you call in the next 15 minutes, we’ll give you an extra pair of scissors absolutely free!!

They’re just…well, their own species. I’d never encourage a client to do one, but it turns out, they actually kinda work.

I read an article in Fortune Small Business (I couldn’t find the actual article online) entitled “If You Act Now…” companies are actually turning a pretty good profit (as much as 15% sales growth this year even) using infomercials. Who’da thunk.

While the prime time slots used to be astronomical, prices have dropped, what with everyone’s marketing budgets shrinking. So people can better afford a 30-second slot.

The article gave some specific advice if you’re considering an infomercial:

• Make sure it’s the right product. You won’t be seeing an Egg Marketing infomercial any time soon.
• It has to be affordable. Nothing over $20.
• Create a wow factor, and make it good and visual. Like Billy Mays showing you how Orange Glo can get rid of even the grossest grime.

What do you think? Are infomercials for your product? Have you used them before?