Creative Corner- In Bed And Buying The lessons from HSN and DR
"But," I say, "no, no buying … not now."
By the following day, I'm getting antsy. I've done the crossword puzzle, and there's nothing to watch on TV but soaps. I have no choice; I turn on Home Shopping Network. It's having a special "hand-made comforter event." I like that … "a comforter event."
The first comforter is clearly not my style, but the moment the second one is shown, my heart skips a beat. It's gorgeous—all peach-colored and flowered. My bedroom is peach. I decide it's fate.
The comforter is $100. "Not too bad," I actually say aloud as I dial the phone. It turns out the shams (pillow holders) are $100 for a pair. I give my credit card number to the operator. The fever has returned.
In addition to the comforter and hair dryer, I also buy drill bits for $19.95 (I thought a drill was included, but it wasn't), and a necklace with an original Panda coin from China. I really want those storage bags that you can vacuum the air out of so your bulkiest comforters can fit into a car's glove compartment … but the line is busy, and the urge passes.
Lessons Learned From Infomercials
The point of telling you about my shopping spree is that even I found these product pitches on TV irresistible. We certainly could learn from infomercials and jazz up some of our direct mail using these same techniques. Following are some ideas:
• Be enthusiastic! Enthusiasm sells product. Don't be afraid to add excitement to your copy. Talk in glowing terms about your offer. Find great testimonials. It really helps to have other people rave about your product, how they use it and love it.
• Demonstrate your product whenever possible. I don't think we do this enough. A few years ago we offered continuity sets of handyman books, a household-repair encyclopedia. We'd show people actually building the products and using the books. We showed readers how easy it was to install their own bathroom vanity by showing someone actually doing it. We also took great photos of the books themselves and how nice they looked on a bookcase.