Apr 1, 201307:59 AMIt's All About Content
with Thomas Marks
The $150 billion industry no one talks about
Which is strange because it’s an industry based on, well, talk. Some say it might even be a $300 billion industry; that’s Billion with a capital B and that rhymes with P and that stands for Pocket Fisherman. Yes, folks, we’ve got Billions with a capital B and that rhymes with V and that stands for Veg-O-Matic.
As a content marketer, I’ve always loved infomercials. They are words and demonstrations in action, unabashed sales promotion at its least refined, and constant reminders of what, as marketers, we often forget – sell like hell. But wait, there’s more. With everyone falling all over themselves trying to perfect the infographic, we could learn a thing or two from the infographic’s crazy uncle we hide in the attic. How much would you pay? That’s right, the infographic has reached the point where design is getting in the way of purpose. At some point, the infographic needs a call to action. Call now. Operators are standing by.
Aside from many classic catchphrases like set it and forget it, slice a tomato so thin it only has one side, and the biggest fishing invention since the hook, infomercials adhere to the basics – which we can all learn from – by adding value to the sales motion. You didn’t just get the Ginsu knife, you got the matching carving fork, the versatile six-in-one kitchen tool, six steak knives, and a spiral slicer. Now that’s an offer that cuts through frozen food like butter. And it’s not just the forgotten offer; you got real added value that made the offer decisive.
And speaking of forgotten, what about the guarantee? Yes, it really, really works. How do we know? Because it doesn’t just come with a 50-year guarantee, ladies and gentlemen, it’s a Written Guarantee. How else do we know it works? Because its inventor, Barry Becher, when reminded that the word Ginsu means nothing in any language, said, “It means I never have to work again.”
Yes folks we have Billions with a capital B and that rhymes with P and that stand for Popeil.
Sign up for the free IB Update – your weekly resource for local business news, analysis, voices, and the names you need to know. Click here. If you are not already a subscriber to In Business magazine, be sure to sign up for our monthly print edition here.