Research your target demographic. Determine who is likely to buy your product and the audience at which you intend to aim your message. Consider marketing to women between 30 and 60 years old, for example, if you are selling home cleaning products or storage containers. On the other hand, consider targeting middle-aged men when pitching hunting equipment.
Draft a shooting script for your hosts and camera crew. Use the script to make the product appear as interesting and exciting as possible. Introduce the product by highlighting its benefits. Show the audience how the product works with simple and effective demonstrations. Conclude with customer satisfaction testimonials.
Hire actors or hosts to pitch the product. Dress the hosts in vibrant clothing. Select actors matching your target audience to establish a sense of empathy between the product, host and audience. Encourage hosts to stay lively and enthusiastic when pitching the product.
Create a set that supports the product you are selling. Choose a small rental hall or vacant office building to film your infomercial. Design a set and backdrop that looks like a kitchen if you are selling pots and pans, for example. Ensure the set is bright and welcoming with light and color.
Place chairs downstage of the set to hold a small studio audience. Invite an audience identical to your target audience. Encourage the audience to clap and cheer for the product when prompted.
Present the studio and television audience with a contact number to call and order the product. Insist that the audience call immediately to place an order. Limit the amount of products available to induce the audience to hurry and call. Offer payment plans to give customers options in how they will pay.
Set up between one and three cameras to film simultaneously. Position the first camera center stage to capture a master shot. Situate remaining cameras to the sides of the set for capturing alternate angles to boost the visual appeal of the infomercial.
Download professional film editing software onto your computer. Load the footage onto your hard drive per prefabricated software instructions. Purchase Final Cut Pro 7.0 or Premiere Elements 9.0 software, for example, to complete all of your editing, processing and output needs.
Edit for concision and excitement. Incorporate shots of the hosts, demonstrations, crowd reactions and testimonials with an exhilarating visual appeal. Make sure the final edit has a clear beginning, middle and end. Add any on-screen phone numbers or soundtrack music via editing software. Avoid monotonous moments and delete all dead air time for a crisp finished product.