Use This Secret Infomercial Formula to Supercharge Your Product Pitch! Kevin Trudeau Disc 08

Use This Secret Infomercial Formula to Supercharge Your Product Pitch! Kevin Trudeau Disc 08

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00:00
[Music] so stories we're still on stories so I'm gonna give you one more trick about stories they're gonna gonna the circle back here to make sure you understand this when you're telling stories so number one you've picked the benefit next you've then tried to put together a
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true story that emphasizes someone receiving that benefit a before and after you've rehearsed the story you set it over and over and over again you made sure there's some detail in the story you made sure the story is short you tried to get some emotion out of the listener when you tell the story
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laughter excitement oh wow the story is supposed to elicit a feeling from the person hearing a story similar to I want to be the person in the story I wish that was me the story could also be used to overcome an objection somebody may be thinking so it could be used to overcome an objection this is what takes the time and this is
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where the effort is but you just do it once when you decide on your product now where would you use that well you would use that if you're giving a speech on memory or if you're doing a live radio interview so those are two other techniques of marketing a product then we're gonna be learning how to get on live radio shows and how to do live speeches so here's the next trick with stories when you're telling your story again where would you use this number one you would do this if you were being recorded if you were doing a live radio
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show if you're doing a live presentation if you're doing an infomercial and you're producing your own infomercial and you're sitting down and somebody's interviewing you and you're telling the story here's the trick you're talking I talked about you can't read a teleprompter so your eyes got the automatic movement in this one last trick now this last secret can only be effective and will only work if at this point you can rattle the story off
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without even thinking about it because you've said it a hundred times I was doing a radio show in New York guy called up on the air this is Katie I'm so excited to talk to you I bunch of course about eight months ago and the best investment I ever made for my business real I said why is that he says well I was applying for a job on Wall Street a job I really wanted the problem was 500 of the people were applying for the same position you with me I'm not thinking about that story I've rehearsed that story a thousand times I don't have
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to think about the story you're with me I don't have to think about the story it just comes out and rolls out without me thinking about it what's your address you don't have to think about it you just roll how are you gonna be able to tell a story like that by rehearsing by saying it over and over again you're in your car you're telling a story you're just saying it you've physically having the words come out of your mouth over and over and over again timing it checking it fine-tuning it voice inflections over and over again
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when you're at that point and you have to be at that point otherwise this next part won't work now you add in your intention what is your intention when you're telling the story what is the intention when I'm sitting there talking about mega memory I have an intention and that intention is and this is key the
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intention cannot be I want to sell mega memories the intention cannot be I want this infomercial to work so I can get rich the intention cannot be I want all these people to buy this so I can make tons of money the intention cannot be I
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want to be famous in other words the intention cannot be your benefits when you're telling the story when you're talking about your product whether it's live on a stage on a live radio interview or you being recorded for a radio or TV infomercial or you're producing a short-form radio TV
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commercial and you're talking to the camera or on an audio when you're talking about your product when you're quote quote trying to sell your product when trying to encourage people to purchase your product you cannot be thinking of the benefits you receive you can't be wanting to sell the product you can't be trying to sell the product you
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can't be thinking about your benefits you have to be thinking about the person's benefits the potential customer buying the product and how their life is going to be better you have to want them to experience the benefits you've received from this product I learned this from multiple sources one of which was a great speaker who before
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he got on stage said I hope they get it he closed his eyes say a prayer to himself and say I hope they get it and when he went onstage it wasn't about him it wasn't about oh I can't wait to hit that stage I I've heard speakers backstage ago I hope this is a good group why cuz I don't like it when they're you know not a lot of energy and
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words it was about his performance and his feeling and how he was gonna enjoy himself on stage he hope it's that you follow me it's all about him when this guy got on stage it wasn't about him it was about the people well I hope they get it don't they see it so when you're selling your product or service you have to have this energy that's basically and if you're watching me talk about mega
08:00
memory I think you can feel it it's like I hope they get it but there's a balancing energy there this is another key to selling the balancing energy is but I don't care if they buy it or not it's their loss to understand this this is a very key important energy to selling and this is the energy that you have to have every day if you're in direct
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marketing because if you have this balanced energy belief in the product like we talked about before it's good for you good really good for you that's good for you it's good for me right that's that that's the energy there right it's okay that I make money it's good that I make money it's good for you it's good for me next energy so that's that's that's the overall just a foundational energy that's there okay then on top of that energy we have now
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the intention when I'm actually selling this product and talking about it in this energy which is on top of the foundational energy which is good for you it's good for me that's the foundational energy and on top of that energy it's I really hope you get this the benefit you're going to receive are going to be great it's like you want them to receive the benefits but the balancing energy has to be there and that balances energy is but if you don't
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buy it it's your loss if you don't buy it it's okay it's okay if you don't buy when you watch that infomercial did you feel that I had any fear that people were not gonna buy it was like I could care less I mean could you feel that but you could also fear feel how much I wanted people to get it and see the benefits to it's like this is so good man this restaurant is great you should
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really check it out but I don't care if you go or not you know that you follow me it's great the food is amazing you should check it out but I don't care did you see it did you feel you feel this and it can be it can be very very effervescent in that presentation or it could be very subtle some of you may feel it when I'm giving this presentation here I hope you get it I want you to get it this is a great business but at the same time it doesn't matter
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you follow me I want you to and I'm you know but it doesn't matter so when you're selling something you could say it this way don't try to sell when you're selling something do not try to sell it was a great Bruce Lee movie called Enter the Dragon some of you may
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have seen it and there's a scene where they're on this boat going to the island and everybody has a different fighting style and this big bruiser comes up to Bruce Lee and goes what's your style the art of fighting without fighting what's that the art of fighting without fighting that was the style right well
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let's let's see them no room here on boat that Island we take that small boat that Island okay so the guy gets off the side of the boat gets into the little tiny rowboat Bruce Lee gets down and does the undoes the rope lets the rope lets the boat away the art of fighting without fighting it was it was like it's like a beautiful scene so it's the art of selling without selling remember this
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phrase people love to buy but they hate being sold people love to buy but they hate being sold and by the way you can hide sell people and sell and make a lot of money there's a lot of people to do I'm just giving you what I have done and what I found to be very effective and there are other techniques that are complete opposite to what I'm doing that are also very effective it's kind of like remember the
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karate kid the karate kid there was two schools the guys who were all the black the bad guys you know hardstyle and then the Karate Kid you know his mentor mr. moto everything was just easygoing and you know in Kwai Chang Caine and kung fu you had the soft style you know love and meditation and you had the hard guy so that that's one better than the other they're very different and same thing with selling you can do hard hard selling and it works and has worked and
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there's a lot of examples of it working hard selling from the stage hard selling on radio hard selling on infomercials hard selling in direct response and so forth does it have a higher percentage of success than what I'm talking about I can't tell you I can tell you what my success rate has been and the ease and would you it's it's come and the speed in which it's come you with me
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so you know but I'm teaching what I know and what has worked very effectively for me so don't try to sell people love to buy but they hate being sold so in any of these ads you're putting together for your product you want to give people the ability to buy but you don't want to sell them and when you're putting together any of these ads if we have our intentions and energy that foundational energy which is it's great for you it's good for you it's kind of good that's
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good for you it's good for me right that's our foundational energy here right it's okay I'm making money I deserve to make money there's nothing wrong with that there's no guilt it's good for you it's good for me okay basic foundation that is the foundation of all business if you want to open up a restaurant there are people who fail in restaurants because they feel guilty that they're making money that they're selling this and the cost of the product is this and they're selling it for this you're feeling guilty for I mean it's
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business it is it has to be an even exchange person does not have to by mistake where they're coming into the restaurant they look at the menu if they don't like it they can shut them and you will leave if they're giving you the money and ordering the steak what are you feeling guilty for are you delivering cheeseburgers instead of steak no you're delivering the steak that they ordered is it a good steak it's a great steak you're giving you're giving them more than they they're ordered are you happy with the steak I love the steak but you still feel guilty you made money on the transaction you
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understand this this is a key because so many people fail in business because they missed this concept you have to be okay with you know with that transaction then when you're selling when you're putting together any of these ads your feeling has to be not about what's in it for you when you're putting together the ads and selling a product to somebody I would encourage you and suggest that you're feeling the how is it going to benefit them and really about them
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getting the value then getting good benefit at the same time the balancing energy which is but I don't care if they take it or no there's no fear I've been infomercials with people and they've sat down and they were before the infomercial shoot they were like okay I've got to make sure I get this right I got to make sure I get this right I go what's the matter you know this is my big chance my big chance I mean yes I really appreciate you doing this infomercial and this is my big chance I mean if this infomercial
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works I mean I'm gonna be famous and you know I could the money is just this is my big chance I mean you made your money but this is my chance to make money man and this is it and I just want I want this thing to work so bad okay let's sit down to the infomercial okay so tell me about the program they're so uptight and so tense and so like you know desperate for it to work they want the information
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to work you with me do you think it's gonna work probably not because it's just they're just the energy is wrong the energy is wrong so if you're selling from the stage you know if you're if you're giving a presentation and you're selling a product if you're doing a live radio interview if you're being interviewed for an infomercial if you're producing an ad whether you're in it or not make sure you have this energy this
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intention which is I really want them to get the benefits but I really don't care if they take this or not it's a really important key any questions on that yeah this the secret that I gave Lane was to get out of the think stage and I he was so stuck in the think stage I couldn't talk to him because he was here and it was only after he just shut this off and said I give up now he was open because
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now when I talked to him I could hit him energetically and talk to him from the heart and talk to him about just talk to people from the heart not from your head stop thinking about the words and think about the intention don't focus on the words and that's what I'm talking about here you don't have to focus on the words that's why I said if you practice your story over and over and over and over again you're not thinking about the words are you you don't have to think about the words that's the whole point
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that's why I said this technique will only work if you know your story where you don't have to think about it anymore that was the whole point so if I'm sitting there and I know my story so that on to think about my story anymore I'm not thinking about the words I can now focus on my intention or coming from the heart I can think about the energy because I don't think about the words if I'm focused on what words I'm gonna say I can't do both you understand this has
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to be an autopilot the words have to be on autopilot so I can focus the intention that's where my focus is not on the words or the phrases I can focus the intention if you're stuck with the words or reading a teleprompter you can't get the intention out so you're going to be at a big disadvantage you actually had a product where you incorporate this demonstration we've all grown up with these various things you
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were referring to the Ginsu knife and so forth what you did is very sure brevity and some humor Wow motion actually doing product real simple the question is how do you think of a physical product and do the same thing well we took a physical product I did an infomercial for Fred banlieues shower filter and water filters physical product was the easiest thing in the world we have physical demonstrations so we we Fred
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and I we just standing behind a table with water pictures and water and doing demonstrations and telling stories was the simplest thing in the world you tell the stories here as you doing a demonstration I mean so the demonstration is part of the story and you do a demonstration tell a story do a demonstration tell a story so that's very easy yeah okay any other questions on the energy okay good now there's one other part that you have to
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do when you put together any ad and that is your intro when you do an intro whether it's of an infomercial a short-form radio TV or direct mail or email or printer space the intro size and the amount of information you can get in the intro will be different based on the type of ad so if you're doing a TV infomercial which is 28 minutes and
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30 seconds I have a longer time to give an intro than I do on a 2 minute short form television commercial correct the short form 2 minute telephone commercial the intro has to be very quick a long-form TV infomercial the intro can be longer let me tell you what the intro is the intro is basically under two minutes on an infomercial
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and it is a summary of the benefits it's a summary of the benefits that's the most important and secondly it's what the product is the objective of the intro on a TV infomercial is to keep the people watching it's not to sell the product
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it's to keep the people watching and there are various techniques you can use now I'll give you an example of an intro Andy Anderson interviews me and he says Kevin what's the American memory Institute and mega memory well what we are with a largest memory training school in the world have been around for quite a number of years and what we basically do is help people all around the world develop or release their own instant recall memory or super power
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memory so they can do some pretty amazing things like walk into a room meet 30 or 40 people and be able to remember everyone's name or students being able to remember things for test time and get better grades with less study time or remembering things to do appointments directions or making speeches without notes or even stop absent-minded this like ever happened never have this happen to you walk into a room in the house and say why did I come in here or you know where are my keys where are my glasses so what we do is we help people develop that superpower memory that's an intro
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it's short to the point it's not full of fluff it talks about what we are what it is and what the benefits are and notice I hid all the benefits right there names and faces students do better less study time you can remember appointments things to do make speech without notes top apps in mind to this which is for you know maybe elderly people are concerned and concern with that I add that a little humor you can walk into room in your house say why did I come in
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here or were the keys were the glasses things that people are familiar with when I'm hitting those benefits I'm hitting things that I'm trying to throw darts out and hit buttons where people can say yeah I've had that happen or yeah that's me makes sense so an intro is always just just a short little explanation just like your stories your intro has to
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be rehearsed simply don't to think about the words let me give you an example Kevin can you tell us about the American memory Institute and mega memory sure Andy what we are is were the largest memory training school in the world been around for quite a number of years and what we basically do is we teach people all around the world how to develop or release their own superpower or instant recall memory so that people can do some pretty amazing things like imagine walking into a room in 30 or 40 people remembering all the names or a student can study for exams and get better grades at last anytime we remember
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things to do appointments directions or stop absent I just like you ever have this happen to you even walking through your house and say why did I come in here remembering you know we're going to put the keys were you know where's my sunglasses till we basically help people develop a powerful memory Green I did it that fast was to point out I'm not thinking about the words it's about 98% the same and my eyes are moving they're not going right because I'm accessing it
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real memory now if I have the ability to rat let off verbatim just like that on cue I'm on command when I'm sitting down and doing an interview do I have any fear no because it's like you know we are so with the largest memory training school overall we've been around for quite a number of years we teach people basically how to develop or release their own instant recall super power memory so that we can do some pretty amazing things like and you're just going through the words the words are just coming so the words just come what can I put a little attention on my
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intention I can put my feeling out and I can have that I really hope people get this but I don't care if they do there's that balancing no fear energy it's very important that you have that it's going to help you sell more whether you're producing an infomercial now remember your energy that you have will permeate everything in your business so the energy that you have if you're not the person on camera it still will permeate what's going on on camera they'll still
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permeate that if you are the person on camera it's obviously better because now you get the energy so it gives you a big advantage if you're the voice on the radio commercial and you are doing this perfect your voice if you're going to be the face and the voice of a short-form television commercial that you produce which I'm going to show you how to make this stuff then you get that energy with me if you're writing the direct mail piece your energy is coming through the
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words people feel it if you're writing the email if you're helping design and write the website it's your energy that's going to come through the words make sense it's really important the energy is really really significant this is why you have an advantage if you're a gym member and you're going through the training levels one two three four and five the higher the more success mastery course training you've been through and
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the more you're mastering that the bigger advantage you have in terms of moving and using this energy gives you a big advantage again without it you can still be insanely successful because there's a lot of people who are not a requirement but certainly is a big advantage okay so next we have our intro we have our stories we pretty much got the whole thing done with an intro and
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stories you can write a direct mail piece with an intro and stories you can write a print ad with an intro and stories I'm going to show you how to write a classified ad for any product with an intro and stories you can write a short form radio commercial or a long form radio commercial or any of these things with an intro and stories you basically need just one other one other key element then there's some sub elements we're going to throw in there as well the next key element is what's
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called the CTA CTA call to action what is the call to action and when does it occur in an infomercial the call-to-action how do you do it when do you put it in first when does a call to action go in and we'll talk about long form television long form TV by the way is always is the same as long form radio okay because there 28 minutes in 30 seconds so they're almost identical there's one difference long form radio
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there's no visuals so you have to give out the 800 number more times with television you can say it once and then have the 800 number on the screen so on radio you have to give out the 800 number more that's the difference between long-form radio call to actions and long-form television call to actions so call to action when does it go up anywhere from 8 to 11 minutes into the show and then 8 minutes later and then 8
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minutes later and then you can always throw it right at the end one last time and those are approximate give or take 30 seconds or a minute it's a good question the question is why is it specific to that time you don't want to ask for the order until a person has enough information to make that decision because if you ask for the order too
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soon the person will say no and now you have to get them out of the know you have to like get them out of the hole so before you ask for the order you never want the person to say no so before you ask for the order you have to do it when they're ready but you can't wait too long that's called overselling so there's a there's a bell curve there so when we structure commercials we try to give enough information so the person is at a crescendo by the time we ask for
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the first call to action if they don't buy they're at least still open to buying because if they don't take the call to action right then and there they're still watching the infomercial they haven't said no they haven't sure they haven't shut us off yet everyone turned it off yet so if you do it too soon you can maybe turn somebody off too soon and get them to say no mentally and then it's hard to turn them around that's a very important key because if
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you ask for the order too soon you can for example let me take a winning infomercial one that works and just throw the call to action three minutes earlier it doesn't work anymore so it should it's the exact same infomercial all you did is just change when you ask for the order but it doesn't work so it's important that you have enough information before you ask for the first order but not but don't wait too long yes
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a twenty-fourth Millian sheriff right are these set up at those same junctures when you do a long-form TV or radio good question yeah basically I'll tell you let me let me go through this and you didn't you'll see because when I explained the whole thing that I think it may answer your question then if you if it says and I go back and revisit it
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okay so let me tell you how to do a call to action there are two ways to do a call to action one is called the hard CTA the other is the soft CTA which one is better there isn't they're just different which one is easier the soft CTA which one do I use a soft CTA I always try to do everything as easy as
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possible but they both work sometimes a soft CTA doesn't work and a hard one will sometimes a hard CTA doesn't work and if you switch it to a soft when it will you don't know guessing tests but there are two so let me give you the example of the soft CTA soft CTA goes something like this by the way Kevin if people are interested in your course how do they get a hold of you well Andy if people want to call the number on the screen they can get more information on
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the mega memory home study course and if they do call today we'll give them a 50% discount off the regular price of the program great so tell me about students that was it pretty hard sell pretty soft right do I really care if you buy this do with me soft very soft that's very soft I'm not looking into the camera I'm actually talking to the
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person who's interviewing me Keva people want more information on how to get a hold of you well they can call that I'm on the screen Andy and if they do call today we can get more information on the mega memory home study course we will give them a 50% discount off the regular price of the program a soft that's called the soft offer and you can do an infomercial with a soft offer you don't even have to show the product you don't have to mention the price so you don't have to show the product and you don't have to mention the price there's no
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hard selling involved yes do I ever increase the intensity question is do I increase the intensity yeah sometimes in infomercials maybe I'm getting excited about something or passionate and I'm gonna show you how I do different offers from the soft offer to the heart and kind of what's in between so the soft offer is
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very soft it's just usually one-time and giving them a discount if they buy today or if they call today has to be there because that's called sense of urgency when you do a call to action remember this anytime you do a call to action you have to have a sense of urgency the person has to know that
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there is a huge advantage to them if they call now or order now if they don't there's that there's some type of penalty that's really important now a 50% discount off the regular price of the program which I haven't even told you the price you're gonna have to call just to find out the price so this is a very effective technique that I pioneered I was the first person to do this and it
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worked brilliant because it gets people to call it allows you to test different price points now you establish already and you must establish by really selling product at a price so that there is a legitimate established retail price so that if you're saying you're gonna give a 50% discount off the regular price it legitimately is a 50% discount off the price of the product for which it has been really sold for not just two units
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but some you know really sold for so it had to be really sold for that with me that's really important to have that legitimacy so this is an effective technique and you can then still massage the price so now let's guess go ahead right well when a person calls the good question we're going to talk about scripts and what is set up on the phone when we get to the scripting part but generally in this example if you were to watch this commercial and it says if you call today
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you can get more notice I'm not saying to buy by the way when you do a soft offer you're not saying to buy notice the way I phrase the soft offer and this is a this is one of the points where some phraseology is important okay some words are important so notice what I'm saying here the phrase is if people want more information about the mega memory home
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study course they can just call the number on the screen I mean if they would like to buy we will give them a 50% discount off the regular price of the program so it's something to that effect you're basically saying if you want more information another way of saying it hey if a person wants some free information about the mega memory home study course they can call the number on the screen and if they would like to buy it today we will give them a 50% discount off the regular price of the program now notice
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that phrase the person would like some more information about the mega memory home study course they can call the number on the screen and if they'd like to buy today we will give them a 50% discount off the regular price of the program if they purchase it today now the person says if I want to get more information or free information I can call I don't have to buy I'm not calling to buy I'm just calling to inquire I still have the option of making the decision because I don't know what a price what the price is I have an option but I'm just calling to
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inquire hi I'm calling to get more information on the mega memory home study course then the person on the phone depending on if they're reading a script or if it's you answering the phone you do two different things if you're just a script reader you say well thanks for calling the mega memory home study course is one of the most utilized self-improvement series of all times it's been sold for two hundred ninety seven dollars but if you would like to pursue today we can give you a 50% discount then it comes with an unconditional 90 day money-back
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guarantee you can utilize the entire program if you're not completely thrilled if it's not everything you thought it would be somebody send it back for a full refund no questions asked would you like to give it a try into this free trial no risk offer so that's the script reader another way to sell and I'm not there yet but I'm just you know make sure you understand is a person calls up and let's say you or your team is answering the phone hi thanks for calling about mega memory how can I help you yeah I want some more information terrific my name is Joe what's your name Kathy Kathy thanks for calling well what
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about the program well with type of questions yet well how much does it cost well normal cost is 297 dollars we're offering a 50% discount today let me ask you a question Kathy what in the show caught your interest are you looking for this for yourself or somebody else in your family charity students in your family how they doing in school well great well how old are they and now you're in a conversation asking them questions what type of work do you do you think the powerful member would help you in your business oh well you're going to dental school oh my gosh this is right up your alley
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yeah I mean this you need this and now you're selling a little bit you with me so there's a different technique there we're not there yet but just to give you kind of a preview so let's talk about again the call to action so the first call to action on this side of the scale is the super soft offer super soft offer is basically just one line you're not looking at the camera the super soft offer is if people want more information about the product
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they can call the number on the screen if they would like to buy today they can get a 50% discount off the regular price of the program if they purchase it today that's it simple that's a soft soft offer the next one is in that same style Kevin if people want more information about mega memory how do they get a hold of you well Andy and I want to talk to all the people at home if you are watching right now I would encourage you to pick up the phone to get more
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information about mega memory it's one of the most powerful self-improvement series of all time and today if you do order the program we will give a 50% discount off the regular price of the program and it's something that all of you should consider doing and if you're a parent and you have children and you don't get this for them shame on you so I hope you buy it's unconditionally guaranteed there's something I really feel you can get some tremendous value from like the hundreds of thousands of other people as well that's a little bit
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harder isn't it it's not hard hard but I'm looking at the camera and now I'm asking them to call and I'm encouraging them to call so I'm giving a little bit more of an impassioned plea this was answering your question right we can go a little more and again I'm using mega memory as an example but for those of you watching and here in the room you can apply this to any product next a little harder by the way if you
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look at those first techniques the first one was about five seconds the next one was a little longer correct but still way under a minute wasn't it so now we'll go to another technique and this technique is going to be a little longer same as the last technique the only difference with this one is now it's going to be a little bit longer so so Kevin if people want more information about mega memory how to get a hold of you well Andy for persons watching right now
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get on the phone and call and get more information about the mega memory home study course if you call today you can get a 50% discount off the regular price of the program and it comes with an unconditional 90 day money-back guarantee if you want to remember names you need this program imagine walking into a room and meeting 30 or 40 people and being able to remember everyone's name if you have any students in your life imagine them being able to study for exams and potentially get better
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grades with less study time a powerful memory means more money in your pocket get in the phone and get the mega memory home study course it's unconditionally guaranteed and if you're not thrilled for whatever reason simply send it back for a full refund no questions asked get mega memory hundreds of thousands of people already have benefited from this program and I know you can too that's a little longer isn't it notice in that
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call to action what else did I do I went back and I hid what benefits I hid the benefits I basically did the summary I went back right to the summary I hid the benefits again that's all you do if somebody will say I couldn't I can't do that there's a good chance you couldn't do what I just did this is the one time that you can use something it's called the teleprompter this is the one time you can use a
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teleprompter when you're reading a call to action because when you're looking directly at the camera I'd like you own a teleprompter is teleprompter is when you're looking at the camera there's a bit turnaround here here's a camera so there's a camera right here there's no teleprompter in front of it if there was a teleprompter in front of it there'd be like a big TV monitor big box there and it basically just has a screen where you just read and it's Scrolls so all you're doing is reading it now someone says
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well is that hard well the good news is they can do a retake if you screw up the other good news is you can practice because once you write this once you write the call to action you put it in the teleprompter and you say you know something I'm gonna rehearse this because I'm gonna film an infomercial tomorrow so I'm gonna read read the script over and over and over again and practice it I'm gonna read it read it and read it and read it in fact heck you can do it by memory at that point but you're gonna read it over and over and over and over again that's what professionals do then when you get to
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the set and you say okay here's the teleprompter I want to just practice the tell on the teleprompter because I've never used one before and you sit there and you practice for a little bit and you read it and read and get comfortable with it and that's that's height that's how you use the teleprompter and it's very easy to do that call to action usually is about a minute it should never be more than two minutes why because short form television ads are never more than two minutes and the
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majority of radio and short-form and are one minute that's how you can say that's what you need to have the call to action the call to action always has to have benefits in it if you're at this stage not the soft one but if you're at this stage then you want to have benefits you want to also talk about the guarantee there's one other type of call to action which is way over here this is the
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hardest one and this is how this one goes Kevin if people want more information about mega memory how to get ahold of you well Andy here's how people can order and then it cuts away from the set and the voice of God called the voice over comes on and there's a photograph or a picture of the product and you here how would you like to have a powerful mega memory imagine being able to walk into a room and meet 30 or 40 people remember all the names except to call them on your screen right now look at the mega memory home study system hundreds of
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thousands people are on will roll up you like a berry to release their own superpower memory you can to call one eight hundred five five one zero two right there's and and here's what you get you get these CDs those any horse if you're not thrilled turn the back row here and so you have a you you you have virtually a two-minute commercial within your infomercial have you all seen this that's called a really hard call to action and a note and those call to actions there's a few techniques used
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one is they show pictures of the product to they build value building value with a home-study course like mega memory could say like people paid up to three thousand dollars with him Kevin's live memory seminars which they have now you can get the home study course which normally sells for two hundred ninety seven dollars for a fraction only one forty nine ninety five so builded they build value this offer
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is only good for the next fifteen minutes they also create urgency and if you order right now will also throw in money-making secrets reveal the CD which talks about how you two can make money from home are you with me I'm just kind of making this up as I'm sitting here but the point is there's what's called a bonus thrown in so when you do these
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call to actions there can be a bonus thrown in something extra they get for free which is very enticing it's like something that's glittering oh I kind of like that glitter thing I'm interested in that lit that thing that's glittering so that's called the call to action the good news is if you produce a call to action you also have produced a short form television commercial it's already done
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do that's all it is you with me guess short form - real short form sometimes at these 30-second spots sandwich around just a competitive just another ad 30-second spot here's how good question here's how the media works if you're coming up with a product for
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the very first time let's say the Snuggie or ShamWow because a lot of people familiar with that you can't explain it in 15 seconds however in two minutes you can because the ShamWow doesn't need 30 minutes from explanation right so the first thing is a long-form commercial usually is there if the product needs some type of explanation or it's a higher priced product so it takes longer to expose if the product is
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something is simple or easy to understand like a Snuggie or it's a knife okay Ginsu knife that doesn't need a half an hour or ShamWow it doesn't need a half an hour but people still need to know about it so a two-minute commercial is what generally used and it explained and it's and it's in that commercial is run through what's called space - repetition over and over and over and over again and people have to
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see that commercial 50 or 75 times before they buy it so when you run these in the beginning you lose a lot of money but you see where the tracking is going so it just plays over and over and over again after a while you've seen this commercial 75 times you've seen it a hundred times guess what you don't need to see it for two minutes anymore now what they're doing is they cut down the media from a 2-minute to a 60-second or even a 30-second or even a 15-minute
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because now all they're doing is just saying listen you've seen Shaam while you want to buy it here's the number you they're not trying to sell it to you it because you've already kind of know what it is about that's number one and the second thing they're doing is they're driving retail sales because the ShamWow and the Snuggie is at Walmart and so they're just getting the brand out there so that it's in your mind so when you go down to Kmart or Walmart or
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Walgreens and you walk in and you see it there the ad oh yeah you're not gonna get that so the that's how the whole process works don't worry about that those these are the complicated advanced stuff down the road that doesn't really matter you can make a huge amount of money without some of these advanced techniques and these are really only needed when the margins are so small and skinny they're also employed by big companies who have big staff and the staff have to do something
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honest-to-god their justifying their job right we didn't have time to do this stuff right don't even have enough staff who could we didn't matter I mean in terms of the amount of extra money you make it was minuscule because you'd have to build this big infrastructure to handle this a little extra profit what was the point well if it's a big corporate entity and it's very important to do that good know what happened good
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question here's how retail works first off Snuggie was a product that when they looked at it they said we don't need to do an infomercial which is twenty eight minutes and thirty seconds to explain it we think we can sell this in a two minute commercial so the first thing they do is they do it on television first they don't go to retail you sell it on TV because that way you have the entire margin and you build the market only after you really do really well on television and print and all the
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other direct response then you go to retail because then the retailer's want it because you've already spent millions of dollars in advertising and now you can go to retail and now you're advertising actually starts losing money but you're making money on the retail side and the praticing is used to drive retail as opposed to make a profit question okay so call to action we have the super soft call to action with a soft offer no price we don't show the product we have
55:51
a little harder one no price we don't show the product we have direct to camera with the person on the set selling it maybe you need to read a teleprompter which is fine I've been doing this for a long time I don't need one you saw me just sell mega memory to the camera without a teleprompter right off the fly it sounded pretty good but that's what I would I mean that's but you don't don't go there right it's right right something for the teleprompter and then if you're selling
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your product on the infomercial you just turn to the camera and you can do it about about a 60-second commercial in this this offer here you can either do no price or you can mention the price so when you're selling directly to the camera when you're doing your call-to-action directly to the camera you can do no price or you can give a price and then the hardest one is it's not you at all it's a voiceover and it
56:53
has images of the product sometimes there's a testimonial run during that call to action as well they build value they talk about how much it would normally cost and the price discount and maybe a bonus is thrown in as well creating some type of sense of urgency guarantee is also put in the call to action as well sometimes testimonials are put into the call-to-action as well you know do you do that one show one
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infomercial or do you test pricing hold off to that question the question is how do I test pricing on a soft offer or how do I test pricing on a hard offer when I get what I'm gonna get down here I'll tell you how we do testing good question okay now there's one other element of your infomercial by the way it's also the element of all of these you have all of these elements do you have your intro summary you have your CTA there's a couple other
58:19
elements that you want in your either infomercial or ad the next element that you want in your infomercial are ad our testimonials there are two types of testimonials basically video or written but there's a third type it's the story that you say that's a third type of testimonial video testimonials or people telling your story written testimonials are people
59:12
telling your story and writing you telling a story about how somebody benefited is also a testimonial if you looked at I think 95% of all my shows I'd never used testimonials someone says well why well it's easier and cheaper not to I always did things as simply as possible and I told a pretty good story I mean so I had the ability to tell a pretty
59:45
compelling story and a pretty likable story right there was another factor that I was trying to achieve and that is remember people don't like to be sold but they love to buy and so what I was trying to do in all my shows was I thought if I was to go on the Larry King show to talk about mega memory I couldn't have any testimonials right when I get a live radio interview and somebody interviewed me about mega memory I couldn't have any testimonials
01:00:16
on because I wasn't there to sell I couldn't sell I was there to inform people about the benefits of having a powerful memory and be entertaining but by doing so it got people to buy so by the time I did TV infomercials I had already already established the ability to sell the product without any testimonials so I thought why even waste the money I got a proven track record and I just carry it on now is that duplicatable there's a balance when you
01:00:48
use testimonials in an infomercial isn't it true that it looks like an infomercial so people know it's an infomercial mine like the Danny Bonaduce show or the Annie intercept show it really doesn't look like an infomercial because they don't people don't feel like I'm trying to sell them anything do you understand if you watch one of my infomercials here this is these are the very soft ones it doesn't look like I'm trying to sell anything now there are other infomercials that I've done where I look directly in the camera and I am
01:01:20
trying to sell and again there's nothing wrong with that the intention is still the same but I'm looking at people encouraging them to buy so you can certainly use in from you can certainly use testimonials and video testimonials where somebody says I bought this I've used this it's phenomenal I encourage everyone to get it is fantastic so testimonials are absolutely good and I'll talk more about them but getting video testimonials in today's world it's different than it was
01:01:52
15 or 20 years ago you don't have to hire a film crew to fly around the world to film testimonials you just tell people go on your webcam and give me a testimonial it's free so it's a different dynamic you can produce infomercial the camera that's big you know for like a hundred bucks it doesn't cost anything to make an infant I mean the world has changed plus everything's different you'd the advantage you guys have is just amazing the next thing
01:02:29
his credibility they spell that right credibility got three eyes there just looks funny it looks funny so credibility the last kind of key element in an infomercial is to have something there that adds some credibility Tony Robbins had a commercial and he had like a u.s. senator giving him a testimonial he had Mark Burnett giving them a testimonial write famous rich people
01:03:06
giving them testimonials saying this is a great product good test it's good tech that's a testimonial and a testimonial that's giving them credibility because of the nature of the people make sense so there's certain things that you can do to give credibility if you can do a demonstration like on my memory shows I do a memory demonstration that gives me credibility like I can actually do it so this credibility a testimonial will give you credibility because they'll
01:03:37
back up what you're saying and there's some other techniques as well that you can use to add credibility if you're a best-selling author that's credibility Kevin Trudeau New York Times I'm one best-selling author that adds some credibility Kevin Trudeau has been featured on The Today Show with Matt Lauer but ok there's a picture of me on the Today Show with Matt Lauer that gives me some credibility you know it's like okay they don't put anybody on the Today Show with Matt Lauer generally
01:04:08
you with me so it adds some credibility then people think you know should I listen to this guy so there are some things you can do some of you think there's nothing I can do for credibility no but if you're selling a product you can add credibility to the product you know the product was featured the author the product was featured so if you're selling mega memory there's some things you can do to add credibility as well and we're going to talk more about that all of these elements are in every type of commercial
01:04:39
or every type of ad that you produce and they're the same for every single product you produce every single one when you have all of these ingredient with a product that you've already gone through the process with so you know that can listen some a positive emotional response and you have your proper intentions the likelihood of you producing an ad that works goes up dramatically makes sense all of a sudden somebody may knock on your door when
01:05:12
they excuse me do you happen to know anybody in the TV infomercial business I have this revolutionary new device that turns you know led into gold and I need to sell this let me think I may know somebody I mean that that's what that's what kind of happens Thanks makes sense that's what kind of happens so you guys need time to digest this and you know let let it let it process and so you don't get in the air and out the other
01:05:43
for those of you on watching this on the DVD there are other materials available that that you have access to and I hope you really take advantage of all the all the data that's here [Music]

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