CREATE THREE DISTINCT SEGMENTS It is critical to create a campaign that captures the attention of an audience as they are surfing though channels, and then keeps their attention. Never underestimate the fierce competition faced in getting attention. No one is waiting for an infomercial to appear. Infomercials can be boring unless the product is unique and sells itself. All of the show's images must appeal to the target customer. Once you've caught them, interesting elements will keep them watching. Since a viewer can tune in anytime while channel-surfing during the show, a good infomercial is actually a series of six to seven minute self-contained segments, each with similar information, told in a different way. That way no matter when you catch the viewer they will get your message.

MAKE AN EMOTIONAL CONNECTION If you can make an emotional connection with the viewer, they won't turn away. We use a mix of entertainment and education, along with a sales pitch to play on an emotional need. Beauty products play on the need to look and feel better. Financial products play on the need to have stability. Good testimonials help make an emotional connection as the viewer feels they are not alone; this person is "just like me," and benefited from this product.

SEAL THE DEAL Each of the three segments is followed by the same embedded 2:00 commercial, called the "Call to Action." Just as the name says, this is when the pitch is made to make the call, and place the order. In each call to action the offer is made, and the viewer is invited to call. The call to action is critical to success and should be able to stand-alone, sell the product, and make the pitch. Typically the call to action is a voice-over, and does not include the show host. Research indicates the repetition of this one call to action three different times is more successful than varying the pitch.