How to Write a Killer Infomercial Script

Script Writing

The perfect infomercial is a balancing act between what the problem your prospective customer faces and how your product solves it. It leads a viewer to purchase your product while hopefully keeping them entertained along the way. The script is the foundation of a great video and is the building block for everything else you will do throughout the course of your video production project. For this reason, it’s critical to get the script right. Here are a few things to keep in mind when creating a successful infomercial.

Before Writing Your Script

A great infomercial script always starts with researching the topic at hand. You simply can’t write about something you don’t know. Remember to always verify the information you are reading is accurate. When it comes to the internet, there are many sources that are unreliable.

Once you are done researching, you should begin writing a comprehensive brief with your key takeaways. These should include your goals, product benefits, and information gained from your research. Usually, these start with some guidelines you receive from the company you are writing for. Then you are ready to start your script writing!

Tips to Consider if You are About to Begin Script Writing

  1. Use Testimonials – Show-case studies of the product in use. Let your prospective customer visualize what it would be like if they used your product.
  2. Keep the story line simple – An infomercial shouldn’t be complicated and hard to follow. You are writing an infomercial, not a movie.
  3. Stay realistic – It’s ok to include an example where a customer has above average results, but try and include your average results as well. This is not only more believable but more ethical as well.
  4. Be repetitive – The truth is that not everyone will be glued to the screen while your infomercial is on. It’s ok to be a little repeat your messages that are important.
  5. Read your script – once you are near completion, read your script out loud. Record the reading and listen to it later. This way you can actively listen the first time, and identify room for improvement later. If something doesn’t sound right, trust your gut and change it.
  6. Keep your hosts personality in mind – Is your host highly animated? Is he or she funny? These kinds of questions will help you with the tone of voice and direction of your copy.
  7. Call To Action – don’t forget include a clear call to action. You should also add urgency, if possible, for example “Only 20 units left” or “Limited time offer.”

A successful infomercial has the ability to move your product faster than any other marketing effort. If your company is interested in a DRTV media campaign, we’d like to hear from you. Contact us at