Why That Worked #29: Infomercials—What OxiClean & Shamwow Can Teach Us About Messaging That Sells

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Jul 23, 2025

Dive into the world of infomercials with insights from the iconic OxiClean and ShamWow pitches. Discover how clarity, drama, and urgency in messaging can captivate audiences. Learn about the art of exaggeration and how specific, targeted communication enhances product appeal. The hosts analyze the rapid-fire presentation styles that drive sales and build trust with viewers. Uncover effective techniques that can transform your marketing strategies, making your message resonate even amidst distractions.

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ADVICE

Project Energy to Grab Attention

Be loud and dramatic in media presentations to grab attention.
Talking softly like a casual chat loses viewers in today’s fast-scrolling world.

INSIGHT

Use Dramatic Language for Credibility

Using memorable, simple phrases like "the power of oxygen" boosts product credibility.
Such dramatic language sparks curiosity even without full understanding.

ADVICE

Target Specific Problems Precisely

Get specific to your audience by naming relatable problems or scenarios.
Hearing "their name" or situation instantly draws people’s attention.

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Exciting news, Hero Makers! We’re sharing a new episode of Why That Worked – Presented by StoryBrand.AI, with Donald Miller back in the host seat. This new show uncovers why certain ideas, brands, and strategies succeed—so you can think differently and apply those insights to your business and life.

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Now, enjoy this week’s episode of Why That Worked!

Infomercials may seem cheesy, but they often get one thing right: the sales pitch is clear, dramatic, and fast. Most business owners present their products like they’re chatting over coffee, not realizing they’re competing with autoplay videos and an infinite scroll of distractions. The result? Content with no energy, clarity, or urgency. Subtle doesn’t sell. That’s why the repetitive, over-the-top style of these high-energy TV sellers still works. So what makes those pitches so effective, and how can you apply the same tactics to grow your brand?

This week, hosts Don and Kyle are unpacking two of the most legendary product pitches in TV history: OxiClean with Billy Mays and ShamWow with Vince Offer. They break down why these commercials still work, from soundbite stacking and urgent CTAs to the art of bold, dramatic language that holds attention. You’ll learn how the right pitch can create a billion-dollar brand (even for a towel). Tune in to learn how you can write better copy, make stronger pitches, and finally understand why clarity beats cleverness every time!

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