Founders often start pitches by explaining their product's technology ("supply side"). Infomercials succeed by first showing the customer's struggle ("pull") in the first 5-10 seconds. This frames the product as an immediate solution to a recognized problem, making it instantly understandable and desirable.
Early-stage founders running their service on spreadsheets often feel apologetic. However, for many customers, not having to log into and learn a new piece of software is a major benefit. This "lack of technology" can be framed as a core value proposition: getting the desired outcome with zero operational overhead.
A standard demo walks through product features ("how it works"). A more effective approach shows exactly how the product slots into the customer's existing process to solve their specific problem ("how it fits their pull"). This moves the conversation from abstract capabilities to a tangible solution for their immediate need.
Founders mistakenly believe more information leads to better understanding. The opposite is true. Adding features, technical details, or concepts increases the customer's cognitive load, making it less likely they will grasp the core value and buy. The art of sales is compressing information to only what matters for their specific problem.
Infomercial creators aren't trying to win creative awards; they are singularly focused on selling a product as quickly as possible. This forces a direct, reality-based approach that resonates with customers. In contrast, "creative" B2B marketing often becomes navel-gazing, optimizing for industry praise rather than customer acquisition.
When explaining your product's tech, only mention what's relevant to solving the customer's problem ("pull-down"). Founders often describe their entire architecture ("technology-up"), which introduces unnecessary concepts, confuses buyers, and makes them feel they need to understand everything to make a decision.
When customers already use a similar product, don't just claim to be "better," as this keeps you in the same mental bucket. Instead, create a new sub-category (e.g., "legacy humidifiers" vs. "next-gen"). This forces the buyer to re-evaluate their needs against a new standard you define, separating you from the competition.