There’s no denying the selling power of infomercials.

The direct response and infomercial industry is a growing $150 billion market. If you watch television, you’ve likely been lured in by a late-night pitch for something you never wanted but now can’t imagine living without.

Although several persuasive elements make infomercials effective, there’s one selling secret that puts these promotional pieces in a league of their own when it comes to capturing eyeballs.