What is Direct Response Television (DRTV)?
The one thing within DRTV which has not changed over the years is to change passive watchers into active buyers. Here are a few of the how-to:
1. Capture the consumer’s attention and keep it
2. Make sure your production shows the benefits and features with emotions and a mix of entertainment and of course the sales pitch. With these in balance and your product message is clear, you are closer to a successful campaign. A great production has just the right mix of all these within its message
3. Show your product and make sure it presents clear and well, your message needs to get the viewer to understand a good buying decision over an impulse purchase
The goal is to close the sale by getting the customer to take action
Is DRTV right for you?
DRTV is Direct Response TV, as consumer we know them as infomercials. The job is to take a passive viewer and make them an active buyer. At EPCO, we call it transactional marketing. We stride to create a transaction with every media buy.
Ask yourself, do you believe your product can sell millions of units on TV? Are you sure about that?
Since the first infomercial on TV, the products which work well are the ones which get your audience just excited enough to make that impulse purchase. Ask yourself is your product highly demonstrable, make life easier or even solve an everyday problem.
Before beginning any DRTV campaign you should "Ask not what your product does, but what your product can do for your audience". This is key to your product messaging and Call To Action.
Always sell the dream, does your product have the “sizzle” which makes that fellow consumer get up and make that call or click online. Begin with doing your homework, ask your family and friends even the haters in your life, chances are there is a product or a similar product which has been done in the same category. This is why a patent attorney cost for their expertise.
Do a little research to find out if your product and category can be successful or not. I always tell potential clients to spend a little before they start loosing a lot. Know where you are spending your money before you don't know where you are loosing it. Know your product message and offer before you lose money is the best beginnings. Do your homework...
Questions to ask yourself to determine if your product is right for DRTV:
DRTV Strategies
There are several reasons why direct response is successful:
A Direct-Response offer contains these 4 key elements
Now you have some homework to do :-)
The one thing within DRTV which has not changed over the years is to change passive watchers into active buyers. Here are a few of the how-to:
1. Capture the consumer’s attention and keep it
- It’s so important to capture the attention of your target demographic and audience
- Make sure the visuals are appealing to your audience and the message is clear to keep them watching
- If running a long form infomercial make sure the breakdown segments are 5-7 minutes long within the half hour production and each with similar information and a strong Call To Action or CTA.
2. Make sure your production shows the benefits and features with emotions and a mix of entertainment and of course the sales pitch. With these in balance and your product message is clear, you are closer to a successful campaign. A great production has just the right mix of all these within its message
- A production made with emotion touches the viewers, emotion is one of the best ways to turn passive TV viewers into active buyers
3. Show your product and make sure it presents clear and well, your message needs to get the viewer to understand a good buying decision over an impulse purchase
The goal is to close the sale by getting the customer to take action
Is DRTV right for you?
DRTV is Direct Response TV, as consumer we know them as infomercials. The job is to take a passive viewer and make them an active buyer. At EPCO, we call it transactional marketing. We stride to create a transaction with every media buy.
Ask yourself, do you believe your product can sell millions of units on TV? Are you sure about that?
Since the first infomercial on TV, the products which work well are the ones which get your audience just excited enough to make that impulse purchase. Ask yourself is your product highly demonstrable, make life easier or even solve an everyday problem.
Before beginning any DRTV campaign you should "Ask not what your product does, but what your product can do for your audience". This is key to your product messaging and Call To Action.
Always sell the dream, does your product have the “sizzle” which makes that fellow consumer get up and make that call or click online. Begin with doing your homework, ask your family and friends even the haters in your life, chances are there is a product or a similar product which has been done in the same category. This is why a patent attorney cost for their expertise.
Do a little research to find out if your product and category can be successful or not. I always tell potential clients to spend a little before they start loosing a lot. Know where you are spending your money before you don't know where you are loosing it. Know your product message and offer before you lose money is the best beginnings. Do your homework...
Questions to ask yourself to determine if your product is right for DRTV:
- What problem(s) does your product solve?
- Does your product have a mass-market appeal?
- Is your product easily demonstrated on television or even understood over the radio?
- Does your product have a 5-1 mark up from cost to retail?
- Do you have strong testimonials to support the claims of your product? If your product needs clinical studies, do you have them?
- Can you prove your product is better than any other product on the market?
DRTV Strategies
There are several reasons why direct response is successful:
- Exclusive Offers and Not Available In Stores: A great DRTV campaign generates responses if the consumers believe that they can't get a similar product anywhere else
- Urgency to Purchase: Creating that sense of urgency with a limited time offer and even call now and receive premium offers are great ways to get the passive viewer to become an active buyer
- Reinforcing the Product Value: Cost justification is also very important. Many viewers will instantly want the product, but will need to be able to justify the price in order to make the purchase
- Create That Emotional Connection: Consumers buy products because of the benefits they can receive
- Uniqueness of Product: Highlight what makes the product unique from anything else on the market, compare your products to others
A Direct-Response offer contains these 4 key elements
- A strong offer - features and benefits
- A call to action (CTA)
- Sufficient information to interpret the value of the offer - why it's better and justification of cost
- A means for consumer to respond to an offer
Now you have some homework to do :-)
