$100,000 DRTV Advice

The Seven Key Elements to Successful DRTV

The Direct Response Television (DRTV) business is a great way to launch and build your brand. Just like any industry there are guidelines and rules for how to create success. Some people say that 1 in 50 infomercials is a success. At Envision our ratio is closer to 1 in 3. Our success is in large part about following these Seven Keys to Success.

1) Unique Product – preferably patented. No other product should be able to make the same claims as you. If you can swap another product into your pitch, you’re not going to hit the homerun.

2) Good Brand Name – a name people can remember, a clear positioning. I like names that say what they do: “Brainetics: Athletics for the Brain” ; “Oxiclean: Clean with Oxygen”; “Space Bag: A bag that gives you more space.”

3) Everyday Use Item – Fill a broad based need or desire. If the problem is experienced every day, or most days. Then you’ve got something that is on people’s minds and likely to resonate.

4) Push Button Creative – get the viewers to nod their heads, to engage the creative, react emotionally. We sometimes call this ‘the nodding effect’. You’re engaging them in your creative. You can do this by ‘salting’ the presentation with compelling copy and things to look forward to.

5) Visual Excitement – get the viewer excited about the product and commercial, make it memorable and fun.

6) Incredible Value – perceived value should be at least twice the price.

7) Now or Never Proposition – consumer should feel like they can’t get this deal anywhere else. If they don’t feel this way, they may love your product but sit on the fence until they see it at retail. This is also good, but you need people to have a sense of urgency so they pick up the phone or go to the website

If you would like to find out how Envision can help you create your DRTV Success please contact either chris@envisiontv.com or sean@envisiontv.com to set up a FREE No obligation consultation.

Cheers!

Envision. Create. Succeed.