Direct Response TV : Sell Products Like Hotcakes

2007-03-08 10:33:40

( Entertainment )



Direct Response TV, otherwise known as DRTV by others, is basically an infomercial that demands an immediate response to the advertisement by calling a particular toll free number. The ad is very direct as it talks to the viewer on a one-on-one basis and elicits an instantaneous reply. The ultimate goal of the advertisement is to sell a certain product.

Direct Response TV is a very powerful form of advertisement. Combining television’s innate characteristics of having audio and visual with an infomercial’s persuasiveness and concise, viewers are driven by their emotions to buy the product. Although mainly intended for selling a product, Direct Response TV is also used by companies for generating leads on how a niche market responds to their marketing move, or simply to gauge the how many inquiries they will generate about a certain service.

The structure of direct response television is quite simple. Given a standard time period, the advertiser blurts out the features, the benefits, and finally flashes the toll free number on the screen which the viewers can call and personally order the product. Direct TV promotions basically banks on three main aspects that the consumer market are most vulnerable to: need, want, and vanity. Generally, if you want your company to earn quickly by selling a product, try out Direct Response TV first before opting for retailing, as with direct TV promotions, you can make a very enticing offer by lowering the selling price, simply because middle men are absent. Direct TV promotions usually sell products straight from the manufacturer to the consumer.

There are many techniques to optimizing your Direct Response TV advertisements. The best structure to use is storytelling or narration. Consumers react more positively with storytelling than any other form. You can also use make use of testimonials by hiring believable looking actors to give testimonials on screen. You can also make use of vignettes. Make sure that you have music accompaniment in the advertisement. It has been proven that music easily alters the mood of the person listening to it. Make use of music that will lead them to buying your product. Lastly, do not forget to repeat, but not obtrusively, the features and benefits of your product so that it will weave into their minds. Doing this gives a much higher probability of having a viewer call the toll free number and order your product.

Considering the fact that almost all Americans have TV sets in their homes, Direct Response TV is surely going to give your positive feedback and skyrocketing sales figures in no time.


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