What sells? Most people think this question is a mystery of the
universe, but it's really not so complex. Products that work well
on TV are those that can get the viewing audience excited enough
to make an impulse buy. Products that succeed are generally new
products that are very easy to demonstrate, make life easier, and
solve a problem. Successful gadgets like the EuroSealer, Snap Hook,
Flip Fold and Flavor Express fulfill all of these requirements.
Other successful products sell instant gratification and the secret
to making unfulfilled dreams come true. These items are often weight
loss products and body sculptors like the AbDoer, Bun & Thigh Max,
the CarbFighter, and the ABSlide.
What does your product do? Does it solve a problem? Fulfill a dream? Make life better or easier? Can you demonstrate and prove it? Can I buy it on impulse? If you answer "yes" to these questions, your product probably has extremely high television sales potential.
Ask not what your product does, but what your product can do for your audience
Benefit! Benefit! Benefit! How does your product improve the viewers' lives? There are many clever products that are very innovative, but they will not succeed until they can demonstrate 'What can it do for me?'
Before beginning any DRTV campaign you must "Ask not what your product does, but what your product can do for your audience". Always sell the dream, the benefit, or the solution to the problem. This is what makes people buy and what can make your sales sizzle.
Selling the benefit is always the goal. Everything else is support!!!
Do Your Homework!
No matter how innovative or "cutting edge" your product may be, chances are a similar product has been done in the same category.
Doing a little research to find out if the category is successful or not can save you a lot of money in the long run.
Many times, we will see a product in which a DR commercial was already produced and it was not successful on TV. This does not mean your product won't work, but you must analyze these commercials to find out why the other product didn't sell. You can learn valuable and profitable lessons from other's mistakes.
Information is priceless, and by learning about what succeeds and what fails, you can educate yourself and give your product a better chance to succeed in a very competitive medium.
Top Ten Questions to ask to determine if your product is right for DRTV:
1. What problem does your product solve?
2. Is your product easily demonstrated?
3. Does your product have a mass-market appeal?
4. Does your product have a 5-1 mark up?
5. Can your product be associated with other related products that
can be used as upsells or as a bonus that will create the urgency
to order?
6. Do you have strong testimonials to support the claims of your
product?
7. Has this category been done successfully before, why or why not?
8. Does your product have a proven sales record? Has it been sold
successfully in print, home shopping channels or in direct mail?
9. Do you have studies; can you prove its better then any other
product on the market?
10. Do you have an amazing demonstration that will stick out in
your audience's mind and become instantly associated with your product
via TV and retail?