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in this issue
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Dear Reader,
There are secrets, and then there are deep and
extremely well hidden secrets. Many marketers are
selling secrets for $49.95 that "will make you millions!"
Chances are these aren't secrets at all, much less
worth $49.95-however in this article you are going to
receive a secret which can be worth multi-millions.
What motivates people to buy from direct response
television? This is something many people want to
know, and marketers ask every day. First, the deepest
and most well hidden secret of all is the product or
offer. Why will your product be accepted, purchased,
and distributed on a wide scale? Second, how can you
motivate people to buy your product or service?
What Motivates People to buy From DRTV? Written by Jeff Meltzer
The answer to the title of this article is the easiest
thing I've learned in all 17 years I have been in the
DRTV world. Unfortunately, it is the most difficult thing
to execute. When you think about how much effort and
convincing it takes to motivate a consumer to take
notice of your spot, listen and watch it and actually be
persuaded to buy a product from it; it's amazing
anyone buys anything from TV! But, somehow they do.
The somehow here is the key to every DRTV
entrepreneur's dreams. How do I get thousands upon
thousands of people to pull out their credit cards and
checkbooks and buy something that they never knew
existed or needed for that matter. The answer lies in
the following outline: Setup the problem, give them the
solution, throw in something for free, guarantee it,
price it and tell them how to get it. It's as easy as
that.
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Is Your Problem Too Small? |
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So why aren't more products on TV successful? One of
the main reasons is because the problem isn't big
enough to act on. Keeping your lap free of food while
you're driving isn't a big enough problem for people to
run to the phones. But keeping your windshield
safe from rocks, rain, bugs and mud is. Why? The
answer to this is obvious. The first product solves an
everyday problem for millions, but has no real urgency
attached to it. Whereas, the second product could be
deemed as life and death. Someone close to you could
get killed without this product. Why that person could
even be you!
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Are You Fat, Ugly, Out of Shape, Poor, or Lazy? |
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One of the founding fathers of DRTV who mentored me
in these skills once told me something that anyone
entering the DRTV world should memorize. There are
basically five categories that will always sell (there are
of course a few exceptions). They are (in no particular
order: Weight loss, beauty, Health and fitness, get rich
quick and instant miracle. If your product fits in to one
of these categories then the only thing you have to do
is use the setup which I have outlined in paragraph two
and convince people that their lives are not complete
without your product.
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Bait That Hook And The Five Second Rule! |
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These days in modern DRTV, the consumer is very
sophisticated. They have been conned, cajoled,
guilted and every other adjective known to man in
order to be convinced to cough up the dough for a TV
product. On the other hand, more people than ever are
buying the DRTV way. It's fast, easy, fun , affordable
and guaranteed. That means you have to be slicker and
quicker than ever to get that buyer hooked. Make sure
you've got a great hook. Then, slam it home. DRTV or
any commercial is not a programmed event.
You get about 5 seconds at most to get someone to
listen to what you are saying. Make it quick. Make it
exciting. And make it convincing. Basically, make it
worth the buyer's time and money. After they see
what you've got they should want to pay you for it.
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The Secret Is Still a Mystery |
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So, what motivates a person to buy from DRTV? I
don't have clue after all these years. All I do know is
that a good product sells itself. It's your job to present
it in a way that makes the Harvard MBA and the
working class trailer park guy see the same attributes
of your product when your spot runs. That should be
easy right?
I mean what's $19.95 to consumers like that? The
answer is, "nothing, as long you can convince them to
part with it in 5 seconds or less" .
From Caswell Forrest:What motivates people to buy
your product? We don't
really know and no one does, but Jeff has have given
you
the format on how to motivate someone (who 5-10
seconds prior to seeing your ad didn't even know
it existed) to buy it. That is your first basic step in
promoting a successful marketing/sales campaign, and
without it you probably won't get off the ground.
Find Out More »
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Give It Your Best Shot |
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Certainly there are catagories that continue to sell
products year after year. These problems always exist
and people are constantly looking for results. But the
final answer about your product will only be found once
you have tried and tested it in the marketplace.
When you use the tools and people available to
optimize your best chances at success, then you have
done all you can do.
Find Out More »
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