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The WEBmercial
This marketing and media vehicle integrates all of the
limitations faced by electronic direct selling for a variety of
reasons. The greatest FEAR a direct marketer would sense in using
a WEBmercial is loss of impulse purchasing. Why? Because the
viewer/listener would have to go to a computer and log-on in order
to view the presentation, and that would lose customers/buyers.
We say no, just the opposite is true!This fear is unfounded
and blinds marketers to the true FACTS. We are going to outline
what happens when someone is exposed to your commercial and step
by step try to understand how to manage that process as
realistically and effectively as possible. It is because of the
dynamics we see in this process that justifies the use of a
WEBmercial, screams out as a successful selling powerhouse, and
the logical extension of using radio, tv, and online media to
drive an incredible lead generation machine.
Immediate Update 3- Issue 67: Putting up a website is like winking
in the dark
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Dear Reader,
Electronic selling is the most powerful way to introduce,
brand, and sell products both domestically and internationally. TV
INFOmercials, TV short spots, and Radio short spots are all
effective selling machines but each type of commercial has
limitations. Unfortunately MOST products/services simply do not
fit The Successful Profile of these selling direct response
mechanisms.
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When You Really
Look at What Happens
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Your half-hour show appears on the viewers TV screen. In
approximately 60 seconds that viewer decides if what you are
offering, selling, presenting is of interest to them-if so they
stay, if not you get ZAPPED!The viewer's remote is their
weapon, and you are helpless against it. The same is true for a
Radio listener who hears your half hour RADIOmercial, or even your
60 second radio/TV spot. Either they change channels or tune you
out mentally-in both cases no interest equals no sale. This
is reality. No matter how clever, attention getting, and superior
your product/service commercial is-if a person has no interest-no
"whats in it for me point of view"-your are falling on rocks, no
fertile ground. |
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Focus and
Concentrate on Who IS Interested in Your Offer
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The ONLY people in the world you care about are those who
may buy your product. Why advertising people spend so much
energy being funny or clever winning awards and encouraging
eachother to produce memorable ads is off the point. All you care
about is SELLING and creating a customer, and in order to do that
you must SPEAK to that prospective buyer, engender their interest,
give them a convincing presentation of your offer, make it easy to
purchase, and close the sale. These are the steps and whatever you
must do to complete each step successfully is the fabric of your
advertisement. |
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Immediate Update 2-Issue 67:Putting up a website is like winking
in the dark |
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Your Ad First
MUST sell the viewer/listener to View Your Presentation
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Since the concept of a WEBmercial is lead generation, FIRST you
must engender interest and SELL the prospect to go to their
computer and VIEW your presentation. You must tease or excite
people about the benefits of your product, and you have to
convince that your presentation will PROVE to them they will buy
your product! The entire sixty seconds either on TV or radio will
drive home these two points, so the viewer/listener understands
they have a compelling and exciting offer waiting for them online.
The online ads will do the same except a link will make the
immediate connection. |
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Your Results Will Destroy any Fear
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Skeptics among you will say a two step sale is a disaster-look
out here comes that direct marketing fear raising its UGLY HEAD
AGAIN! Fact is there are several case studies already
published about the use of ALMOST-LIVE presentations on websites,
and the results are impressive. When a host/hostess invites web
visitors to click through to order there is a SEVEN TIMES the
normal response rate AND 78% more people order! Remember, this
is a new technology and the use of it to date is extremely limited
compared to what we will be utilizing in our WEBmercial formats.
CONTINUED... |
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Immediate Update 1-Issue 67:Putting up a website is like winking
in the dark |
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