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in
this issue
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Dear
Reader,
One of the most amazing human reactions to the TV direct response
advertising industry, that I have witnessed in my career, are the larger
companies aversion to DRTV because of the "public's
perception" of this kind of marketing. Or more accurately-the
company's marketing directors and their advertising people's perception
of DRTV.
Advertising is Your Key to Riches 
The larger brands have it right, "if you advertise they will
come." This has been a way of the American culture for well over a
century, and found a very welcomed home since the advent of the
television. If you add the element of DRTV to this powerful mix, the
result is even more potent! Why, because DRTV will pay for your
advertising. That scary mode of marketing that "sinks to the lowest
level of the public's perception" can actually pay for the
commercial costs, fulfillment costs, and the media.
Why isn't corporate America and/or the larger advertisers spending
millions to understand and "crack the code" on how this
selling and marketing machine called DRTV can benefit themselves? Is it
fear of accountability, fear of the unknown, arrogance, ignorance, lack
of training, creative and production bias, or what that causes this
tremendous opportunity to keep slipping away year after year?
Issue
7: Power of Direct Response Selling
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Phase
Two: The Greatest Number of Dollars are Generated And The Full
Value of Advertising is Realized |
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Along with Corporate America even the DRTV Marketer turns a
blind eye to his/her opportunity. The top or peaking of the Bell
Curve I described in last week's newsletter is the period of
time where the greatest number of media buys are made along with
the greatest volume of revenue. This part of the media buying
curve represents your most successful and consistantly
performing (profit producing or breakeven) media buys.
Many marketers count their money at this stage, or keep an
eye on an increasing and profitable bank account. Certainly this
is important, however the element of advertising that is at work
(especially at this stage) has a great deal more value than cash
at hand. Many media buyers also see themselves as technicians or
strategists whose job is to maximize profits, increase media,
and terminate losing buys.
Last
Week's Newsletter: Small Intelligent Choices Equal a Potful of
Cash! »
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Hitting
The Marketing BullsEye |
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It seems everyone is "off the target" to a certain
degree, because there is so much more at stake while topping the
"media bell curve" or managing Phase Two. Hundreds of
thousands of people are seeing your ad every day, perhaps
several million are viewing it every day. Tony Robbins of
Personal Power has probably been viewed by more people and
viewed several times by more people than any television
entertainment star in history. Why, because he has been
consistently on every broadcast network, independent station,
local cable, and national cable 365 days a year for the last
fifteen (15) years!
Further, it is a proven fact in DRTV that for every buyer of
your product, there are eight (8) viewers who will purchase in
some other way such as retail, catalogues, the dollar store,
Internet, home shopping, credit card stuffers, magazines, etc..
Not only are you advertising your product for future sales, but
you are almost guaranteeing those numbers due to the volume of
sales you create on TV. Now this is marketing accountability and
hitting targets like no other form of ad sales!
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Media
Buyer is your Marketing Partner and Distribution Strategist |
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My definition of a media buyer has expanded over the years. The
buyer's skill is formulating a marketing and advertising
momentum that will generate you millions if not hundreds of
millions of revenue and create a lifetime business. The top of
the media curve (Phase Two) is the single most important event
that can launch your business into a brand.
The accumulation of all of those TV media purchases are
sending your product message over and over again into the
public's awareness, not only domestically but potentially
internationally as well. The management of this Phase extends
far beyond buying media-all other forms of sales needs to be
ready (print, Internet, Retail) and marketing triggers pulled at
the appropriate time to maximize those opportunities for profits
and advertising value.
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