in this issue What Were The Motivating Factors That Made Smokers Want to Quit for Good? HOW They Wanted/Needed to Quit Start Putting It Together We Will Use a "Slice of Life" Vignette Style Spot If it Doesn't Work I May Take up Smoking!

We understand the smokers problem. In the original spot the strongest selling point to buy was selling a feature-All Natural Non Nicotine Money Back Guaranteed Product. It didn't even touch the REAL problems of the smokers, and this is why we believe the spot fell-off in its sales early on in the project. There are only so many early adopters who will buy a new product-feature. The majority of people respond to something that really shakes at the root of their problems.

What Were The Motivating Factors That Made Smokers Want to Quit for Good?

So, what were the motivating factors that made smokers want to quit for good? According to the survey: They want better health which included improved breathing, the elimination of coughing and hacking, increased energy, and reduce everyday family pressure to quit smoking. All of these factors topped the list. NONE of these points were addressed in the old commercials.

The original spots focused on the theme that it is BAD to smoke, which is the most overused and obvious fact to every smoker in the United States. This does nothing to motivate the smoker to quit; frankly it probably served to undermine their motivation to buy the product.

I believe that just the suggestion of a "healthier happy life without being told how bad smoking was for them is what a potential quitter needs to hear." These factors make up a vision and postive goal to achieve, rather than the elimination of a negative, everyone buys HOPE FOR SOMETHING BETTER.

Issue34:TheProducer's Perspective-Research Before and After

	HOW They Wanted/Needed to Quit
Along with people's motivations to quit we learned HOW they wanted/needed to quit. People felt they needed outside help. Not only was this a powerful fact that people talked about in the telephone survey, it was a top rated factor they reacted to in the "old commercial." This was an indirect effect, because they responded to something that was mentioned in a testimonial. But there is nothing in the original commercial that really focused on outside SUPPORT, or a way that quitters can get help. Smokers realize they need help, and they responded to that in the old commercial. We found that we needed to think about the elements of the product that provide outside help, and how to position this in the new commercial. We want to strike this "cord" in the viewer.   Issue 33: Using Scientific Research in the Art of Commercial Production »

	Start Putting It Together
The All Natural Quit Smoking Systems are new to the market place, so that alone open a lot of peoples' eyes and ears. This is the unique selling proposition (UPS), and the reason why this product is different from the others. This is why this product has it's turn to shine in the Marketing SUN! Having a supported system that deals with the physical, mental, and long term effects of quitting seems to be the kicker to get people to try the no risk system. The "natural' element of this system is the key to getting people to try something new, but the support factor is the follow through in which "fence sitters" will place their trust in having this product work for them in the long run.     Integration of Customer Research into a DRTV Commercial Production »

	We Will Use a "Slice of Life" Vignette Style Spot
I believe instead of a yell and sell or testimonial driven approach, we will use a "slice of life" vignette style spot to get the buyer to identify with all of the positive situations that this product will bring to their lives. I believe if we show scenarios that depict improved health (i.e. climbing the stairs with no shortness of breath), no berating spouse, kids who now want to hug you, etc., we will be able to get smokers and SMOKERS FAMILIES (those who don't smoke are potential buyers for family members who do) to identify with the benefits of this product. Couple that with the fact that the product is a complete system that will help you quit from start to finish with no letdown. We will be able to hit all of the hot buttons necessary to convince someone to take action. I will sprinkle in some of the old testimonials to support our copy points. The product shots are what they are only this time we stress the systematic approach of this product as opposed to the 'quick fix" instant miracle variety (which no one believes anyway). Overall, we will address the smokers problems so he/she can identify with the presentation, empasize the positive motivations/benefits of quitting, the completeness of the system, its no risk guarantee and, most importantly, the fact that we know what a smoker goes through every day of his addicted life to cigarettes without saying how bad it is for them. Hopefully, we have learned from the research where the old commercial "missed the mark" in the initial approach. The results from the research are pretty concise, so my job is to insure that the translation of the results into a hard selling, action provoking script is achieved. Issue 31: Creating a Commercial That Fits Your Customer's Problems/Solutions/Profiles »

	If it Doesn't Work I May Take up Smoking!
I'll report back to all your readers after we re-script, re-shoot and re-test. If it works then it will be clear that doing market research is a mandate, especially when you deal with people's motivations, identification, and creation of a vision that will cause them to buy. Its not a pasta pan! If it doesn't work I may take up smoking!     Issue 4 Immediate Update: Unlocking Your Customer's Wallet »

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Last Week's Newsletter:Issue34:TheProducer's Perspective-Research Before and After

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