Creating a Successful Script DRTV Scripting: Your Secret Weapon Realistic Advice That No One Listens Too Learning The Hard Way Scripts of Gold

At Best your hard won product or service could become just another statistic on the ever-growing list of failing direct response offers. You don't deserve this, and certainly your product doesn't either. After all, there are millions of consumers in the world who can benefit from your offer, right? The all-important question is how do you give your offer its most optimum chance for success? What is one of the most basic considerations you must think about if you want to get your products into the hands of customers?

DRTV Scripting: Your Secret Weapon

Since the inception of the modern day infomercial there has always been one paramount factor to a successful DRTV campaign other than having a great product. That factor is how that product is presented, explained, introduced, demonstrated, made bigger than life and guaranteed for that life. All these things in a successful campaign come together in a cleverly assembled jumble of words and promises called: The Script.

The script is one of those things that everyone involved with DRTV spots thinks they can do or at least contribute to because of their intimate knowledge of the particular product being sold. It's almost as if there is a sense of entitlement when it's script time that everyone gets a crack at it.

Over the years, I think, the one of the most recognizable reasons that a product doesn't get to square one (other than the product is just not a TV product) is that the scripts just don't make the consumer feel like they need to have the product or their life won't be complete. The reasons for that are usually because: 1- Too many people have contributed to the script making it an incoherent mess 2- The spot doesn't demonstrate the problem/solution clearly 3- There is no urgency to get up and buy the product when the spot airs 4- There is no incentive to buy the product at all.

	Realistic Advice That No One Listens Too
Why does this happen time after time? How can you as a marketer or a supplier prevent these things from happening to your script? Hire a qualified DRTV writer. That's how! It sounds so easy doesn't it? I can assure you; its not. It's not easy finding an experienced writer and its not easy to recognize a marketing blockbuster when you see one. Here's what I suggest to you do to increase your chances of making people look up, take notice and ultimately purchase your product. 1-Find a writer who has written for TV; not just for print or main stream advertising 2- Make sure they have written spots for your type of product, price point, or product catagory 3-Make a list of the things that have made this product sell in other mediums and give it to the writer. 4- Read it over and over again and try and put yourself in the shoes of your potential customer. 5- Read it to people you don't know. They won't have any "friendship" investment in telling you what you want to hear.

	Learning The Hard Way
Unfortunately or fortunately for me most of my clients have to learn this lesson the hard way. The most common reasons for this are: 1-They used a relative or a friend they know in the "business". 2-The person they hired said they had done some "info-commericals" what ever those are? 3-They let the writer do all the work and trusted his knowledge of their product. 4- They were in a rush to get the spot on TV. A golden opportunity is growing ever so consistently today. Consumers are retreating into the safety and comfort of their homes, they want to spend less time at the store. They will do more of their weekly shopping in a single trip. Consumers who visited 2 to 3 stores in 1990, are now visiting 1.8 stores to make the same purchases. People ARE TURNING to the internet, mail-order catalogs, party-based direct sales, and electronic retailing (direct response television and radio).

	Scripts of Gold
Why do people buy things they don't need-Well written scripts can pave the golden road to discretionary spending, but its your call, or better yet your customer's CALL! Full Story »

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