Top 3 Drtv Best Practices That Should Always Be Followed

By Author: Jamie Hanson
Total Articles: 3495
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While the direct response marketing industry has many DRTV best practices that are beneficial when followed there are three that you never want to skip regardless of your budget or the specific type of DRTV campaign. Following these three best practices will not guarantee success, but they definitely increase the odds substantially.

Unique Selling Proposition (USP)
When marketing your product you do not want to enter a market that is already full of similar products. As a result, you want to create a new market for your product and create a position that is wide and deep. The goal is to saturate your new market. This requires you to determine your product's unique selling proposition, also known as USP. This will require using the product, touching it, and looking at it in order to come up with all of its benefits. You may even use a small test market and have them provide their favorite aspects and features of a product. This can really help you determine your product's unique marketing features.

Scripting
An exceptional script is what sets the successful DRTV campaigns apart from the unsuccessful ...
... ones. As a result, that's why it is one of the top 3 DRTV best practices. Make sure the writers are included in creative sessions, and not left on their own when writing the script. Instead, keep them in the loop with the rest of the team, brainstorm together, and really allow the team to coalesce. This will result in a stronger and more convincing script. The better the script is the better the DRTV campaign will be. Keep in mind, too, that the common formula for script writing used for many infomercials doesn't necessarily have to be followed to have a good script. Sometimes, setting your infomercial apart from the rest with an outstanding script that breaks all the rules can be just as effective.

Demonstrations
Finally, if you are selling a product via direct response television you need to have demonstrations. You will want as many as possible that show viewers what makes your product better than all the rest. Demonstrations should never be left out of a DRTV infomercial so be sure to build the infomercial around them.

DRTV advertisers can improve their return on investment by following DRTV best practices for testing, creative, and media buying.