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NEWSLETTER
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Volume 23, 2003
Why Good Teachers Make Great DRTV Writers.
Those of you with a background in education know exactly where we are going with this. Teachers know just how to drum pieces of information into kids' heads. It's repetition, repetition, repetition.
But today, it's much more than that. Educators know that the drumming method is painful for everyone involved. So modern teaching techniques have refined the process, and students of good infomercial production have learned a lesson or two.
The idea is to reinforce, not just repeat. And to make the "learning" experience as tangible and as real as possible. It's show and tell. Then show in another manner, and tell again. Each time in a different way with a slightly different perspective. And each demonstration must be as engaging as
possible. This is what makes an indelible impression, and what motivates people to take action against what they have learned.
So remember, "the more you tell the more you'll sell." Don't be afraid to repeat the features and benefits of your product as many times as you can. Just make certain you keep it fresh and don't allow the repetition to become painfully obvious and annoying. The last thing you want to do is make an interested prospect feel like a kid in school through old school techniques. The new methodology is to make each demonstration build on the one before and leave a lasting impression. Yes, that takes some imagination. But the rewards are well worth the effort of preparing an entertaining lesson plan.
Definition of the Day:
Media Efficiency Ratio (MER): This index has become the industry standard for measuring infomercial sales efficiency on an immediate basis. An MER can be used to measure the results of any one airing of an infomercial or an entire campaign. The ratio is a function of total sales divided by media costs. Sales/Media Cost = MER. It is the truest means of determining how successful an infomercial has been in turning response into revenue.
Tip of the Day:
Putting the Action into your Call to Action
What makes a CTA sell? The secret is in making the offer irresistible. And the way you do that is by building toward a deal that even the most reticent of viewers will find hard to pass up. Keep in mind that everyone still watching your infomercial when you're ready to close the sale likes your product. So it's the job of your Call to Action to build toward irresistibility. Offer an extra incentive, then another. Make certain that every prospect feels that he or she has held out for the bargain of a lifetime.
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