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NEWSLETTER
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Volume 24, 2003
THE SECRET BEHIND SUCCESSFUL TESTIMONIALS - "YOU GOTTA BELIEVE"
Product demonstration may be the backbone of any successful infomercial, but testimonials are its heart and soul.
Admit it or not, we are all creatures of monkey-see, monkey-do behavior. When someone looks like us and sounds like us, we listen to what they have to say. And if they are convincing, we act.
But what does it take to be convincing? It takes real emotion. If you don't feel it, you can't sell it. The passion has to come through the camera. Which is why it's so important to interview dozens of testimonial candidates before casting those who can bring real passion to their endorsement. It doesn't matter how attractive they are, or how well they speak. What's important is whether or not they sound as if they truly believe what they are saying. They've "gotta believe." So make sure everyone you select to talk about your product is the real deal. It is painfully obvious when someone does not have first hand experience with a product.
The first step in the selection process is to determine your target audience. Is it soccer moms, busy executives, or both? After you have determined your demographic profiles, you can begin evaluating people based on their personality, camera presence and energy level.
Always select more than the number you actually plan to use. This will give you a better variety of testimonials to choose from. After all, you never really know what is going to be said or who will prove to be your real stars.
Diversity is also important in order to appeal to the broadest possible audience. Select people from different ethnic backgrounds within your target demographic.
Finally, set the mood and control the content. Be sure your advocates are comfortable and relaxed, then talk to them in an interview style, and keep them focused on the features and benefits that make your product unique.
Definition of the Day:
Direct Response Television(DRTV): DRTV refers to any form of television programming that provides consumers with an immediate response ordering mechanism such as a toll free number or web address equipped with a shopping cart. DRTV is divided into three primary marketing subgroups: short form commercials, long form infomercials and live home shopping.
Tip of the Day:
Testimonials coming from people who appear to be in their own homes are more believable than those coming from endorsers who are obviously on a television set. So when you are scouting locations, choose one that can provide many home-environment looks. You'll save on location fees, production time and your testimonials will be much more powerful.
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