For many entrepreneurs, Direct Response Television is the chosen
vehicle for promoting their products today. So what goes into making a
powerful and profitable TV advertisement? How can we use it to force
an immediate response from the viewer?

To begin with, keep in mind that as part of your direct marketing plan
'system process,' your advert must be able to serve as a complete,
'stand-alone' sales presentation for your product, income plan or
service. It must offer the viewers enough knowledge about your
product, its features and benefits to make a wise buying decision.

Once again, this is not a general TV ad. Surveys show that the longer
the DRTV advertisement, the more sales it will generate. This is your
forum to provide as detailed a product demo as is feasible. So help
your product or service 'sell itself.' Give it a good 30 minutes of
selling time.

Then use these valuable minutes to relate to your viewers. Try to
answer the top-most question on their mind -"Why should I purchase
this product?" Lead with a problem that they can identify with, then
demo your product, show its various features and explain how these
features will easily and quickly solve their problem. That's the
benefit. For example, every morning when people are in a hurry to get
to work, it is cumbersome to have to transfer the smoothie from the
blender into a glass. Your blender eliminates this problem as it
comes with a dozen plus jars that also double as stylish travel mugs.
Importantly, don't just blab on about your product; support your
claims by showing your product in action.

Here are some great tips to capture your viewers and fuel their
shopping instincts:

1. Remember, this is a direct marketing effort. So be certain that the
model in your ad is talking to your audience directly, just as if they
were talking face-to-face.

2. Reiterate your key selling points repeatedly so that the audience
remembers them well. Even better; have them appear on the screen at
the same time as your talent is saying the words.

3. Create a persuasive script to tell the TA how their lives will be more fun, more exciting and richer if they purchase your product.

4. While you are drawing them in, cover even the most minute detail
and eliminate their doubts exactly as you would while closing an in
person transaction.

5. Make an offer that will make them reconsider the cost of doing
nothing. It might be an inexpensive bonus, a discounted price, or a
chance to get two for the cost of one, etc... the better your offer,
the better the response.

6. Use testimonials or third party endorsements to enhance
credibility.

7. Don't expect them to make a decision by themselves. Steer them into
action. Direct them to call immediately and purchase the product.