DIRECT CONNECT QUARTERLY - Your Direct Connection to Direct Response Industry Experts! Converting Viewers Into Customers: 2waytraffic gets TV viewers to call, Direct Response: The Hope for Recessionary Woes? By Rick Petry, Putting the Trust Back in Per Inquiry Advertising By By Scott Richards, Making a Successful Short Form Direct Response Spot What Will Make The Phones Ring? DRTV 101 By Kristy Pinand-Dumpert, Understanding Web Searcher Behavior and Search Engine Optimization By Shari Thurow, direct response marketing, direct response, direct response ads, direct response agency, direct response agencies, direct response copywriter, direct response tv, direct response companies, direct response media, direct mail advertising, direct response television, direct marketing, direct mail marketing, direct mail response, direct response advertisers, direct response media buying, direct response radio, direct marketing agencies, advertising agency, direct marketing agency, ad agency, direct marketing services, direct response company, direct response ad, drtv advertising, direct mail, direct advertising, media buying, direct marketing advertising, television advertising, direct response copywriting, marketing and advertising, direct marketing companies, advertising agencies, direct response campaign, direct response consulting services, direct mailing lists, direct marketing consultant, drtv, media buying agency, direct marketing company, creative direct response, advertising, radio advertising, direct response advertisement, copywriting, direct response marketing company, magazine advertising, direct response print, direct mail copywriting, direct marketing strategy, media planning and buying, direct mailing, newspaper advertising, marketing, direct mail response rates, media planning, direct marketing campaign, direct response technologies, advertising copywriting, direct mail response rate, promotional advertising, advertising strategy, advertising campaign, advertising company, direct marketing association, direct response services, business marketing, direct response uk, direct television, direct response communications, direct response group, direct response magazine, direct response commercials, direct response copywriters, subliminal advertising, direct response industry, direct response interactive, direct response campaigns, direct response clients, subliminal messages advertising, direct response rates, advertising ads, marketing advertising, grey advertising, advertising techniques, direct response firms, direct response promotion, direct response commercial, direct response inc, direct response business, creative advertising, direct response sales, effective advertising, direct response market, public relations advertising, advertising awards, advertising strategies, advertising commercials, alcohol advertising, billboard advertising, advertising media, print advertising, advertising companies, commercial advertising, direct response rate, advertising examples, product advertising, brand advertising, advertising branding, advertising firms, advertising communications, advertising costs, advertising in india, interactive advertising, advertising campaigns, advertising planning, chicago advertising, advertising industry, global advertising, advertising sales, advertising research, outdoor advertising, worldwide advertising, advertising cost, business advertising, advertising advertisement, pr advertising, advertising communication, promotion advertising, market advertising, advertising rates, toronto advertising, advertise advertising, consumer advertising, statistics response

“When a sixty second ad can convince a consumer to grab his credit card, pick up the phone and order a product instantly, that’s my definition of a success” says Collette Liantonio, president of Concepts TV Productions. Success in Direct Response can also mean placing an order on the internet or calling to sample a product in a free trial offer. Success in Direct Response means getting the consumer to take instant action in response to the ad.

There are many different steps to creating a successful Direct Response Short Form campaign but the script is the blueprint that determines all the other elements. A great creative offer follows the ‘problem’/‘solution’ formula and engages the consumer’s attention within the first 10 seconds. For example, “Do you love cooking delicious pasta but hate the mess?” If the consumer relates to the problem, then we have successfully gained her attention. We then introduce the ‘solution’- the product or service being sold. The ‘solution’ should make the consumer’s life better and easier in some way.

Once we have captured her attention, we share the secret with the consumer. We reveal how the product or service “works”. This can be achieved in a number of different ways. If you are selling a weight loss formula, then testimonials with “before” and “after” photos will lend credibility. If the consumer can’t visually see the benefits of the product, then 3-D animation is key. But if your product is highly demonstrable such as a kitchen gadget, demonstrate the ‘magic moments’.

The most compelling and important part of any short form DRTV campaign is the offer. It’s imperative to stress the urgency to pick up the phone and order! Greg Sarnow, CEO and founder of the Direct Response Academy noted that “Companies that have been successful in Short Form Direct Response have worked very hard to create compelling, winning offers that make the phones ring, sometimes testing multiple offers until it’s a success.”

So what makes a good offer? Create urgency! No Direct Response commercial will work unless it compels you to instantly take action. “Call in the next 10 minutes”, “Act Now” or “This offer won’t last” are examples of ways we can creatively entice the consumer to take action. “The value proposition of the offer MUST be clearly illustrated – both textually and visually – while articulating the true essence of the product or service – and creating a sense of immediacy and urgency. The consumer needs to say, “This is a product/service I MUST have!” according to Steven J. Edelstein, CEO of the Logical Step.

Another important part to a successful offer is the added value. “But wait there’s more!” And the ‘more’ is the free bonus the consumer will only receive if they ‘act now’. “As part of this special TV offer, you’ll receive a second pasta pot absolutely free!” The added value is what makes the offer so good the consumer feels compelled to call and order rather than searching for it in a store.

The type of product or service being sold will also help determine if we should creatively move forward with a ‘hard offer’ or a ‘soft offer’. A ‘hard offer’ displays the price in the ad. Typically the item is highly demonstrable and the consumer understands the value by the call to action. “Call now to get this pasta pot for $19.99.” If the price point is prohibitive, then perhaps moving forward with a ‘soft offer’ is better suited. A ‘soft offer’ works well with continuity offers such as acne solutions, weight loss formulas, or hair restoration. In a ‘soft offer’ we entice the consumer to call to learn more about the product or service being sold and utilize the expertise of a telemarketer to close the sale.

After the phone rings, you rely on your support services to make the conversions which are so crucial to a successful return on investments (ROI). A knowledgeable media buyer, call center, fulfillment company, payment processing and website are all vital partners to the overall success of your spot.