Getting Started

There is really no product that will not benefit from DRTV, but certain products will sell more profitably than others – ones that are highly demonstrable, solve a common problem, unique, and have mass appeal. Personal grooming products are a good example. Innovative, seemingly ingenious items like uniquely molded scissors that facilitate cutting flush against a flat surface prompt a good deal of curiosity. Very popular products are those that promise to make life easier and daily chores a breeze. Who has not come across an infomercial for those eternally sharp knives that cut through a thick boot and then go on to carve out a delicate flower on a slice of cucumber? In general, house wares, electronic gadgets, exercise equipment, personal care products and appliances are some of the most successfully marketed items on DRTV.

DRTV is best for products that have mass appeal. DRTV is a mass communication tool. Niche market goods may not work so well here. Remember, your audience is more likely to sit up and listen if your product solves an everyday problem in an immediate and impressive way, or makes some drastic improvement in the quality of their life. It is also vital to have add-ons or upsells to your product to ensure enduring sales. Related products can increase order placement by up to 30%.

Working out the profit margins is very important in Direct Response marketing. A good mark-up ratio is 5-to-1 between the product price and the cost of material. Anything less than 3-to-1 will not work. Usually products costing under $30 do well in the shorter duration format while higher cost products work better in a half hour infomercial.

DRTV has come a long way from the days of late-night airing of spots. Today entire channels are dedicated to shopping and the response just keeps getting better and better. Big brands have started entering the foray – such is the power of direct response marketing. By using Direct Response Television wisely, you can reach out to a wider customer base and faster results at a lower cost.