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Direct Response Television (DRTV) & Video Advertising
DR television is far less flexible and more expensive than radio. But, the basics are the same as radio:
- The prospect must be "hooked" in the first few seconds.
- The offer and response method must still be spelled out repeatedly and clearly.
The obvious advantage of TV is visualization. The visual image must be conceived as an integral part of the total message. They must carry a message of their own and enrich and enlarge on the spoken word.
A direct response spot is emotionally driven in a more rational way than a brand commercial. Nothing is vague or ambiguous. Its number one purpose is to convert you from viewer to "actor," in 30, 60, or 120 seconds, usually by giving you lots of reasons to consider. The product is shown frequently and in use if possible. Special product features will be shown in close-ups as they are described. Legal statements are super-imposed with mentioning.
A direct response spot does not have the luxury of months to create preference. It must get into your head and make you act immediately. If it doesn't perform, it will be yanked immediately.
Things to Remember:
- Make it obvious who your spot is talking to.
- A storytelling structure usually works best.
- Have a big idea at the heart of your spot.
- Use urgency, but don't short-change persuasion.
- emember, you can't tell everything, copy time is very limited.
- Make sure the visuals are interesting and support and reinforce the offer.
- Bring in the ordering method when they have been prepared for it.
- Give the sense that there is more to find out about by acting now.
- Always come from the truth, the pitch has to be believable.
- It helps to have an offer.
Tips for creating better DRTV advertisements:
- Do your research and collect all the facts on your product and the competitions'.
- Emphasize your main selling point, the strongest and most provocative idea.
- Make your commercial relevant to the audience's wants and needs.
- Keep in mind your audience's sensitivities and intelligence.
- Make sure your commercial stops the viewer, interrupts them and gets their attention fast.
- Let the audience know "What's in it for them."
- Match the format, structure and style of your commercial so they are compatible with each other and your product.
- Match the audio and video so they don't confuse the audience.
- Make sure the commercial stresses the benefits of the product to the audience.
- Avoid wasting words and emphasize the visual.
- Keep your commercial simple; avoid too many ideas, scenes, too much action or too many effects.
- Make sure your shots progress in a logical order so that they move the story forward and add to the audience's understanding.
- Make sure the "supers" sync with the sound track so they say the same thing at the same time.
- Write the copy in a conversational clear form.
- The copy structure should maximize the visual's impact.
- Clearly identify the product and strongly tie it to your brand to implant the brand image in the audience's mind.
- Time your commercial to make sure it doesn't move so fast that it loses appeal and loses or leaves the audience behind.
- Make sure the selling messages are believable.
- Make the sure the story of the commercial and the product tie together so that the audience remembers the product even if they don't remember the story, but not the other way around.
- Repeat your key selling points, offer and calls-to-action to make sure your audience knows what you are selling and what you want them to do.
- Make sure your commercial in on track with your marketing strategies and objectives.
- Revise the commercial until you think you have it right.
- Hire a good writer, creative and production team that know DRTV.