Like in any industry, DRTV best practices should be followed for the best possible advertising results. The goal of DRTV best practices is to use a method or process that will be the most effective at creating the desired outcome. In other words, the best practices that should be used for direct response television are those advertising techniques that will result in the most sales, the best possible image of the product, and increase the product’s overall market position. The reason to use DRTV best practices is to avoid as many problems and/or complications as possible and accomplish the DRTV infomercial in the most efficient and effective way.
It’s important to know why DRTV best practices should be followed, but you need to know the practices that are important, too. There are several DRTV best practices that should be used in any direct marketing campaign and these include finding the product’s unique selling position, using persuasive demonstrations that are accurate, and breaking the infomercial into “pods” to provide enough information for channel surfers.

USP (Unique Selling Position)
The product’s unique selling position is an important best practice for a DRTV marketing campaign because it will show potential customers what makes the product special and set it apart from its competition. By including the unique selling position in the infomercial potential customers are able to see why the product is worth buying.

Accurate Demonstrations
It is important to use accurate demonstrations in an infomercial. Demonstrations show potential customers in real time how the product works and the results to expect from the product.

Pods
Breaking the infomercial into “pods” or short infomercials within the infomercial is important because it allows channel-surfers to see all of the important aspects of the product as well as the ordering information. It allows for better “coverage” and an increase in sales.

There are many DRTV best practices that may be followed in a direct response television campaign, however these are just a couple of the more important practices that should be utilized.

DRTV advertisers can improve their return on investment by following DRTV best practices for testing, creative, and media buying.

Related articles:

  1. Top 3 DRTV Best Practices that Should Always Be Followed
  2. Why it’s Important to Follow DRTV Best Practices
  3. Tips for Following DRTV Best Practices
  4. DRTV Best Practices- Speaking Clearly to Consumers
  5. Applying DRTV Best Practices in your Infomercials