Why Infomercials and
Much of my
success in building a national hair company can be attributed to my
effective use of television advertising.
Although it is commonly known that 9 out of 10
infomercials/commercials fail, I was able to reverse those statistics
so that approximately 9 out of 10 of my commercials worked.
The secret to my success? I
turned an art form into a science.
below are the 10 most common mistakes made in TV advertising.
By avoiding them, you'll be on the path of maximizing the power
of TV advertising to your ultimate benefit and profit.
1) What Not To Do: Spokesperson is obviously reading from a
teleprompter and doesn't seem to believe in the product.
His/her presentation is canned.
What To Do: Make
sure that the spokesperson becomes very familiar with the product,
should love and use the product and be able to ad-lib the commercial
(speak from the gut)!
2) What Not To Do:
The camera doesn't like the spokesperson.
Lack of charisma and a monotone voice are common causes for
failure. What To Do:
In today's channel surfing world you have to give the viewer a
reason to stop and look at your commercial.
There are now hundreds (maybe even thousands!) of other
stations and commercials competing with yours.
The camera has to love the spokesperson!
3) What Not To Do:
Choosing a celebrity spokesperson who doesn't fit
the product. What To Do:
Choosing a celebrity isn't always the best idea.
There are always more successful non-celebrity commercials than
visa versa on the air today. If
you choose a celebrity, make sure he or she fits all the guidelines
listed and must be a proper fit for the product
Not To Do: Not
enough of a mark-up built into the price of the product.
What To Do: The
basic rule of thumb in direct response advertising is to mark your
product up five to six
times. For example if the
product costs you $3, it should sell for between $15 and $18.
5) What Not To Do: Using the wrong in-bound telemarketing
firm. What To Do:
used firms that could not handle the load of calls coming in at one
time and could not deliver the right message.
Be sure to talk to other firms before making a commitment.
6) What Not To Do: Poor TV production quality.
The commercial looks like it was made with a home video.
What To Do: Always peruse through prior commercials produced by the
production company you're using, and of course, speak to other
7) What Not To Do: The product was never price tested to see
which price point gets the phones to ring off the hook.
What To Do: It's not a bad idea to test market your product with different price
points in different local markets.
For example: $19.95
in Houston, $29.95 in Los Angeles, $39.95 in
If you get three times the amount of calls at the lowest price
point, you may wind up making the most money at the lowest price
8) What Not To Do: I followed all of the above rules and I
still did not make money. What
To Do: It's always
safe to have a back end sale. For
example: if you are
selling vitamins, it's not a bad idea to sell a years supply at a
substantial discount. This
generates higher revenue and chances are you will have an on-going
Not To Do: I
started my ad campaign on December 1 and I bombed out.
What To Do: You
probably thought that everyone is in a buying mood in December, but
you are now competing with the nations' retailers for TV time and like
any other commodity, the cost of TV time is dictated by supply and
demand. The two best
quarters to buy TV time are January - March and July - September.
10) What Not To Do: I was trying to sell a vitamin enriched,
no calorie fruit flavored drink and I bombed out.
What To Do: This may be a great product but selling this product through
health food stores and supermarkets may be a better way.
The customer may not want to pay $15 in shipping fees for
something they could pick up at their local supermarket.
never a guarantee for success in TV marketing but by using these
guidelines your chances will be that much greater!
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