Spectrum Post

Direct response advertising is fast becoming one of the best and most cost effective forms of advertising for companies large and small. At Spectrum Post, we specialise in DR commercials and have been creating Direct Response material for over 12 years. So what elements contribute to a good DR commercial?

1. First of all you need to have a great product with a strong, clear, simple selling proposition.
2. Remember, it is very easy to buy products retail. It can be faster and in most cases cheaper so your product should be unique - give them something amazing!
3. Emphasize its unique selling proposition. What makes it different from everything else.
4. Find a problem and fix it! This is a tried and true formula for DR advertising. “The Light Spanner not only gets into tight spaces other spanners don’t but also lets you see what you are working on!”
5. Make a powerful promise. “The Aussie Grill Mate gives you low fat cooking by channeling the unhealthy fat down and away from your cook top”
6. Dramatize the benefits and results. Don’t just tell them about it, show them.
7. Establish high perceived value. “You could pay over $500 for other steam cleaners. You can have the Eco Steam Buddy for just $49.95″.
8. Increase the value of your offer with extras. At just $89.95 the Air Trainer is great value, but when the offer includes a DVD training video, blood pressure monitor, heart monitor, towel and healthy eating book at no extra cost, it represents amazing value.
9. Sell all the time. Mention the product name at lease 3 times a minute and ensure the Ph number is shown as much as possible.
10. Use clever graphics and bullet points to list benefits and always say “Call Now!”