The o2kl formula for success.
DRTV is a powerful sales generator that can build brands through transactions. And, the fact that fewer companies are leveraging it right now only makes it more effective. Of course, it's not for everyone. You need a big enough audience to make it pay off. But for the right companies it can jump-start sales like nothing else.
Our work for Time Warner Cable proved it through increased sales and favorability ratings. After years of stagnant sales, DRTV increased call volume for our client by 15% — stimulating the best sales they had — right until the end when they were purchased by Charter Communications. Our work also gave them their biggest likability ratings in years. But, enough about us. Here are eight DRTV rules that can help energize your sales:
- A brand spot is typically a pronouncement. A DRTV spot needs to be personal.
- In a brand spot, the audience is usually observing a situation or watching a story unfold. Consumers are passive.
- In a DRTV spot, we need to involve the consumer right away. We speak directly to them and turn a passive audience into an active audience — ready to make a purchase.
- That means the information is less about "us" the company and more about "you" the consumer.
- The work has to demonstrate that it knows the consumer — what they're thinking; what they find frustrating; what would make their lives better.
- If you don't make a personal connection you will never get a phone call or a visit to your site.
Indicate your intentions
- If you want people to call you in the 60 seconds you bought, don't wait until the end to tell them.
- Get the phone number or URL up early — usually within the first 15-20 seconds. Make it obvious that you want people to respond.
- But, make sure the reason to call is clear and simple.
- Just putting up a number or a URL doesn't mean people will act.
- One more trick: If the number stays up too long in the same spot, it can become wallpaper. Taking the number away and bringing it back makes the audience refocus on the number.
Say as much as you can, but not too much
- You are trying to persuade people to part with their hard-earned money, so you need to construct a benefit-filled argument that removes any barriers they may have.
- You can deliver a lot of information in 60 seconds. But you can also deliver too much.
- Don't expect people to buy anything if the announcer is racing through the script.
- When the announcer sounds like an auctioneer, it's time to cut copy.
- In a DRTV spot, repetition is your friend. Especially around the offer.
- Good salespeople have always known that touching people emotionally is the shortest road to a sale.
- These are techniques turned into art by the ASPCA and UNICEF.
- Love. Anger. Hope. Fear. They're the most powerful tools a direct marketer has.
Make the most of your brand
- Where does a brand image leave off and DRTV begin? Truth is, they're wound together like two strands of DNA.
- In fact, you can make a powerful argument that DRTV is the ultimate expression of the brand. It's where people get to vote with their money.
- Whatever your point of view, one thing is inarguable: When your DRTV is consistent with the brand's key attributes — its language, attitude and design — you don't have to waste valuable seconds reintroducing yourself.
Be consistent, but different
- Like members of a team or a large corporation, brand spots and DRTV spots have different jobs to do.
- Pitchers and homerun hitters can be on the same team.
- A Mercedes-Benz commercial delivers information about the company in a very different way than a salesperson in the showroom.
- It is yin and yang. One makes you feel good. The other gets you to reach into your pocket and bring it home.
- "But wait, if you call in the next five minutes…" Sound familiar? It's familiar because it virtually always works, as do "last chance," "final days" and other calls-to-action that convey time sensitivity.
- If there is no deadline? You can always add some faux urgency. Phrases like "don't miss out" and "start saving now," while not as powerful, can still help boost response.
- The whole point is to eliminate "I'll do it later" from the equation.
Make it easy to respond
- How many times have you heard a voice-over rush through a phone number as if it weren't important?
- If you want people to remember your number, write it down or pick up their cell phone while the spot is on, you need to say the number in a measured pace.
- It's best to read it twice. Repetition boosts response. And showing the number in a readable size also shows you mean business.
- Why make it hard?
There are no sure bets, but these eight rules (and o2kl's help) can give you the kind of odds that would make Vegas very, very happy.