Direct response is different from the forms of digital marketing you see these days. You do not get to build a brand over time; you have to make people do something in a short amount of time. There are many aspects of creating a direct response campaign, and a professional TV production firm should be able to assist you all the way. One of the most crucial aspects is the creation of the ad itself.
Although the TV company will help you with this, what they ultimately come up with is all up to you. Here are four ways you can create a better ad for your direct response TV production campaign.
1. Create compelling openings and closings.
Your first goal is to catch attention within the first few seconds of your ad. If you cannot do that right away, people are not going to watch the rest of the ad. Your second and most important goal is to close the sale. Make sure your audience knows everything they need to know about your product and how to buy it.
2. Present the problem, then offer a solution.
The most powerful way to catch your audience’s attention is to show them you can relate to them by putting the problem in the spotlight. The most powerful to retain that attention is to offer a solution. Not just any solution, but ‘the solution’ they have been looking for.
3. Give them a reason to believe.
You cannot make superlative claims without evidence. If you say your product is better than your competitors, show the audience why. If you tell them your product will get rid of the problem for good, offer them a demonstration.
4. Provide testimonials.
Testimonials add another layer of credibility to your claims. By asking other people who have used your product and love it to speak in your commercials, you are allowing the audience to have a peak at what the product does in other people’s lives.
Direct response TV ads require you to do a lot in so little time. Creating them is a huge challenge, but the results can be extremely rewarding if done right.