Principles of Direct Response Television

Michael Medico
RESPONSE Magazine

There are plenty of false expectations when it comes to direct response marketing on television. The general consensus among non-professionals is the “You put an ad on TV…man the phones…and put the money in the bank.”

If this were true there would be more millionaires coming out of the direct response television industry than any other. Unfortunately it's not that easy, but direct response can be the method to expose a product or service to a mass audience effectively, efficiently and profitably.

Before beginning such an effort however, a number of questions will need to be answered. It is the answers to these questions that provide the basis for your strategic plan and insure your offer gets a fair and valid test.

Let's start with the question “Is my product or service suitable for direct response television marketing?”