The Advantages of Infomercials
Shopping Without Guilt
Direct response television lets consumers shop without having to confront a salesperson. Buying from the tube eliminates any pressure on the consumer. The ability to shop hassle-free makes retail television an attractive alternative.
Regardless of the product, convenience is always a strong sales motivator. Nothing is more convenient than picking up the telephone to place an order.
Many products sold through direct response are not available through retail outlets. When they are, the DRTV version of the products will have either unique features (like no-smear lipstick) or carry substantially lower prices.
An audio-visual sales presentation is both compelling and convincing. Since department store sales people are often unfamiliar with the uses, operation, and versatility of all their products, retail outlets consistently fail to get consumers excited about a product. Conversely, a simple product demonstration presented via an infomercial can convey product knowledge, attract interest, and produce an immediate decision to buy.
The Canadian government has passed new laws to clamp down on U.S. mail order and infomercial companies. The goal is to make it expensive and more difficult for Canadians to order from U.S. addresses. The ceiling on tax- free imports delivered by mail or courier will be increased from $20 to $40. The Canadians also have a $5 handling fee on any taxable parcel.
800 Number Access
If your infomercial or DRTV spots airing in U.S. markets spill over to Canada, make sure your toll-free 800 number can be dialed from Canada. Be particularly concerned with superstations like WGN or WOR.
Your sales from Canadian TV viewers will depend on:(1) the product you're selling, and (2) the TV stations you use for your U.S. airings. Some U.S. companies obtain as much as 3% of their total sales from Canada.
If you've been in mail order for more than a month...chances are you've been ripped off by one or more ad sheet printers. This report won't make you a mail-order genius but might keep you from loosing your shirt prematurely.
There have been entire volumes written on mail order selling. For printed information, the best way to learn HOW & WHERE to advertise is to go to your newsstand and check through all the magazines carrying large numbers of classified and space ads.
Have you placed your display ad in a national magazine with over 20 million readers, then waited for the orders to pour in? But the days go by and there is little or no responses?
When you have accumulated sufficient knowledge from preparing your own circulars and from co-publishing magazines and ad sheets of others, you may want to become a publisher.
Regardless of what you're trying to sell, you really can't sell it without "talking" with your prospective buyer. An in attempting to sell anything by mail, the sales letter you send out is when and how you talk to your prospect.
This method of getting free printing is currently being used by several different mail dealers. It works! Here's the plan: Run an ad similar to this in any mail order magazine:
The opportunities for getting free advertising for your product or services are limited only by your own imagination and energies.
Here are some interesting results of a study conducted on readerships of magazine ads. Most of the stats are from Starch INRA Hopper, Inc and other studies.
What is a Big Mail? If you are a total beginner to the mail order world, you will have no idea what the term means. Before I knew better, I used to think a Big Mail was just a big envelope containing some type of free samples.
Most business beginners think Direct Mail means purchasing a mailing list and mailing an advertising flyer to a bunch of folks they know absolutely nothing about. This IS NOT what Direct Mail marketing is.