It is possible that your product or service may not fit the parameters of direct responses or infomercials regardless of how well you manage your program.
Ron Popiel told me that a bad commercial can sell a good product. But a fantastic commercial can’t sell a product the consumer doesn’t want.
How do you know? You don’t. When you get down to the wire, it’s a horse race.
Do your homework: ALL of it: Then your decision will be meaningful.
I am frequently asked to portend the success or failure of an infomercial. I should be so smart! I can’t tell you whether an infomercial will be successful but I can generally spot a failure. That’s because those that fail typically have several similar characteristics:
Little or no homework.
Decisions based on ego rather than on fact.
They forgot to sell the product.
Hire people & companies with no DR experience.
Tried to sell a prevention product, one-step.
Chinese math: “I need only to sell one Coca-Cola to each person in China at a penny profit to be a multi-millionaire.”
Note that neither the “quality” or “look” of the program is not mentioned nor the celebrity talent. Some of the most successful infomercials have been done on a low budget. I know of one 28-minute infomercial that was taped, edited and aired for $625 AND it was successful!! I know ones costing seven figures that have died.