TV inc

THE DOWNSIDE

 

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:

1.  Little or no homework.

2.  Decisions based on ego rather than on fact.

3.  They forgot to sell the product.

4.  Hire people & companies with no DR experience.

5.  Tried to sell a prevention product, one-step.

6.  Chinese math: “I need only to sell one Coca-Cola to each person in China at a penny profit to be a multi-millionaire.”

Under financed.

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.