Remember to test a “Christmas tree” offer (i.e., one with all the trimmings), such as multiple premiums. If viewers don’t bite on this offer, they probably won’t go for your slimmed-down offer either.—Tim Hawthorne
In your call to action, include a segment that teases prospects about an upsell or add-on item they can get at a special price when they place their order. Including a teaser for your upsell or add-on will increase the number of these items or services sold and thus your average order size.—Shari Altman
Traditional DRTV is about immediacy—moving product right now, not in two to four weeks. You have to boldly ask for the order in the call to action: Review the product benefits and features; recreate a miniature experience of the emotions you have evoked in the infomercial or spot body; keep it simple to continue moving prospects toward the sale close; and be sure to support your strongest messaging with on-screen graphics for reinforcement of these sales elements. —Tim Hawthorne yy
By featuring its toll-free phone number and URL in large text that remains on the screen throughout the call to action, Manulife makes sure prospects know how to follow up on its offer.