By Bill McAlister and Steve Silverger

 

 

 

 

 

Looking to break into the direct response TV world and make millions with the next Mighty Putty success story? Well, you have to come up with the right product. Many products are great products that people need and want, but few are so compelling to have people pick up the phone after hearing a 2 minute pitch in between one your favorite cable TV shows.

Winning TV products have three basic elements.

1. Compelling Product. Is the product different enough and compelling enough to generate orders? Does it have an immediately recognizable short visible demonstration that explains how it works and why you would want it? Have you thought about repairing clothing without the need of needle and thread, that’s Mighty Mendit liquid fabric mender customer. “Just apply and let dry.”

2. Mass Audience. Does your product appeal to a large enough audience that can be efficiently reached with mass market TV advertising? “Is your dog a peeing machine?” How many millions of dog and cat owners are there out there that might need Urine Gone to clean their carpet messes?

3. Solves an Important Problem? By that I do not mean cure disease, but a problem that potential customers really care enough to solve and make that impulsive phone call to order. Those that sit at home watching a lot of TV in the cold and can’t afford to turn up the heat, that’s the problem the Snuggie blanket solves.

The art of the industry is deciding which products meet the criteria. When you happen to be the inventor of a product, you are most often not the best to judge as you try to fit your product into the TV mold when it possibly may not be a fit. That is why so many products test and fail. Even if a TV marketing expert decides all the criteria are met, they are often wrong as well, albeit with a better batting average. In any case, inventors far and wide are constantly churning out new ideas, but these three Keys are the most important to deciding if it was destined for TV millions and the highly coveted “As Seen on TV” seal of approval.

Author Bios:

Bill McAlister, President of Media Enterprises, Inc., a DRTV sales and marketing firm in Trevose, PA and Steve Silbiger, Senior Director TV Marketing at Plymouth Direct, a TV direct response company in Montgomeryville, PA.

Will Your Product be the Next Direct Response TV Success Story?