Direct Response Advertising

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BLOCKSCRIPTING

An infomercial is divided into several smaller segments that are usually repeated within the half-hour show. This is a result of infomercial writers using block scripting (also known as "pocket" scripting) for an infomercial. As a rule of thumb, to keep an infomercial interesting, something entertaining and informative must be happening every 60 seconds.

When preparing your outline, imagine a channel hopper landing on your info-mercial at any given part. You have about 60 seconds to give this viewer an idea of what you're selling to keep him interested. If you fail to keep that viewer's attention, you've just lost a potential sale. A fast-paced script will keep your viewer watching.

SCRIPTING CHECKLIST

Decide which of the following elements will make up the core of your presentation. These ingredients will influence the style of your show and the manner by which your product will be presented to your TV audience.

TESTIMONIALS. This format presents satisfied customers talking about their successful experiences with your product. You can have actual product endorsers, or you can hire paid performers to do dramatized endorsements.

INTERVIEWS. If you choose to include this format in your infomercial, you must decide whether the interview will panel (with a moderator) or one-on-one (an interviewer with one quest at a time). Will the interview be in a studio or on location?

CELEBRITY ENDORSEMENTS. A celebrity can add credibility and recognition to your product. A familiar face can make channel hoppers stop and watch your infomercial. Effectively used, a celebrity can be a wise investment.(See section on Celebrities.)

CASE HISTORIES. A product with a demonstrable before-and-after effect, such as diet plans, cosmetics and fitness products, can provide a compelling argument for your product.

DEMONSTRATIONS. If your product's primary selling features are convenience and ease-of-use, you must capitalize on product demonstration as the backbone of your presentation.

ORDERING INFORMATION. This segment usually lasts 30 to 45 seconds. This portion of the infomercial tells the viewer the product's price, accessories,tie-in items, bonuses, and refund guarantees that come with each order.It shows how the product is packaged and gives the delivery options available.It can be integrated into the DRTV spot or is presented independently.

DRTV SPOT. This is usually a 2 minute spot that summarizes vital points about your product and the ordering procedure. To emphasize important points, most effective DRTV spots use footage lifted from the infomercial itself. The spot should be repeated at least 3 times within the infomercial.

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