Most of the new DRTV commercials to hit the airwaves these days are unoriginal ingestibles or low-quality one-offs. Here are two notable exceptions:
1. GROUT AIDE MARKER ($14.99) is a marker that you use to refinish and seal grout. The pitch: “Makes old grout look better than new instantly!” One marker is supposed to be enough to redo an entire bathroom. Just in case, the offer includes a second marker free, just pay S&H. The bonuses are the Grout Aide Caulk Refresher and an extra-wide version of the Grout Aide marker for wide tile (both require additional S&H). This is an SAS Group product pitched by Billy Mays. www.BuyGroutAide.com
Product (D7) Score: 5 out of 7*
Comments: Products like this have been around for a while, so it’s unlikely the DRTV viewer will think this one is unique and buy it on impulse. A larger issue is the inherent credibility problem. It starts with the delivery method and the name: Few people will want to use a marker on their grout for fear that it will look like they used a marker.
2. DEBT CURES ($29.95) is a new book by Kevin Trudeau. The full title is, “Debt Cures They Don’t Want You to Know About.” The pitch: “Learn what the banks don’t want you to know” (i.e. you’re getting screwed). The bonuses are Trudeau’s “Instant Credit Improvement Guide” and his “Wealth Creation” CD. www.DebtCures.com
Product (D7) Score: 4 out of 7*
Commercial Rating: Excellent**
Comments: P.T. Barnum is supposed to have said, “There’s a sucker born every minute.” The continuing success of Kevin Trudeau is the proof of that statement. This particular item has a few weaknesses, not the least of which is a similar name to “Natural Cures,” which burdens the book with all that negative media coverage. However, I wouldn’t bet against Trudeau. Despite all the fines, lawsuits and bad press, he still manages to launch hits (see Barnum).
Sources: “New Spots for Week Ending 2/8/08,” IMS (1); "Vol. XVII, No. 16-B for 2/8/08,” Jordan Whitney (2)
* See my July 24, 2007 post for a complete explanation of the D7 product score.
** See my October 22, 2007 post for a complete explanation of my commercial rating system.
