May 09, 2013

Block Out

Description: A stain blocker
Main Pitch: "The invisible, waterproof barrier that blocks out the biggest spills"
Main Offer: $19.95 for a large can and a travel-size can
Bonus: Double the offer (just pay processing)
Starring: Phil Swift
Marketer: Swift Response
Prediction: Unlikely to succeed

This is Mr. Swift's fifth attempt at DRTV success following Flex Seal, and he continues to exhibit an unwillingness to 'think outside the can.' As one industry veteran recently put it to me: "We do what we know." I accept that because it makes sense. What doesn't make sense is the failure to pay attention and learn from DRTV history.

Thinking you can out-pitch Marc Gill is one thing. But thinking you can succeed where the family who brought us OxiClean and Orange Glo failed is quite another.

Actually, this will be the third time this concept was tried on DRTV. NanoDyze was the second.

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