June 30, 2015

Damp Stopper

Description: A dehumidifier
Main Pitch: "Keeps dark, damp spaces humidity-free"
Main Offer: $19.99 for one
Bonus: 2nd one (just pay a separate fee)
Marketer: Telebrands
Watch the spot

Products like these tend to fail on DRTV because they violate one its central tenets: A good product should be demonstrable -- or at least visually interesting in some way. Like air humidifiers (e.g. Aqua Stone) and air purifiers (e.g. Ionic Maxx), this type of product just sits there. Prospects are asked to buy it and then 'wait and see' if it does anything for them -- in other words, to delay gratification for something they bought on impulse. You can see the problem.

S7 Analysis: Demonstrability is not one of the S7 criteria, but it was one of the criteria on my older lists. Perhaps it's time I brought it back?

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