New Format, New Challenge

This week’s New Items report will be my first report to feature reviews of select commercials based on my 10 “Tried-and-True” (T&T) DRTV techniques. This will be in addition to my usual product reviews, which are based on my seven criteria for identifying hit DRTV products, or what I call "the Divine Seven” (D7).

These scores represent an ongoing experiment of mine – an attempt to prove there’s a formula for DRTV success. We all have our pet theories. My goal is to validate mine, or be forced to revise them, based on real-world examples. So going forward, you will see both a Product (D7) Score and a Commercial (T&T) Score on select items. For the rest of the items (including my own projects), I’ll simply report the facts so that these archives remain complete and can be used as a resource in the future.

I’ll also continue checking the IMS and Jordan Whitney lists weekly to see what items are on the charts 90 days after launch (enough time to ensure they’re genuine hits) and reporting on what I wrote about them when they first aired. In other words, this will be a very public way of finding out whether I know what I’m talking about!

90 Days Later: Huggable Hangers, Freshini, One Touch Marinator and More

Once again, I am revisiting my DRTV predictions from 90 days ago. Counting backward, that puts us in the week ending May 11. Here’s a quick recap of what I wrote, what I predicted and how that prediction stacks up against the latest IMS and Jordan Whitney reports …

1. TRAX SCOOTER (www.TraxScooter.com), a personal transport vehicle that positions itself as a competitor to the Segway. I predicted it wouldn’t make it because it was $300 and because “the Segway, a much cooler vehicle with tons of positive PR, failed.” Today, it does not appear on either list.
2. HUGGABLE HANGERS (www.HuggableHangers.com), velvet clothes hangers that increase closet space and prevent "shoulder bumps," pitched by HSN’s Joy Mangano.
   I wrote, “This is a proven winner on HSN. But will it translate into a short-form DRTV winner? I don't know the answer, but this is an excellent case study. If anyone can succeed, Joy can.” I added: “[T]he item gets high marks from me. The only potential weakness I see is the uniqueness of the product. It's somewhat different (thin velvet as opposed to thick wood or plastic), but nothing earth-shattering.” Today, the item is #30 on the Jordan Whitney list but does not appear on the IMS list.
3. DR. FOOT (www.BuyFootDoctor.com), a foot-repair kit consisting of a cream, a spray and a pedicure lotion. I wrote that it was unlikely to succeed because “Ontel's Miracle Foot Repair, the hit that this product is trying to copy, was a retail hit not a DRTV hit.” Today, it does not appear on either list.
4. FRESHINI, a food-storage container with a locking lid that claims to keep things fresh up to four-times longer than a regular container. I predicted it would fail simply because several other variations of the idea had failed, and it isn’t on either list.
5. SABRR MARK & CUT (www.BuySabrrMarkAndCut.com), a measuring tape, utility knife, straight edge, compass and marker all in one. I wrote that it was too difficult to understand and that the offer was weak. Today, it isn’t on either list.
6. BATTLE MAX (www.BuyBattleMax.com), a safer paintball product for kids. I wrote that it is a “great idea” being marketed in the “wrong channel.” Today, it isn’t on either list.
7. ONE TOUCH MARINATOR, a manual device that uses vacuum pressure to marinate meat instantly. I thought it could work if it weren’t for “one weakness” that “could be a killer: The product is very difficult to explain.” Today, it isn’t on either list.

So far, my batting average is excellent! The one product I thought could work – Joy Mangano’s “Huggable Hangers” – appears on the JW list 90 days later. (Of course, I only consider something a verified hit if it appears on both lists and stays there, since neither the JW nor the IMS list is completely accurate.) To be fair, however, there wasn't much risk in the prediction, seeing as how Joy's hangers have been a big hit on HSN.

Tried & True DRTV Techniques

Did you know there are scientifically proven techniques for direct-response marketing? Techniques that were perfected by the wise DR marketers that came before us? Techniques that have been repeatedly shown to work through trial and error and millions of dollars spent on measured marketing?

I didn’t until about five years ago. That’s when I started buying and reading every book I could find on the topic of direct marketing (and collected quite an impressive library in the process). I went as far back as the 1920s, starting with what I call the ‘Old Masters' and eventually covering more than 100 years of direct-marketing history (read more). One result of that project: I compiled a list of 30 tried-and-true (T&T) techniques for DRTV advertising.

Of the 30 techniques, several are so critical that I believe they should be used in every DRTV commercial, without exception. I don’t believe in magic formulas, but I do believe that using these techniques can greatly increase a campaign’s odds of success.

I’ve condensed the critical ones into the following list of 10 T&T techniques:

1. Start with a problem-solution opening. All good DRTV products solve a problem. Making that problem seem as painful as possible helps create the impulse to purchase and positions your product as the hero of the commercial. The classic line for this part of the commercial: “Oh no! Not again!”
2. Showcase unique features and benefits. The idea that you need to explain a product's "features and benefits" is as old as advertising itself. Making those features and benefits seem as unique as possible -- i.e. differentiating the product from other potential solutions -- is what really makes the difference.
3. Demonstrate the product repeatedly & feature a ‘magic demo’ if possible. Explaining isn't enough: DRTV buyers need to see it for themselves. That's why the most successful DRTV products are the ones that have great demos. As for the “magic demo,” my favorite example is Billy Mays putting a scoop of OxiClean in a giant tub of red iodine, giving it a swirl and turning the water clear. Now that’s magic!
4. Explain how the product works. If people don’t understand the product, they are much less likely to buy it. Confusion is a sales killer, and DRTV buyers must be able to justify their purchase with logic. One of the more common ways to explain a product these days is an animation. The classic lead-in to this part of the commercial: “Here’s how it works …” or "The secret is ..."
5. Prove that the product works by comparing & contrasting. A typical method of comparing is the side-by-side demo, which pits the hero product against a competitor or older method. A typical method of contrasting is before-and-after photography (often shown in a split screen).
6. Establish credibility with testimonials and/or other third-party endorsements. The master infomercial marketers at Guthy-Renker call testimonials “social proof.” They are the experts at creating a “word of mouth” feel in a commercial format. (Watch a Proactiv commercial to see what I mean.) Scientific studies, seals of approval (e.g. Good Housekeeping) and other third-party endorsements are also highly effective at generating credibility.
7. Raise and answer obvious questions and objections. Marketing is all about getting inside people's heads and trying to predict what they'll be thinking about when watching your commercial. Master direct marketer Joseph Sugarman said that part of this process is imagining what their objections and/or questions will be, and then addressing them the moment they pop into their heads. But he added a word of caution: Never raise an objection or question you can’t answer satisfactorily!
8. Present a powerful offer at an incredible price. DRTV producer Fred Vanore calls this the “mooch factor.” DRTV buyers are price sensitive (read “cheap”), and they live for a great bargain. The classic way to build up the value of an offer is to include one or more bonuses. Master DRTV marketer AJ Khubani once shared four criteria with me for selecting a bonus: 1) It must be relevant to the product; 2) It must be instantly understandable; 3) It must have a high perceived value; and 4) It must be low cost (since you're giving it away). The classic lead-in to this part of the commercial: “But wait! There’s more!”
9. Increase perceived value with a value comparison. This technique is another DRTV cliché. But going back to #8, it’s critical to show DRTV buyers how much money you’re going to save them. A great way to do that is to call their attention to the priciest alternative possible. The classic lead-in to this part of the commercial: “You could pay $100 dollars …”
10. Minimize risk with a satisfaction guarantee. At a minimum, there should be a money-back guarantee. However, money-back guarantees are so commonplace these days that people tend to ignore them. That’s why Sugarman advocated an “over-the-top guarantee.” He believed the guarantee should be so good, your customers would wonder how you stayed in business.

Each week, I post a “New Items” report that covers the latest DRTV products to air. In the past, I’ve only rated the products themselves. But going forward, I will select and review a few commercials as well, using the 10 criteria above.

The result – my “T&T Score” – will be a good validation of these techniques on an ongoing basis. Together, we can learn just how many commercials that follow the "teachings of the masters" succeed in today's environment.

New Items: Magic Bullet, Power Shower Spa, Caulk Doctor and more

The DRTV product launches seem to be slowing down at last! After weeks of seeing more new commercials than I could write about, last week was slim pickings by comparison. In any event, here’s my report on the latest DRTV spots to air.

1. MAGIC BULLET (3 pay, $19.99) is the hit infomercial product in short-form with a new bonus offer. The base offer is still the original 17-piece set that includes four party mugs. The new bonuses are the Bullet Blender, a full- size blender container with “the same power and capacity as [a] $100 blender,” and an extractor kit that makes the Bullet Blender into the Bullet Juicer, which “works just as easily as [a] $200 juicer.” www.BuyBullet.com
D7 Score: 4 out of 7 (What's "D7"?)
Strengths: The Magic Bullet is a mass market problem solver that is fairly easy to explain and appeals to adults of all ages. It has proven itself in the marketplace and has enjoyed a long and successful run on DRTV. It truly is one of the biggest hits in industry history.
Weaknesses: The price of that success is that it’s no longer unique. So to help fix that, they’ve added some new bonuses to the original offer. The problem is that in doing so, they’ve created a credibility problem. After doing such a good job over the years of convincing people that “smaller is better” when it comes to blenders, it’s a contradiction to turn the product into something the size of a typical, bulky blender. Additionally this is also a long-form item, which means it's expensive for short-form DRTV.

2. SCUNCI SCARF BAND ($19.99) is a combination headband and scarf. You feed the scarf through the headband to get different designs. The main claim: “With the Scunci Scarf Band, anyone can get the hottest celebrity looks.” The offer includes two headbands and three scarves you can mix and match. The bonuses are a studded headband and another scarf. www.ScunciStyle.com
D7 SCORE: 3 out of 7
Strengths: This product is unique, mass market and easily explained.
Weaknesses: It doesn't solve a problem per se, it’s not priced favorably compared with other headbands, and it isn’t likely to appeal to older people -- the core demographic for DRTV. Also, the idea that scarf headbands are a celebrity trend (the theme of the commercial) lacks credibility in my opinion. However, this product makes a lot of sense as an addition to Scunci’s retail line. So if the DRTV advertising is being used in support of retail, I applaud the decision. Scunci has puts its brand on several unrelated products (e.g. clothes steamers), so it’s good to see them returning to their roots.

3. MESUNIQUE (Free Trial) is a cellulite cream. The main claim: It’s “specifically formulated to target problem areas” so “you can achieve your desired results outside the doctor’s office.” www.Mesunique.com
D7 SCORE: N/A
This DRTV product would be a big hit – if it could be rolled out. I recently reviewed the FTC’s red flags for weight loss claims, and this commercial pops at least two of them. I predict that, on the advice of counsel, the company will withdraw this commercial before it gets very far. (For more information on FTC red flags and for a good laugh, check out the Fat Foe Web site. Then, send the link to your industry friends and pretend it’s a real product you want to market. See how many fall for the trick!)

4. POWER SHOWER SPA (2 pay, $19.95) is a handheld shower head with spinning brush attachments. The main claim: “Replaces your shower head for a luxurious spa experience.” The shower head has three settings: Intense Power Spray, Sensuous Gentle Spray and AccuPressure Pulsating Spray. The base offer includes three attachments: the Silky Head (loofah), the Massaging Sponge Head and the Body Buffer (scrubbing head). The first bonus is two additional attachments: the Deep Tissue Cleansing Brush and the Dermabrasion Head, just pay S&H. The second bonus is a soap dispenser, just pay S&H. www.PowerShowerSpa.com
D7 SCORE: 4 out of 7
Strengths: This item is a credible problem solver that's fairly easy to explain for something with so many features. It also holds a lot of appeal for an aging population. We know this because this item is a knockoff of IdeaVillage’s hit DRTV product Spin Spa (which is shown and disparaged in this commercial).
Weaknesses: It’s late to the party, so its first major weakness is that it isn’t unique. Spin Spa has been on TV for years and is everywhere at retail. This is the wrong time to try to steal customers with a similar offering. It's also twice the price of Spin Spa, which is also twice the price DRTV buyers are usually willing to pay. Most important, it isn’t a mass market item. It’s a handheld shower product in a U.S. market dominated by fixed-head showers. Handheld showers are popular in Europe, but not here. (Full disclosure: As my bio says, I head up marketing for IdeaVillage and was heavily involved in the Spin Spa success story.)

5. CAULK DOCTOR ($14.99) is a kit for replacing old caulk. The main claim: “Makes it easy for anyone to remove old, worn-out caulk … and replace it perfectly in just minutes.” The offer includes a tool for removing the old caulk, a tool for applying the new caulk and a tube of special caulk that fights mold and mildew (under the DAP brand). The bonus is a (white) grout marker pen for fixing discolored grout. This is a Blue Moon commercial. www.BuyCaulkDoctor.com
D7 SCORE: 5 out of 7
Strengths: This product is a unique problem solver that could appeal to older consumers, can be easily explained and feels very credible. It will no doubt attract a certain segment of the DIY market.
Weaknesses: That segment of the DIY market isn't the mass market. I also think the plastic tools in the kit have a low perceived value, so despite the $14.99 price point it doesn’t seem to be priced right. To me, the reverse of this offer makes more sense. At retail, DAP should give away these tools in a premium package of its special caulk.

Sources: “New Spots for Week Ending 7/27/07,” IMS (1-3); "Vol. XVI, No. 40-B, 07/27/07," Jordan Whitney (4-5)

90 Days Later: Sticky Nips, Tap ‘N Glow, Slime and more

As promised, each week I am revisiting the DRTV items I covered 90 days ago. Counting backward from this week puts us in the week ending May 4 (when I was still sending out email reports instead of publishing them here). Here’s a quick recap of what I covered, what my comments were and whether any of the items appear on the latest IMS and Jordan Whitney reports …

1. STICKY NIPS (www.StickyNips.com), adhesive silicone pieces that allow women to change the shape and contour of their nipples. I predicted that it wouldn't work, and it is nowhere to be found on either list.
2. TAP 'N GLOW TRI-LITE, a cube-shaped Tap Light that has three brightness settings. I predicted it was unlikely to succeed and wrote, "This spot is a great test of a theory of mine: When a DRTV category is saturated, no matter how much better your product is, it won't sell." I argued that the product faced this challenge because most DRTV "customers have already purchased a Stick-Up Bulb, Stick 'N Click or Quik Brite. There aren't enough prospects left to sustain a CPO.” Today, it is nowhere to be found on either list.
3. MYOTRIM, a diet pill. I predicted that it wouldn't work, and it is nowhere to be found on either list.
4. PRESTO (www.PrestoNow.com), an email solution for seniors. I wrote, "Obviously, it won't perform in a pure DRTV sense, but the price and ongoing revenue opportunity is high enough that the economics should work.” Today, it isn't on either list. Beyond that, the status is unknown.
5. SLIME (www.SlimeSystem.com), a beauty cream from Telebrands. The secret ingredient is snail slime. I predicted it wouldn't work because women are highly unlikely to smear slime on their faces. Today, it is nowhere to be found on either list.
6. EXTRA HANDS (www.BuyExtraHands.com), over-size tongs for tossing salads from Incredible Discoveries. I predicted that it wouldn't work, and it is nowhere to be found on either list.

Of course, it’s easy to predict that an item won't succeed when the odds of success on DRTV are 1 in 20 at best. What I'm really waiting to see is how good I am at predicting hits!