Posts Tagged ‘cheap media’

Ron Perlstein’s Rules for Infomercial Success

September 16, 2010

Direct Response Television success, Infomercial Success or DR Radio success does not always come that easy. I’ve developed seven easy rules after 18 years running InfoWorx, producing infomercials, and placing millions in media buys.

1. Make practical and rational not emotional decisions. DRTV offers immediate empirical information regarding your offer. Base your decisions on facts, not theories.

2. Be scientific, use the numbers. But the numbers must be handled and interpreted by an expert who has the experience to understand what the numbers are telling you.

3. DRTV Success Test: Is the phone ringing? You should know from day one if your program has life.

4. Frequency is the benefit of success, not the key to success. A top direct response and infomercial agency can push out a successful offer for all of it’s value and prevent you from throwing good money after bad. Media tests are just that — tests to discover what works and what does not.

5. Your offer is King. Great product, weak offer, no calls.

6. Use traditional Direct Response techniques. Branding is a side effect of great direct response campaigns, not the other way around. A great DRTV and infomercial company will buy to your allowable cost per order and generate direct sales and leads. Brand awareness will result from DRTV success.

7. Infomercials and Direct Response TV are a science. Stay with your winners and cut your losers immediately. At InfoWorx we use research to target your best customers, media buying power to get your offer in front of millions, and 18 years experience turning response into revenue.

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Infomercial Cost Per Order

May 29, 2010

For over 18 years, I have been coaching, consulting and assisting my clients with every aspect of their infomercial projects.  Direct response selling is a science.  This means that in order to achieve infomercial success you must understand the concept of an allowable or cost per order. 

To scientifically optimize product sales, you must test different offers, different premiums, and different messaging.  One of the biggest mistakes newbies make over and over is to simply test one offer with one premium instead of multiple tests.  Edison tested over 6000 different filament materials while inventing the light bulb.  The most successful infomercial offfers are tested over and over before a roll out.  So, do the math, be patient, and test, test, test!

Ron Perlstein Buys Cheap Media

December 12, 2008

It’s Economics 101….supply verses demand.  Recessions create cheap media opportunites for smart, savvy media buyers.  And new technology has brought many many ad auction platforms: Google TV, Radio and Print, SpotXchange, and several others for online video ads.

Cheap media means that products that are driven by an allowable cost per order can produce better results in a recession then in a boom. There are more per inquiry opportunities, remnant media, and syndication fire sales.  You can drive a truck through the available media after December 22, 2208.

If you have a product ready to launch, if your product is inexpensive and meets the needs of the recession weary public, then there is an opportunity now like we have not seen since 9-11-01.  By the way, direct response and infomercials had a fantastic run in late 2001 and 2002.