11 RULES
FOR DRTV SUCCESS
Lockard & Wechsler Direct
1.
has planned, bought, executed 2.
and analyzed successful direct
response TV campaigns for
3.
Rosetta Stone, IdeaVillage,
4.
Allstar Marketing and many
others for more than two
5.
decades. We’ve developed
6.
eleven proven rules that
7.
make DRTV make money –
8.
no matter what product or
service you’re selling.
9.
Make empirical, not emotional, decisions.
Base them on hard facts.
Numbers are everything.
They don’t lie. But they do have to be handled by experts,
so they yield their secrets and provide meaningful direction.
Programs should work the first time, and every time.
In the right hands, results can always be improved, but not
enough to resuscitate a program that’s dead on arrival.
&REQUENCY IS THE BENElT OF;NOT THE KEY TO;SUCCESS;
An expert DRTV agency will help you run a successful
campaign for all it’s worth.
.EVER FORCE ANYTHING; 9OU CAN;T BEAT A DOWN CYCLE;
The key is, know what the cycles are and go with the flow.
$ON;T WASTE TIME; /PPORTUNITIES ARE FLEETING;
A great agency will be able to identify and pounce on them
on your behalf.
#REATIVE DRIVES RESPONSE;
Response builds brand. Media builds brand awareness.
$246 IS A SCIENCE; )TS DISCIPLINE LEADS TO SUCCESS;
Run hard with the winners. Cut your losers ruthlessly.
Always take advantage of all the analytical tools and
expertise available to you.
$ON;T WAIT FOR A CAMPAIGN TO WEAKEN;
Test offer, creative and media from the very beginning.
There’s always room for improvement.
4REAT $246 AND THE )NTERNET AS A SINGLE CHANNEL;
The Internet adds efficiencies to DRTV, and DRTV adds scale
to the Internet.
10.
#HOOSE A $246 AGENCY WITH A HISTORY OF SUCCESS;
Call Dick Wechsler now at 914 250 0250 or visit LWDirect.com 11.
