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Make Your Next Campaign 'Must-See' DRTV

Old television with A Willing Participant, Inc. logo

Image by Sven Scheuermeier via Unsplash

Do your prospects tune in or get turned off by your DRTV spots?

We've all seen the cringeworthy commercials: Bright lights; generic announcers; stiff talent; hard-sell tactics that don't seem to be selling much of… anything. Together, it all adds up to average, short-form advertising that yields a below-average response.

So how do you avoid being "that advertiser" when investing in your DRTV spend? The most effective spots are the ones that manage to embody your brand's identity, while at the same time making use of proven direct response tactics. It's all about creating an emotional connection with viewers and being able to sell at the same time.

How do you maintain your (brand) integrity?

You can use DRTV to generate all the phone calls, web traffic and “likes” you want without sacrificing the integrity of your brand—we know from award-winning experience.

You just have to know how to do it right.

When it comes to marketing your brand, it's essential to define what makes you, you. You have to stay true to your brand's identity when putting yourself out there to the world. Play to your brand’s strengths; don’t try to make it something it isn't.

For example, you're not likely to see the Geico gecko doing a dramatic read on insurance statistics any time soon. That's not how that brand sees itself.

If you're successful in your business, then you certainly know your strong points by now. Don't mess with a good thing. Put your best foot forward and stay true to your brand's integrity when making your pitch.


Just as your brand must come off as authentic, so must your on-camera interviews. Testimonials can be a powerful vehicle for demonstrating your brand's value. But if done incorrectly, they'll do nothing but drive your audience away—fast.

'Keep it real' when it comes to testimonials

If you’re thinking about going the “actor portrayal” route, do yourself a favor and don’t. Let's face it, actor portrayals are disingenuous and cheesy. Those aren't two qualities you want to put forward when making a first impression with your audience, are they?

To build a real connection with your viewer, you need to capture the attributes and dimensions of a true storyteller. There's no substitution for speaking from the heart. A compelling narrative delivered by a real, live person can build a meaningful emotional connection with your audience that translates into sales.

The best way to do that?

Do you homework and spend time screening the candidates you want to put in front of the camera. Get a feel for their story, their cadence, their believability. Not everyone is a great storyteller—but doing your interview homework before the cameras roll can save you a ton of headaches.

Then? Keep it real.

Sure, you can edit the person's interview to cover up stutters, flubbed words and all, but don't get too "Frankenstein-y" with it; make smooth edits, keep the cadence natural, and cover those difficult edits with B roll (you did shoot enough B roll, right?).

So keep it real when using testimonials. You'll be happy you did.

These are just a couple ways to make your DRTV way better than your competition. There are ton, more, too, like music, editing and title design, just to name a few.

Want to know more about those? Watch this space, or drop us a line and we'll tell you how you might be able to amp up your broadcast spots easier than not.


What's your secret to DRTV? Share your thoughts in the comment box below!

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