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What you should be looking for are simple, inexpensive solutions to problems that challenge or annoy millions, yes!, millions! Most often these are labor- or time-savers, but even better are the products that let the consumer tackle jobs effectively while saving money by doing it themselves. Everyone loves a product that boosts confidence — and avoids the expense of a professional — or helps avoid common boring, messy chores.
Pitchmen always want to make potential customers feel like they are getting a great value for their money. This is why a pitch typically includes a line like “a $60 value all for only $19.99!” How do you make this convincing? By succeeding at all the requirements above. It’s been proven time and again that consumers will almost automatically impart a higher value to products that “solve a common problem” with minimum effort, even if the products are obviously made from simple materials with a simple design. Clever solutions that offer surprising results almost always earn a high value rating.
This is not necessarily an imperative, but if the product is seen as a potential winner among a wide range of ages, sexes, races or other demographics, the less likely you will be given the boot. One key to success in this area is to stay away from any easily avoidable exclusionary features, such as limiting gender appeal. When selling a product like the Natural Bra, for example, you’re only appealing to women and therefore your salability is cut in half. And while there are millions of golf enthusiasts, golf products only appeal to golfers.
When developing your product, keep in mind that it needs to be produced at a cost that allows for at least “four times” markup, while still resulting in an attractive offer price. This markup is required to cover the costs of media, distribution, fulfillment, etc. In the near future, this markup level may come down since so much Direct Response TV is now used to push retail rather than just direct TV and Web sales. Still, you need to stick with inexpensive, easily manufactured components. This requirement is not as daunting as it sounds, since mass production at overseas plants can help keep costs down.
This is not required, but your chances are much improved if you can ensure that competition from a similar product is not imminent. It is recommended to at least have the product Patent Pending. In any case, liability for patent infringements rest with the clients; the production company won’t get involved in patent searches.
Sometimes “everything old is new again,” but other times a product comes into the arena that’s completely unique. It’s not necessary for the product to be new and unique, but if it is, then it will increase the chances that it will make it to Direct Response TV production.
In other words, the product’s purpose, function and success must be easy to explain and demonstrate on Television. Complex concepts, multi-stage assembly or vague results don’t have much of a chance! There’s also got to be a visual “wow” factor that will capture the attention of the viewer, and make them not only keep watching, but compel them to buy.
