Direct response TV is booming, thanks to the novel coronavirus.

Two factors have collided …

Firstly, many mainstream marketers have stopped their marketing and advertising, including malls, travel services, and airlines … and this has created a huge degrease in the cost of media buying.

And secondly, with so many more people at home, more people are watching TV and responding to the commercials, giving a boost to those companies still marketing.

And it’s not just streaming services like Netflix, Disney+, and Hulu enjoying the greater number of eyeballs as people try to escape the pandemic …

Regular TV is benefiting as well, especially as larger numbers of mature audiences turn to their trusted news channels for updates on the pandemic.

And, news programs and channels like CNBC and Fox Business, are traditionally the most responsive market for advertising. They are even more so during this crisis.


So now is the time to make the most of Direct Response TV …


Not only do you have record viewership, you also have lower prices.


Because politicians have put their election campaign marketing efforts on the backburner, freeing up space that was at a premium before COVID-19 drove everyone into their houses and in front of their TVs, laptops, or tablets.

This is a rare and unique opportunity for you to buy cheap, premium media time at and enjoy extraordinarily high viewership, higher response rates, and greater success.

To help you, here are some basic principles we’re sharing with our clients to ensure they maximize this Direct Response TV opportunity …


Principle #1:

Gear your commercial or infomercial to not build brand, but also to generate leads and sales. Always have a call to action. And always provide several ways for the prospect to reach you quickly and easily. Include your website URL and a telephone number.

That said, many people use their URL … so to set yourself apart, offer a text response option.


Principle #2:

Use powerful, persuasive direct response copy. After having created more than 400 TV commercials for our clients, I can tell you that the right copy if probably the most important component of your TV efforts.


Principle #3:

Just like with written promotions, longer copy continues to prove more effective than shorter copy (or ad time). 60-second spots are more profitable than 30-second commercials. And 120-second commercials have been more successful than 60-second ones.

The problem is that you don’t see many of the longer ads because they just haven’t been available, and they are typically expensive. The pandemic has changed this dynamic. Take advantage of this lower cost, higher availability environment.


Principle #4:

Don’t make the mistake of wasting your TV commercial by keeping it strictly … well … a TV commercial. Make it radio friendly. And make sure to give listeners a clear call-to-action. This is especially critical now, as many marketers are airing their commercials on Sirius XM Radio and other popular platforms.


Principle #5:

The products that work best in commercials and infomercials are those that are easily demonstrable. For example, cosmetics sell well because the viewer can see them being applied and how attractive they make the wearer.


Principle #6:

Educate your prospects. Research indicates the primary reason many prospects do not buy is that they do not have enough information to make an “educated” buying decision. So, give your prospects enough information to educate them about your products and services.


Principle #7:

Motivate the viewer to buy immediately. Emphasize urgency in your offer by giving prospects a bonus or discount if they buy within a certain time period.


Principle #8:

Present information in an engaging, easy-to-grasp way. Use a mix of hard facts, expert advice, verification, personal appeal and the testimonials of satisfied customers. These elements should be combined through the visual impact of television to make your product or service seem irresistible.


Principle #9:

Repeat important claims about your product or service. Appropriate visual reinforcement should include the use of eye-catching graphics, video effects, stock documentary footage, still photos and dramatic re-creations.


Principle #10:

Use the right music and sound effects. These elements are critical to further enhance key moments in the program and increase product value.


Over the last 40 years, we have worked with many clients to successfully market their products and services on TV (on radio, online, and in the mail), including…

Learning for a Lifetime


Swiss Confidential


Fawn’s Secret Stock


We’d be glad to help you take advantage of the boom in direct mail TV underway. Just give me a call at 615.933.4647 or email johnny at You can also schedule an appointment with Johnny right here.