How To Buff Up Your Fitness Direct Response Advertising Campaign
Creating a direct response advertising fitness campaign is a unique endeavor. As with any type of professional production there are many considerations you must take into account as you work towards creating success. But before discussing the components of a successful DRTV advertising
campaign for your exercise product, it’s important to properly assess whether or not the product being sold has potential. Is there space in the market for your product? Why will people buy it? Does it fulfill a need or want? These are the questions that need to be asked and researched before you get anywhere near the infomercial production stage. If the answer to these questions is “yes” then the tips and insights below can likely help make your DRTV exercise campaign a heart thumping success.
Who Are You?
The first step is to define who you are, what challenge your product solves and who is it that will truly benefit from your product? Creating clear definitions will help you stay on course. Consider creating an Avatar of your ideal prospect. AKA, “Bob”. Ask yourself, “Who’s my Bob?” Consider various demographics, psychographics, geographics and anything else that may help you hone in on your target and stay on track. If you know the who, what, where, why and anything else with regard to your targets and goals, many of the other important aspects related to the creation of your DRTV advertising campaign will become much easier to identify and then stay on course with.
A Lone Voice In The Wilderness
Using testimonials is a powerful tactic to utilize whether you’re promoting a workout product or simply an infomercial for exercise equipment. Sharing the results a product can garnish from an actual user is much more convincing than trying to explain to your viewers how good a product is and trying to explain it to them yourself. Having a regular, normal looking person, that the audience can relate to, demonstrate a product and show what they looked like both before and after within the direct response campaign about the exercise product, is often a successful way to help you create sales as it shows the viewer that “You too can achieve results like this if you just give it a try”
It’s Okay To Be Redundant… It’s Okay To Be Redundant
The reality is, that while people are listening and paying attention to your DRTV campaign, they usually only digest a small percent of the actual dialogue being communicated. Even in a best case scenario, your audience is not listening attentively enough throughout the entire infomercial to warrant a fear of repetition of the key elements you’re seeking to communicate. By using this to your advantage you can make the most of the short time you have in front of your viewers. It’s worth noting however, that it wouldn’t be advisable to say the exact same thing using the exact same words repeatedly. Rephrase your message and vary the tonality. Varying the speed of delivery as well as the amount of pauses and duration of pauses can be effective as well. The various nuances you can include will help keep your audience “tuned in”. Regardless, if people tune out for a while they will likely still hear your key points at least once and they won’t be turned off by hearing the same thing over and over again.
Now or Never
Making the audience feel the need to take action now is important. By making your offer seem urgent you’re likely to greatly increase whatever conversion you’re seeking to get. An offer with an incentive such as call within the next 10 minutes to get some sort of bonus or if you communicate there is a limited supply available, people are more likely to take action and open up their wallets. For example, if it’s an direct response advertisement for exercise equipment, you could create and include a free exercise calendar for the first 100 buyers.
Awake The Dream
If you’re passionate or enthusiastic about your product, this can be extremely powerful and beneficial. Emotions can resonate with people far beyond a good deal. Consider ways to connect your product to your audience making them feel something. It’s worth noting that often pain and fear will be your most powerful motivators. If you can demonstrate genuine before and after insights that show how awful life was before previous buyers viewed your DRTV workout infomercial’s benefits and how great life became afterwards, this can bring out pain as well as demonstrate relief and ultimately lead to one of the most powerful tools available to humankind, which is hope. Where there is hope, there is possibility. And if your product can exude hope to those in need, you’ve got power on tap.
Shout It Out Loud
DO NOT be subtle with your call to action. This is one of the most important parts of your fitness infomercial and it should not be overlooked. Your goal is to generate as many sales possible relative to the financial investment you make. It’s extremely important that you tell your audience exactly what to do at some point within your DRTV campaign and it’s usually best practice to do so multiple times. Make it very clear that you want people to “Buy Now!”. Tell them exactly how to buy now. This means clearly communicating how you would like them to contact you, what payment methods to use and anything else they should expect from the transaction. You want to make sure that there is no confusion nor any disregard on the part of the viewers. So say it loud, say it often and say it all. They should know exactly what to do after viewing your fitness or weight loss infomercial without any questions or hesitation.
At the end of the day, it really doesn’t matter what product or service you’re selling. It could be a weight loss infomercial, exercise equipment or a product that has absolutely nothing to do with fitness at all; These are all considerations that can help you achieve your goals regardless of what niche you’re in.