Radio Can Help Build Your Business
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Is a Radio
Infomercial Right For Your Business?
Let's look at several ways to evaluate if an infomercial would be an effective means of advertising for you.
Is your product something people will buy? If you feel it is
market worthy then who will be buying it and why? What problem or
necessity will your product be filling? Will the purpose of this
product appeal to a large segment of the population or will it only
appeal to a small percentage of your listeners? If you can
answers these questions and you still feel positive about your products
appeal to a mass audience then we need to proceed to the next step.
People will want to know what your product will do for them. You
will have to tell them what the product is and what it will do for
them. As a result, it would be beneficial for you to have a good
story about the product and why it was developed. The idea behind
the program is to educate your listeners about the product and why they
can't live without it. The more relatable you can make the
product, the more likely you will be able to create a demand.
Do you have an expert on the product that is both knowledgeable and
passionate? You can have the best announcers available, but they
will not be able to create the passion your expert will have.
It would also be advantageous to have stories from current product
users relating what it did for them. If your listeners realizes
that your product helped solve a problem that they may be experiencing,
it will go a long way to establishing demand for it.
What incentive do you have to offer your listeners? When you
invite them to call and buy, what you are including as an "added value"
may do as much in selling the product as the product itself. Why
should your listeners call now? Are you offering FREE shipping if they call now or
maybe a FREE book on the
product and technology behind the product? All advertising
performs at a higher level when there is a sense of urgency! Your
potential customers is getting all this product information about your
product and how it will help them, now what is it that will motivate
them to buy now? We have
already mentioned how important it is to create a sense of
urgency (ie: Pick Up The Phone and Buy Now)! You may find
it helpful for your listeners to know that they can only get the "FREE Shipping Offer" if they are
among the first 100 callers. Of course, everyone that calls will
receive the "Added Value" but the urgency is established when they feel
they may lose it if they don't call immediately.
The price for your product needs to be affordable and in
line with what your listeners perceived value. You will find that
products selling for less than $50.00 will sell two to three times what
you would be able to sell for more. Therefore, you need to
sure that your pricing structure will generate enough profit for you to
pay for your product, media, support and shipping and still pay you too!
Seventh: You need
to be ready to continue your advertising for the long term. For
instance, in network marketing, infomercials can drive the sales
in your business from the kitchen to a million dollars or more.
It is said that radio infomercials took one company from $10,000,000 to
over $200,000,000 in just 18months! It worked because the profit
margin was great enough to allow distributors to cover their expenses
and make a profit as well. The expectation for this company was
that for every $100.00 spent in advertising,the distributor would
receive 40 to 60% in return (3 to 5 orders). It's obvious that
you are losing money. If you lose interest at this point, you may
be missing out on a huge factor that makes this method of advertising
successful. The key to success is long term repeat sales. With the proper follow-up, you can receive
repeat orders on up to 80% of those who initially buy the
product! Can you see how your business will mulitply from
month to month? Therefore, an initial sale of $39.95 can become a
sale of $79.90 or $239.70 over six months or more.
You can duplicate this process from day to day, station to station,
market to market and state to state and the formula is the same each
time the program airs. The more
people who hear about your product the more you will sell!
Do you have a company that will be capable to keep up with
the demand created from the volume of new sales that an infomercial can
create? Customer satisfaction is probably the most important
issue you have to deal with once you start your programs. If
product is back-ordered so that orders will not be filled immdeiately
upon receipt of the order, be prepared for negative reaction.
Shipping is a necessary part of the project. Be sure you have
good dependable delivery lined up before you begin your ad
strategy. In addition, if your cusotmer service does not get
along well with your potential clients, you have a major problem.
You need to be sure and have
your infrastructure in place before you begin the show.
Once your program content has enough interest to generate a sale, are
you finished? Well, we hope not. This should be just the
beginning. The return on investment will not be determined until
you have the second or third order from an individual. Radio is a
tool for driving initial sales . You should find that the
continued repitition of your infomercial will keep the product at the
front of the mind encouraging people to buy again and again.
Finally, you must make a decision about whether the results you may
receive from an infomerical is what you were expecting. For this
to be successful for you, you must have realistic expectations.
We can point to a number of clients that we have worked with over the
years and share the success they have had, but if you haven't defined
what you would consider your ad campaign to be successful,
you are doing yourself a disservice. You also need to
realize that not all campaigns are successful. There is always
risk of failure, but fortunately our successes outnumber our
failures. When you have proper expectations we feel confident
that you will be happy with the results you receive most of the time.
Having gone over these important
items that go a long way to insuring your success, it's time for you to
decide if this is one of the ways you want to build your business.
For information on who may be able
to help you develop an infomercial for your business, go to JWAMedia.com