You've spent tens of thousands or even hundreds of thousands of dollars to produce your short-form or infomercial show. You hire the best producer, talent, editors and writers. Every word in the script is dissected and tweaked until it's perfect.
So the big question is: why don't you use more of the video footage on your web site?
Having your spot or show on your website is a necessity, but why not go beyond that? Instead of, or in addition to, copy describing your offer, why not include a video clip of the offer?
Why not include video of your professional and consumer testimonials? Why not include footage of your animations to bring your product to life?
I could easily argue that your final video production is your best salesperson, better than the copy on your site…or at least, highly complementary to it.
One of the objectives of your DRTV production is to get consumers excited about your product – so why not use video to do just that?
Our editors identified 21 ways to use video to '"put your best foot forward'" on your web site. They are:
* The offer
* Animation
* Consumer testimonials
* Professional testimonials
* Cross-section/inside view
* Visualization
* Demonstrations
* Beauty shot
* Benefits
* Features
* Opening
* Results of product usage
* Showing product in use
* Product ratings
* Product set-up
* Product installation
* Specific product highlights/features
* Technical product in use
* Demonstrate value
* Establish trust
* Premiums/freebies
You can see an expanded version of this list, along with screen shots and commentary, in a three part series originally published on ElectronicRetailer.com, here:
I think this is one of the most underutilized opportunities for DRTV advertisers, and you already have the footage available!
You can download the entire ebook at any time at:http://DD111.acquirgy.net
Irv Brechner has written over 100 published direct marketing articles and 13 books on a variety of topics. He's been a pioneer in online customer acquisition since 1996 and offline for his 35-year career. He has developed Acquirgy.com's "Customer Acquisition Intel Center" (acquirgy.com/intel ) he evangelizes best-of-breed tactics to help companies acquire customers in the digital age. He can be reached at: irv@acquirgy.com .
Read all Irv's MediaBizBloggers commentaries at Customer Acquisition Intel.
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