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November 20, 2006

The Next Blockbuster Hit In Direct Response Radio

Sometimes great ideas are right under our noses. Most times, perhaps.

The Associated Press today released a story about research funded by the National Institute of Health that shows this product provides people the kind of health benefits that natural product and nutritional supplement marketers would give their left arm for. Anti-cancer, anti-aging, tooth decay, heart and ulcer benefits have all been cited by seemingly credible (non-marketer) sources.

You see, one of the keys to great direct response advertising is having a great product, because only with great products can you claim great benefits. And those claimed benefits are the key to driving response. The problem is, too often the product isn't good enough to make claims of great (or, good enough) benefits to arouse consumer interest. Remember, we humans like extreme drama, unbounded excitement, not every-day normal reality.

With all the good this product could do for so many people in the world, we certainly expect to see it on the direct response radio airwaves real soon.

Posted by Brett Astor at 03:21 PM | Permalink