Do you understand the basic elements of a Direct-to-Consumer (DTC) creative campaign? Do you understand the philosophies that go behind a Direct Response infomercial? This was the subject of Script to Screen’s #ThoughtLeaderThursday webinar on October 22, 2020 when our guest was Script to Screen Co-Founder and CEO, Barbara Kerry. You can now watch the webinar for free on-demand on this page, or on our YouTube channel. 

Why do you need to learn about Direct-to-Consumer creative strategy? It’s a core element to a marketing plan that actually allows a company to make money while advertising, instead of just branding and hoping the profits come later. It is a strategy that has been tested and proven out over decades of practice and is even more essential in today’s multi-channel, multi-platform advertising environment. 

Our Guest

Barbara Kerry is the perfect guest to be able to explain DTC creative strategy. She’s a pioneer in the industry and, in 1986, she co-founded Script to Screen along with her husband, Ken Kerry. Today, Script to Screen is one of the nation’s leading Direct Response television companies and has produced more than 600 infomercials and Direct Response television spots (DRTV), generating more than $6 billion in sales for its clients. She is one of the top 25 most influential people in DRTV, according to Response Magazine.

DTC vs. Brand Advertising

Before you can understand how to create a DTC creative strategy, it helps to understand the difference between DTC and the more traditional advertising approach that we are all used to. Traditional advertising is generally less about selling than it is about branding. 

Think about your average commercial for a soft drink. Is there a call to action (CTA)? If there is, it’s probably on the weaker side. The goal is less to motivate you to make an immediate purchase; it’s more “leave you feeling with a good impression advertising.” It is not about encouraging you to purchase anything today, rather it’s designed to have you associate the brand with a  good feeling for a product or service when you are ready to make a purchase.

The goal of a DTC campaign, on the other hand, is to get you to buy something immediately. It is not just a branding exercise — it is also a sales pitch. An infomercial has your best possible sales pitch, made by your most convincing salesperson, spread out over the course of anywhere from a minute to half an hour. 

The Principles of DTC

There are 12 basic principles that need to be incorporated in almost every DTC creative campaign. A shorter show may need to minimize certain principles, but a successful DRTV advertisement will touch on all of them. 

Hook: How do we get a customer’s attention?

Problem: What is the pain point in a customer’s life?

Solution: How does this product solve their problem? 

Story: What is the backstory behind this product? 

Differentiation, or Unique Selling Proposition (USP): What makes this product different from any other product on the market designed to solve this problem? 

Demonstration: Show how the product works and specifically how it solves the problem.

Authenticity: Everything in the show, from demonstrations to customer reactions, has to be real. People can smell fakeness a mile a way. Your advertising has to be authentic so it feels authentic.

Testimonials: Provide stories from real-life customers who used the product to solve their problems. 

Keep It Simple: Focus on three main points. Don’t get bogged down in technical details and over telling. 

Create Value: Why is this product worth your customers handing over their hard-earned money?

Compelling Offer: Even if this product is available through other retail channels, what is the offer in this infomercial that convinces prospects that they should be buying your product directly from you? 

Creating Urgency: Let your customers know they need to buy from you now.