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10 Rules
Rules for DRTV Success
Make empirical, not emotional decisions.
Base them on hard facts.
Numbers are everything.
They don’t lie. But they have to be handled by experts so they yield their secrets and provide meaningful direction.
Programs should work the first time and every time.
In the right hands, results can always be improved, but not enough to resuscitate a program that’s dead on arrival.
Frequency is the benefit of, not the key to success.
An expert DRTV agency will help you run a successful campaign for all it’s worth.
Never force anything. You can’t beat a down cycle.
The key is to know what the cycles are and how to maximize the opportunity.
Don’t waste time, opportunities are fleeting.
A great agency will be able to identify and pounce on them on your behalf.
Creative drives response. Response builds brand. Media builds brand awareness.
DRTV is a science. Its discipline leads to success.
Run hard with the winners. Cut your losers ruthlessly.
Don’t wait for a campaign to weaken.
Test offer, creative and media from the very beginning. There’s always room for improvement.
Treat DRTV and the Internet as single channel.
The internet adds efficiencies to DRTV, and DRTV adds scale to the Internet.