What catalogers can learn from direct response TV marketers.

By Shari Altman

Testimonials Work

The No. 1 creative component of DRTV is one that few catalogers pay sufficient attention to: the effective use of customer testimonials. Most infomercials are testimonial tours de force. In fact, an infomercial without sufficient testimonials is almost always doomed to failure.

Nowhere in DRTV is the power of testimonials more obvious than in home shopping. Sitting in the green room monitoring results for the shopping channels demonstrates in real time the impact of customer testimonials on sales: It’s immediate and significant.