What catalogers can learn from direct response TV marketers.

By Shari Altman

Indeed, DRTV marketers spend a lot of time ensuring that the offer is as compelling and irresistible as possible. Mark Olson of Direct 2 TV, an infomercial scripting and production firm, says the satisfaction guarantee is a critical component of DRTV offers. Such a guarantee encompasses the product’s performance as well as the customer’s general satisfaction — in essence the customer’s assessment that he or she received the value that was anticipated.