The DRTV Centre And Martin Luther King’s “I Have A Dream” Speech

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This month’s 50th anniversary of Martin Luther King’s “I have a dream” speech reminds us of the fabulous persuasive power of an individual’s thoughtful words. The DRTV Centre believes this explains why the agency’s most effective New Business tool is testimony from existing clients.

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Testimonials are the most powerful new business weapon - and they're free!

The DRTV Centre, the specialist Direct Response Television advertising agency, says that word of mouth recommendation is one of the best – if not, the best – ways to promote products and services. Hence the most powerful weapon in its new business toolkit - testimonials from satisfied clients.

Short quotes from happy DRTV customers add extra credibility to the company’s website and, because they come from interested third parties, make success stories and key selling points even more convincing. You can tell potential customers that you’re great, but that hardly holds any weight compared to someone else, especially if that someone else is considered trustworthy, saying the same thing.

DRTV (Direct Response Television) includes any TV advertising that asks viewers to respond directly by phone, SMS (text) or web site visit. The advertiser aims to achieve immediate response from the viewer via a strongly-featured 0800 number, text response or online visit.

TV script objectives depend on the client’s marketing aims - the desired response could range from a brochure request or other enquiry to a firm order.

David Pearson of The DRTV Centre explains the value of testimonials: “All advertisers are looking for the best advice and great value. They may have heard that DRTV can provide them with instant new customers at modest cost but, because they are new to this branch of television, many need reassurance that DRTV could work for them. Testimonials can provide that reassurance and help them in choosing an ad agency.”

Testimonials can be the catalyst to promote trial, as in these examples:

“I urge any direct response advertiser to consider using The DRTV Centre.” Alan Kennedy, Founder Director, National Accident Helpline

“We were first time TV advertisers and The DRTV Centre guided us through the process every step of the way.” Barry Holloway, Marketing Director, uSwitch

“The DRTV Centre’s vast practical experience of writing and producing DRTV commercials has been invaluable to us in launching our ‘English Interactive’ product on TV in India.” Bradley Mackintosh, Publisher, De Agostini

Deserving particular attention too are those endorsements proving that your product or service produces great results:

“The DRTV Centre adverts came in on time, on budget and, most importantly, have improved our response levels.” Tim Farnfield, Company Secretary, WinWales

“The Viking DRTV commercials - created by The DRTV Centre - have been on air virtually every week for the last 3 months. The results have exceeded our expectations.” Wendy Atkin-Smith, Managing Director, Viking River Cruises

In The DRTV Centre’s experience, most clients will readily agree to supply testimonials if their results have been good. Resist any temptation for endorsements to be too lengthy, though, especially if they are mainly for website use.

“The key business objective which all these direct response clients have in common,” says David Pearson, “is the need to recruit large numbers of new customers. Any potential client who shares the same objective will be reassured by endorsement from fellow clients in similar businesses.”

Company Info:

The DRTV Centre was established in London in 1997. Unique, it is the only advertising agency in the UK to concentrate solely on direct response television.

The agency provides everything clients need to mount successful TV campaigns: strategies, idea creation, scriptwriting, storyboards, research, casting, location search, film/video production, music, voice-overs, transmission copies, channel selection, TV airtime booking and response analysis.

For further info, please call The DRTV Centre on 0800 635 9000.

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