direct response advertising, infomercial script writingInfomercial script writing is one of the last steps in direct response advertising. The most important steps come before this point. If a product is attractive to people within its demographic then it will speak for itself after making an infomercial. The key step is testing the water before dropping money off for direct response advertising.

Testing that water means talking to the people you plan on selling to in the search of true, unbiased opinions. That is why I consider survey writing just as important as infomercial script writing. Writing non-leading questions that uncover people’s true concerns and like of a product is so important. I suggest using a quantitative survey with at least 100-200 participants and then a more in-depth qualitative interview with a handful of people.

All major companies go through a rigorous public opinion process before a product ever reaches the direct response advertising arena, you should do the same. If you are doing a small scale survey do not let participants know you are the product creator to lessen a bias. Always remember to include a question about how much they think the product is worth.