Think about this for a
minute. Is there really a difference between DRTV spots and the way
international cosmetics brands are marketed? Same outrageous claims,
same 10X - 40X pricing structure.
Cosmetics from iconic brands like L’Oreal or Dior or Olay aren’t really any better than OxyClean, are they? Imagine selling an anti-wrinkle cream that costs $5 in the tube for $135.00. I did that, I’ll admit it; and cosmetics companies do it everyday of the week. But at least they market with some style, panache, compelling story, exquisite packaging and first rate service. That must count for something.
At the risk of being crude, at least they kiss you before they…
I’m conflicted. If Estee Lauder and Clinique can sell miracle face creams for 10X to 40X cost, why can’t I sell a miracle salad spinner via DRTV or a breakthrough meatloaf pan, for that matter, without looking cheap and sleazy and having the FTC breathing down my neck?
It's the sleazy history of DR, I think.
Here’s a test. How many cosmetics have you used or purchased (men and women) that actually met your expectations? I can think of a few right off the bat:
Now, how many DR products have you tried that worked as promised?
How’s this for a solution… a way out of the DR decline?
Cosmetics from iconic brands like L’Oreal or Dior or Olay aren’t really any better than OxyClean, are they? Imagine selling an anti-wrinkle cream that costs $5 in the tube for $135.00. I did that, I’ll admit it; and cosmetics companies do it everyday of the week. But at least they market with some style, panache, compelling story, exquisite packaging and first rate service. That must count for something.
At the risk of being crude, at least they kiss you before they…
I’m conflicted. If Estee Lauder and Clinique can sell miracle face creams for 10X to 40X cost, why can’t I sell a miracle salad spinner via DRTV or a breakthrough meatloaf pan, for that matter, without looking cheap and sleazy and having the FTC breathing down my neck?
It's the sleazy history of DR, I think.
Here’s a test. How many cosmetics have you used or purchased (men and women) that actually met your expectations? I can think of a few right off the bat:
- Original Rachel Perry — great stuff
- The yellow Clinique moisturizer in the glass bottle
- Shaving cream from Wild Oats— Kiss My Face
- Queen Helene mask — from the 1930s, I swear
- St. Ives apricot seed scrub — not as good as the original, but still good
- Idebinol — great face cream, unfortunately no longer sold
Now, how many DR products have you tried that worked as promised?
- Paint roller – terrible, still finding drops on the floor
- Magic Bullet – not too bad, really
- Proactiv (for my teenage children) – no better than a $3 tube of benzoyl peroxide
- Orthotics – waste of time
- Scratch remover for the car – stupid purchase on my part
- Hercules Hooks – sorry, Billy
- Swivel Sweeper – worthless
- Knives from anyone – I have no need to cut a Coke can in half
How’s this for a solution… a way out of the DR decline?
- Sell better products
- Make sure what you say in the ad copy matches what’s said about the product online (to the best of your ability)… better products should make this easier… and spend some money on social media to defend your products, for goodness sakes
- Change the tired DRTV format, for example:
- Give the actual price upfront
- Forget BUT WAIT and triple your order tricks
- Give a full guarantee, shipping and all
- Avoid the tired Guthy Renker model (or should I say “trusted Guthy Renker”?). Look, they’ve made a lot of money at it, good for them, but GR has burned out the format here in the U.S. (which is why their sales are increasingly coming from other countries)
- Avoid automatic renewal – the #1 reason why most consumers will not buy anything DR
