Above: A 30 minute infomercial that includes just about every direct response persuasive technique you'll ever want to use. Available on AdCracker CD.

Top 5 tips for direct response video:

1) Start with an outline, the structure and timing of your video. Then work out the details of each segment. A common mistake is to start writing a detailed script before a general structure.

2) Think visual. Demonstrate benefits. Include titles with phone numbers, WWW addresses and key copy points. Your video should persuade with the sound turned off.

3) Repeat the offer. And towards the end, add your kickers - offer those "extras" that compel action.

4) Repeat the call to action frequently. And make it easy to order: call toll free or visit WWW.

5) Select a presenter that brings familiarity - a celebrity or sports figure. Or choose a presenter that brings credibility - a doctor, scientist or recognized expert. If possible, use a presenter that reflects the age of the audience.

- Offer media options: VHS tape, DVD and Flash video on CD.

- With B2B audiences consider CD based Flash media that will play on an office PC or Mac.

Also see:

> Ad Techniques

> Ad Theory