"
Respondent 8: Nutrisystem
"My high school reunion was coming up and I needed to lose 15 lbs. (well, more like 20 lbs). I was really inspired by some of the stories, too, I admit."
Respondent 9: Bona Mop
"I had just purchased hardwood floors -- this promised an easy way to clean them, without ruining the finish."
Respondent 10: Doggie steps
"My dog is getting old. I heard later the stairs were available at Pet Smart, but I hadn't seen them there. I suppose I could have made some myself, but this seemed easier and more aesthetic. I feel bad seeing my dog strain to try to get up on the couch -- this enables her to be more like her old self."
Analysis:
All of these responses share common themes. The first is desperation: desperation about getting...
Often this desperate need is unpleasant, like getting the house spotless for company or bathing a dog. The nature of direct marketing creates a sense that the advertiser understands the customer. He or she is appealing directly to the consumer and his or her unique situation, in a customized fashion. The product will make the customer's life easier, if only the customer just calls now. Buying over the phone is also easier than going to a store, and while going to a store may be fun for some purchases, like a new pair of shoes, going to a pet store or a grocery store to buy equipment and cleaning supplies is more of a chore. Calling into a TV infomercial hotline seems easier than going to the store, especially at the hour when most infomercials are aired.
