Anton's Direct Talk

Anton's Direct Talk

Over One Billion Dollars Sold

DRTV's ugly truth... Now a better way?


Today's low success rates for DRTV campaigns demands a different way of doing business. The large investments for "simply testing" the viability of a campaign is a big part of the problem. Depending on retail sales to pull you over the finish line can be dangerous. These BIG FIVE KEY ELEMENTS  of  direct marketing campaigns are key to your success...It's time to stop playing the lottery!



After twenty years of working in this industry it has become clear that alot of things that worked in the past don't work today. However, I see alot of my colleagues working with the same paradigms as in the past which allowed alot of inefficient practices because media ratios were much easier to achieve.  These days the offer has to be so unique and compelling as to overwhelm the odds that are stacked against the DRTV marketer... Maybe not as hard as winning the lottery, but like the lottery you have to "pay to play"...However,  the price of the game is thousands of times higher!

The following are THE BIG FIVE KEY ELEMENTS of successful direct marketing campaigns...They are critical regardless of the media channel and unfortunately, often not properly utlilized by DRTV and other direct marketing professionals:  1) Test quickly and cheaply, 2) Optimize your creative and placments, 3) Drive media costs down, 4) Maximize conversions, and  5) Maximize media allowables.

Unfortunately, the DRTV norm these days is a   less than 1 in 20 success rate. The average cost of testing a new camapign is rising, conversions are dropping, media costs are escalating, creative is stale and margins are under extreme pressure.

It is necessary to make an "honest assessment" of your performance/capabilities in regard to THE BIG FIVE KEY ELEMENTS outlined above.  I encourage you to get out of the "bubble" and the natural tendency of your "internal" team to blame the product, the offer and everything else for your campaign's poor performance. Get an objective outside opinion who can answer the following questions and  do the work  to deliver the results necessary.
  1. Can you drop your testing costs by 50% or more?
  2. Could new creative double your response rate?
  3. Could you reduce your media rates by 50%?
  4. Can you increase conversions by 25% and average order by 25%?
  5. Can you double your media allowables by drving recurring revenues?
Imagine taking an exisiting or dormant campaign and turning it into a homerun instead of walking away after such a large investment. My teams have taken dozens of these DR disasters and created large profitable rollouts by applying these principles. Each one of these key elements when applied correctly can greatly increase your success rate.

You want to be able to confidently say "If we can't make this project work then it will never work!"...At that point, you will have a "plug and play" marketing platform that will make you millions just like the  good-old-days!

Please email me at     to discuss how to create a sustainable direct marketing platform for your product launches.  Hopefully, we can help you improve a dormant campaign, turbo-charge an existing campaign or help you launch your next multi-million dollar success.
Check out some of our past campaigns at .
 I look forward to connecting with you...

Chuck Anton
President & CEO
BrandSeed Group, LLC

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