commercial script writer
short & long form
direct response television

New to DR? The Process

• What is the product or service and how does it work?
• Does it fill an immediate need?
• Is it unique enough to generate sales or do similar products already exist?
• What advantages does this product have over its competitors?
• Who is our target audience and what will it take to motivate them?
• What consumer objections might we need to overcome?
• Should it be a lead generator, direct sale or drive to retail spot?
• Does it present a good opportunity for demonstration?
• Will testimonials be needed, including professional endorsements?
• Are clinical studies available?
• What creative approach will hold our viewer's interest?
• Is the product better served by the short or long form (infomercial) format?
• When will the product and packaging be ready to ship?
• When is your target airdate?

Other issues will no doubt arise during this discovery phase. The more information you can provide initially, the sooner we can get your project started. You'd be amazed at the number of times I've encountered clients who haven't given thought to many of the questions above. After some discussion, it may become apparent that your product or service would not be best served by direct response advertising or TV in general. If that's the case I'll recommend what I think would be a better avenue to pursue.

You will also need to decide whether you want to choose a "one stop shop" or assemble your own hand picked team of professionals to produce your show. Keep in mind that even "we-do-it-all" production companies hire freelance writers in order to provide fresh approaches to the creative. Again, having worked in all aspects of production, I can effectively work with any producer you choose or recommend one who is best suited to your particular needs.

How Much Will It Cost?

Ah, yes, the all important money question. The best answer is--it depends. Naturally, a half hour infomercial will incur a higher cost than a short form spot (2 Minute, 1 minute or 30 seconds). You will also spend more on media for a long form show.

1. The number of concepts or approaches initially requested
2. Whether the spot will require a 60 and/or 30 second version
3. Additional revisions beyond the included three

1. The number of meetings, teleconferences and other pre-outline consulting.
2. The number of concepts or approaches initially requested
3. The number of revisions of the initial outline (pre scripting-included in cost)
4. The number of revisions to the script beyond the original three
5. The allotted time frame for script completion

Long form shows include the 2 minute CTA (or "Call to Action", the commercial within the infomercial) which, as any good writer knows, will be written first because they are the critical core of your message and will dictate the flow of the rest of the show. They may also be used as stand alone short form spots down the road. So as you can see, it's impossible to answer the question of cost until the above criteria have been established.

As far as production costs go, the variables are numerous: the number of locations, the use of a celebrity spokesperson, animation and special effects, the number of shooting and editing days, and the list goes on. This is why the script is so important-it lets you know before hand what will be required for production and allows you to make adjustments before the shoot begins.