Northern Lights Direct Response Television

There are seven key steps to creating successful DRTV spots, says Ian French, president and executive creative director of Northern Lights Direct Response Television — a creative and production services firm for short-and long-form DRTV commercials. French discussed these steps in a session he co-presented on “Decoding the DNA of Brand-Based DRTV” at the DMA 2006 Annual Conference & Exhibition in October. They are: 1. Use emotion. The DRTV spot needs to be emotionally engaging “to the point where people are dramatically and profoundly moved by what they see,” French says. 2. Keep it simple. “In any cause, whether it’s raising money for