As a general rule, audience viewers can become direct consumers by calling a phone number, sending a text message or going to a website to purchase the product/service during or after the sell, or alternatively be directed to a local stockist. Hence the term 'direct' television. There are a number of factors involved in setting up and producing an advertorial, as outlined below...

Script Writing - This is what will sell the product. A good script will not only explain the product/service and the benefits of purchasing it for the consumer, but it will also offer testimonials (someone who has used it - and loves it) and footage of the product in use. You may also like to choose a certain location in which to film the advertorial or to insert pre-recorded footage of the product in use. Unlike a big-budget advertising campaign, any creative direction you take should of course relate to the pitch of the product/service and not just look interesting. You need to sell product and not just ‘brand’ yourself. Your script can be a ‘hard’ or ‘soft’ sell, meaning that the viewer is gently encouraged to seek more information about the product by calling; not necessarily buying yet…

Keep in mind all scripting should be signed off by your Legal Team and you will need to show supporting evidence of any claims.