How to Master the On-Air Sell – Part One
Selling a product on live television is not for the faint of heart. You’ve got multiple screens to watch, a producer directing you through an ear piece, customer call-ins, a host firing off questions, models and live demos. And no, you don’t get to practice first. When I was on-air, QVC had about 3,000 vendors and launched 14,000 […]
Let’s Make a (Celebrity) Deal
After living in Los Angeles for nearly 20 years, the novelty of meeting a celebrity has worn off. But in the marketing world, establishing the right celebrity deal is still one of the most exciting things you can do for your brand. Recently I was asked to create and pitch a beauty concept for one of the world’s […]
Beauty and the Beast (a.k.a QVC)
Once upon a time there was a stigma attached to QVC – a perception that QVC beauty products were not prestige. But then they began upping their style credibiitiy by featuring designer brands and celebrity spokespeople and the tables turned – everybody from Neutragena to Saint Laurent began fighting for air-time. Talk about a fairy tale […]
How to Succeed as an On-Air QVC Spokesperson
It goes without saying that a dynamo spokesperson can be worth their weight in gold. But as it is with everything, determining a good spokesperson can be subjective. The style that resonates with me won’t necessarily work for you. So unless you are a known personality with credibility and a big following, there isn’t a […]