I’m not sure if these channels are available in other countries, but in the US, there are two big shopping channels, QVC and Home Shopping Network (or HSN). They are basically a series of advertisements or infomercials for the various companies they partner with to sell their products, fit into half hour time slots. While I am aware of them, I have never really watched them before. Until recently, that is.
My wife Jamie is, to put it mildly, very enthusiastic about the Christmas season. Truth be told, she is CRAZY about Christmas. So when she found out that QVC runs an annual “Christmas in July” weekend where they sell all kinds of products related to Christmas, of course the TV was tuned into QVC for 48 hours straight! On the plus side, where are almost done with our Christmas shopping for the year. On the down side, it was a rather costly television session!
While Jamie was watching QVC, I was doing my best to ignore it, thinking that there was nothing I would be interested in. While I was right about the products (although some of the ornaments were rather nice), I should have paid more attention for a different reason. I didn’t realize it until QVC did another Christmas special yesterday. Was it supposed to be “Christmas in August?” I’m not exactly sure. “Christmas in July” sounds more catchy to me. But I digress.
I should have paid closer attention, not because I wanted to buy something, but because I learned something from the way they sell their products. You might think there is not much to selling products on a channel that is explicitly devoted to selling stuff, but you’d be mistaken. While it’s true that most people who tune in are looking to buy something, there is no guarantee they will be convinced to buy what you are selling at that particular moment. So there has to be some method to the way they are talking about the products.
I found the following techniques that I believe can be useful in Internet Marketing:
Product Demonstrations
Every product was shown working, being set up, or being played with. Whether it was a set of Christmas lights, a remote control car, or a music box, everything was shown in use, rather than just sitting in a box. I think this is one of the advantages of TV, in that you can show something in motion rather than just a static image or text. I believe this is why video is becoming such a powerful tool in internet marketing.
Customer Testimonials
Interspersed throughout the program were calls from previous customers. These were not long conversations, but for about 30 seconds each, the sales person would ask callers which product they bought and why, what they liked about it, and who they were buying it for. Social proof goes a long way, so getting people who are so enthusiastic about the product that they are willing to help sell it sends a strong message. I also think some people will say anything to get their voices heard on TV, but that’s just me being cynical. Similarly, testimonials on squeeze pages and comments on blog posts provide a little bit of verification that there is value in whatever you are selling or saying.
Personalize the Message
Every sales person on the show had an example of a friend or relative that had found this product so useful, or had been so happy to receive it as a gift. Aside from the testimonials mentioned above, this was a way to get customers to see themselves using the product. I think this is one of the strongest strategies used by the sales people on QVC. If you can get the customer to identify with the scenario you are presenting, then they will of course want the same feeling of satisfaction you are telling them about.
Sense of Urgency
For every product, there were only “limited quantities” available. In some cases this was a few hundred items, in others it was a few thousand. Throughout the broadcast, these numbers were continually updated, to give the viewer the sense that if they didn’t order RIGHT NOW, there would be none left. Occasionally, the products would become sold out, and viewers would be told that they could still order to be placed on a wait list, and “hopefully” they would be able to purchase their item once more came in stock. I’m not sure that the quantities were truly as limited as they claimed, because fairly often a few more would become available an hour or two later. Either way, the fear of missing out on your only chance to get that great deal can be a powerful motivator.
Discounts and Bundles
Almost every product had a retail price with a discounted price below it. Also, in many cases products were combined into a bundle with complimentary products or accessories. The idea of receiving more value for your money makes it easier to rationalize the purchase. I think this is why so many squeeze pages have a suggested value for a product, even if it is being given away for free. Also, the use of bonuses to help sell affiliate products is a common practice that seems to work well.
Believe me, I was as surprised as you probably are to get so much out of a shopping channel. I think I can find a few more tidbits by watching a bit more closely, but for now, I think these concepts will be a benefit to anyone trying their hand at Internet Marketing.
