Marketing and storytelling lessons from QVC

QVC, the ultimate home shopping network, succeeds in persuading people to buy products they can’t see or touch.

Even perfume.

So I think there are a few copywriting lessons here for you.

According to The Atlantic’s story about QVC this month, each QVC host receives six months of training because they must master the details of dozens of products.

Here’s quick video of how they sell perfume on television:

How do they make perfume appear so desirable on TV?

“The answer is that you tell a story—a story about the viewer, and the product’s place in her life.”

QVC hosts usually work in teams, which fosters an “over the backyard fence” atmosphere.

“The model is less a sales pitch than a coffee klatch where friends trade tips on hot new products.”

Here’s how a host describes a pair of earrings:

“It’s almost like they’re coins you’ve been collecting for years, and you had them made into jewelry.” She beamed at the camera. “There’s a very Aztec feel.”

In addition to the stories, the hosts succeed in making you feel like you’re having a conversation with them. QVC fans talk about the hosts as if they are their friends.

How can you create this “over the fence atmosphere” in your business?

Consider making videos where there are two people conversing about the product.

Also, email and social media give you opportunities to be conversational.

Granted, QVC sells products that are largely status items to an audience that is mostly female and your business may be nothing like that.

But QVC is a reminder to every marketer that storytelling and building relationships with your customers is what it’s about, regardless of your product or niche.

Filed under: Email Copywriting • Stories/Storytelling

Like this post? Subscribe to my RSS feed and get loads more!