#which is probably what people's grandmothers and great-grandmothers were using when they developed the recipes

[bentothuglife]

Hypothesis: if you make any white people potluck type salad using Kewpie mayo instead of Hellmann's or, god forbid, Miracle Whip, you'll blow their tits clean off

[krazyclue]

Italian in Name Only

I am a mixtape of European influences, but the two biggest are Italian and Irish, so it's maybe ironic that I've never been much for family. Not hostile toward it, more like disinterested.

 Italians and the Irish have the reputation of being devoted to their families. If there's nothing quite like a good Catholic upbringing mixed with poverty to convince people to have loads of children, then being middle-class and an only child is the antidote. Never wanted children, never wanted to be part of a family, didn't even really have a notion of them. I just never thought about it.

 Not until lately anyway, and I do not mean in the sense of having children myself. I mean of being suddenly conscious of a growing need to know what my origins are, to see how I somehow fit into the larger concept of a family. When my ancestors arrived in America, what they did once they got here, and how that differs from or mirrors what other families have found. This desire might have something to do with the pandemic and all that time spent alone when the world was shut down—the isolation making me want to reconnect and do so on a deeper level.  

Most of my knowledge of Italy is from the movies, design, and fashion. My understanding of Ireland is even more limited since I spent my only visit there wandering between pubs listening to white guys with 'dreads spinning drum'n'bass. I don't speak any Italian beyond a stray "Ciao, Bella" or "Vaffanculo." I know the second one because English soccer fans used it in a taunting chant whenever they played Italian teams ("Where were you in World War 2? VA-FFAN-CULO!!"). My father spoke fluent Italian when he was a child but forgot most of it in adulthood.  My immediate family is small and spread by time, distance, and some animosity; I know very little about most of the members of my extended one. If I have cultural heritage, it's hard to know what it is.

 I am not at all sure what made me start to think this way. It could have been watching the HBO adaptation of My Brilliant Friend, based on Elena Ferrante's novels. The show is a portrait of two women growing up in 50's Naples. We see their lives against a backdrop of a country coming fitfully to life after the devastation following the Second World War, its progress held back by repressive patriarchy. Grim moments often give way to more ecstatic ones before doubling back again the other way, leading to emotionally vivid set pieces that capture the personal and historical in the same scene. The score by Max Richter alone can induce yearning and seeing the young, very inexperienced cast gradually develop into compelling actors makes the whole experience unforgettable, like the best work of the Italian neorealist cinema.

 But My Brilliant Friend is set in Naples, and my family is from Tuscany. Italy, like the States, is a country of regions that do not always like each other, the north versus the south, and my ancestors would have been culturally different from the show's characters. Still, carried by the show, I find myself more and more drawn to thinking about Italy—I have roots in Germany and France as well, but for some reason, Italy is the country for which I feel the strongest connection. 

 Possibly I am entirely led by my stomach. Early in the pandemic, I started getting into Italian cooking, going carefully through a copy of Essentials of Classic Italian Cooking by Marcella Hasan, who you might call the Julia Child of that countries' cuisine. I have a copy of Silver Spoon too, a compendium of real recipes from Italian families, from which I've made a few dishes, and I have my grandmother's pasta maker, and somewhere on an index card her hand-written ravioli recipe. It took all day for her and my grandfather to make that recipe; she stirred the slow simmering meat and prepared the ingredients, and my grandfather painstakingly sealed each ravioli with a fork.

 My German grandfather may have loved his pig's feet and pickled herring, but that obsession thankfully was not passed onto me, nor, as far as I know, to anyone else in my family. I might like a good stout too, even some Irish stew on occasion, but it's Italian food that captures my imagination. I am only beginning to know how each region has shaped that cuisine and the influences that created so many varied dishes. 

 I have not kept up with my family. I hardly know most of them, and outside of my parents and my uncle, I am not in touch with any other relatives. I forget the birthdays of even the closest friends and family; I must mark them on a calendar, or I'll miss the day altogether. My uncle has become something of the family historian and has been sending emails to nearly a dozen family relations. While I do recognize many of the names, there are far more that I do not remember and at least two I only know of by reputation. There are also people I met on that list, only once or twice, and those I saw most often were back when my grandparents were making their famous ravioli to go along with the Thanksgiving turkey, and that was a long time ago now.

 Those emails coincide with my awakening interest in my origins. I know a few more names now: my great grandparents Enea and Italia Lorenzetti emigrated here in 1916 and had two sons; my grandmother's dislike for Enea, a man with old-world beliefs who thought women shouldn't drive, my grandfather's brother, who threatened to walk out if Enea told them how to run their business; a rift with the Catholic Church because a priest wouldn't baptize Enea's and Italia's daughter unless they paid him an indulgence, and that the girl died soon after.

I've seen family photos, the people captured in those images ghost-like in those black and white pictures, and since I am such a mongrel, I do not look at all like them. Of course, I'd like to know more, but really, what I want is a better sense of what Italy is and why I feel so drawn toward it, not only the particulars of my one family's experience. I will start getting to know my family, but that is only the beginning of reconnecting, not its conclusion.

As I read and study (and hopefully get to make that first trip to Italy after the pandemic canceled my trip scheduled for last October), I want to know Italy without romanticizing it. You can convince yourself that life is better "over there" when it's probably the same or worse. Okay, maybe better too, possibly much better. But I don't want to become an obsessive Italy fan. Or fall for obvious cliches—about how Italy is a place where people know how to live. Italians are all passionate and stylish, speaking with their hands, operatic and over the top, and all the other hot-blooded Italian tropes. I'm sure there's some truth there as well.

But Italy also had one of the worst Covid-19 outbreaks and still struggles with a government, often in disarray, that cannot impede the dominance of the Camorra clans in Naples. And Italy still hasn't quite overcome the legacy of Mussolini: a far-right movement led by Matteo Salvini remains threateningly close to taking power, a rise aided by racism and xenophobia. I do not want to idealize or unfairly condemn the place, but rather know Italy and its' people for whatever they are, so I can see how it shaped myself and my family. I want to take pictures in the streets, wander without a plan until I got lost and needed one. Maybe discover my operatic personality.

 Coming out of this lockdown, old age not quite here but getting closer, as in just around the corner smoking a cigarette close, with the world isolated from itself, without any family of my own; maybe that is what sparked this need to connect with a sense of place, a sense of family. That's what being "white" can mean—it's when you've become so absorbed into American culture that your ancestry seems like it started around about 1980 (in my case anyway). I used to joke that my cultural heritage was shopping malls and Back to the Future movies at the multiplex.

 I think that has some advantages to being part of a well-defined community or coming from a large extended family. If you have no family, you won't be assigned an identity by what they think you should be. You won't have as many expectations about your choices before you get to choose for yourself.

 The problem is that you also have no sense of history or your heritage or how your small part fits into it the larger story. You are isolated. You can claim America, the nation of immigrants, but you make a claim not knowing where your people came from, and that might be the worst side effect of assimilation: forgetting the past. I've never known much about mine. I regret letting so much time slip before realizing family and heritage are so important. Now I am going to do my best to embrace my past, whatever it may be. 

[olympianpandback]

April 27- May 3

We stopped at Nellis AFB for three nights to catch up and recharge.  It was a quiet and big RV park.  Nellis is home to the largest Fighter contingent in the US Air Force and the home of the Blue Angels. We didn’t see them practice or anything, but there was plenty of planes taking off and landing during the daylight hours. It was just peaceful, cool at night but not too hot in daytime until we were leaving. Thank goodness.  We went to see Red rock Canyon just outside Vegas on our way to Pahrump, NV just outside Death Valley.  We left there and drove through Death Valley on way to China Lakes Naval Weapons Testing site.  On the way there, we took a side trip to a place called Soda Lake. A “lake” sometimes with high carbonate content. It was dry when we got there and there were other people going there also.  Go figure. We know we’re crazy, but what about them, Hmmm?  Another nice military RV park for reasonable price.  Man, it’s starting to get hotter as we get closer to California.

On the 30th we drove to Morro Bay on the California coast which is the beginning of the Big Sur drive up California 1. There is a big rock off the coast which is a Baltic extrusion that is 23 million years old and sits right offshore. It was a peaceful and cool night and we planned to leave around 9 o'clock. Before we left, we started chatting with the couple next door Michelle and Eric. They just bought their RV and are working out of their “home” on the road. She does tech support and website development, etc. for a Tech company. Eric does website development and tech services for Experian. We ended up talking for quite a while and didn't get out of there until almost 10. We took route on CA 1 North and forgot about filling up with diesel. It's a long stretch along the California coast and we found out we were low on fuel about 9/10 of the way to Monterey. We thought for sure there would be a service station somewhere along That 94-mile drive.   We were wrong. An image of a fuel tank came on my dashboard and then light started blinking by the fuel Gauge showing we had 1/10 of a tank left. I had no idea how long that would take us but we had no choice but to drive on. We did see 2 stations About 25 miles South of Monterey but neither had diesel. I coasted on the downhill stretches and eased up the upgrades. We thought we might have up to 60 miles when the light comes on, but were not sure. We were driving along and we saw a fuel tank with a green hose and we sit on the brakes and went for fuel. We probably could have made it to Monterey but I didn't want to run out of fuel on an upgrade. When we got to the end of California one our GPS says to go on US101 to get to Gilroy but it also said there would be a 48-minute delay for a traffic accident. We rerouted to go through another town to Gilroy but ended up in a 15 minute slowdown because of merging traffic and people coming back from markets and the beach. Meanwhile my cousin was driving down from Mountain View South of San Francisco 2 meet us at the RV park. We adjusted our arrival times and they got here 10 minutes after us. It was great to see Melissa, Vasily and their daughters Nadia and Mila. We talked and talked and had some wine before I warmed up some gravy and sausages and cooked some macaroni for them. Melissa doesn't know the recipe for grandma Concetta’s because her grandmother never told her mother and so forth. They are both nurses at the Stanford medical center hospital near them. We had a really good talk and Melissa wanted to know all the stories from my childhood about her aunts and uncles. I was more than willing to oblige. They stayed for over 4 hours and had to get home because the girls have school on Monday the 3rd. Melissa was supposed to come back on the 3rd to have more discussions and get copies of the family recipes. Tomorrow morning, we leave for Sacramento area to visit with Ralph Hangsleben’s daughter, Allison who I informally adopted as my niece. We will be having dinner with her and her friend Andre tomorrow night. After that, we will head North toward the Oregon border in the direction of the Olympia National Park.

[noelclover]

Off The Cuff 22/09/2019

I make this post with some anger and fading but undying hatred. I will try to keep the cussing to a minimum. It has to do with the ecology, which I’m really bothered about. Also because people always miss the bloody question and point being made.

I will start by saying this: I have great dislike for the people who fawn over Greta Thurnberg as though she were a prophet. I dislike them not because I do not care about the environment, because I do, but because the people propping her up have missed the point and are daft beyond words.

With some paraphrasing, I quote her: The solution is so simple, even a child could figure it out: Just stop producing greenhouse gases.

Truly genius. The most expedient solution then is to remove all of humanity. For do we not generate carbon dioxide by breathing? Do we not generate carbon monoxide by driving? It seems that we generate so much more than the world can take, so isn’t the solution simply to remove us from the equation?

Yes, we need to lower the production of greenhouse gases, Captain Planet, as far as I remember, has been saying that since god knows how long ago. Environmentalists were talking about that god knows how long ago, but somehow no one ever thought of that.

Remarkable.

To say that we need to remove it all is probably dramatization, but ultimately daft. It is akin to saying “take organic food for they have a little less toxins in them” when the difference is so negligible your liver laughs when comparing the toxins in your boiled cabbage with the amount of alcohol you drain. We know that there’s a limit to how far we can push the planet, but to say that we have to abandon everything? That is madness.

Yes, unsurprisingly most people know this. Even those who deny it are coming around and they know it.

The issue has always been how?

We simply do not have the technology, we simply do not have the ability, at least not in the way of going 100% “renewable” as some people keep insisting. There are times the sun doesn’t shine and the wind doesn’t blow. The ability to even store the energy produced isn’t even as great as required for such a goal. France, I believe, made an ambitious project, to make a road that would generate electricity, enough for a town or something.

Except that failed miserably and it was reported that it would have, at best, powered up a street light and a fountain maybe.

And it is because of these issues that we compromise. We reduce, we reuse, we try to recycle, even though that has been proven to be a laughable joke.

((I live in South East Asia, you of the West can take back your rubbish and recycle them for surely the first world nations should be in a better state to do so than we are.))

Yet compromise is a term people these days don’t seem to understand, which is annoying because to proceed in life, one needs to compromise. To see if there were solutions or ideas, or goals that felt realistic, I went to the website and I saw this:

The climate crisis is an emergency – we want everyone to start acting like it. We demand climate justice for everyone.  Our hotter planet is already hurting millions of people. If we don’t act now to transition fairly and swiftly away from fossil fuels to 100% renewable energy for all, the injustice of the climate crisis will only get worse.  We need to act right now to stop burning fossil fuels and ensure a rapid energy revolution with equity, reparations and climate justice at its heart. 

What on earth does climate justice even mean?

How do you even give every one in the world, even people without access to electricity 100% renewable energy?

Let’s be realistic here, we can’t. No nation in the world can just upend everything and call it a day. It simply isn’t feasible. And what reparations? From who? To who? What does it even have to do with the climate and ecology?

Like the fool I am, I clicked the link in the words climate justice and it linked me to this site. It was ultimately a disappointment.

For example:

3. Reject Carbon Capture and Storage (CCS) and Bioenergy with Carbon Capture and Storage (BECCS) projects, and other technofixes.

... Why?

Let’s apply this every aspect of our lives shall we?

The issue with hygiene in cramped cities was solved with plumbing technology, so toilets can go. Travelling across the country or world in a decent amount of time that’s not week or months can go.

Those were technofixes. I remember reading that the US didn’t have enough trees and even if you planted trees along the whole of the US you wouldn’t have enough of it to offset the generation of carbon dioxide. If Carbon Capture and Storage tech can help, then why should it be abandoned? It is akin to being handed a glass of water when one is dying of thirst and then rejecting it because it isn’t pure springwater from the Himalayas: Foolish.

1. Transform energy systems away from corporate-controlled fossil fuels and other harmful sources such as nuclear, mega-hydro, and biofuels to a clean, safe system that empowers people and communities.

Yet nuclear technology has come some way and is considered to be pretty “clean”. Why should we not pursue that while we supplement energy generation with solar panels and windmills? And what about the dams? Do we give them up after having built them? Why not put them to use?

7. Respect and enable non-corporate, community-led climate solutions that recognize the traditional knowledge, practices, wisdom, and resilience of indigenous peoples and local communities, and protect rights over their lands and territories.

Ah yes, because somehow, someway, my grandmother knows how to stop climate change, she just kept it secret like her pork recipe. Same with the Orang Asli, I guess they have magical powers that somehow, someway magically reset the climate in ways scientists can’t figure out.

You know, much like with medicine. I guess I should listen to traditional conventions and take that bear bile because traditional knowledge, practices and wisdom will save the day.

I’m not dismissing the possibility that there are traditional practices that may lead to better agricultural practices. I’m dismissive of it because it doesn’t have anything to do with the ecology, it has all to do with the issues many societies have with indigenous people worldwide (particularly in the US it seems) and props them up as some sort of saviours of the earth when they’re not.

Quite a few of these demands don’t make any sense. Quite a few of them seem more modern day social justice word salad mixing than anything.

To quote:

6. Adopt a technology framework that recognizes the importance of endogenous and indigenous technologies and innovations in addressing climate change, and enables developing countries and communities to develop, access, and transfer environmentally sound, socially acceptable, gender responsive and equitable climate technologies.

What does gender responsive even mean here? Or anywhere?

No wonder Greta thinks no one’s ever thought to simply remove greenhouse gases, it’s because “environmentalists” like these bring up asinine points like these that have nothing to do with the ecosystems.

And this makes me mad. It makes me so very angry. There is never a “how will this affect the people?”, “how will we get there?”, there is only a “we want this this and this” and some idiots patting themselves on the back because they think that some sodding fairy would make it all work out.

It’s also why I disliked what Bill Nye did and felt tremendously disappointed. There was an ad where he burned a globe, said it was on fire and then proceeded to say, with some paraphrasing, “Of course it costs money, everything does, grow up!”

What a wonderful strawman Bill, the question wasn’t “will it cost money”, the underlying question when people point out that it costs money is “how are we going to get the money for that?”

Address the how and make it realistic, that’s where the conversation is supposed to be. That’s where the questions are.

[aleesblog]

How Proust Can Make You a Better Neurologist by Alastair Wilkins

It was a Proustian moment, of course, the sunlight filtering through the blinds at the start of an afternoon clinic, bathing the room in an uneasy, watery half- light, as the Professor, elegant and aloof, strode into the room, took his chair and surveyed the list of patients without even a glance at the assemblage of registrars and visiting dignitaries. Dr X, to my left, erstwhile attending neurologist to the Queen of Y, shuffled uneasily, gazing intently at his new mentor, studying the lines on his face in order to gauge the spirit of the next four hours, cooped up in this consultation room with its cork-lined walls. He recalled last week’s clinic with its emphasis on nosology, the subtle messages he had obtained from the Professor to study a particular chapter of his text book and the embar- rassment he had suffered for thinking Brown-Séquard to be two people.

But he was, as indeed we all were, in luck. The Professor, now smiling to himself, took out a document from the pile of manuscripts without which he never travelled, and reread the first few lines, before handing it to me with the words: “I thought you might be interested in this”. I smiled, and between us we shared a moment of understanding that signified our common interest in taking neurology to a higher level; in exploring the endless possibilities which broken minds open up to our understanding. After all, we were co-authors of a recent article in a respectable journal on the link between neurology and literature.

This moment of connection between two like-minded people underlies the bond of friendship and respect, but I, in my role of student, had never once thought of its reciprocation, until this time when I started to read the docu- ment which he had handed to me in such a way. It was an obituary of a recently deceased ‘pioneer’ of modern neu- rology, who had practiced in a room not twenty yards from where I now stood and whose portrait still hangs in the gloomy hostility of the lecture theatre: William Walton Gooddy M.D.Lond., FRCP, consulting physician to the National Hospital for Nervous Diseases and University College Hospital, London. Gooddy was a man who, so the obituary claimed, differed from the usual neurologists of his time by being ‘amusing and charming, lacking the austere asceticism and obsession regarded as prerequisites for success’. I read on as the Professor turned his attention to the list of patients before him and the prospect of being late for his five o’clock meeting, again, but my thoughts were arrested by the sentence that I have looked back on since and re-examined over and over again: ‘His first words to me on starting neurology were that I should take a week off to read À la Recherche du Temps Perdu as this would be far more useful in my career than Big Brain, the standard textbook of neurology.’

Of course, I knew a little about the book, noted for its length in particular, but had not previously given serious

thoughts to reading it, tending to agree with Bellow’s ver- dict on writing that as he grows older everything he reads tends to be not short enough. But from that moment I started to wonder why he should have given that advice to a neurologist in training. What could there be within those 3000 pages which would inform a budding neurol- ogist concerning the mysteries of the brain? How could a work of fiction help to understand the consequences of neurological injury?

And so I read the book, which, over its closely printed pages, became not only an amusement or a way to pass a few hours of leisure time, but an experience of time itself. Only today, walking through the hospital grounds on a cool autumn morning, did my gaze fall upon a tree, denuded of half its leaves, and I recollected that I had sat under its blossom laden boughs and read a few pages of the Bal des têtes. Just as the protagonist associates physical cues with memories, undoubtedly Proust expected the reader to use the book as a temporal guide for the months spent pondering its pages. Indeed the association of mem- ories, famously illustrated by the smell of tea-soaked madeleines, is of much interest to the neurologist who has an interest in cognition.

‘And as soon as I had recognized the taste of the piece of madeleine ... which my aunt used to give me (although I did not yet know and must long postpone the discovery of why this memory made me so happy) immediately the old grey house upon the street, where her room was, rose up like a stage set to attach itself to the little pavilion opening on to the garden which had been built out behind it for my parents (the isolated segment which until that moment had been all that I could see); and with the house the town, from morn- ing to night and in all weathers, the Square where I used to be sent before lunch, the streets along which I used to run errands, the country roads we took when it was fine. And as in the game wherein the Japanese amuse themselves by filling a porcelain bowl with water and steeping in it little pieces of paper which until then are without character or form, but, the moment they become wet, stretch and twist and take on colour and distinctive shape, become flowers or houses or people, solid and recognizable, so in that moment all the flowers in our garden and in M. Swann's park, and the water-lilies on the Vivonne and the good folk of the village and their little dwellings and the parish church and the whole of Combray and its surroundings, taking shape and solidity, sprang into being, town and gardens alike, from my cup of tea.’

The ‘petites madeleines’ phenomenon has entered medical parlance (albeit transiently and perhaps erroneously) to

Alastair Wilkins is our Case Report Co-ordinator. He is Senior Lecturer in Neurology and Consultant Neurologist, University of Bristol. He trained in Neurology in Cambridge, Norwich and London. His research interests are the basic science of axon degenera- tion and developing treatments for progressive multiple sclerosis describe patients recovering from amnesia. Maybe those patients are the ones who seek most vehemently to recap- ture‘LostTime’.Butmuchmorethanthis,Proustexplores not only the way memories are rekindled in us, but why we recall particular events; how each one of us remembers the identical person or event in a different way; and even how dreams compound and interfere with memories. If Proust were to sit in our consulting rooms (for his multi- farious complaints) what kind of history would he give to us? Undoubtedly a highly detailed one, but he would probably point out to us that a hundred people suffering from the same symptoms would present a hundred differ- ent histories. It is up to the doctor to interpret these.

And what of doctors? Proust presents several in his novel, most notably Dr Cottard. Cottard was, in all prob- ability, based upon Jules Cotard, a contemporary of Charcot in Paris. Proust’s father (Adrien) was a distinguished physician who trained with Cotard at the Ecole de Médecine and the young Proust would have met many medical people. Yet Proust had an uneasy relationship with the medical profession. His own illness, reflected by the infirmity of the protagonist of À la Recherche du Temps Perdu, consisted of severe asthma and a multitude of other complaints. The prevailing view at the time, thought also to be held by Adrien Proust, was that asthma was a nervous habit that could be treated by isolating vic- tims in sanitaria for nervous diseases. The theory that conditions such as asthma were psychosomatic flourished in those times. Perhaps it is little wonder then that he had a deep mistrust of some within the profession. Nevertheless, Proust’s writing is highly influenced by medical terminology and analogy. The protagonist of À la Recherche du Temps Perdu suffers from ‘neurasthenia’ and is never far from his bed. His infirmity leads him to observe objects and occurrences in the minutest detail; and, more importantly, reflect on all those experiences he has had in his life. Many of these reflections centre around his illness or the illness of others. His metaphors are often medical and there is little doubt that Proust was fascinat- ed with medicine; the novel using themes of subconscious thought and dreams to explain emotions. One might say Proust ‘medicalises’ human suffering and experience (for instance he describes Swann’s love for Odette in terms of ‘malade’, ‘convalescent’ and ‘chirurgien’). To a certain extent, this may reflect the contemporary move- ment in France, led by Charcot (who is mentioned in the work), to illuminate the function of the mind and ratio- nalise the disciplines of neurology and psychiatry.

The death of the protagonist’s grandmother is of major significance in the novel. She becomes unwell before suf- fering from a stroke and consults a variety of medical practitioners. She consults a doctor called duBoulbon (predicted by Charcot to be the next great name in Neurology). He diagnoses neurosis and expounds his theories on human illness (no doubt reflecting some of Proust’s ideas). du Boulbon also states, when explaining the grandmother’s diagnosis, that ‘everything that we think of as great has come to us from neurotics’. Thus, he introduces a link between creative sensitivity and illness. In a way, Proust is telling us that he would never have written À la Recherche du Temps Perdu were it not for his own suffering. Could this explain some of his hostility towards physicians and their desire to cure all illness?

The paucity of and often bizarre nature of treatments in Proust’s day linked to the pompous and dictatorial man- ner of doctors (‘the symptoms you show will simply dis- appear at my command’) underlies much of the medical text in À la Recherche du Temps Perdu. Proust goes further than expounding medical impotence and lays the root of illness at the door of the medical profession: ‘for each ill- ness that doctors cure with medicine, they provoke ten in healthy people by inoculating them with the virus that is a thousand times more powerful than any microbe: the idea that one is ill’. Perhaps this is a little harsh. It may be that Proust was presenting an alternative to the vogue for turning all illness into psychosomatism.

So Proust describes illnesses from the patient’s point of view and presents his own theories. We learn about the relationship between illness and creativity, and about rec- ollection of events and the influence we all put on seem- ingly random aspects of a history. Maybe understanding these concepts will make us better neurologists.

And so I return to Dr Gooddy. What made him put such relevance on Proust magnum opus? If we are to examine his own published output there are clues. Not least an article published on Saturday 31 May 1958 in The Lancet entitled ‘Time and the Nervous system: the brain as a clock’. Within the elegantly written piece he introduces the concept of ‘temporal neurology’, arguing that the erst- while emphasis on neurology has been a dissection of spa- tial aspects of disease. Presenting theories on chronomet- ric mechanisms he uses examples of nervous and non- nervous physiological clocks which underpin our exis- tence. Gooddy takes neurology into the fourth dimension and uses the clock theories to explain why ‘when memory fails, we find a defect of recall and arrangement of time past’. And in that sentence I begin to understand what he means when recommending the novel to neurologists in training. Neurology is a temporal discipline, not just about locating lesions within the ‘space’ of the nervous system. Indeed chronobiology is now a burgeoning disci- pline. Gooddy predicts ‘we should be able to describe physiological chronometric mechanisms’. Whole confer- ences are now devoted to circadian rhythms, hox genes and neuroendocrine regulation of time.

In current times of molecular biology and the human genome does anyone have enough time to sit down and read novels as part of a medical curriculum? Perhaps Dr X would tell me that we can explain so much in terms of genetic regulation and spatial patterning that there is no longer a need for ‘amateur’ musings by latter-day philoso- phers. Science has negated philosophy; passing of time is another philosophical concept that has been explored and explained. I begin to argue that Proust tells us what it is to experience time, but instead I smile and let my mind wan- der and think back to a passage in À la Recherche du Temps Perdu which is able to elucidate in such elegant terms all those things which I have been battling to understand:

The places that we have known belong now only to the little world of space on which we map them for our own convenience. None of them was ever more than a thin slice, held between the contiguous impressions that composed our life at that time; remembrance of a par- ticular form is but regret for a particular moment; and houses, roads, avenues are as fugitive, alas, as the years.

References

deBotton A. How Proust can change your life. Picador 1998. Gooddy W. Time and the Nervous System: the brain as a clock. Lancet, 1958:1(7031);1139-44. Kapur N. The ‘Petites Madeleines’ phenomenon in two amnesic patients: sudden recovery of forgotten memories. Brain, 1996:119;1401-4.

Levy SN. Proust's Realistic Treatment of Illness. The French Review, 1942:i;235-8. Lucchelli F, Muggia S, Spinnler H. The ‘Petites Madeleines’ phenome- non in two amnesic patients: sudden recovery of forgotten memories. Brain, 1995:118;167-83.

Pearn J, Gardner-Thorpe C. Jules Cotard (1840-1889). Neurology, 2002:58;1400-3. Sharma OP. Marcel Proust (1871-1922): reassessment of his asthma and other maladies. Eur Resp J 2000:15;958-60.

[yinnezha]

Hi! I wanna start this by saying that I don't really have an opinion on the karedevil relationship, as in I'm fine with it going canon or not as long as it's well written. So this is a genuine question: where do you see the writing that hints towards them having an actual relationship? Because to me personally it always seems like Karen is super into Matt, while he comes across as not that interested. Especially in S2, it felt more like he thought 'okay whatever, I guess we can go out.'

I also kinda feel like Karen deserves better? I love Matt dearly, but I mean, he basically dropped Karen the instant Elektra was back and acted like a douche, then decided to die with Elektra in Defenders, and then in S3 he seemed totally bitter he had to save her instead of going after Fisk. Maybe I’m just not seeing the writing you’re seeing, but that could totally be me since I’m not invested in any ship on the show. (2)

hey, I wanna start by apologizing for how long this answer is. I will address the points you raised and keep it as objective as I can, talking about the writing of the show and my understanding of it. All bias towards or against particular ships will be kept to myself.

“where do you see the writing that hints towards them having an actual relationship?”

The writing of the first season is filled with hints and foreshadowings, and while Matt and Karen spend the first season without a romantic involvement, it is underlined that they will. But is under lines, it is subtle, less in your face than Matt’s involvement with Claire (and for a reason but I’ll get to that). It is lines like Karen explaining how she promised to her grandmother to only serve her recipe to her future husband and then proceeds to serve it to Matt first, then Foggy. It is lines like Matt telling Foggy back in college that he’s looking for someone that he really likes listening to and a couple of episodes before that, he mention to Karen very matter of factly that he likes listening to her voice. It is lines like Karen’s acceptance of and trust in the Devil of Hell’s Kitchen. If you rewatch the first season looking for signs like these, you’ll find them (there are more).

“to me personally it always seems like Karen is super into Matt, while he comes across as not that interested”

Of course Karen’s interest in Matt was obvious from the start; she admires his idealism, his will to fight for justice, how he’s a person who wants to do good. But to understand why Matt wasn’t immediately interested in Karen we have to see things from his perspective. She’s a stranger, involved in some messy things, who is good but lies to him (for whatever reason that she has) and we cannot forget this, that Matt knows Karen lies to him. So with Matt’s “understanding” of people we can assume he is wary of having a relationship. See, Matt’s relationship with Claire was surface and it was meant to be that way. It happened fast, it developed fast and it ended fast. Because Claire was not the one who would accept him and understand him. And so in parallel with that, because Claire cannot accept Matt’s fighting crime, we have Karen’s undying support for the Man in the mask. You see what I mean? But back to Matt’s “disinterest” in Karen… He knows she is a good person, but that’s as far as it goes. They needed time to adjust, to get to know each other beyond the circunstances of their meeting. They needed to build a foundation, and that was happening slowly throughout the first season. The strangers become friends. Enters the second season where some time has passed and they are more confortable with the idea of exploring their mutual interest. 

“it felt more like he thought ‘okay whatever, I guess we can go out’.”

Again, let’s take into consideration that they work together, they see each other all the time, they go out together. In the first episode we see a shift in Matt in which he is more playful with her, more lingering looks… Foggy says “I leave you two alone for one minute” which kind of implies that this is a common ocurrence now, that Matt and Karen are on the flirting banter for a while. And then later on the episode in which Matt kiss Karen for the first time, Foggy says “careful Matt keep going like this you might just end up happy and for a catholic boy that’s a pretty dangerous thing” interesting that he could’ve just teased Matt about being happy but he mentioned Matt’s religion as a subtle reminder to the audience of Matt’s inner struggles, how he beats himself up over what he deserves. You see when is something serious, meaningful is harder for him, his beliefs, his doubts gets on the way. Matt probably wanted to be with Karen for a while but didn’t know how, didn’t know if he deserves her (because of how he sees her, because in reality we the audience knows that she would understand and accept him). So you see, I disagree with your point on Matt “settling” for going out with Karen.

“I also kinda feel like Karen deserves better? I love Matt dearly, but I mean, he basically dropped Karen the instant Elektra was back and acted like a douche, then decided to die with Elektra in Defenders”

Remember my point on Claire not accepting Matt’s Daredevil identity? Well, Elektra is the opposite. She accepts Daredevil, but she does not accept Matt. See? This is good writing! We have different ends of the issue of Matt’s double life in both seasons. And both relationships were wrong for him because something was missing, and in both seasons we have Karen being underlined again as the one that would accept him as a whole. This is very important and it is in the storytelling. There is a reason why Elektra’s relationship with Matt was a parallel to Karen’s in episode 5, it was to show to the audience which relationship is the right one. A lot of people has issues with how Matt handled things but we’re here to talk about the writing and the second season was about Matt’s struggle with his double life and what he really wants. He spends the whole season losing control of his life, and it reflects on his choices.

Now on Karen deserving better, don’t you think Matt deserves better as well? Elektra was a toxic relationship that destroyed Matt’s life as he knew and drove away the two people that matters the most to him. And I’m not erasing Matt’s responsibility here, but no matter how we feel about his actions Matt is the hero of this story, it’s his show and so the writing is telling us to root for what is right for him and that is not Elektra. And he does deserve better. Matt is a complicated man, a tortured man (I mean he is a devoted catholic for crying out loud) he is messy so of course things won’t be easy for him. And that is what makes him interesting. And he did not just fucked up his relationship with Karen but with Foggy as well to whom he was also a bit of a douche. So it’s not about the romance here, but more about Matt’s choices and development and what he needs to fix it. And he does in the third season, he is heading in that direction.

In Defenders Matt was holding onto Matt Murdock and then in season 3 he was holding onto Daredevil. Matt never had a season in which he was not struggling with this. And part of the reason why his relationships don’t work is because of that. But now at the end of the third season we will finally see Matt being fully himself and the people that matter the most to him accepting and understanding because that’s the natural progression of the writing. We had to go through all of this, we needed him to reach this point. And not only Matt but Karen needed some development too. And the third season stripped them of their lies and made them face the truth and when that happened we had one of the best scenes of the season (a little biased sorry) and that is the start of a new chapter for them.

Both Karen and Matt deserve better and the better is themselves, a better version of themselves. Honesty and truth and trust. And that’s what we have been watching since the first season, that’s the story. That’s what the writers are telling us. They are the right, just not right now. They need to learn, they need to deserve, they need to reach that point where they’ll have the understanding and trust that we know they can have, and we know because it’s underlined, it’s being shown to us since the start. It’s a slow burn, beautiful and difficult and complicated and messy… just like Matt’s life. Just like Karen’s life. Just like all the good love stories are.

Many people has issues with Matt and Karen’s relationship, but from the writing and storytelling perspective is great. And is the direction the show will keep taking. They have been developing this romance since the very first episode of the show. Charlie Cox absolutely loves and understand the relationship because he knows Matt Murdock better than anyone, and he is right. Karen is Matt’s soulmate. It’s more deep and slow. And now to finish, something he said that sums up everything I said in a less annoying way:

What we never tried to do, and I think I’m speaking for the writers of the series as well, was to make the beautiful story with Karen – Deborah Ann Woll - look like a rebound relationship. Ultimately it’s a much deeper bond, which lasts fifty years and ironically is more important exactly because it doesn’t draw from roof-jumping, but from everyday life. I think if Karen and Matt could find a way to match their respective darknesses, they would find an excellent balance.

[helenfletcher]

Author Photo Contact information: pastrieslikeapro@gmail.com Biography Unlike most pastry chefs and bakers, Helen did not start out loving to bake – or cook. In fact, she downright hated eating as a child. It was only after she was married that she went to her mother and grandmother to learn about cooking and baking. Her career started with writing. Her articles appeared in newspapers, Bon Appetit, Chocolatier, and The Pleasures of Cooking, among others. As a consultant to Cuisinart in their early years, she had the opportunity to work with professionals in, by then, her chosen field of food. In 1986, she authored her first book, The New Pastry Cook which focused on modern methods of pastry making. Shortly after that, she opened her wholesale bakery, Truffes, Inc, in St. Louis where she sold upscale pastries to hotels, restaurants and caterers whether it was one pastry or a banquet of 1500 people. With no formal training, the learning curve was steep. However, a love of what she was doing and an intense desire to succeed kept her on the path through three quick expansions culminating in 23 years in business. With retirement an unknown word to Helen, she became the pastry chef at one of St. Louis' most acclaimed restaurant, Tony’s . With her love of sharing her knowledge of food, both pastry and cooking, she was a regular on KMOV-TV’s "Great Day St. Louis" for 6 1/2 years. She currently blogs at Pastries Like a Pro. European Tarts was published in 2013, followed by Craving Cookies published in 2021. She lives in St. Louis, Missouri. What others say "Goddess of Pastry" - Rose Levy Beranbaum "If only every meal could conclude with a confection from Helen, every kitchen would be a better place." - Vincent J. Bommarito, Executive Chef, Tony’s, St. Louis. "Pastry Chef Helen Fletcher isn’t kidding! Her assurances of "divinely doable pastries like a pro” are completely true! European Tarts is jam-packed with tips that only an expert professional baker would know (such as how to fortify jam and when to use emulsified powdered sugar), but Helen’s approach is down-to-earth and always accessible to the novice baker. And there's no baking detail not explored in her in-depth glossaries of baking terms, tools, and ingredients! Whether you’re a budding baker or more advanced, this book provides a uniquely easy view into the world of professional baking -- one you won’t want to miss!" - Julia M. Usher, Author of the award-winning Cookie Swap and Ultimate Cookies “We share a test kitchen with Better Homes and Gardens, Traditional Home, Successful Farming, Diabetic Living and more. The staff is educated in food science or through a culinary school. We used your crust for all the pies and they were blown away with the recipe. Not only does it taste great, it was easy to work with. You became a sensation! One of the staffers refuses to make any other crust at home and she’s been on staff for almost 20 years. I hope you feel the love!” - Midwest Magazine from an article on the pie crust developed using the food processor  “The result is croissants that are simply spectacular, much better than you can get at a grocery store and probably some bakeries.  They’re light, they’re crisp, they’re delicate and they’re the perfect blend of thin pastry and butter. And they don't take 3 days to make. You can make them in just four hours." - St. Louis Post-Dispatch, Let’s Eat food page:  “Quicker Croissant”.   Contact information: pastrieslikeapro@gmail.com

[thecaffeinebookwarrior]

The Dos and Don’ts of Beginning a Novel:  An Illustrated Guide

I’ve had a lot of asks lately for how to begin a book (or how not to), so here’s a post on my general rules of thumb for story openers and first chapters!  

Please note, these are incredibly broad generalizations;  if you think an opener is right for you, and your beta readers like it, there’s a good chance it’s A-OK.  When it comes to writing, one size does not fit all.  (Also note that this is for serious writers who are interested in improving their craft and/or professional publication, so kindly refrain from the obligatory handful of comments saying “umm, screw this, write however you want!!”)

So without further ado, let’s jump into it!

Don’t: 

1.  Open with a dream. 

“Just when Mary Sue was sure she’d disappear down the gullet of the monstrous, winged pig, she woke up bathed in sweat in her own bedroom.”

What?  So that entire winged pig confrontation took place in a dream and amounts to nothing?  I feel so cheated! 

Okay, not too many people open their novels with monstrous swine, but you get the idea:  false openings of any kind tend to make the reader feel as though you’ve wasted their time, and don’t usually jump into more meaty action of the story quickly enough.  It makes your opening feel lethargic and can leave your audience yawning.

Speaking of... 

2.  Open with a character waking up.  

This feels familiar to most of us, but unless your character is waking up to a zombie attack or an alien invasion, it’s generally a pretty easy recipe to get your story to drag.

No one picks a book to hear how your character brushes their teeth in the morning or what they’d like to have for dinner.  As a general rule of thumb, we read to explore things we wouldn’t otherwise get to experience.  And cussing out the alarm clock is not one of them.  

Granted, there are exceptions if your writing is exceptionally engaging, but in most cases it just sets a slow pace that will bore you and your reader to death and probably cause you to lose interest in your book within the first ten pages.  

3.  Bombard with exposition.  

Literary characters aren’t DeviantArt OCs.  And the best way to convey a character is not, in my experience, to devote the first ten pages to describing their physical appearance, personality, and backstory.  Develop your characters, and make sure their fully fleshed out -- my tips on how to do so here -- but you don’t need to dump all that on the reader before they have any reason to care about them.  Let the reader get to know the character gradually, learn about them, and fall in love with them as they would a person:  a little bit at a time.   

This is iffy when world building is involved, but even then it works best when the delivery feels organic and in tune with the book’s overall tone.  Think the opening of the Hobbit or Good Omens.

4.  Take yourself too seriously.

Your opener (and your novel in general) doesn’t need to be intellectually pretentious, nor is intellectual pretense the hallmark of good literature.  Good literature is, generally speaking, engaging, well-written, and enjoyable.  That’s it.  

So don’t concern yourself with creating a poetic masterpiece of an opening line/first chapter.  Just make one that’s -- you guessed it -- engaging, well-written, and enjoyable. 

5.  Be unintentionally hilarious.

Utilizing humor in your opening line is awesome, but check yourself to make sure your readers aren’t laughing for all the wrong reasons (this is another reason why betas are important.)  

These examples of the worst opening lines in published literature will show you what I mean -- and possibly serve as a pleasant confidence booster as well: 

It was like so, but wasn’t.

— Richard Powers

Those of us acquainted with their sordid and scandalous story were not surprised to hear, by way of rumors from the various localities where the sorceresses had settled after fleeing our pleasant town of Eastwick, Rhode Island, that the husbands whom the three Gordforsaken women had by their dark arts concocted for themselves did not prove durable.

— John Updike

The cabin-passenger wrote in his diary a parody of Descartes: “I feel discomfort, therefore I am alive,” then sat pen in hand with no more to record.

—Graham Greene

Indian Summer is like a woman.

— Grace Metalious

If these can get published, so can you.

Do:

1.  You know that one really interesting scene you’re itching to write?  Start with that.

Momentum is an important thing in storytelling.  If you set a fast, infectious beat, you and your reader will be itching to dance along with it.  

Similarly, slow, drowsy openers tend to lead to slow, drowsy stories that will put you both to sleep.

I see a lot of posts joking about “that awkward moment when you sit down to write but don’t know how to get to that one scene you actually wanted to write about.”  Write that scene!  If it’s at all possible, start off with it.  If not, there are still ways you can build your story around the scenes you actually want to write.

Keep in mind:  if you’re bored, your reader will almost certainly be bored as well.  So write what you want to write.  Write what makes you excited.  Don’t hold off until later, when it “really gets good.”  Odds are, the reader will not wait around that long, and you’re way more likely to become disillusioned with your story and quit.  If a scene is dragging, cut it out.  Burn bridges, find a way around.  Live, dammit. 

2.  Engage the reader.

There are several ways to go about this.  You can use wit and levity, you can present a question, and you can immerse the reader into the world you’ve created.  Just remember to do so with subtlety, and don’t try too hard;  believe me, it shows.  

Here are some of my personal favorite examples of engaging opening lines: 

"In the beginning, the universe was created. This has made a lot of people very angry and been widely regarded as a bad move." 

-- Douglas Adams, the Restaurant at the End of the Universe.

"It was the day my grandmother exploded."

-- Iain Banks, Crow Road.

“A white Pomeranian named Fluffy flew out of the a fifth-floor window in Panna, which was a grand-new building with the painter’s scaffolding still around it. Fluffy screamed.”

-- Vikram Chandra, Sacred Games.

See what I’m saying?  They pull you in and do not let go.

3.  Introduce us to a main character (but do it right.)

“Shadow had done three years in prison. He was big enough and looked don't-fuck-with-me enough that his biggest problem was killing time. So he kept himself in shape, and taught himself coin tricks, and thought a lot about how much he loved his wife.”

-- Neil Gaiman, American Gods.

This is one of my favorite literary openings of all time, because right off the bat we know almost everything we need to know about Shadow’s character (i.e. that he’s rugged, pragmatic, and loving.)   

Also note that it doesn’t tell us everything about Shadow:  it presents questions that make us want to read more.  How did Shadow get into prison?  When will he get out?  Will he reunite with his wife?  There’s also more details about Shadow slowly sprinkled in throughout the book, about his past, personality, and physical appearance.  This makes him feel more real and rounded as a character, and doesn’t pull the reader out of the story.

Obviously, I’m not saying you should rip off American Gods.  You don’t even need to include a hooker eating a guy with her cooch if you don’t want to.  

But this, and other successful openers, will give you just enough information about the main character to get the story started;  rarely any good comes from infodumping, and allowing your reader to get to know your character gradually will make them feel more real.   

4.  Learn from the greats.

My list of my favorite opening lines (and why I love them) is right here.

5.  Keep moving.  

The toughest part of being a writer is that it’s a rare and glorious occasion when you’re actually satisfied with something you write.  And to add another layer of complication, what you like best probably won’t be what your readers will like best. 

If you refuse to keep moving until you have the perfect first chapter, you will never write anything beyond your first chapter.  

Set a plan, and stick to it:  having a daily/weekly word or page goal can be extremely helpful, especially when you’re starting out.  Plotting is a lifesaver (some of my favorite posts on how to do so here, here, and here.)

Keep writing, keep moving, and rewrite later.  If you stay in one place for too long, you’ll never keep going. 

Best of luck, and happy writing.  <3

[oliviafoster]

Edited copywriting for book

Introduction

A memoir about my Father and his passion for wine, food, storytelling, and family traditions. How sitting around the dinner table is nostalgic and how food and wine can bring people together. A regular tradition at the foster household is sitting, eating, drinking and talking around the table every night. 

This book takes you through the journey of dinner time at the Fosters through Hegmans eyes. Exploring where Hegman's love for food started, what wines he likes to pair with dinner, his recipes, his favourite stories and why all these links are essential to him.

What's for dinner?

My love for food started with my two grandmother's, Olga Foster and Ivy Papa. 

Olga Foster

Olga Foster inspired me as she was just passionate about food. She loved all foods, good foods. She loved sharing ideas and recipes. I remember I would have been about six I suppose, when I went up to stay with her on the family farm, and she had all these ingredients waiting for me when I walked in sitting on the bench. She said, "We're going to make your favourite chocolate cake, I've asked the neighbour for the recipe." This is one of my favourite cooking memories. The trust she had in me, even though she was standing right there, she would read the recipe out and I was picking the ingredients up and putting them together. The cake turned out edible at the end, which was good. That was probably the first cake I made with a lot of help from my grandmother at six years old. 

Ivy Foster 

Ivy Papa, my Mum's Mum. We'd meet at her mother's place (my great-grandma), one Sunday a month. They'd be all members of the extended Croatian family. There would be food being cooked everywhere. My grandmother would have an array of sponges and scones, and there'd be all sorts of food. I think the whole drive for her was just the love for the family. Getting together and sharing the food, and connecting over conversations. 

One of my earliest memories of cooking is watching Ivy cooking pikelets. She would cook them directly on the hot plate of the stove. Having a big bowl of mixture placed on the bench, and she'd be just cooking pikelets after pikelets. I don't know how many she cooked because I would eat quite a few of them coming straight off the hot plate, but they'd still be a massive pile for the rest of the family at the end. 

John & Pat Foster

My parents both impacted my love for cooking as both my Mum and dad were excellent cooks. Mum picked up her skills of cooking from her mother and grandmother. Dad was probably more self-taught as he spent lots of his time surfing and sailing, so having to fend and cook for himself. 

During the week, my Mum would always cook Monday to Fridays and then the weekend; dad would take over. He would cook phenomenal breakfasts, and he loved cooking on open fires, barbecues and that sort of thing.

The meals I remember well that my parents cooked were a Sunday breakfast and an evening roast. Sunday morning breakfast, If we were lucky, one of the local boys who used to catch whitebait on Devonport wharf would come around in the morning, selling it in little glass cream bottles. The old boy would buy a bottle of that and then make Whitebait fritters for breakfast.

If there were no Whitebait, he would use eggplants. Eggplants weren't very popular back in the '70s. He would slice it thinly, batter it, and we would have that almost like a pancake. They were what I remember from my dad. 

My Mum is where I get my experimental cooking from. For me, a distinct memory is my mother cooking a roast with all the trimmings; she was good at this. She would always be trying new stuff. She would never settle on a recipe and would always try new ways of cooking. She loved Asian food before it became popular in New Zealand and a lot of Indonesian food. She would cook and merge a couple of recipes. You take the best out of each recipe, and then once you've worked with an ingredient and understand how it works, it makes it a lot easier when you're messing with recipes.

 For both my parents, cooking was an expression of love to people they loved.

Let's pick a wine?

I think pairing wine with food is important. It's like cooking with certain ingredients, certain ingredients paired with other ingredients, and wine is no different. It's just another ingredient to the meal.

When it comes to pairing wine with food, there are no rules. I'm not into practices. Certain wines are easier to match with foods, And that'll be the classic red wine with red meat and white wine with fish or chicken. Depending on how things are cooked, there's no reason why red wines can't be paired with some white meat. Some chicken dishes will go nicely with red wine, especially in a heavy tomato sauce. If you've got a salad with some seared beef that's been thinly sliced, a chardonnay or other white wines will go nicely with that as well as being a red. It's just a matter of matching the food's flavours with the wine's flavours rather than stereotyping the decision.

My love for food and wine has grown since becoming a winemaker. I got interested in wine, which was probably just about the same time I met Bev, my wife. We had a friend who had a place on Waiheke, and we spent quite a bit of time out there and got bitten with the bug of winemaking. In The early 90's we were able to get hold of some good wine and pair them with food that we were preparing which has only developed more since we planted the vineyard and started producing our own wines.

The storytelling begins?

My favourite story 

There's a lot of favourite stories. One that's been passed down the generations and finally to me by my mother, was around the passing of my dad's dad. So, my grandfather passed a few months before I was born. And he'd been suffering from cancer for half a dozen years beforehand and was dying slowly of liver cancer. On the weekend, my father was in the surf club and would be at the surf club all weekend, and then on a Sunday night, he would come back to the Farm and then his friends and surf club boys would be heading back to Auckland, or wherever they'd come from. And they have to get past the farm. So usually, they would stop and have a meal, or my grandmother would cook them a meal to take for sunday night. There'd be a lot of talking, drinking and my grandfather loved competition. And he loved playing poker. He had a big jar of pennies and he would get the boys, the surf club boys, around who were probably 40 odd years younger than him. And they would play poker right through to the early hours in the morning, with these pennies, winning and losing pennies and that sort of thing. So that would happen every sunday night for the last sort of summer that Leonard was around. Then when he passed away, I think I was about the middle of winter, a few months before I was born, they had the Funeral. When it came time to pick up the casket and carry him out to the hearse, the surf club boys all stood up, and they were the pallbearers. My grandmother was standing there with a few of the relatives around, and they said, "Who are they?" You know, put out that they weren't carrying Leonard out to the hearse. She turned around and said, "they're the friends that bothered to see him this last year" So she was pretty straight up and down my grandmother. So they had tea and cakes at the church, then I think it was a private burial, and the boys all went back to the surf club. An hour or so later, it was about six o'clock that night. They came back through, past the farm again and stopped to see how everybody was, and asked if it was right to see my grandmother, and grandmother said “yes, you can come in and say hello”. So they sat around and then they had a drink, then another drink, some food, followed by a few more drinks and about three o'clock they were jumping around shaking Leonards jar full of Coins. Shouting, "Come and play Poker! Come and play Poker!" Then they all woke up the following day wondering whether he would have enjoyed the night, and they decided that he would have.

Story 1 - the 100-year-old ring

The story of a 100-year-old ring. This story dates back to the early 1920s. Olga Foster, my grandmother, was in Paris with her first husband. While they were there, they purchased a yellow diamond and brought that back to New Zealand. Not long after coming back to New Zealand, she divorced her first husband. As the story went, he read the newspaper at the dining room table, which was enough to get a divorce in those days. When she met my grandfather, Leonard Foster, and when they were getting engaged, she talked him into using the Yellow Diamond she bought on her honeymoon with her first husband, as the stone to go in the ring.

My grandmother, all her life, wore the ring. She left the ring to me via my mum and the old boy. When Olga passed away, my father started wearing this yellow diamond ring on his little finger. He would wear this ring everywhere, and he went and got it valued for insurance purposes. When he took it to the valuer, this would have been in probably the early '70s, they said it was a fake diamond and that it wasn't a real diamond. So he kept wearing the ring because it had a lot of sentimental value. After all, it'd been his mother's ring, an engagement ring, and she'd bought that in Paris on her first honeymoon, she had with her first husband, so a bit of a story. He continued wearing the ring, and then one morning woke up and had lost the ring. He thought he'd washed his hands and the Ponsonby cruising club and that it had fallen off his finger and gone down the drain, and that was his story. But not a lot was said about losing the ring because of the sentimental value, but it was a fake diamond with no monetary value. Then, probably 20 years later, 15 years later, when my father passed away, his old girlfriend turned up to the funeral. She presented me with the ring that she had, and she'd said that somebody had pinched the ring and she'd heard the story that the ring had been robbed and she decided it should be returned to me, and again, that was just a fake diamond. So it was sentimental value. The following week, my brother and I went to town, and we thought we'd get the ring valued to make sure and that sort of thing. When we took it into the jewellers, left it with him and then went to the viaduct for lunch, we spent what money the old boy had left in his wallet. We just found his wallet, and so we decided to spend all that money. And then when we came back, the jeweller said no, no, this is not a fake diamond. It's nearly a two-carat yellow diamond and worth a considerable amount of money. 100 years on, and it's still going strong. Bev, my wife, wears the ring and is destined for my eldest daughter Hannah at some stage.

Story 2 - The first time at the Farm 

Patty Papa, my mother and this is the story of her first two visits to the Foster farm, my father's family farm in Waimauku. The first visit was when she was invited out to a party in Auckland, my father picked her up, she lived in St. Heliers, and he lived in Waimauku, so quite a distance back then. They went to this party and my father, as usual, had too much to drink and couldn't drive. So my mum drove John's father, Leonards, car home to Waimauku. Then John decided that she couldn't drive the car back to her place because Leonard would go nuts the following day. So he said that she could stay. John said, you can stay in my room, and I'm going to sleep in the lounge. He went into his room to get things ready, then came out and said, it's all ready for you. She went in there, and he had taken all the bedding and the mattress as well. So she slept on the bed base with a blanket. She seemed to be woken in the morning by this jingling teacup. Leonard Foster had come in expecting to find John Foster in bed. But there was this little girl wrapped up on a blanket on his bed.

The teacup was rattling so much because Leonard was so surprised to find a girl in his son's bed. 

Things progressed, and Patty was invited up for the weekend to stay on the Farm a few months later. John picked her up from work, she worked on Queen Street at the Auckland Powerboard. John turned up to Queen Street just at the end of the day when she was coming out of the powerboard with her friends in the scruffy old Land Rover. He had two dogs sitting in the front seat of the Land Rover. He got out and pushed the dogs into the back of the Land Rover, looked at the seat, then went and found some newspaper to put down on the seat. He did this so Pat could have a clean seat, not on the muddy seat from the dogs. They then drove up to Waimauku, and Olga Foster had prepared a room for mum, so it wasn't the bed base and blanket this time. On Saturday, they went for a walk around the Farm. The Fosters were putting on a special meal for mum to stay there. The previous week, Leonard and John had shot some fessants. When they walked around the paddock, they went past the sheep shed and on the end of the sheep shed, there was a little abattoir area for keeping animals that had been slaughtered ready for eating. There's no refrigeration or little refrigeration back in those days. Pat said, “what are those things hanging on the side of the shed?” John replied, “that's dinner, that's the fessants, they're just about ready. We allow them to age out in the open, and when they're just almost ready to fall off the necks, they're prepared to be cooked”. Pat went back inside the house and was a bit nervous about having to eat this fessant. Pat was in the kitchen talking to Olga, and Olga said, “do you like fessant?” And she replied “I don't think I've had fessant before. Is it like chicken?”, “Oh, wait, no. I've got pickled pork if you'd prefer”. Patty said. “Yes, pickled pork would be very nice”. So they all had fessant, and she had to pickled pork.

Story 3 - Food when Cooked well 

Food, when cooked well, is good. So, when my dad was growing up, as previously mentioned he was a member of the Muriwai surf club. Going there on the weekends and then coming back on a Sunday night. This particular weekend, Olga was on one of her trips around the world. Leonard had a housekeeper who would come in and look after Leanne and John, cook and clean and that sort of thing, and when John left on Saturday to go to the surf club, Floss said “I'll leave you some food tomorrow night” He replies, “Yep, that's good”. So he went to the surf club and patrols for two days, and then came home late Sunday night, after a few beers, got in and had dinner, went to bed and woke up the following day, and Floss was in the kitchen. Floss said, “You didn't have your dinner last night?” John replied “I did, it was so good that I had a second bowl”. “A second bowl of what?”,” What was on the stove?” And Floss said, “Oh, that's all the leftovers from last week that I've been boiling out with some oats for the dog food”. So when food is cooked well, it's always edible.

Who’s on the dishes?

The Link 

It’s all about eating as a group. The storytelling just flows from there. So if you didn't eat as a group, like you just got your food and disappeared in the room, there'd be no storytelling or passing on stories. Basically, a lot of stuff I remember has been passed on, from people or things that I've heard or seen in the past. My dad was a very good storyteller, he passed on lots of knowledge to me.

Traditions

The key tradition I have bought into my family is sitting and eating as a group, we always did that. It was especially on a Sunday night.  I was gonna say you're expected but everyone wanted to be at that dinner. There were always extended people, it was always more than the family at every meal. It was always extra; both mum and dad tended to collect people.

Do you think that food and memory have a connection?

Food and memory are definitely connected. I think more about the sensory side of food. The smells you know, you'll smell certain things and take you straight back to a place or thing you remember. An example would be if I look at our wine, we make the pinot gris, it's got a very strong peer characteristic to it, the first time I smelt it I suddenly remembered, friends of ours had a huge pear tree in their backyard. When the pears were falling from the tree overripe, you can get that smell through the whole backyard of those ripe pears. The other is, certain meals remind you of certain people. Nasi Goreng will always remind me mum, her favorite Indonesian food. And whenever I cook barbecues I always think of the old boy.

The story will never end with another dinner always insight,  another vintage every year and another day living and making memories to hold on to and share over the table for years to come.

[drummcarpentry]

Are You Ready to Sell Like QVC?

A photo. Some text. A shopping cart button.

It’s the setup you’ve been used to since you were Internet-years-old.

Electronic commerce has existed since the 1970s, passing through a prescient experimental phase of telephone-based TV shopping in the 1980s, and setting the tone for the future with Stephan Schambach’s 1990s invention of the first standardized online shopping software. US consumers spent $861.12 billion with online merchants in 2020. By making the “add to cart” ritual so familiar, it may seem like we’ve seen it all when it comes to digital commerce.

But hold onto your hats, because signs are emerging that we’re on the verge of the next online sales phase, akin to the 19th century leap from still photos to moving pictures.

If I’m right, with its standard product shots, conventional e-commerce will soon start to seem dull and dated in many categories compared to products sold via interactive video and further supported with post-purchase video.

Now is the time to prep for a filmed future, and fortunately, the trail has already been blazed for us by home shopping leader QVC, which took over television and then digitally remastered itself for the web, perfecting the art of video-based sales. Today, we’re going to deconstruct what’s happening on QVC, and how and why you may need to learn to apply it as an SEO, local SEO, or business owner — sooner than you think.

Why video sales?

A series of developments and disruptions point to a future in which many product sales will be facilitated via video. Let’s have a look at them:

First, we all know that humans love video content so much, they’ve caused YouTube to be the #2 search engine.

Google has documented the growth of video searches for “which (product) should I buy”.

When we look beyond the US, we encounter the phenomenon that livestreaming e-commerce video has become in China, highly-monopolized by Alibaba’s Taobao and creating celebrities out of its hosts.

Meanwhile, within the US, the pandemic caused a 44% increase in digital shopping spend between 2019-2020. We moved online last year for both our basic needs and nonessentials like never before.

The pandemic has also caused physical local brands to implement digital shopping, blurring former online-to-offline (O2O) barriers to such a degree that Internet transactions are no longer the special property of virtual e-commerce companies. This weirdly-dubbed “phygital” phenomenon — which is making Google the nexus of Maps-based local product sales — can be seen as a boon to local brands that take advantage of the search engine’s famed user-to-business proximity bias to rank their inventory for nearby customers.

At least, Google hopes to be the nexus of all this. The truth is, Google is reacting strongly right now to consumers starting half of their product searches on Amazon instead of on Google. Are you seeing ads everywhere these days informing you that Google is the best place to shop? So am I. With that massive, lucrative local business index in their back pocket and with GMB listings long supporting video uploads, Google has recently:

Acquired Pointy to integrate with retail POS systems

Made product listings free

Amped up their nearby shopping filter

Attempted to insert themselves directly into consumers’ curbside pickup routines while integrating deeply into data partnerships with major grocery brands

Experienced massive growth in local business reviews, and just released an algorithmic update specific to product review content (look out, Amazon!)

Experimented with detecting products in YouTube videos amid rumors flying about product results appearing in YouTube

Been spotted experimenting beyond influencer cameo videos to product cameos in knowledge panels

Meanwhile, big brands everywhere are getting into video sales. Walmart leapt ahead in the shoppable video contest with their debut of Cookshop, in which celebrity chefs cook while consumers click on the interactive video cues to add ingredients to their shopping carts.

Crate & Barrel is tiptoeing into the pool with quick product romance videos that resemble perfume ads, in which models lounge about on lovely accent chairs, creating the aura of a lifestyle to be lived. Nordstrom is filming bite-sized home shopping channel-style product videos for their website and YouTube channel, complete with hosts.

And, smaller brands are experimenting with video-supported sales content, too. Check out Green Building Supply’s product videos for their eco-friendly home improvement inventory (with personable hosts). Absolute Domestics shows how SABs can use video to support sales of services rather than goods, as in this simple but nicely-produced video on what to expect from their cleaning service. Meanwhile, post-sales support videos are a persuasive value add from Purl Soho to help you master knitting techniques needed when you buy a pattern from them.

To sum up, at the deep end of the pool, live-streamed e-commerce and shoppable video are already in use by big brands, but smaller brands can wade in with basic static goods-and-services videos on their websites and social channels to support sales.

Now is the time to look for inspiration about what video sales could do for brands you market, and nobody — nobody — has more experience with all of this than QVC.

Why QVC?

“I didn’t even know QVC still existed,” more than one of my marketing colleagues has responded when I’ve pointed to the 35-year-old home shopping empire as the way of the future.

The truth is, I’d probably be sleeping on QVC, too, if it weren’t for my Irish ancestry having drawn me to their annual St. Patrick’s Day sales event for the past 30+ years to enjoy their made-in-Ireland product lineup.

About seven times more people with Irish roots live in the United States than on the actual island of Ireland, yet the shopping channel’s holiday broadcast is one of the few televised events tailored to our famous nostalgia for our old country home. My family tunes in every March for the craic of examining Aran Crafts sweaters, Nicholas Mosse pottery, Belleek china, and Solvar jewelry, while munching on cake made from my great-grandmother Cotter’s recipe. Sometimes we get so excited, we buy things, but for the past few years, I’ve mainly been actively studying how QVC sells these items with such stunning success.

“Stunning” is the word and the wakeup call

QVC, which is a subsidiary of Quarate Retail International, generated $11.47 billion in 2020 and as early as 2015, nearly half of those sales were taking place online — consistently placing the brand in the top 10 for e-commerce sales, including mobile sales. The company has 16.5 million consolidated customers worldwide, and marketers’ mouths will surely water to learn that 90% of QVC’s revenue comes from loyal repeat shoppers. The average QVC shopper makes between 22-25 purchases per year!

Figures like these, paired with QVC’s graceful pas de deux incorporating both TV remotes and mobile devices should command our attention long enough to study what they’ve done and how they’ve done it.

“Enjoy visiting Ireland, but buy your sweaters on QVC!”

While supplies last, I want to invite you to spend the next 10 minutes watching this Internet rebroadcast of a televised segment selling an Aran Crafts sweater, with your marketer’s eye on the magic happening in it. Watch this while imagining how it might translate as a static product or service video for a brand you’re marketing.

TL;DW? Here’s the breakdown of how QVC sells:

Main host

QVC hosts are personalities, many of whom have devoted fan bases. They’re trained in the products they sell, often visiting manufacturing plants to school themselves. When on air, the host juggles promoting a product and interacting with models, guest hosts, callers, and off-screen analysts. The host physically interacts with the product, highlights its features in abundant detail, and makes their sales pitch.

For our purposes, digital marketers are fully aware of the phenomenon of social influencers taking on celebrity status and being sought after as sales reps. At a more modest scale, small e-commerce companies (or any local business) that’s adopted digital sales models should identify one or more staff members with the necessary talents to become a video host for the brand.

You’ll need a spot of luck to secure relatable hosts. Just keep in mind that QVC’s secret formula is to get the viewer to ask, “Is this me?”, and that should help you match a host to your audience. This example of a nicely-done, low-key, densely-detailed presentation of a camping chair by a plainspoken host shows how simple and effective a short product video can be.

Guest hosts

Many QVC segments feature a representative from the brand associated with the product being sold. In our example, the guest host from Aran Crafts is a member of her family’s business, signing in remotely (due to the pandemic) to share the company’s story and build romance around the product.

Depending on the model you’re marketing, having a rep from any brand you resell would be an extra trust signal to convey via video sales. Think of the back-and-forth chat in a podcast and you’re almost there. Small retailers just reselling big brands may face a challenge here, but if you have a good portion of inventory from smaller companies and specialty or local manufacturers, definitely invite them to step in front of the camera with your host, as higher sales will benefit you both.

Models

Frequently, sales presentations include one or more models further interacting with the product. In our example, models are wearing these Irish sweaters while strolling around Ashford Castle. More romance.

Other segments feature models as subjects of various cosmetic treatments or as demonstrators of how merchandise is to be used. Models and demonstrators used to be standard in major American department stores. QVC brilliantly televised this incredible form of persuasion at about the same time it disappeared from real-world shopping in the US. Their sales figures prove just how huge the desire still is to see merchandise worn and used before buying.

For our scenario of creating online sales videos, such models could be a convincing extra in selling certain types of products, and many products should be demonstrated by the host or guest host. One thing I’ve not seen QVC do that I think e-commerce and O2O local brands definitely could do is a UGC approach of making your customer your model, demoing how they use your products in their real-world lives. Almost everybody can film themselves these days.

Callers

There are no live callers in our example, but QVC traditionally increases interactivity with the public with on-air phone calls.

If your sales videos are static, you’re not quite to the point of having to learn the art of handling live calls, but your product support phone and SMS numbers and links should be featured in every video.

Method

“If you go up there with the intent to sell, it’s all going to come crashing down around you...The real goal of QVC.... was to feel like a conversation between the host, the product specialist (us), and ‘Her’ – the woman age 35 to 65 who is sitting at home watching television.” - I went on air at QVC and sold something to America

There’s an element of magic to how QVC vends such a massive volume of products, but it’s all data-based. They’ve invested so heavily in understanding customer demographics that they’ve mastered exactly how to sell to them. Your consumer base may be totally different, but the key is to know your customer so well that you understand the exact approach to take when offering them your inventory of goods and services.

Another excerpt from the article cited above really gets this point across when talking about guest hosts:

“Our experienced guests tend to focus on the product. But our best guests are focused on the viewer. Is this for the viewer? Everything goes through that filter. And if you do that, everything comes out more naturally.”

Here at Moz, there may be Whiteboard Friday hosts you especially enjoy learning from. As a business owner or marketer, your job will be to identify talented people who can blend your brand culture with consumer research and translate that into a form of vending infotainment that succeeds with your particular shoppers. Successful QVC hosts make upwards of $500,000 a year for being so good at what they do.

Being good, in the sweater sample, means pairing QVC’s customer-centric, conversational selling method with USPs and an aura of scarcity. I’ll paraphrase the cues I heard:

“These sweaters are made exclusively for QVC” — a USP regarding rarity.

“Enjoy visiting Ireland, but buy your sweaters on QVC” — this is a strong USP based on having better prices than a traveler would find if buying direct from the manufacturer.

“Reviews read like a love letter to this sweater” — incorporating persuasive UGC into the pitch.

“Half of our supply is already gone; don’t wait to order if you want one of these” —- this creates a sense of urgency to prompt customers to buy right away.

Analytics

The example presentation probably looked quite seamless and simple to you. But what’s actually going on “behind the scenes” of a QVC sales segment is that the host is receiving earpiece cues on exactly how to shape the pitch.

QVC’s analytics track what’s called a “feverline” of reaction to each word the host says and each movement they make. Producers can tell in real time which verbal signals and gestures are causing sales spikes, and communicate to the host to repeat them. One host, for example, dances repeatedly while demoing food products because more customers buy when he does so.

For most of the brands you market, you’re not likely to be called upon to deliver analytical data on par with QVC’s mission control-style setup, but you will want to learn about video analytics and do A/B testing to measure performance of product pages with video vs. those with static images. As you progress, analytics should be able to tell you which hosts, guests, and products are yielding the best ROI.

Three O2O advantages

In a large 2020 survey of local business owners and marketers, Moz found that more than half of respondents intend to maintain pandemic-era services of convenience beyond the hoped-for end of COVID-19. I’d expect this number to be even higher if we reran the survey in mid-2021. Online-to-offline shopping falls in this category and readers of my column know I’m always looking for advantages specific to local businesses.

I see three ways local brands have a leg up on their virtual e-commerce cousins, including behemoths like Amazon and even QVC:

1. Limited local competition = better SERP visibility

Virtual e-commerce brands have to compete against a whole country or the world for SERP visibility. Google Shopping’s “available nearby” filter cuts your market down to local map-size, making it easier to capture the attention of customers nearest your business. If you’re one of the only local brands supporting sales of your goods and services via videos on your website, you’re really going to stand out in the cities you serve.

2. Limited local inventory = more convincing authenticity

QVC is certainly an impressive enterprise, but one drawback of their methodology, at least in my eyes, is that their hosts have to be endlessly excited about millions of products. The same host who is exuding enthusiasm one minute over an electric toothbrush is breathless with admiration over a flameless candle the next. While QVC’s amazingly loyal customers are clearly not put off by the bottomless supply of energy over every single product sold, I find I don’t quite believe that the joy is continuously genuine. In my recognition of the sales pitch tactics, the company feels big and remote to me.

70% of Americans say they want to shop small. Your advantage in marketing a local business is that it will have limited inventory and an owner and staff who can realistically convey authenticity to the video viewer about products the business has hand-selected to sell. A big chain supermarket wants me to believe all of its apples are crisp, but my local farmer telling me in a product video that this year’s crop is crisper than last year’s makes a world of believable difference.

3. Even a small boost in conversions = a big difference for local brands

Backlinko recently compiled this list of exciting video marketing statistics that I hope you’ll read in full. I want to excerpt a few that really caught my eye:

84% of consumers cite video as the convincing factor in purchases

Product videos can help e-commerce stores increase sales by up to 144%

96% of people have watched an explainer video to better understand a product they’re evaluating

The Local Search Association found that 53% of people contact a business after watching one of their videos and 71% of people who made a purchase had watched an online video from that brand

Including filmed content on an e-commerce page can increase the average order value by 50+%

Video on a landing page can grow its conversion rate by up to 80%

If the company you’re promoting is one of the only ones in your local market to seize the opportunities hinted at by these statistics, think of what a difference it would make to see conversions (including leads and sales) rise by even a fraction of these numbers. Moreover, if the standout UX and helpfulness of the ���v-commerce” environment you create makes you memorable to customers, you could grow local loyalty to new levels as the best resource in a community, generating a recipe for retention that, if not quite as astonishing as QVC’s, is pretty amazing for your region.

Go n-éirí leat — good luck!

Like you, I’m longing for the time when all customers can safely return to shopping locally in-person, but I do agree with fellow analysts predicting that the taste we’ve gotten for the convenience of shipping and local home delivery, curbside pickup, and tele-meetings is one that consumers won’t simply abandon.

Sales videos tackle one of digital marketing’s largest challenges by letting customers see people interacting with products when they can’t do it themselves, and 2021 is a good year to begin your investigation of this promising medium. My top tip is to spend some time this week watching QVC on TV and examining how they’ve parlayed live broadcasts into static

product videos that sell inventory like hotcakes on their website. I’m wishing you the luck and intrepidity of the Irish in your video ventures!

Ready to learn more about video marketing? Try these resources:

17 Best Ecommerce Product Video Examples

The ABCs of Video Content

8 Beginner Tips for Making Professional-Looking Videos

How to Film Creative Product Videos

YouTube Dominates Google Video in 2020

How to Track YouTube Videos in Google Analytics Using Google Tag Manager in 4 Steps

Need to learn more about local search marketing before you start filming yourself and your products? Read The Essential Local SEO Strategy Guide.

[lakelandseo]

Are You Ready to Sell Like QVC?

A photo. Some text. A shopping cart button.

It’s the setup you’ve been used to since you were Internet-years-old.

Electronic commerce has existed since the 1970s, passing through a prescient experimental phase of telephone-based TV shopping in the 1980s, and setting the tone for the future with Stephan Schambach’s 1990s invention of the first standardized online shopping software. US consumers spent $861.12 billion with online merchants in 2020. By making the “add to cart” ritual so familiar, it may seem like we’ve seen it all when it comes to digital commerce.

But hold onto your hats, because signs are emerging that we’re on the verge of the next online sales phase, akin to the 19th century leap from still photos to moving pictures.

If I’m right, with its standard product shots, conventional e-commerce will soon start to seem dull and dated in many categories compared to products sold via interactive video and further supported with post-purchase video.

Now is the time to prep for a filmed future, and fortunately, the trail has already been blazed for us by home shopping leader QVC, which took over television and then digitally remastered itself for the web, perfecting the art of video-based sales. Today, we’re going to deconstruct what’s happening on QVC, and how and why you may need to learn to apply it as an SEO, local SEO, or business owner — sooner than you think.

Why video sales?

A series of developments and disruptions point to a future in which many product sales will be facilitated via video. Let’s have a look at them:

First, we all know that humans love video content so much, they’ve caused YouTube to be the #2 search engine.

Google has documented the growth of video searches for “which (product) should I buy”.

When we look beyond the US, we encounter the phenomenon that livestreaming e-commerce video has become in China, highly-monopolized by Alibaba’s Taobao and creating celebrities out of its hosts.

Meanwhile, within the US, the pandemic caused a 44% increase in digital shopping spend between 2019-2020. We moved online last year for both our basic needs and nonessentials like never before.

The pandemic has also caused physical local brands to implement digital shopping, blurring former online-to-offline (O2O) barriers to such a degree that Internet transactions are no longer the special property of virtual e-commerce companies. This weirdly-dubbed “phygital” phenomenon — which is making Google the nexus of Maps-based local product sales — can be seen as a boon to local brands that take advantage of the search engine’s famed user-to-business proximity bias to rank their inventory for nearby customers.

At least, Google hopes to be the nexus of all this. The truth is, Google is reacting strongly right now to consumers starting half of their product searches on Amazon instead of on Google. Are you seeing ads everywhere these days informing you that Google is the best place to shop? So am I. With that massive, lucrative local business index in their back pocket and with GMB listings long supporting video uploads, Google has recently:

Acquired Pointy to integrate with retail POS systems

Made product listings free

Amped up their nearby shopping filter

Attempted to insert themselves directly into consumers’ curbside pickup routines while integrating deeply into data partnerships with major grocery brands

Experienced massive growth in local business reviews, and just released an algorithmic update specific to product review content (look out, Amazon!)

Experimented with detecting products in YouTube videos amid rumors flying about product results appearing in YouTube

Been spotted experimenting beyond influencer cameo videos to product cameos in knowledge panels

Meanwhile, big brands everywhere are getting into video sales. Walmart leapt ahead in the shoppable video contest with their debut of Cookshop, in which celebrity chefs cook while consumers click on the interactive video cues to add ingredients to their shopping carts.

Crate & Barrel is tiptoeing into the pool with quick product romance videos that resemble perfume ads, in which models lounge about on lovely accent chairs, creating the aura of a lifestyle to be lived. Nordstrom is filming bite-sized home shopping channel-style product videos for their website and YouTube channel, complete with hosts.

And, smaller brands are experimenting with video-supported sales content, too. Check out Green Building Supply’s product videos for their eco-friendly home improvement inventory (with personable hosts). Absolute Domestics shows how SABs can use video to support sales of services rather than goods, as in this simple but nicely-produced video on what to expect from their cleaning service. Meanwhile, post-sales support videos are a persuasive value add from Purl Soho to help you master knitting techniques needed when you buy a pattern from them.

To sum up, at the deep end of the pool, live-streamed e-commerce and shoppable video are already in use by big brands, but smaller brands can wade in with basic static goods-and-services videos on their websites and social channels to support sales.

Now is the time to look for inspiration about what video sales could do for brands you market, and nobody — nobody — has more experience with all of this than QVC.

Why QVC?

“I didn’t even know QVC still existed,” more than one of my marketing colleagues has responded when I’ve pointed to the 35-year-old home shopping empire as the way of the future.

The truth is, I’d probably be sleeping on QVC, too, if it weren’t for my Irish ancestry having drawn me to their annual St. Patrick’s Day sales event for the past 30+ years to enjoy their made-in-Ireland product lineup.

About seven times more people with Irish roots live in the United States than on the actual island of Ireland, yet the shopping channel’s holiday broadcast is one of the few televised events tailored to our famous nostalgia for our old country home. My family tunes in every March for the craic of examining Aran Crafts sweaters, Nicholas Mosse pottery, Belleek china, and Solvar jewelry, while munching on cake made from my great-grandmother Cotter’s recipe. Sometimes we get so excited, we buy things, but for the past few years, I’ve mainly been actively studying how QVC sells these items with such stunning success.

“Stunning” is the word and the wakeup call

QVC, which is a subsidiary of Quarate Retail International, generated $11.47 billion in 2020 and as early as 2015, nearly half of those sales were taking place online — consistently placing the brand in the top 10 for e-commerce sales, including mobile sales. The company has 16.5 million consolidated customers worldwide, and marketers’ mouths will surely water to learn that 90% of QVC’s revenue comes from loyal repeat shoppers. The average QVC shopper makes between 22-25 purchases per year!

Figures like these, paired with QVC’s graceful pas de deux incorporating both TV remotes and mobile devices should command our attention long enough to study what they’ve done and how they’ve done it.

“Enjoy visiting Ireland, but buy your sweaters on QVC!”

While supplies last, I want to invite you to spend the next 10 minutes watching this Internet rebroadcast of a televised segment selling an Aran Crafts sweater, with your marketer’s eye on the magic happening in it. Watch this while imagining how it might translate as a static product or service video for a brand you’re marketing.

TL;DW? Here’s the breakdown of how QVC sells:

Main host

QVC hosts are personalities, many of whom have devoted fan bases. They’re trained in the products they sell, often visiting manufacturing plants to school themselves. When on air, the host juggles promoting a product and interacting with models, guest hosts, callers, and off-screen analysts. The host physically interacts with the product, highlights its features in abundant detail, and makes their sales pitch.

For our purposes, digital marketers are fully aware of the phenomenon of social influencers taking on celebrity status and being sought after as sales reps. At a more modest scale, small e-commerce companies (or any local business) that’s adopted digital sales models should identify one or more staff members with the necessary talents to become a video host for the brand.

You’ll need a spot of luck to secure relatable hosts. Just keep in mind that QVC’s secret formula is to get the viewer to ask, “Is this me?”, and that should help you match a host to your audience. This example of a nicely-done, low-key, densely-detailed presentation of a camping chair by a plainspoken host shows how simple and effective a short product video can be.

Guest hosts

Many QVC segments feature a representative from the brand associated with the product being sold. In our example, the guest host from Aran Crafts is a member of her family’s business, signing in remotely (due to the pandemic) to share the company’s story and build romance around the product.

Depending on the model you’re marketing, having a rep from any brand you resell would be an extra trust signal to convey via video sales. Think of the back-and-forth chat in a podcast and you’re almost there. Small retailers just reselling big brands may face a challenge here, but if you have a good portion of inventory from smaller companies and specialty or local manufacturers, definitely invite them to step in front of the camera with your host, as higher sales will benefit you both.

Models

Frequently, sales presentations include one or more models further interacting with the product. In our example, models are wearing these Irish sweaters while strolling around Ashford Castle. More romance.

Other segments feature models as subjects of various cosmetic treatments or as demonstrators of how merchandise is to be used. Models and demonstrators used to be standard in major American department stores. QVC brilliantly televised this incredible form of persuasion at about the same time it disappeared from real-world shopping in the US. Their sales figures prove just how huge the desire still is to see merchandise worn and used before buying.

For our scenario of creating online sales videos, such models could be a convincing extra in selling certain types of products, and many products should be demonstrated by the host or guest host. One thing I’ve not seen QVC do that I think e-commerce and O2O local brands definitely could do is a UGC approach of making your customer your model, demoing how they use your products in their real-world lives. Almost everybody can film themselves these days.

Callers

There are no live callers in our example, but QVC traditionally increases interactivity with the public with on-air phone calls.

If your sales videos are static, you’re not quite to the point of having to learn the art of handling live calls, but your product support phone and SMS numbers and links should be featured in every video.

Method

“If you go up there with the intent to sell, it’s all going to come crashing down around you...The real goal of QVC.... was to feel like a conversation between the host, the product specialist (us), and ‘Her’ – the woman age 35 to 65 who is sitting at home watching television.” - I went on air at QVC and sold something to America

There’s an element of magic to how QVC vends such a massive volume of products, but it’s all data-based. They’ve invested so heavily in understanding customer demographics that they’ve mastered exactly how to sell to them. Your consumer base may be totally different, but the key is to know your customer so well that you understand the exact approach to take when offering them your inventory of goods and services.

Another excerpt from the article cited above really gets this point across when talking about guest hosts:

“Our experienced guests tend to focus on the product. But our best guests are focused on the viewer. Is this for the viewer? Everything goes through that filter. And if you do that, everything comes out more naturally.”

Here at Moz, there may be Whiteboard Friday hosts you especially enjoy learning from. As a business owner or marketer, your job will be to identify talented people who can blend your brand culture with consumer research and translate that into a form of vending infotainment that succeeds with your particular shoppers. Successful QVC hosts make upwards of $500,000 a year for being so good at what they do.

Being good, in the sweater sample, means pairing QVC’s customer-centric, conversational selling method with USPs and an aura of scarcity. I’ll paraphrase the cues I heard:

“These sweaters are made exclusively for QVC” — a USP regarding rarity.

“Enjoy visiting Ireland, but buy your sweaters on QVC” — this is a strong USP based on having better prices than a traveler would find if buying direct from the manufacturer.

“Reviews read like a love letter to this sweater” — incorporating persuasive UGC into the pitch.

“Half of our supply is already gone; don’t wait to order if you want one of these” —- this creates a sense of urgency to prompt customers to buy right away.

Analytics

The example presentation probably looked quite seamless and simple to you. But what’s actually going on “behind the scenes” of a QVC sales segment is that the host is receiving earpiece cues on exactly how to shape the pitch.

QVC’s analytics track what’s called a “feverline” of reaction to each word the host says and each movement they make. Producers can tell in real time which verbal signals and gestures are causing sales spikes, and communicate to the host to repeat them. One host, for example, dances repeatedly while demoing food products because more customers buy when he does so.

For most of the brands you market, you’re not likely to be called upon to deliver analytical data on par with QVC’s mission control-style setup, but you will want to learn about video analytics and do A/B testing to measure performance of product pages with video vs. those with static images. As you progress, analytics should be able to tell you which hosts, guests, and products are yielding the best ROI.

Three O2O advantages

In a large 2020 survey of local business owners and marketers, Moz found that more than half of respondents intend to maintain pandemic-era services of convenience beyond the hoped-for end of COVID-19. I’d expect this number to be even higher if we reran the survey in mid-2021. Online-to-offline shopping falls in this category and readers of my column know I’m always looking for advantages specific to local businesses.

I see three ways local brands have a leg up on their virtual e-commerce cousins, including behemoths like Amazon and even QVC:

1. Limited local competition = better SERP visibility

Virtual e-commerce brands have to compete against a whole country or the world for SERP visibility. Google Shopping’s “available nearby” filter cuts your market down to local map-size, making it easier to capture the attention of customers nearest your business. If you’re one of the only local brands supporting sales of your goods and services via videos on your website, you’re really going to stand out in the cities you serve.

2. Limited local inventory = more convincing authenticity

QVC is certainly an impressive enterprise, but one drawback of their methodology, at least in my eyes, is that their hosts have to be endlessly excited about millions of products. The same host who is exuding enthusiasm one minute over an electric toothbrush is breathless with admiration over a flameless candle the next. While QVC’s amazingly loyal customers are clearly not put off by the bottomless supply of energy over every single product sold, I find I don’t quite believe that the joy is continuously genuine. In my recognition of the sales pitch tactics, the company feels big and remote to me.

70% of Americans say they want to shop small. Your advantage in marketing a local business is that it will have limited inventory and an owner and staff who can realistically convey authenticity to the video viewer about products the business has hand-selected to sell. A big chain supermarket wants me to believe all of its apples are crisp, but my local farmer telling me in a product video that this year’s crop is crisper than last year’s makes a world of believable difference.

3. Even a small boost in conversions = a big difference for local brands

Backlinko recently compiled this list of exciting video marketing statistics that I hope you’ll read in full. I want to excerpt a few that really caught my eye:

84% of consumers cite video as the convincing factor in purchases

Product videos can help e-commerce stores increase sales by up to 144%

96% of people have watched an explainer video to better understand a product they’re evaluating

The Local Search Association found that 53% of people contact a business after watching one of their videos and 71% of people who made a purchase had watched an online video from that brand

Including filmed content on an e-commerce page can increase the average order value by 50+%

Video on a landing page can grow its conversion rate by up to 80%

If the company you’re promoting is one of the only ones in your local market to seize the opportunities hinted at by these statistics, think of what a difference it would make to see conversions (including leads and sales) rise by even a fraction of these numbers. Moreover, if the standout UX and helpfulness of the “v-commerce” environment you create makes you memorable to customers, you could grow local loyalty to new levels as the best resource in a community, generating a recipe for retention that, if not quite as astonishing as QVC’s, is pretty amazing for your region.

Go n-éirí leat — good luck!

Like you, I’m longing for the time when all customers can safely return to shopping locally in-person, but I do agree with fellow analysts predicting that the taste we’ve gotten for the convenience of shipping and local home delivery, curbside pickup, and tele-meetings is one that consumers won’t simply abandon.

Sales videos tackle one of digital marketing’s largest challenges by letting customers see people interacting with products when they can’t do it themselves, and 2021 is a good year to begin your investigation of this promising medium. My top tip is to spend some time this week watching QVC on TV and examining how they’ve parlayed live broadcasts into static

product videos that sell inventory like hotcakes on their website. I’m wishing you the luck and intrepidity of the Irish in your video ventures!

Ready to learn more about video marketing? Try these resources:

17 Best Ecommerce Product Video Examples

The ABCs of Video Content

8 Beginner Tips for Making Professional-Looking Videos

How to Film Creative Product Videos

YouTube Dominates Google Video in 2020

How to Track YouTube Videos in Google Analytics Using Google Tag Manager in 4 Steps

Need to learn more about local search marketing before you start filming yourself and your products? Read The Essential Local SEO Strategy Guide.

[epackingvietnam]

Are You Ready to Sell Like QVC?

A photo. Some text. A shopping cart button.

It’s the setup you’ve been used to since you were Internet-years-old.

Electronic commerce has existed since the 1970s, passing through a prescient experimental phase of telephone-based TV shopping in the 1980s, and setting the tone for the future with Stephan Schambach’s 1990s invention of the first standardized online shopping software. US consumers spent $861.12 billion with online merchants in 2020. By making the “add to cart” ritual so familiar, it may seem like we’ve seen it all when it comes to digital commerce.

But hold onto your hats, because signs are emerging that we’re on the verge of the next online sales phase, akin to the 19th century leap from still photos to moving pictures.

If I’m right, with its standard product shots, conventional e-commerce will soon start to seem dull and dated in many categories compared to products sold via interactive video and further supported with post-purchase video.

Now is the time to prep for a filmed future, and fortunately, the trail has already been blazed for us by home shopping leader QVC, which took over television and then digitally remastered itself for the web, perfecting the art of video-based sales. Today, we’re going to deconstruct what’s happening on QVC, and how and why you may need to learn to apply it as an SEO, local SEO, or business owner — sooner than you think.

Why video sales?

A series of developments and disruptions point to a future in which many product sales will be facilitated via video. Let’s have a look at them:

First, we all know that humans love video content so much, they’ve caused YouTube to be the #2 search engine.

Google has documented the growth of video searches for “which (product) should I buy”.

When we look beyond the US, we encounter the phenomenon that livestreaming e-commerce video has become in China, highly-monopolized by Alibaba’s Taobao and creating celebrities out of its hosts.

Meanwhile, within the US, the pandemic caused a 44% increase in digital shopping spend between 2019-2020. We moved online last year for both our basic needs and nonessentials like never before.

The pandemic has also caused physical local brands to implement digital shopping, blurring former online-to-offline (O2O) barriers to such a degree that Internet transactions are no longer the special property of virtual e-commerce companies. This weirdly-dubbed “phygital” phenomenon — which is making Google the nexus of Maps-based local product sales — can be seen as a boon to local brands that take advantage of the search engine’s famed user-to-business proximity bias to rank their inventory for nearby customers.

At least, Google hopes to be the nexus of all this. The truth is, Google is reacting strongly right now to consumers starting half of their product searches on Amazon instead of on Google. Are you seeing ads everywhere these days informing you that Google is the best place to shop? So am I. With that massive, lucrative local business index in their back pocket and with GMB listings long supporting video uploads, Google has recently:

Acquired Pointy to integrate with retail POS systems

Made product listings free

Amped up their nearby shopping filter

Attempted to insert themselves directly into consumers’ curbside pickup routines while integrating deeply into data partnerships with major grocery brands

Experienced massive growth in local business reviews, and just released an algorithmic update specific to product review content (look out, Amazon!)

Experimented with detecting products in YouTube videos amid rumors flying about product results appearing in YouTube

Been spotted experimenting beyond influencer cameo videos to product cameos in knowledge panels

Meanwhile, big brands everywhere are getting into video sales. Walmart leapt ahead in the shoppable video contest with their debut of Cookshop, in which celebrity chefs cook while consumers click on the interactive video cues to add ingredients to their shopping carts.

Crate & Barrel is tiptoeing into the pool with quick product romance videos that resemble perfume ads, in which models lounge about on lovely accent chairs, creating the aura of a lifestyle to be lived. Nordstrom is filming bite-sized home shopping channel-style product videos for their website and YouTube channel, complete with hosts.

And, smaller brands are experimenting with video-supported sales content, too. Check out Green Building Supply’s product videos for their eco-friendly home improvement inventory (with personable hosts). Absolute Domestics shows how SABs can use video to support sales of services rather than goods, as in this simple but nicely-produced video on what to expect from their cleaning service. Meanwhile, post-sales support videos are a persuasive value add from Purl Soho to help you master knitting techniques needed when you buy a pattern from them.

To sum up, at the deep end of the pool, live-streamed e-commerce and shoppable video are already in use by big brands, but smaller brands can wade in with basic static goods-and-services videos on their websites and social channels to support sales.

Now is the time to look for inspiration about what video sales could do for brands you market, and nobody — nobody — has more experience with all of this than QVC.

Why QVC?

“I didn’t even know QVC still existed,” more than one of my marketing colleagues has responded when I’ve pointed to the 35-year-old home shopping empire as the way of the future.

The truth is, I’d probably be sleeping on QVC, too, if it weren’t for my Irish ancestry having drawn me to their annual St. Patrick’s Day sales event for the past 30+ years to enjoy their made-in-Ireland product lineup.

About seven times more people with Irish roots live in the United States than on the actual island of Ireland, yet the shopping channel’s holiday broadcast is one of the few televised events tailored to our famous nostalgia for our old country home. My family tunes in every March for the craic of examining Aran Crafts sweaters, Nicholas Mosse pottery, Belleek china, and Solvar jewelry, while munching on cake made from my great-grandmother Cotter’s recipe. Sometimes we get so excited, we buy things, but for the past few years, I’ve mainly been actively studying how QVC sells these items with such stunning success.

“Stunning” is the word and the wakeup call

QVC, which is a subsidiary of Quarate Retail International, generated $11.47 billion in 2020 and as early as 2015, nearly half of those sales were taking place online — consistently placing the brand in the top 10 for e-commerce sales, including mobile sales. The company has 16.5 million consolidated customers worldwide, and marketers’ mouths will surely water to learn that 90% of QVC’s revenue comes from loyal repeat shoppers. The average QVC shopper makes between 22-25 purchases per year!

Figures like these, paired with QVC’s graceful pas de deux incorporating both TV remotes and mobile devices should command our attention long enough to study what they’ve done and how they’ve done it.

“Enjoy visiting Ireland, but buy your sweaters on QVC!”

While supplies last, I want to invite you to spend the next 10 minutes watching this Internet rebroadcast of a televised segment selling an Aran Crafts sweater, with your marketer’s eye on the magic happening in it. Watch this while imagining how it might translate as a static product or service video for a brand you’re marketing.

TL;DW? Here’s the breakdown of how QVC sells:

Main host

QVC hosts are personalities, many of whom have devoted fan bases. They’re trained in the products they sell, often visiting manufacturing plants to school themselves. When on air, the host juggles promoting a product and interacting with models, guest hosts, callers, and off-screen analysts. The host physically interacts with the product, highlights its features in abundant detail, and makes their sales pitch.

For our purposes, digital marketers are fully aware of the phenomenon of social influencers taking on celebrity status and being sought after as sales reps. At a more modest scale, small e-commerce companies (or any local business) that’s adopted digital sales models should identify one or more staff members with the necessary talents to become a video host for the brand.

You’ll need a spot of luck to secure relatable hosts. Just keep in mind that QVC’s secret formula is to get the viewer to ask, “Is this me?”, and that should help you match a host to your audience. This example of a nicely-done, low-key, densely-detailed presentation of a camping chair by a plainspoken host shows how simple and effective a short product video can be.

Guest hosts

Many QVC segments feature a representative from the brand associated with the product being sold. In our example, the guest host from Aran Crafts is a member of her family’s business, signing in remotely (due to the pandemic) to share the company’s story and build romance around the product.

Depending on the model you’re marketing, having a rep from any brand you resell would be an extra trust signal to convey via video sales. Think of the back-and-forth chat in a podcast and you’re almost there. Small retailers just reselling big brands may face a challenge here, but if you have a good portion of inventory from smaller companies and specialty or local manufacturers, definitely invite them to step in front of the camera with your host, as higher sales will benefit you both.

Models

Frequently, sales presentations include one or more models further interacting with the product. In our example, models are wearing these Irish sweaters while strolling around Ashford Castle. More romance.

Other segments feature models as subjects of various cosmetic treatments or as demonstrators of how merchandise is to be used. Models and demonstrators used to be standard in major American department stores. QVC brilliantly televised this incredible form of persuasion at about the same time it disappeared from real-world shopping in the US. Their sales figures prove just how huge the desire still is to see merchandise worn and used before buying.

For our scenario of creating online sales videos, such models could be a convincing extra in selling certain types of products, and many products should be demonstrated by the host or guest host. One thing I’ve not seen QVC do that I think e-commerce and O2O local brands definitely could do is a UGC approach of making your customer your model, demoing how they use your products in their real-world lives. Almost everybody can film themselves these days.

Callers

There are no live callers in our example, but QVC traditionally increases interactivity with the public with on-air phone calls.

If your sales videos are static, you’re not quite to the point of having to learn the art of handling live calls, but your product support phone and SMS numbers and links should be featured in every video.

Method

“If you go up there with the intent to sell, it’s all going to come crashing down around you...The real goal of QVC.... was to feel like a conversation between the host, the product specialist (us), and ‘Her’ – the woman age 35 to 65 who is sitting at home watching television.” - I went on air at QVC and sold something to America

There’s an element of magic to how QVC vends such a massive volume of products, but it’s all data-based. They’ve invested so heavily in understanding customer demographics that they’ve mastered exactly how to sell to them. Your consumer base may be totally different, but the key is to know your customer so well that you understand the exact approach to take when offering them your inventory of goods and services.

Another excerpt from the article cited above really gets this point across when talking about guest hosts:

“Our experienced guests tend to focus on the product. But our best guests are focused on the viewer. Is this for the viewer? Everything goes through that filter. And if you do that, everything comes out more naturally.”

Here at Moz, there may be Whiteboard Friday hosts you especially enjoy learning from. As a business owner or marketer, your job will be to identify talented people who can blend your brand culture with consumer research and translate that into a form of vending infotainment that succeeds with your particular shoppers. Successful QVC hosts make upwards of $500,000 a year for being so good at what they do.

Being good, in the sweater sample, means pairing QVC’s customer-centric, conversational selling method with USPs and an aura of scarcity. I’ll paraphrase the cues I heard:

“These sweaters are made exclusively for QVC” — a USP regarding rarity.

“Enjoy visiting Ireland, but buy your sweaters on QVC” — this is a strong USP based on having better prices than a traveler would find if buying direct from the manufacturer.

“Reviews read like a love letter to this sweater” — incorporating persuasive UGC into the pitch.

“Half of our supply is already gone; don’t wait to order if you want one of these” —- this creates a sense of urgency to prompt customers to buy right away.

Analytics

The example presentation probably looked quite seamless and simple to you. But what’s actually going on “behind the scenes” of a QVC sales segment is that the host is receiving earpiece cues on exactly how to shape the pitch.

QVC’s analytics track what’s called a “feverline” of reaction to each word the host says and each movement they make. Producers can tell in real time which verbal signals and gestures are causing sales spikes, and communicate to the host to repeat them. One host, for example, dances repeatedly while demoing food products because more customers buy when he does so.

For most of the brands you market, you’re not likely to be called upon to deliver analytical data on par with QVC’s mission control-style setup, but you will want to learn about video analytics and do A/B testing to measure performance of product pages with video vs. those with static images. As you progress, analytics should be able to tell you which hosts, guests, and products are yielding the best ROI.

Three O2O advantages

In a large 2020 survey of local business owners and marketers, Moz found that more than half of respondents intend to maintain pandemic-era services of convenience beyond the hoped-for end of COVID-19. I’d expect this number to be even higher if we reran the survey in mid-2021. Online-to-offline shopping falls in this category and readers of my column know I’m always looking for advantages specific to local businesses.

I see three ways local brands have a leg up on their virtual e-commerce cousins, including behemoths like Amazon and even QVC:

1. Limited local competition = better SERP visibility

Virtual e-commerce brands have to compete against a whole country or the world for SERP visibility. Google Shopping’s “available nearby” filter cuts your market down to local map-size, making it easier to capture the attention of customers nearest your business. If you’re one of the only local brands supporting sales of your goods and services via videos on your website, you’re really going to stand out in the cities you serve.

2. Limited local inventory = more convincing authenticity

QVC is certainly an impressive enterprise, but one drawback of their methodology, at least in my eyes, is that their hosts have to be endlessly excited about millions of products. The same host who is exuding enthusiasm one minute over an electric toothbrush is breathless with admiration over a flameless candle the next. While QVC’s amazingly loyal customers are clearly not put off by the bottomless supply of energy over every single product sold, I find I don’t quite believe that the joy is continuously genuine. In my recognition of the sales pitch tactics, the company feels big and remote to me.

70% of Americans say they want to shop small. Your advantage in marketing a local business is that it will have limited inventory and an owner and staff who can realistically convey authenticity to the video viewer about products the business has hand-selected to sell. A big chain supermarket wants me to believe all of its apples are crisp, but my local farmer telling me in a product video that this year’s crop is crisper than last year’s makes a world of believable difference.

3. Even a small boost in conversions = a big difference for local brands

Backlinko recently compiled this list of exciting video marketing statistics that I hope you’ll read in full. I want to excerpt a few that really caught my eye:

84% of consumers cite video as the convincing factor in purchases

Product videos can help e-commerce stores increase sales by up to 144%

96% of people have watched an explainer video to better understand a product they’re evaluating

The Local Search Association found that 53% of people contact a business after watching one of their videos and 71% of people who made a purchase had watched an online video from that brand

Including filmed content on an e-commerce page can increase the average order value by 50+%

Video on a landing page can grow its conversion rate by up to 80%

If the company you’re promoting is one of the only ones in your local market to seize the opportunities hinted at by these statistics, think of what a difference it would make to see conversions (including leads and sales) rise by even a fraction of these numbers. Moreover, if the standout UX and helpfulness of the “v-commerce” environment you create makes you memorable to customers, you could grow local loyalty to new levels as the best resource in a community, generating a recipe for retention that, if not quite as astonishing as QVC’s, is pretty amazing for your region.

Go n-éirí leat — good luck!

Like you, I’m longing for the time when all customers can safely return to shopping locally in-person, but I do agree with fellow analysts predicting that the taste we’ve gotten for the convenience of shipping and local home delivery, curbside pickup, and tele-meetings is one that consumers won’t simply abandon.

Sales videos tackle one of digital marketing’s largest challenges by letting customers see people interacting with products when they can’t do it themselves, and 2021 is a good year to begin your investigation of this promising medium. My top tip is to spend some time this week watching QVC on TV and examining how they’ve parlayed live broadcasts into static

product videos that sell inventory like hotcakes on their website. I’m wishing you the luck and intrepidity of the Irish in your video ventures!

Ready to learn more about video marketing? Try these resources:

17 Best Ecommerce Product Video Examples

The ABCs of Video Content

8 Beginner Tips for Making Professional-Looking Videos

How to Film Creative Product Videos

YouTube Dominates Google Video in 2020

How to Track YouTube Videos in Google Analytics Using Google Tag Manager in 4 Steps

Need to learn more about local search marketing before you start filming yourself and your products? Read The Essential Local SEO Strategy Guide.

#túi_giấy_epacking_việt_nam #túi_giấy_epacking #in_túi_giấy_giá_rẻ #in_túi_giấy #epackingvietnam #tuigiayepacking

[bfxenon]

Are You Ready to Sell Like QVC?

A photo. Some text. A shopping cart button.

It’s the setup you’ve been used to since you were Internet-years-old.

Electronic commerce has existed since the 1970s, passing through a prescient experimental phase of telephone-based TV shopping in the 1980s, and setting the tone for the future with Stephan Schambach’s 1990s invention of the first standardized online shopping software. US consumers spent $861.12 billion with online merchants in 2020. By making the “add to cart” ritual so familiar, it may seem like we’ve seen it all when it comes to digital commerce.

But hold onto your hats, because signs are emerging that we’re on the verge of the next online sales phase, akin to the 19th century leap from still photos to moving pictures.

If I’m right, with its standard product shots, conventional e-commerce will soon start to seem dull and dated in many categories compared to products sold via interactive video and further supported with post-purchase video.

Now is the time to prep for a filmed future, and fortunately, the trail has already been blazed for us by home shopping leader QVC, which took over television and then digitally remastered itself for the web, perfecting the art of video-based sales. Today, we’re going to deconstruct what’s happening on QVC, and how and why you may need to learn to apply it as an SEO, local SEO, or business owner — sooner than you think.

Why video sales?

A series of developments and disruptions point to a future in which many product sales will be facilitated via video. Let’s have a look at them:

First, we all know that humans love video content so much, they’ve caused YouTube to be the #2 search engine.

Google has documented the growth of video searches for “which (product) should I buy”.

When we look beyond the US, we encounter the phenomenon that livestreaming e-commerce video has become in China, highly-monopolized by Alibaba’s Taobao and creating celebrities out of its hosts.

Meanwhile, within the US, the pandemic caused a 44% increase in digital shopping spend between 2019-2020. We moved online last year for both our basic needs and nonessentials like never before.

The pandemic has also caused physical local brands to implement digital shopping, blurring former online-to-offline (O2O) barriers to such a degree that Internet transactions are no longer the special property of virtual e-commerce companies. This weirdly-dubbed “phygital” phenomenon — which is making Google the nexus of Maps-based local product sales — can be seen as a boon to local brands that take advantage of the search engine’s famed user-to-business proximity bias to rank their inventory for nearby customers.

At least, Google hopes to be the nexus of all this. The truth is, Google is reacting strongly right now to consumers starting half of their product searches on Amazon instead of on Google. Are you seeing ads everywhere these days informing you that Google is the best place to shop? So am I. With that massive, lucrative local business index in their back pocket and with GMB listings long supporting video uploads, Google has recently:

Acquired Pointy to integrate with retail POS systems

Made product listings free

Amped up their nearby shopping filter

Attempted to insert themselves directly into consumers’ curbside pickup routines while integrating deeply into data partnerships with major grocery brands

Experienced massive growth in local business reviews, and just released an algorithmic update specific to product review content (look out, Amazon!)

Experimented with detecting products in YouTube videos amid rumors flying about product results appearing in YouTube

Been spotted experimenting beyond influencer cameo videos to product cameos in knowledge panels

Meanwhile, big brands everywhere are getting into video sales. Walmart leapt ahead in the shoppable video contest with their debut of Cookshop, in which celebrity chefs cook while consumers click on the interactive video cues to add ingredients to their shopping carts.

Crate & Barrel is tiptoeing into the pool with quick product romance videos that resemble perfume ads, in which models lounge about on lovely accent chairs, creating the aura of a lifestyle to be lived. Nordstrom is filming bite-sized home shopping channel-style product videos for their website and YouTube channel, complete with hosts.

And, smaller brands are experimenting with video-supported sales content, too. Check out Green Building Supply’s product videos for their eco-friendly home improvement inventory (with personable hosts). Absolute Domestics shows how SABs can use video to support sales of services rather than goods, as in this simple but nicely-produced video on what to expect from their cleaning service. Meanwhile, post-sales support videos are a persuasive value add from Purl Soho to help you master knitting techniques needed when you buy a pattern from them.

To sum up, at the deep end of the pool, live-streamed e-commerce and shoppable video are already in use by big brands, but smaller brands can wade in with basic static goods-and-services videos on their websites and social channels to support sales.

Now is the time to look for inspiration about what video sales could do for brands you market, and nobody — nobody — has more experience with all of this than QVC.

Why QVC?

“I didn’t even know QVC still existed,” more than one of my marketing colleagues has responded when I’ve pointed to the 35-year-old home shopping empire as the way of the future.

The truth is, I’d probably be sleeping on QVC, too, if it weren’t for my Irish ancestry having drawn me to their annual St. Patrick’s Day sales event for the past 30+ years to enjoy their made-in-Ireland product lineup.

About seven times more people with Irish roots live in the United States than on the actual island of Ireland, yet the shopping channel’s holiday broadcast is one of the few televised events tailored to our famous nostalgia for our old country home. My family tunes in every March for the craic of examining Aran Crafts sweaters, Nicholas Mosse pottery, Belleek china, and Solvar jewelry, while munching on cake made from my great-grandmother Cotter’s recipe. Sometimes we get so excited, we buy things, but for the past few years, I’ve mainly been actively studying how QVC sells these items with such stunning success.

“Stunning” is the word and the wakeup call

QVC, which is a subsidiary of Quarate Retail International, generated $11.47 billion in 2020 and as early as 2015, nearly half of those sales were taking place online — consistently placing the brand in the top 10 for e-commerce sales, including mobile sales. The company has 16.5 million consolidated customers worldwide, and marketers’ mouths will surely water to learn that 90% of QVC’s revenue comes from loyal repeat shoppers. The average QVC shopper makes between 22-25 purchases per year!

Figures like these, paired with QVC’s graceful pas de deux incorporating both TV remotes and mobile devices should command our attention long enough to study what they’ve done and how they’ve done it.

“Enjoy visiting Ireland, but buy your sweaters on QVC!”

While supplies last, I want to invite you to spend the next 10 minutes watching this Internet rebroadcast of a televised segment selling an Aran Crafts sweater, with your marketer’s eye on the magic happening in it. Watch this while imagining how it might translate as a static product or service video for a brand you’re marketing.

TL;DW? Here’s the breakdown of how QVC sells:

Main host

QVC hosts are personalities, many of whom have devoted fan bases. They’re trained in the products they sell, often visiting manufacturing plants to school themselves. When on air, the host juggles promoting a product and interacting with models, guest hosts, callers, and off-screen analysts. The host physically interacts with the product, highlights its features in abundant detail, and makes their sales pitch.

For our purposes, digital marketers are fully aware of the phenomenon of social influencers taking on celebrity status and being sought after as sales reps. At a more modest scale, small e-commerce companies (or any local business) that’s adopted digital sales models should identify one or more staff members with the necessary talents to become a video host for the brand.

You’ll need a spot of luck to secure relatable hosts. Just keep in mind that QVC’s secret formula is to get the viewer to ask, “Is this me?”, and that should help you match a host to your audience. This example of a nicely-done, low-key, densely-detailed presentation of a camping chair by a plainspoken host shows how simple and effective a short product video can be.

Guest hosts

Many QVC segments feature a representative from the brand associated with the product being sold. In our example, the guest host from Aran Crafts is a member of her family’s business, signing in remotely (due to the pandemic) to share the company’s story and build romance around the product.

Depending on the model you’re marketing, having a rep from any brand you resell would be an extra trust signal to convey via video sales. Think of the back-and-forth chat in a podcast and you’re almost there. Small retailers just reselling big brands may face a challenge here, but if you have a good portion of inventory from smaller companies and specialty or local manufacturers, definitely invite them to step in front of the camera with your host, as higher sales will benefit you both.

Models

Frequently, sales presentations include one or more models further interacting with the product. In our example, models are wearing these Irish sweaters while strolling around Ashford Castle. More romance.

Other segments feature models as subjects of various cosmetic treatments or as demonstrators of how merchandise is to be used. Models and demonstrators used to be standard in major American department stores. QVC brilliantly televised this incredible form of persuasion at about the same time it disappeared from real-world shopping in the US. Their sales figures prove just how huge the desire still is to see merchandise worn and used before buying.

For our scenario of creating online sales videos, such models could be a convincing extra in selling certain types of products, and many products should be demonstrated by the host or guest host. One thing I’ve not seen QVC do that I think e-commerce and O2O local brands definitely could do is a UGC approach of making your customer your model, demoing how they use your products in their real-world lives. Almost everybody can film themselves these days.

Callers

There are no live callers in our example, but QVC traditionally increases interactivity with the public with on-air phone calls.

If your sales videos are static, you’re not quite to the point of having to learn the art of handling live calls, but your product support phone and SMS numbers and links should be featured in every video.

Method

“If you go up there with the intent to sell, it’s all going to come crashing down around you...The real goal of QVC.... was to feel like a conversation between the host, the product specialist (us), and ‘Her’ – the woman age 35 to 65 who is sitting at home watching television.” - I went on air at QVC and sold something to America

There’s an element of magic to how QVC vends such a massive volume of products, but it’s all data-based. They’ve invested so heavily in understanding customer demographics that they’ve mastered exactly how to sell to them. Your consumer base may be totally different, but the key is to know your customer so well that you understand the exact approach to take when offering them your inventory of goods and services.

Another excerpt from the article cited above really gets this point across when talking about guest hosts:

“Our experienced guests tend to focus on the product. But our best guests are focused on the viewer. Is this for the viewer? Everything goes through that filter. And if you do that, everything comes out more naturally.”

Here at Moz, there may be Whiteboard Friday hosts you especially enjoy learning from. As a business owner or marketer, your job will be to identify talented people who can blend your brand culture with consumer research and translate that into a form of vending infotainment that succeeds with your particular shoppers. Successful QVC hosts make upwards of $500,000 a year for being so good at what they do.

Being good, in the sweater sample, means pairing QVC’s customer-centric, conversational selling method with USPs and an aura of scarcity. I’ll paraphrase the cues I heard:

“These sweaters are made exclusively for QVC” — a USP regarding rarity.

“Enjoy visiting Ireland, but buy your sweaters on QVC” — this is a strong USP based on having better prices than a traveler would find if buying direct from the manufacturer.

“Reviews read like a love letter to this sweater” — incorporating persuasive UGC into the pitch.

“Half of our supply is already gone; don’t wait to order if you want one of these” —- this creates a sense of urgency to prompt customers to buy right away.

Analytics

The example presentation probably looked quite seamless and simple to you. But what’s actually going on “behind the scenes” of a QVC sales segment is that the host is receiving earpiece cues on exactly how to shape the pitch.

QVC’s analytics track what’s called a “feverline” of reaction to each word the host says and each movement they make. Producers can tell in real time which verbal signals and gestures are causing sales spikes, and communicate to the host to repeat them. One host, for example, dances repeatedly while demoing food products because more customers buy when he does so.

For most of the brands you market, you’re not likely to be called upon to deliver analytical data on par with QVC’s mission control-style setup, but you will want to learn about video analytics and do A/B testing to measure performance of product pages with video vs. those with static images. As you progress, analytics should be able to tell you which hosts, guests, and products are yielding the best ROI.

Three O2O advantages

In a large 2020 survey of local business owners and marketers, Moz found that more than half of respondents intend to maintain pandemic-era services of convenience beyond the hoped-for end of COVID-19. I’d expect this number to be even higher if we reran the survey in mid-2021. Online-to-offline shopping falls in this category and readers of my column know I’m always looking for advantages specific to local businesses.

I see three ways local brands have a leg up on their virtual e-commerce cousins, including behemoths like Amazon and even QVC:

1. Limited local competition = better SERP visibility

Virtual e-commerce brands have to compete against a whole country or the world for SERP visibility. Google Shopping’s “available nearby” filter cuts your market down to local map-size, making it easier to capture the attention of customers nearest your business. If you’re one of the only local brands supporting sales of your goods and services via videos on your website, you’re really going to stand out in the cities you serve.

2. Limited local inventory = more convincing authenticity

QVC is certainly an impressive enterprise, but one drawback of their methodology, at least in my eyes, is that their hosts have to be endlessly excited about millions of products. The same host who is exuding enthusiasm one minute over an electric toothbrush is breathless with admiration over a flameless candle the next. While QVC’s amazingly loyal customers are clearly not put off by the bottomless supply of energy over every single product sold, I find I don’t quite believe that the joy is continuously genuine. In my recognition of the sales pitch tactics, the company feels big and remote to me.

70% of Americans say they want to shop small. Your advantage in marketing a local business is that it will have limited inventory and an owner and staff who can realistically convey authenticity to the video viewer about products the business has hand-selected to sell. A big chain supermarket wants me to believe all of its apples are crisp, but my local farmer telling me in a product video that this year’s crop is crisper than last year’s makes a world of believable difference.

3. Even a small boost in conversions = a big difference for local brands

Backlinko recently compiled this list of exciting video marketing statistics that I hope you’ll read in full. I want to excerpt a few that really caught my eye:

84% of consumers cite video as the convincing factor in purchases

Product videos can help e-commerce stores increase sales by up to 144%

96% of people have watched an explainer video to better understand a product they’re evaluating

The Local Search Association found that 53% of people contact a business after watching one of their videos and 71% of people who made a purchase had watched an online video from that brand

Including filmed content on an e-commerce page can increase the average order value by 50+%

Video on a landing page can grow its conversion rate by up to 80%

If the company you’re promoting is one of the only ones in your local market to seize the opportunities hinted at by these statistics, think of what a difference it would make to see conversions (including leads and sales) rise by even a fraction of these numbers. Moreover, if the standout UX and helpfulness of the “v-commerce” environment you create makes you memorable to customers, you could grow local loyalty to new levels as the best resource in a community, generating a recipe for retention that, if not quite as astonishing as QVC’s, is pretty amazing for your region.

Go n-éirí leat — good luck!

Like you, I’m longing for the time when all customers can safely return to shopping locally in-person, but I do agree with fellow analysts predicting that the taste we’ve gotten for the convenience of shipping and local home delivery, curbside pickup, and tele-meetings is one that consumers won’t simply abandon.

Sales videos tackle one of digital marketing’s largest challenges by letting customers see people interacting with products when they can’t do it themselves, and 2021 is a good year to begin your investigation of this promising medium. My top tip is to spend some time this week watching QVC on TV and examining how they’ve parlayed live broadcasts into static

product videos that sell inventory like hotcakes on their website. I’m wishing you the luck and intrepidity of the Irish in your video ventures!

Ready to learn more about video marketing? Try these resources:

17 Best Ecommerce Product Video Examples

The ABCs of Video Content

8 Beginner Tips for Making Professional-Looking Videos

How to Film Creative Product Videos

YouTube Dominates Google Video in 2020

How to Track YouTube Videos in Google Analytics Using Google Tag Manager in 4 Steps

Need to learn more about local search marketing before you start filming yourself and your products? Read The Essential Local SEO Strategy Guide.

[nutrifami]

Are You Ready to Sell Like QVC?

A photo. Some text. A shopping cart button.

It’s the setup you’ve been used to since you were Internet-years-old.

Electronic commerce has existed since the 1970s, passing through a prescient experimental phase of telephone-based TV shopping in the 1980s, and setting the tone for the future with Stephan Schambach’s 1990s invention of the first standardized online shopping software. US consumers spent $861.12 billion with online merchants in 2020. By making the “add to cart” ritual so familiar, it may seem like we’ve seen it all when it comes to digital commerce.

But hold onto your hats, because signs are emerging that we’re on the verge of the next online sales phase, akin to the 19th century leap from still photos to moving pictures.

If I’m right, with its standard product shots, conventional e-commerce will soon start to seem dull and dated in many categories compared to products sold via interactive video and further supported with post-purchase video.

Now is the time to prep for a filmed future, and fortunately, the trail has already been blazed for us by home shopping leader QVC, which took over television and then digitally remastered itself for the web, perfecting the art of video-based sales. Today, we’re going to deconstruct what’s happening on QVC, and how and why you may need to learn to apply it as an SEO, local SEO, or business owner — sooner than you think.

Why video sales?

A series of developments and disruptions point to a future in which many product sales will be facilitated via video. Let’s have a look at them:

First, we all know that humans love video content so much, they’ve caused YouTube to be the #2 search engine.

Google has documented the growth of video searches for “which (product) should I buy”.

When we look beyond the US, we encounter the phenomenon that livestreaming e-commerce video has become in China, highly-monopolized by Alibaba’s Taobao and creating celebrities out of its hosts.

Meanwhile, within the US, the pandemic caused a 44% increase in digital shopping spend between 2019-2020. We moved online last year for both our basic needs and nonessentials like never before.

The pandemic has also caused physical local brands to implement digital shopping, blurring former online-to-offline (O2O) barriers to such a degree that Internet transactions are no longer the special property of virtual e-commerce companies. This weirdly-dubbed “phygital” phenomenon — which is making Google the nexus of Maps-based local product sales — can be seen as a boon to local brands that take advantage of the search engine’s famed user-to-business proximity bias to rank their inventory for nearby customers.

At least, Google hopes to be the nexus of all this. The truth is, Google is reacting strongly right now to consumers starting half of their product searches on Amazon instead of on Google. Are you seeing ads everywhere these days informing you that Google is the best place to shop? So am I. With that massive, lucrative local business index in their back pocket and with GMB listings long supporting video uploads, Google has recently:

Acquired Pointy to integrate with retail POS systems

Made product listings free

Amped up their nearby shopping filter

Attempted to insert themselves directly into consumers’ curbside pickup routines while integrating deeply into data partnerships with major grocery brands

Experienced massive growth in local business reviews, and just released an algorithmic update specific to product review content (look out, Amazon!)

Experimented with detecting products in YouTube videos amid rumors flying about product results appearing in YouTube

Been spotted experimenting beyond influencer cameo videos to product cameos in knowledge panels

Meanwhile, big brands everywhere are getting into video sales. Walmart leapt ahead in the shoppable video contest with their debut of Cookshop, in which celebrity chefs cook while consumers click on the interactive video cues to add ingredients to their shopping carts.

Crate & Barrel is tiptoeing into the pool with quick product romance videos that resemble perfume ads, in which models lounge about on lovely accent chairs, creating the aura of a lifestyle to be lived. Nordstrom is filming bite-sized home shopping channel-style product videos for their website and YouTube channel, complete with hosts.

And, smaller brands are experimenting with video-supported sales content, too. Check out Green Building Supply’s product videos for their eco-friendly home improvement inventory (with personable hosts). Absolute Domestics shows how SABs can use video to support sales of services rather than goods, as in this simple but nicely-produced video on what to expect from their cleaning service. Meanwhile, post-sales support videos are a persuasive value add from Purl Soho to help you master knitting techniques needed when you buy a pattern from them.

To sum up, at the deep end of the pool, live-streamed e-commerce and shoppable video are already in use by big brands, but smaller brands can wade in with basic static goods-and-services videos on their websites and social channels to support sales.

Now is the time to look for inspiration about what video sales could do for brands you market, and nobody — nobody — has more experience with all of this than QVC.

Why QVC?

“I didn’t even know QVC still existed,” more than one of my marketing colleagues has responded when I’ve pointed to the 35-year-old home shopping empire as the way of the future.

The truth is, I’d probably be sleeping on QVC, too, if it weren’t for my Irish ancestry having drawn me to their annual St. Patrick’s Day sales event for the past 30+ years to enjoy their made-in-Ireland product lineup.

About seven times more people with Irish roots live in the United States than on the actual island of Ireland, yet the shopping channel’s holiday broadcast is one of the few televised events tailored to our famous nostalgia for our old country home. My family tunes in every March for the craic of examining Aran Crafts sweaters, Nicholas Mosse pottery, Belleek china, and Solvar jewelry, while munching on cake made from my great-grandmother Cotter’s recipe. Sometimes we get so excited, we buy things, but for the past few years, I’ve mainly been actively studying how QVC sells these items with such stunning success.

“Stunning” is the word and the wakeup call

QVC, which is a subsidiary of Quarate Retail International, generated $11.47 billion in 2020 and as early as 2015, nearly half of those sales were taking place online — consistently placing the brand in the top 10 for e-commerce sales, including mobile sales. The company has 16.5 million consolidated customers worldwide, and marketers’ mouths will surely water to learn that 90% of QVC’s revenue comes from loyal repeat shoppers. The average QVC shopper makes between 22-25 purchases per year!

Figures like these, paired with QVC’s graceful pas de deux incorporating both TV remotes and mobile devices should command our attention long enough to study what they’ve done and how they’ve done it.

“Enjoy visiting Ireland, but buy your sweaters on QVC!”

While supplies last, I want to invite you to spend the next 10 minutes watching this Internet rebroadcast of a televised segment selling an Aran Crafts sweater, with your marketer’s eye on the magic happening in it. Watch this while imagining how it might translate as a static product or service video for a brand you’re marketing.

TL;DW? Here’s the breakdown of how QVC sells:

Main host

QVC hosts are personalities, many of whom have devoted fan bases. They’re trained in the products they sell, often visiting manufacturing plants to school themselves. When on air, the host juggles promoting a product and interacting with models, guest hosts, callers, and off-screen analysts. The host physically interacts with the product, highlights its features in abundant detail, and makes their sales pitch.

For our purposes, digital marketers are fully aware of the phenomenon of social influencers taking on celebrity status and being sought after as sales reps. At a more modest scale, small e-commerce companies (or any local business) that’s adopted digital sales models should identify one or more staff members with the necessary talents to become a video host for the brand.

You’ll need a spot of luck to secure relatable hosts. Just keep in mind that QVC’s secret formula is to get the viewer to ask, “Is this me?”, and that should help you match a host to your audience. This example of a nicely-done, low-key, densely-detailed presentation of a camping chair by a plainspoken host shows how simple and effective a short product video can be.

Guest hosts

Many QVC segments feature a representative from the brand associated with the product being sold. In our example, the guest host from Aran Crafts is a member of her family’s business, signing in remotely (due to the pandemic) to share the company’s story and build romance around the product.

Depending on the model you’re marketing, having a rep from any brand you resell would be an extra trust signal to convey via video sales. Think of the back-and-forth chat in a podcast and you’re almost there. Small retailers just reselling big brands may face a challenge here, but if you have a good portion of inventory from smaller companies and specialty or local manufacturers, definitely invite them to step in front of the camera with your host, as higher sales will benefit you both.

Models

Frequently, sales presentations include one or more models further interacting with the product. In our example, models are wearing these Irish sweaters while strolling around Ashford Castle. More romance.

Other segments feature models as subjects of various cosmetic treatments or as demonstrators of how merchandise is to be used. Models and demonstrators used to be standard in major American department stores. QVC brilliantly televised this incredible form of persuasion at about the same time it disappeared from real-world shopping in the US. Their sales figures prove just how huge the desire still is to see merchandise worn and used before buying.

For our scenario of creating online sales videos, such models could be a convincing extra in selling certain types of products, and many products should be demonstrated by the host or guest host. One thing I’ve not seen QVC do that I think e-commerce and O2O local brands definitely could do is a UGC approach of making your customer your model, demoing how they use your products in their real-world lives. Almost everybody can film themselves these days.

Callers

There are no live callers in our example, but QVC traditionally increases interactivity with the public with on-air phone calls.

If your sales videos are static, you’re not quite to the point of having to learn the art of handling live calls, but your product support phone and SMS numbers and links should be featured in every video.

Method

“If you go up there with the intent to sell, it’s all going to come crashing down around you...The real goal of QVC.... was to feel like a conversation between the host, the product specialist (us), and ‘Her’ – the woman age 35 to 65 who is sitting at home watching television.” - I went on air at QVC and sold something to America

There’s an element of magic to how QVC vends such a massive volume of products, but it’s all data-based. They’ve invested so heavily in understanding customer demographics that they’ve mastered exactly how to sell to them. Your consumer base may be totally different, but the key is to know your customer so well that you understand the exact approach to take when offering them your inventory of goods and services.

Another excerpt from the article cited above really gets this point across when talking about guest hosts:

“Our experienced guests tend to focus on the product. But our best guests are focused on the viewer. Is this for the viewer? Everything goes through that filter. And if you do that, everything comes out more naturally.”

Here at Moz, there may be Whiteboard Friday hosts you especially enjoy learning from. As a business owner or marketer, your job will be to identify talented people who can blend your brand culture with consumer research and translate that into a form of vending infotainment that succeeds with your particular shoppers. Successful QVC hosts make upwards of $500,000 a year for being so good at what they do.

Being good, in the sweater sample, means pairing QVC’s customer-centric, conversational selling method with USPs and an aura of scarcity. I’ll paraphrase the cues I heard:

“These sweaters are made exclusively for QVC” — a USP regarding rarity.

“Enjoy visiting Ireland, but buy your sweaters on QVC” — this is a strong USP based on having better prices than a traveler would find if buying direct from the manufacturer.

“Reviews read like a love letter to this sweater” — incorporating persuasive UGC into the pitch.

“Half of our supply is already gone; don’t wait to order if you want one of these” —- this creates a sense of urgency to prompt customers to buy right away.

Analytics

The example presentation probably looked quite seamless and simple to you. But what’s actually going on “behind the scenes” of a QVC sales segment is that the host is receiving earpiece cues on exactly how to shape the pitch.

QVC’s analytics track what’s called a “feverline” of reaction to each word the host says and each movement they make. Producers can tell in real time which verbal signals and gestures are causing sales spikes, and communicate to the host to repeat them. One host, for example, dances repeatedly while demoing food products because more customers buy when he does so.

For most of the brands you market, you’re not likely to be called upon to deliver analytical data on par with QVC’s mission control-style setup, but you will want to learn about video analytics and do A/B testing to measure performance of product pages with video vs. those with static images. As you progress, analytics should be able to tell you which hosts, guests, and products are yielding the best ROI.

Three O2O advantages

In a large 2020 survey of local business owners and marketers, Moz found that more than half of respondents intend to maintain pandemic-era services of convenience beyond the hoped-for end of COVID-19. I’d expect this number to be even higher if we reran the survey in mid-2021. Online-to-offline shopping falls in this category and readers of my column know I’m always looking for advantages specific to local businesses.

I see three ways local brands have a leg up on their virtual e-commerce cousins, including behemoths like Amazon and even QVC:

1. Limited local competition = better SERP visibility

Virtual e-commerce brands have to compete against a whole country or the world for SERP visibility. Google Shopping’s “available nearby” filter cuts your market down to local map-size, making it easier to capture the attention of customers nearest your business. If you’re one of the only local brands supporting sales of your goods and services via videos on your website, you’re really going to stand out in the cities you serve.

2. Limited local inventory = more convincing authenticity

QVC is certainly an impressive enterprise, but one drawback of their methodology, at least in my eyes, is that their hosts have to be endlessly excited about millions of products. The same host who is exuding enthusiasm one minute over an electric toothbrush is breathless with admiration over a flameless candle the next. While QVC’s amazingly loyal customers are clearly not put off by the bottomless supply of energy over every single product sold, I find I don’t quite believe that the joy is continuously genuine. In my recognition of the sales pitch tactics, the company feels big and remote to me.

70% of Americans say they want to shop small. Your advantage in marketing a local business is that it will have limited inventory and an owner and staff who can realistically convey authenticity to the video viewer about products the business has hand-selected to sell. A big chain supermarket wants me to believe all of its apples are crisp, but my local farmer telling me in a product video that this year’s crop is crisper than last year’s makes a world of believable difference.

3. Even a small boost in conversions = a big difference for local brands

Backlinko recently compiled this list of exciting video marketing statistics that I hope you’ll read in full. I want to excerpt a few that really caught my eye:

84% of consumers cite video as the convincing factor in purchases

Product videos can help e-commerce stores increase sales by up to 144%

96% of people have watched an explainer video to better understand a product they’re evaluating

The Local Search Association found that 53% of people contact a business after watching one of their videos and 71% of people who made a purchase had watched an online video from that brand

Including filmed content on an e-commerce page can increase the average order value by 50+%

Video on a landing page can grow its conversion rate by up to 80%

If the company you’re promoting is one of the only ones in your local market to seize the opportunities hinted at by these statistics, think of what a difference it would make to see conversions (including leads and sales) rise by even a fraction of these numbers. Moreover, if the standout UX and helpfulness of the “v-commerce” environment you create makes you memorable to customers, you could grow local loyalty to new levels as the best resource in a community, generating a recipe for retention that, if not quite as astonishing as QVC’s, is pretty amazing for your region.

Go n-éirí leat — good luck!

Like you, I’m longing for the time when all customers can safely return to shopping locally in-person, but I do agree with fellow analysts predicting that the taste we’ve gotten for the convenience of shipping and local home delivery, curbside pickup, and tele-meetings is one that consumers won’t simply abandon.

Sales videos tackle one of digital marketing’s largest challenges by letting customers see people interacting with products when they can’t do it themselves, and 2021 is a good year to begin your investigation of this promising medium. My top tip is to spend some time this week watching QVC on TV and examining how they’ve parlayed live broadcasts into static

product videos that sell inventory like hotcakes on their website. I’m wishing you the luck and intrepidity of the Irish in your video ventures!

Ready to learn more about video marketing? Try these resources:

17 Best Ecommerce Product Video Examples

The ABCs of Video Content

8 Beginner Tips for Making Professional-Looking Videos

How to Film Creative Product Videos

YouTube Dominates Google Video in 2020

How to Track YouTube Videos in Google Analytics Using Google Tag Manager in 4 Steps

Need to learn more about local search marketing before you start filming yourself and your products? Read The Essential Local SEO Strategy Guide.

[xaydungtruonggia]

Are You Ready to Sell Like QVC?

A photo. Some text. A shopping cart button.

It’s the setup you’ve been used to since you were Internet-years-old.

Electronic commerce has existed since the 1970s, passing through a prescient experimental phase of telephone-based TV shopping in the 1980s, and setting the tone for the future with Stephan Schambach’s 1990s invention of the first standardized online shopping software. US consumers spent $861.12 billion with online merchants in 2020. By making the “add to cart” ritual so familiar, it may seem like we’ve seen it all when it comes to digital commerce.

But hold onto your hats, because signs are emerging that we’re on the verge of the next online sales phase, akin to the 19th century leap from still photos to moving pictures.

If I’m right, with its standard product shots, conventional e-commerce will soon start to seem dull and dated in many categories compared to products sold via interactive video and further supported with post-purchase video.

Now is the time to prep for a filmed future, and fortunately, the trail has already been blazed for us by home shopping leader QVC, which took over television and then digitally remastered itself for the web, perfecting the art of video-based sales. Today, we’re going to deconstruct what’s happening on QVC, and how and why you may need to learn to apply it as an SEO, local SEO, or business owner — sooner than you think.

Why video sales?

A series of developments and disruptions point to a future in which many product sales will be facilitated via video. Let’s have a look at them:

First, we all know that humans love video content so much, they’ve caused YouTube to be the #2 search engine.

Google has documented the growth of video searches for “which (product) should I buy”.

When we look beyond the US, we encounter the phenomenon that livestreaming e-commerce video has become in China, highly-monopolized by Alibaba’s Taobao and creating celebrities out of its hosts.

Meanwhile, within the US, the pandemic caused a 44% increase in digital shopping spend between 2019-2020. We moved online last year for both our basic needs and nonessentials like never before.

The pandemic has also caused physical local brands to implement digital shopping, blurring former online-to-offline (O2O) barriers to such a degree that Internet transactions are no longer the special property of virtual e-commerce companies. This weirdly-dubbed “phygital” phenomenon — which is making Google the nexus of Maps-based local product sales — can be seen as a boon to local brands that take advantage of the search engine’s famed user-to-business proximity bias to rank their inventory for nearby customers.

At least, Google hopes to be the nexus of all this. The truth is, Google is reacting strongly right now to consumers starting half of their product searches on Amazon instead of on Google. Are you seeing ads everywhere these days informing you that Google is the best place to shop? So am I. With that massive, lucrative local business index in their back pocket and with GMB listings long supporting video uploads, Google has recently:

Acquired Pointy to integrate with retail POS systems

Made product listings free

Amped up their nearby shopping filter

Attempted to insert themselves directly into consumers’ curbside pickup routines while integrating deeply into data partnerships with major grocery brands

Experienced massive growth in local business reviews, and just released an algorithmic update specific to product review content (look out, Amazon!)

Experimented with detecting products in YouTube videos amid rumors flying about product results appearing in YouTube

Been spotted experimenting beyond influencer cameo videos to product cameos in knowledge panels

Meanwhile, big brands everywhere are getting into video sales. Walmart leapt ahead in the shoppable video contest with their debut of Cookshop, in which celebrity chefs cook while consumers click on the interactive video cues to add ingredients to their shopping carts.

Crate & Barrel is tiptoeing into the pool with quick product romance videos that resemble perfume ads, in which models lounge about on lovely accent chairs, creating the aura of a lifestyle to be lived. Nordstrom is filming bite-sized home shopping channel-style product videos for their website and YouTube channel, complete with hosts.

And, smaller brands are experimenting with video-supported sales content, too. Check out Green Building Supply’s product videos for their eco-friendly home improvement inventory (with personable hosts). Absolute Domestics shows how SABs can use video to support sales of services rather than goods, as in this simple but nicely-produced video on what to expect from their cleaning service. Meanwhile, post-sales support videos are a persuasive value add from Purl Soho to help you master knitting techniques needed when you buy a pattern from them.

To sum up, at the deep end of the pool, live-streamed e-commerce and shoppable video are already in use by big brands, but smaller brands can wade in with basic static goods-and-services videos on their websites and social channels to support sales.

Now is the time to look for inspiration about what video sales could do for brands you market, and nobody — nobody — has more experience with all of this than QVC.

Why QVC?

“I didn’t even know QVC still existed,” more than one of my marketing colleagues has responded when I’ve pointed to the 35-year-old home shopping empire as the way of the future.

The truth is, I’d probably be sleeping on QVC, too, if it weren’t for my Irish ancestry having drawn me to their annual St. Patrick’s Day sales event for the past 30+ years to enjoy their made-in-Ireland product lineup.

About seven times more people with Irish roots live in the United States than on the actual island of Ireland, yet the shopping channel’s holiday broadcast is one of the few televised events tailored to our famous nostalgia for our old country home. My family tunes in every March for the craic of examining Aran Crafts sweaters, Nicholas Mosse pottery, Belleek china, and Solvar jewelry, while munching on cake made from my great-grandmother Cotter’s recipe. Sometimes we get so excited, we buy things, but for the past few years, I’ve mainly been actively studying how QVC sells these items with such stunning success.

“Stunning” is the word and the wakeup call

QVC, which is a subsidiary of Quarate Retail International, generated $11.47 billion in 2020 and as early as 2015, nearly half of those sales were taking place online — consistently placing the brand in the top 10 for e-commerce sales, including mobile sales. The company has 16.5 million consolidated customers worldwide, and marketers’ mouths will surely water to learn that 90% of QVC’s revenue comes from loyal repeat shoppers. The average QVC shopper makes between 22-25 purchases per year!

Figures like these, paired with QVC’s graceful pas de deux incorporating both TV remotes and mobile devices should command our attention long enough to study what they’ve done and how they’ve done it.

“Enjoy visiting Ireland, but buy your sweaters on QVC!”

While supplies last, I want to invite you to spend the next 10 minutes watching this Internet rebroadcast of a televised segment selling an Aran Crafts sweater, with your marketer’s eye on the magic happening in it. Watch this while imagining how it might translate as a static product or service video for a brand you’re marketing.

TL;DW? Here’s the breakdown of how QVC sells:

Main host

QVC hosts are personalities, many of whom have devoted fan bases. They’re trained in the products they sell, often visiting manufacturing plants to school themselves. When on air, the host juggles promoting a product and interacting with models, guest hosts, callers, and off-screen analysts. The host physically interacts with the product, highlights its features in abundant detail, and makes their sales pitch.

For our purposes, digital marketers are fully aware of the phenomenon of social influencers taking on celebrity status and being sought after as sales reps. At a more modest scale, small e-commerce companies (or any local business) that’s adopted digital sales models should identify one or more staff members with the necessary talents to become a video host for the brand.

You’ll need a spot of luck to secure relatable hosts. Just keep in mind that QVC’s secret formula is to get the viewer to ask, “Is this me?”, and that should help you match a host to your audience. This example of a nicely-done, low-key, densely-detailed presentation of a camping chair by a plainspoken host shows how simple and effective a short product video can be.

Guest hosts

Many QVC segments feature a representative from the brand associated with the product being sold. In our example, the guest host from Aran Crafts is a member of her family’s business, signing in remotely (due to the pandemic) to share the company’s story and build romance around the product.

Depending on the model you’re marketing, having a rep from any brand you resell would be an extra trust signal to convey via video sales. Think of the back-and-forth chat in a podcast and you’re almost there. Small retailers just reselling big brands may face a challenge here, but if you have a good portion of inventory from smaller companies and specialty or local manufacturers, definitely invite them to step in front of the camera with your host, as higher sales will benefit you both.

Models

Frequently, sales presentations include one or more models further interacting with the product. In our example, models are wearing these Irish sweaters while strolling around Ashford Castle. More romance.

Other segments feature models as subjects of various cosmetic treatments or as demonstrators of how merchandise is to be used. Models and demonstrators used to be standard in major American department stores. QVC brilliantly televised this incredible form of persuasion at about the same time it disappeared from real-world shopping in the US. Their sales figures prove just how huge the desire still is to see merchandise worn and used before buying.

For our scenario of creating online sales videos, such models could be a convincing extra in selling certain types of products, and many products should be demonstrated by the host or guest host. One thing I’ve not seen QVC do that I think e-commerce and O2O local brands definitely could do is a UGC approach of making your customer your model, demoing how they use your products in their real-world lives. Almost everybody can film themselves these days.

Callers

There are no live callers in our example, but QVC traditionally increases interactivity with the public with on-air phone calls.

If your sales videos are static, you’re not quite to the point of having to learn the art of handling live calls, but your product support phone and SMS numbers and links should be featured in every video.

Method

“If you go up there with the intent to sell, it’s all going to come crashing down around you...The real goal of QVC.... was to feel like a conversation between the host, the product specialist (us), and ‘Her’ – the woman age 35 to 65 who is sitting at home watching television.” - I went on air at QVC and sold something to America

There’s an element of magic to how QVC vends such a massive volume of products, but it’s all data-based. They’ve invested so heavily in understanding customer demographics that they’ve mastered exactly how to sell to them. Your consumer base may be totally different, but the key is to know your customer so well that you understand the exact approach to take when offering them your inventory of goods and services.

Another excerpt from the article cited above really gets this point across when talking about guest hosts:

“Our experienced guests tend to focus on the product. But our best guests are focused on the viewer. Is this for the viewer? Everything goes through that filter. And if you do that, everything comes out more naturally.”

Here at Moz, there may be Whiteboard Friday hosts you especially enjoy learning from. As a business owner or marketer, your job will be to identify talented people who can blend your brand culture with consumer research and translate that into a form of vending infotainment that succeeds with your particular shoppers. Successful QVC hosts make upwards of $500,000 a year for being so good at what they do.

Being good, in the sweater sample, means pairing QVC’s customer-centric, conversational selling method with USPs and an aura of scarcity. I’ll paraphrase the cues I heard:

“These sweaters are made exclusively for QVC” — a USP regarding rarity.

“Enjoy visiting Ireland, but buy your sweaters on QVC” — this is a strong USP based on having better prices than a traveler would find if buying direct from the manufacturer.

“Reviews read like a love letter to this sweater” — incorporating persuasive UGC into the pitch.

“Half of our supply is already gone; don’t wait to order if you want one of these” —- this creates a sense of urgency to prompt customers to buy right away.

Analytics

The example presentation probably looked quite seamless and simple to you. But what’s actually going on “behind the scenes” of a QVC sales segment is that the host is receiving earpiece cues on exactly how to shape the pitch.

QVC’s analytics track what’s called a “feverline” of reaction to each word the host says and each movement they make. Producers can tell in real time which verbal signals and gestures are causing sales spikes, and communicate to the host to repeat them. One host, for example, dances repeatedly while demoing food products because more customers buy when he does so.

For most of the brands you market, you’re not likely to be called upon to deliver analytical data on par with QVC’s mission control-style setup, but you will want to learn about video analytics and do A/B testing to measure performance of product pages with video vs. those with static images. As you progress, analytics should be able to tell you which hosts, guests, and products are yielding the best ROI.

Three O2O advantages

In a large 2020 survey of local business owners and marketers, Moz found that more than half of respondents intend to maintain pandemic-era services of convenience beyond the hoped-for end of COVID-19. I’d expect this number to be even higher if we reran the survey in mid-2021. Online-to-offline shopping falls in this category and readers of my column know I’m always looking for advantages specific to local businesses.

I see three ways local brands have a leg up on their virtual e-commerce cousins, including behemoths like Amazon and even QVC:

1. Limited local competition = better SERP visibility

Virtual e-commerce brands have to compete against a whole country or the world for SERP visibility. Google Shopping’s “available nearby” filter cuts your market down to local map-size, making it easier to capture the attention of customers nearest your business. If you’re one of the only local brands supporting sales of your goods and services via videos on your website, you’re really going to stand out in the cities you serve.

2. Limited local inventory = more convincing authenticity

QVC is certainly an impressive enterprise, but one drawback of their methodology, at least in my eyes, is that their hosts have to be endlessly excited about millions of products. The same host who is exuding enthusiasm one minute over an electric toothbrush is breathless with admiration over a flameless candle the next. While QVC’s amazingly loyal customers are clearly not put off by the bottomless supply of energy over every single product sold, I find I don’t quite believe that the joy is continuously genuine. In my recognition of the sales pitch tactics, the company feels big and remote to me.

70% of Americans say they want to shop small. Your advantage in marketing a local business is that it will have limited inventory and an owner and staff who can realistically convey authenticity to the video viewer about products the business has hand-selected to sell. A big chain supermarket wants me to believe all of its apples are crisp, but my local farmer telling me in a product video that this year’s crop is crisper than last year’s makes a world of believable difference.

3. Even a small boost in conversions = a big difference for local brands

Backlinko recently compiled this list of exciting video marketing statistics that I hope you’ll read in full. I want to excerpt a few that really caught my eye:

84% of consumers cite video as the convincing factor in purchases

Product videos can help e-commerce stores increase sales by up to 144%

96% of people have watched an explainer video to better understand a product they’re evaluating

The Local Search Association found that 53% of people contact a business after watching one of their videos and 71% of people who made a purchase had watched an online video from that brand

Including filmed content on an e-commerce page can increase the average order value by 50+%

Video on a landing page can grow its conversion rate by up to 80%

If the company you’re promoting is one of the only ones in your local market to seize the opportunities hinted at by these statistics, think of what a difference it would make to see conversions (including leads and sales) rise by even a fraction of these numbers. Moreover, if the standout UX and helpfulness of the “v-commerce” environment you create makes you memorable to customers, you could grow local loyalty to new levels as the best resource in a community, generating a recipe for retention that, if not quite as astonishing as QVC’s, is pretty amazing for your region.

Go n-éirí leat — good luck!

Like you, I’m longing for the time when all customers can safely return to shopping locally in-person, but I do agree with fellow analysts predicting that the taste we’ve gotten for the convenience of shipping and local home delivery, curbside pickup, and tele-meetings is one that consumers won’t simply abandon.

Sales videos tackle one of digital marketing’s largest challenges by letting customers see people interacting with products when they can’t do it themselves, and 2021 is a good year to begin your investigation of this promising medium. My top tip is to spend some time this week watching QVC on TV and examining how they’ve parlayed live broadcasts into static

product videos that sell inventory like hotcakes on their website. I’m wishing you the luck and intrepidity of the Irish in your video ventures!

Ready to learn more about video marketing? Try these resources:

17 Best Ecommerce Product Video Examples

The ABCs of Video Content

8 Beginner Tips for Making Professional-Looking Videos

How to Film Creative Product Videos

YouTube Dominates Google Video in 2020

How to Track YouTube Videos in Google Analytics Using Google Tag Manager in 4 Steps

Need to learn more about local search marketing before you start filming yourself and your products? Read The Essential Local SEO Strategy Guide.

[ductrungnguyen87]

Are You Ready to Sell Like QVC?

A photo. Some text. A shopping cart button.

It’s the setup you’ve been used to since you were Internet-years-old.

Electronic commerce has existed since the 1970s, passing through a prescient experimental phase of telephone-based TV shopping in the 1980s, and setting the tone for the future with Stephan Schambach’s 1990s invention of the first standardized online shopping software. US consumers spent $861.12 billion with online merchants in 2020. By making the “add to cart” ritual so familiar, it may seem like we’ve seen it all when it comes to digital commerce.

But hold onto your hats, because signs are emerging that we’re on the verge of the next online sales phase, akin to the 19th century leap from still photos to moving pictures.

If I’m right, with its standard product shots, conventional e-commerce will soon start to seem dull and dated in many categories compared to products sold via interactive video and further supported with post-purchase video.

Now is the time to prep for a filmed future, and fortunately, the trail has already been blazed for us by home shopping leader QVC, which took over television and then digitally remastered itself for the web, perfecting the art of video-based sales. Today, we’re going to deconstruct what’s happening on QVC, and how and why you may need to learn to apply it as an SEO, local SEO, or business owner — sooner than you think.

Why video sales?

A series of developments and disruptions point to a future in which many product sales will be facilitated via video. Let’s have a look at them:

First, we all know that humans love video content so much, they’ve caused YouTube to be the #2 search engine.

Google has documented the growth of video searches for “which (product) should I buy”.

When we look beyond the US, we encounter the phenomenon that livestreaming e-commerce video has become in China, highly-monopolized by Alibaba’s Taobao and creating celebrities out of its hosts.

Meanwhile, within the US, the pandemic caused a 44% increase in digital shopping spend between 2019-2020. We moved online last year for both our basic needs and nonessentials like never before.

The pandemic has also caused physical local brands to implement digital shopping, blurring former online-to-offline (O2O) barriers to such a degree that Internet transactions are no longer the special property of virtual e-commerce companies. This weirdly-dubbed “phygital” phenomenon — which is making Google the nexus of Maps-based local product sales — can be seen as a boon to local brands that take advantage of the search engine’s famed user-to-business proximity bias to rank their inventory for nearby customers.

At least, Google hopes to be the nexus of all this. The truth is, Google is reacting strongly right now to consumers starting half of their product searches on Amazon instead of on Google. Are you seeing ads everywhere these days informing you that Google is the best place to shop? So am I. With that massive, lucrative local business index in their back pocket and with GMB listings long supporting video uploads, Google has recently:

Acquired Pointy to integrate with retail POS systems

Made product listings free

Amped up their nearby shopping filter

Attempted to insert themselves directly into consumers’ curbside pickup routines while integrating deeply into data partnerships with major grocery brands

Experienced massive growth in local business reviews, and just released an algorithmic update specific to product review content (look out, Amazon!)

Experimented with detecting products in YouTube videos amid rumors flying about product results appearing in YouTube

Been spotted experimenting beyond influencer cameo videos to product cameos in knowledge panels

Meanwhile, big brands everywhere are getting into video sales. Walmart leapt ahead in the shoppable video contest with their debut of Cookshop, in which celebrity chefs cook while consumers click on the interactive video cues to add ingredients to their shopping carts.

Crate & Barrel is tiptoeing into the pool with quick product romance videos that resemble perfume ads, in which models lounge about on lovely accent chairs, creating the aura of a lifestyle to be lived. Nordstrom is filming bite-sized home shopping channel-style product videos for their website and YouTube channel, complete with hosts.

And, smaller brands are experimenting with video-supported sales content, too. Check out Green Building Supply’s product videos for their eco-friendly home improvement inventory (with personable hosts). Absolute Domestics shows how SABs can use video to support sales of services rather than goods, as in this simple but nicely-produced video on what to expect from their cleaning service. Meanwhile, post-sales support videos are a persuasive value add from Purl Soho to help you master knitting techniques needed when you buy a pattern from them.

To sum up, at the deep end of the pool, live-streamed e-commerce and shoppable video are already in use by big brands, but smaller brands can wade in with basic static goods-and-services videos on their websites and social channels to support sales.

Now is the time to look for inspiration about what video sales could do for brands you market, and nobody — nobody — has more experience with all of this than QVC.

Why QVC?

“I didn’t even know QVC still existed,” more than one of my marketing colleagues has responded when I’ve pointed to the 35-year-old home shopping empire as the way of the future.

The truth is, I’d probably be sleeping on QVC, too, if it weren’t for my Irish ancestry having drawn me to their annual St. Patrick’s Day sales event for the past 30+ years to enjoy their made-in-Ireland product lineup.

About seven times more people with Irish roots live in the United States than on the actual island of Ireland, yet the shopping channel’s holiday broadcast is one of the few televised events tailored to our famous nostalgia for our old country home. My family tunes in every March for the craic of examining Aran Crafts sweaters, Nicholas Mosse pottery, Belleek china, and Solvar jewelry, while munching on cake made from my great-grandmother Cotter’s recipe. Sometimes we get so excited, we buy things, but for the past few years, I’ve mainly been actively studying how QVC sells these items with such stunning success.

“Stunning” is the word and the wakeup call

QVC, which is a subsidiary of Quarate Retail International, generated $11.47 billion in 2020 and as early as 2015, nearly half of those sales were taking place online — consistently placing the brand in the top 10 for e-commerce sales, including mobile sales. The company has 16.5 million consolidated customers worldwide, and marketers’ mouths will surely water to learn that 90% of QVC’s revenue comes from loyal repeat shoppers. The average QVC shopper makes between 22-25 purchases per year!

Figures like these, paired with QVC’s graceful pas de deux incorporating both TV remotes and mobile devices should command our attention long enough to study what they’ve done and how they’ve done it.

“Enjoy visiting Ireland, but buy your sweaters on QVC!”

While supplies last, I want to invite you to spend the next 10 minutes watching this Internet rebroadcast of a televised segment selling an Aran Crafts sweater, with your marketer’s eye on the magic happening in it. Watch this while imagining how it might translate as a static product or service video for a brand you’re marketing.

TL;DW? Here’s the breakdown of how QVC sells:

Main host

QVC hosts are personalities, many of whom have devoted fan bases. They’re trained in the products they sell, often visiting manufacturing plants to school themselves. When on air, the host juggles promoting a product and interacting with models, guest hosts, callers, and off-screen analysts. The host physically interacts with the product, highlights its features in abundant detail, and makes their sales pitch.

For our purposes, digital marketers are fully aware of the phenomenon of social influencers taking on celebrity status and being sought after as sales reps. At a more modest scale, small e-commerce companies (or any local business) that’s adopted digital sales models should identify one or more staff members with the necessary talents to become a video host for the brand.

You’ll need a spot of luck to secure relatable hosts. Just keep in mind that QVC’s secret formula is to get the viewer to ask, “Is this me?”, and that should help you match a host to your audience. This example of a nicely-done, low-key, densely-detailed presentation of a camping chair by a plainspoken host shows how simple and effective a short product video can be.

Guest hosts

Many QVC segments feature a representative from the brand associated with the product being sold. In our example, the guest host from Aran Crafts is a member of her family’s business, signing in remotely (due to the pandemic) to share the company’s story and build romance around the product.

Depending on the model you’re marketing, having a rep from any brand you resell would be an extra trust signal to convey via video sales. Think of the back-and-forth chat in a podcast and you’re almost there. Small retailers just reselling big brands may face a challenge here, but if you have a good portion of inventory from smaller companies and specialty or local manufacturers, definitely invite them to step in front of the camera with your host, as higher sales will benefit you both.

Models

Frequently, sales presentations include one or more models further interacting with the product. In our example, models are wearing these Irish sweaters while strolling around Ashford Castle. More romance.

Other segments feature models as subjects of various cosmetic treatments or as demonstrators of how merchandise is to be used. Models and demonstrators used to be standard in major American department stores. QVC brilliantly televised this incredible form of persuasion at about the same time it disappeared from real-world shopping in the US. Their sales figures prove just how huge the desire still is to see merchandise worn and used before buying.

For our scenario of creating online sales videos, such models could be a convincing extra in selling certain types of products, and many products should be demonstrated by the host or guest host. One thing I’ve not seen QVC do that I think e-commerce and O2O local brands definitely could do is a UGC approach of making your customer your model, demoing how they use your products in their real-world lives. Almost everybody can film themselves these days.

Callers

There are no live callers in our example, but QVC traditionally increases interactivity with the public with on-air phone calls.

If your sales videos are static, you’re not quite to the point of having to learn the art of handling live calls, but your product support phone and SMS numbers and links should be featured in every video.

Method

“If you go up there with the intent to sell, it’s all going to come crashing down around you...The real goal of QVC.... was to feel like a conversation between the host, the product specialist (us), and ‘Her’ – the woman age 35 to 65 who is sitting at home watching television.” - I went on air at QVC and sold something to America

There’s an element of magic to how QVC vends such a massive volume of products, but it’s all data-based. They’ve invested so heavily in understanding customer demographics that they’ve mastered exactly how to sell to them. Your consumer base may be totally different, but the key is to know your customer so well that you understand the exact approach to take when offering them your inventory of goods and services.

Another excerpt from the article cited above really gets this point across when talking about guest hosts:

“Our experienced guests tend to focus on the product. But our best guests are focused on the viewer. Is this for the viewer? Everything goes through that filter. And if you do that, everything comes out more naturally.”

Here at Moz, there may be Whiteboard Friday hosts you especially enjoy learning from. As a business owner or marketer, your job will be to identify talented people who can blend your brand culture with consumer research and translate that into a form of vending infotainment that succeeds with your particular shoppers. Successful QVC hosts make upwards of $500,000 a year for being so good at what they do.

Being good, in the sweater sample, means pairing QVC’s customer-centric, conversational selling method with USPs and an aura of scarcity. I’ll paraphrase the cues I heard:

“These sweaters are made exclusively for QVC” — a USP regarding rarity.

“Enjoy visiting Ireland, but buy your sweaters on QVC” — this is a strong USP based on having better prices than a traveler would find if buying direct from the manufacturer.

“Reviews read like a love letter to this sweater” — incorporating persuasive UGC into the pitch.

“Half of our supply is already gone; don’t wait to order if you want one of these” —- this creates a sense of urgency to prompt customers to buy right away.

Analytics

The example presentation probably looked quite seamless and simple to you. But what’s actually going on “behind the scenes” of a QVC sales segment is that the host is receiving earpiece cues on exactly how to shape the pitch.

QVC’s analytics track what’s called a “feverline” of reaction to each word the host says and each movement they make. Producers can tell in real time which verbal signals and gestures are causing sales spikes, and communicate to the host to repeat them. One host, for example, dances repeatedly while demoing food products because more customers buy when he does so.

For most of the brands you market, you’re not likely to be called upon to deliver analytical data on par with QVC’s mission control-style setup, but you will want to learn about video analytics and do A/B testing to measure performance of product pages with video vs. those with static images. As you progress, analytics should be able to tell you which hosts, guests, and products are yielding the best ROI.

Three O2O advantages

In a large 2020 survey of local business owners and marketers, Moz found that more than half of respondents intend to maintain pandemic-era services of convenience beyond the hoped-for end of COVID-19. I’d expect this number to be even higher if we reran the survey in mid-2021. Online-to-offline shopping falls in this category and readers of my column know I’m always looking for advantages specific to local businesses.

I see three ways local brands have a leg up on their virtual e-commerce cousins, including behemoths like Amazon and even QVC:

1. Limited local competition = better SERP visibility

Virtual e-commerce brands have to compete against a whole country or the world for SERP visibility. Google Shopping’s “available nearby” filter cuts your market down to local map-size, making it easier to capture the attention of customers nearest your business. If you’re one of the only local brands supporting sales of your goods and services via videos on your website, you’re really going to stand out in the cities you serve.

2. Limited local inventory = more convincing authenticity

QVC is certainly an impressive enterprise, but one drawback of their methodology, at least in my eyes, is that their hosts have to be endlessly excited about millions of products. The same host who is exuding enthusiasm one minute over an electric toothbrush is breathless with admiration over a flameless candle the next. While QVC’s amazingly loyal customers are clearly not put off by the bottomless supply of energy over every single product sold, I find I don’t quite believe that the joy is continuously genuine. In my recognition of the sales pitch tactics, the company feels big and remote to me.

70% of Americans say they want to shop small. Your advantage in marketing a local business is that it will have limited inventory and an owner and staff who can realistically convey authenticity to the video viewer about products the business has hand-selected to sell. A big chain supermarket wants me to believe all of its apples are crisp, but my local farmer telling me in a product video that this year’s crop is crisper than last year’s makes a world of believable difference.

3. Even a small boost in conversions = a big difference for local brands

Backlinko recently compiled this list of exciting video marketing statistics that I hope you’ll read in full. I want to excerpt a few that really caught my eye:

84% of consumers cite video as the convincing factor in purchases

Product videos can help e-commerce stores increase sales by up to 144%

96% of people have watched an explainer video to better understand a product they’re evaluating

The Local Search Association found that 53% of people contact a business after watching one of their videos and 71% of people who made a purchase had watched an online video from that brand

Including filmed content on an e-commerce page can increase the average order value by 50+%

Video on a landing page can grow its conversion rate by up to 80%

If the company you’re promoting is one of the only ones in your local market to seize the opportunities hinted at by these statistics, think of what a difference it would make to see conversions (including leads and sales) rise by even a fraction of these numbers. Moreover, if the standout UX and helpfulness of the “v-commerce” environment you create makes you memorable to customers, you could grow local loyalty to new levels as the best resource in a community, generating a recipe for retention that, if not quite as astonishing as QVC’s, is pretty amazing for your region.

Go n-éirí leat — good luck!

Like you, I’m longing for the time when all customers can safely return to shopping locally in-person, but I do agree with fellow analysts predicting that the taste we’ve gotten for the convenience of shipping and local home delivery, curbside pickup, and tele-meetings is one that consumers won’t simply abandon.

Sales videos tackle one of digital marketing’s largest challenges by letting customers see people interacting with products when they can’t do it themselves, and 2021 is a good year to begin your investigation of this promising medium. My top tip is to spend some time this week watching QVC on TV and examining how they’ve parlayed live broadcasts into static

product videos that sell inventory like hotcakes on their website. I’m wishing you the luck and intrepidity of the Irish in your video ventures!

Ready to learn more about video marketing? Try these resources:

17 Best Ecommerce Product Video Examples

The ABCs of Video Content

8 Beginner Tips for Making Professional-Looking Videos

How to Film Creative Product Videos

YouTube Dominates Google Video in 2020

How to Track YouTube Videos in Google Analytics Using Google Tag Manager in 4 Steps

Need to learn more about local search marketing before you start filming yourself and your products? Read The Essential Local SEO Strategy Guide.