Some lessons from QVC.  QVC is one of the best marketing machines in the world. Think about web marketing like they do.   By John Bolduan RealWebMarketing.com

I don't know of many people that haven't heard of QVC TV. It's the cable network that devotes itself to constantly marketing products with a lot of success. Have you taken the time to see what they do? It's a masterpiece of marketing and if you could incorporate one or two techniques into your web marketing, it would make difference, I'm sure. I was watching it the other day and every time I view it for any length I'm fascinated with their ability to hold attention and to get their point across. They do this with a wide variety of products too, making it even more interesting.   

What are some of the ways that they promote products that could also be used in web marketing? Here are a few humble observations I've had.

The integration of two complimentary forms of media.

QVC has taken the TV show format to a level of sophistication in how they present products, how long they present and the ability to hold interest. They have both the TV show and the website that augments what's happening on TV with all the specials, personalities and product details. This coming together of TV and the web works very effectively giving people a fun way to shop at anytime. You may not have the funds to do a TV show along with your website, but there are ways to give a sense of urgency with specials and expert advice. That's the real effect which we can all do without pressuring customers.

The human touch.

QVC has some of the most delightful hosts on the air and make the product presentation a very personal adventure. They start by doing a standard introduction of the product, or they might have the product rep help too. They relate the product features to how it will make a customers life better. The laugh and have the best time interacting with the product and creates a very good feeling, the human touch. Then they take it a step further after all the product focus and take calls from potential or happy customers buying the product. This is powerful. It makes people want to be a part of the experience, to call and order.

They close the sale.

The hosts have an air of expectation that you should be and will be buying the product. There is a call to action as the number of units sold click by, The TV screen and the website have a similar look and feel of product details, price in a simple to use format. The hosts ask for the order simply and with a big smile.

When I see this kind of marketing, it makes me drool. They've made the shopping experience more fun and personal through a very impersonal medium, TV. The website gives the ability for anyone to find what they saw long after it was showing on the air which is nothing new, but is tightly integrated with the show. We can all learn a lesson or two from QVC and possibly use some of their techniques to sell more products online.