Wednesday, February 15, 2012

Words That Sell

During the Superbowl, each time they cut to a commercial, a hush fell over our room full of guests. We couldn't wait to see what clever words, images and pitch stories reeled us in or left us cold. (Also, we had a pool for things like first commercial after first interception. Our motto: With money on the line, we pay attention.)

Sometimes the commercials that most kept our focus didn't have much to do with the product. A good story sells. (?) Other times, the product was obvious, but the commercial dudded out. Nonetheless, we tuned in, proving that whatever advertisers paid for the slots, they likely got their money's worth, at least in attentiveness.

I occasionally watch QVC or HSN, just to marvel at the sustained energy of a good pitch person. It's crazy how lathered up they can get the viewer (okay, me) over the most common thing, like the way a seam is sewn into a blouse. A few times a year, due to their convincing bouts of show-and-tell, not to mention the ticking clock and rapidly shrinking inventory on this must-have product (We only have 500 left, folks!), I order something.

When I stroll through the grocery store, I find the word "NEW" splashed across products in nearly every aisle. I wonder how long they pitch us with that ploy? Until their next NEW version evolves? Still, I sometimes succumb to the NEW version and give it a try.

In the end (no pun intended, maybe), sometimes products live up to their billing. Other times, not so much. But today, I'm here to tell you that some pitch words related to products are spot on. "Freshens Better Than Bathroom Tissue alone." I make no money on this statement. I'm just saying ... :)

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