The invention world has lost one of its greatest champions: TV pitchman Billy Mays died unexpectedly over the weekend.
We sometimes laughed at Billy’s larger-than-life style, but we also greatly respected the fact that he got behind so many individuals' inventions early on... and used a louder-than-life selling approach to make them very big hits. From OxiClean to Mighty Putty to Mighty Mend-It, Billy’s fingerprints (and signature hand gestures) are all over the success.
In tribute to Billy Mays, here are three lessons learned from the black beareded, blue-shirted master (and yes, we’re tempted to write in ALL CAPS... but Billy was really much more nuanced than that once you study him carefully):
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Convey your benefits. Billy understood that most people don’t want to hear about the 19 different features of an inventive new product -- they want to hear the top 3 benefits they’ll experience, with tangible examples to drive the message home. What’s more, Bill always made sure to show at least one dramatic visual torture test to close the sale. Remember when he poured OxiClean powder into iodine water and the liquid turned from red to clear before your eyes? When Billy Mays sold it, you knew the exact benefits you’d get. You should do likewise as you sell your product.
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Test it. In his Discovery Channel TV show Pitchmen, Billy and his co-host made sure to put each invention through its paces before deciding how to proceed. For a salon product, he gave it to women at a nearby salon in exchange for their candid feedback. For a cleaning product, he asked a professional housecleaner to evaluate it. To be sure, we’re fans of deeper research than the show depicted, but we appreciate the realities of a TV show... and we appreciate the broader point that Billy made sure to dig in and learn before moving into selling. Everyone out there should follow such a path.
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Be passionate. Within the advertising world, Billy’s critics (yes, there were a few) accused him of “yelling not selling.” But the fact is, Billy effectively sold a whole lot of products. It’s the only reason he was able to stay in the business. Why was he so good, even when he was so loud? Among other reasons, because shoppers saw his loudness, his boldness, and his conviction for what it really was: genuine passion. We’re not saying everyone should try to mimic Billy’s style; however, being passionate about your product will only serve to excite others too. And isn’t that what selling is all about?
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