How to Sell Perfume on TV

Also see:
The Genius of QVC by Megan McArdle
The Atlantic, June 2010

A QVC host receives six months of training, and when you watch a broadcast close up, you can understand why. QVC hosts are not just preternaturally peppy people who can talk about anything--although they are that. They must master the details of dozens of products, and talk about them while monitoring a split screen that shows both the current shot and the next one. They must deal with a steady stream of spokespeople and customer call-ins. Oh, and they have to convince you that you want to buy a product you can't touch or see up close.


Jennie Rothenberg Gritz is a senior editor at The Atlantic, where she edits digital features.

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