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 The Atlantic's digital features editor. More

Jennie Rothenberg Gritz, an Atlantic senior editor, began her association with the magazine in 2002, shortly after graduating from the UC Berkeley Graduate School of Journalism. She joined the staff full time in January 2006. Before coming to The Atlantic, Jennie was senior editor at Moment, a national magazine founded by Elie Wiesel.

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