#but when i was first deconstructing almost all of the deconstruction content i was consuming was cishet white and male

[deservedgrace]

I don't think that framing "Marginalized™️ Atheism/Deconstruction" and "Cishet White Male Atheism/Deconstruction" as inherently ~separate and distinct~ is super effective (and disclaimer I'm specifically speaking about my experience with christianity, atheism, and ex christian atheists/deconstructors), but also... okay so I was raised in a cult, and cults are oppressive for all its members. Nobody gets out unscathed, everyone experiences the abuse tactics, everybody is a victim. But within the cult there is a hierarchy, and cishet white men are at the top. So while the cult is oppressive to everyone, and everyone is harmed in some way, it is also uniquely oppressive to queer folks, to BIPOC, to disabled folks, to women, etc etc. And the thing that happens to some of those cishet white men is they leave an oppressive cult, where they are considered the "default", and they go into the ~real world~, where they are also considered the "default", and even in atheist/deconstruction spaces, their bodies and experiences are often the leading voices.

The men that leave go from an oppressive patriarchal culture to a far less oppressive (to them) patriarchal society. The white people that leave go from an oppressive racist culture to a far less oppressive (to them) racist society. The people that leave go from an oppressive culture that does not value marginalized voices to a different, less oppressive culture that also does not value marginalized voices. And if you personally do not experience [xyz] oppression, it can be difficult to even realize there are things surrounding that you have to deconstruct unless you listen to the voices of the oppressed. But some cishet white men go from being considered the "default" in an oppressive culture, to being considered the "default" in a less oppressive culture (to them). Their experience of "overcoming systemic oppression" comes from leaving the church, and it can be really easy to fall into the trap that the church, specifically, is the sole oppressor and enemy of everyone.

Of course this doesn't happen in every single case and it's also not exclusive to cishet white men. But those blind spots are why I think it's important for everyone to listen to a variety of voices when they're deconstructing, especially if those voices are talking about oppression you wouldn't have experienced firsthand.

No, our deconstructions are not inherently different, but the experiences and circumstances prior to it often are. It's okay to acknowledge that and beneficial for everybody to listen to each other's experiences.

[asherlockstudy]

ok context this comes from someone who's not up to date on the fandoms thoughts on the matter and haven't interacted with others in it since 2015 so this is probably old thoughts by now but I wasn't active when it was discussed and therefore wanted to hear the consensus on it sooo I'm not entirely convinced about rhink for sure, mostly because rhett seems so repressed I'd be surprised they've been at it, but I'm 100% sure that link is bi just by the way he talked about lgbtq+ during the first decon podcast and how he believes outside religion he can live and love more freely and how uncomfortable and almost rejecting of it he is (and of course all the shame and judgement talk) sorry for the paragraph but I'm normally happy to indulge long posts so eh

Hello. The consensus generally does not reflect my personal thoughts on the matter. If you haven't interacted with the fandom since 2015, you should know that the fandom went through a transformative period and most of the old Rhink shippers left it around early 2021, I think. So, the momentum of the post-deconstruction period faded with their departure.

Most new fans are not shippers or ship it strictly as fanon and shiver at the idea that there could be some truth to rhink. My opinions might as well be the most extreme currently in the fandom here on tumblr (even though of course I really believe in what I say because this is what I honestly see and not what I demand to be true).

The consensus is "sometimes" "somewhat" open to the idea that they might be bi in theory but strictly if this does not lead to any uncomfortable consequences regarding the nature of their relationship with each other or with their wives. There are a few people who, I feel, truly believe something is really happening but always phrase it through humour and disclaimers like "It's just a joke, I don't really believe this", even when their post has picked up on things that have nothing funny about them, so I can just tell they are hesitant to let themselves explore this possibility seriously. I have received hate or just really negative mail because of what I believe and I sort of feel marginalized in the fandom. Not sure whether this is truly the case or I have simply made for myself that bad of a dash. In any case I am sorry to say that the fandom is just a shadow of its old self. I am telling you all this to paint the picture of the fandom nowadays: old shippers have left, new ones are not all that into Rhink, except for a few and except for VERY FEW who believe it's real and of whom I am honestly - dare I say by a long shot - the most vocal and the "edgiest" (I don't see it this way though).

A few more people started seriously considering the possibility after the latest GME last August, in which Link almost came out but Rhett stopped him. This was just too obvious and people - even more casual viewers - finally started talking. But since then it's been almost a year and so this has started getting forgotten as well. In any case, the consensus is more open to the possibility of Link being bi / gay / non-straight than about Rhett.

In my opinion, things are lukewarm so far compared to last year because Rhett and Link have been consistently more daring in their scripted content than in their regular shows. This is why the talks have died down again, because we had nothing scripted so far this year, the show is coming in August. But even last year, the vast majority of fans did not assume anything based on their scripted content which they consumed at face value ("oh a chicken crosses the road how silly Rhett and Link are haha"). That's all I have noticed.

[velvetporcelain]

👋 Knock knock baby, it’s me. Your favorite mind fucking whore. 🧠 ⛓️

I’m in a mood void. An anxious yet exhilarated movement moves through my manic mind. I’m really getting a hold of this whole thinking ability.

What can we do to practice thinking? I say, writing. I love coming here and putting my mind to the test. What do I have to say when I am alone and life seems uneventful, yet peaceful? I want to know too. So here we are.

I did a lot of thought while tending to my house chores. My favorite thing to do. But when it seems my mind is tending to think ten steps ahead of me I get distracted and overwhelmed. I had to do a double take today to get myself straight.

I don’t know how I feel about the term “over thinking.” I guess it would depends on if it is creative or deconstructive. Destruction is a form of creation. So the artist in me says it doesn’t exist. But then sometimes I hear the worry in my daughters voice and I find myself telling her not to over think it. Well, maybe now I’m over thinking it. 😂👀

Thinking is sitting back and observing yourself with logic. Of course you may feel lost because you have never been this version of yourself. I don’t think I’ve ever got this lost in myself. Ever. I am totally digging me right now.

Four years ago I decided to take a big step into the world of social media. Boy did I learn so much about myself and this superficial social world. It has done something to my brain the real world could never do. At first it was thrilling, but then it became almost nauseating. Like a rollercoaster ride on the same continuous loop. At first you’re having so much fun but eventually you become sick. Sick with a world that only consists of videos and photos of reality.

Was I missing the entire point of this world? I just couldn’t grasp what it really meant to be “social” on social media. I still don’t. I have been focusing more on grasping earthly connections. I do not care if the whole world never saw me. I do not care if the world never sees me. I see me. I get to be me.

Writing satisfies me almost instantaneously. The invisible weight that falls from my mind is what keeps me coming back. I do not feel the need to be validated here, or anywhere for that matter. The fact that I am alive and creating and thinking is plenty valid.

I got lost in the cyber woods but I was never afraid, only curious. At what point does curiosity turn against us? I felt just like Alice, lost and alone in some wonderland with things I’ve never encounter before. There was fucking content everywhere!!! Mega mind tripping honestly.

What if social media is one big psychological journey? Couldn’t it be? I mean think about it. It’s has become such a “dual life” to others. How? Why? Am I seeing this correctly? Well, there is no correct here. We are here, with you void.

I’m not sure if I found anything truly fascinating other than the human behavior displayed. What it does to the psyche and how it completely rips it to shreds and immediately begins to rebuild itself. It was fucking wild to be apart of.

I think it consumed me a bit. It was so intrusive in my life that now I think being away is some sort of new age rebellion. Millennials are so close from giving it up completely, I’m convinced. They have this sort of pre-social media mind that lures them back into the real world right before the portal closes forever. There is still time to get out. I’m confident in my decision to leave. Mark my words though, just in case. 👀😂

It’s like I woke up from some extremely twisted concept I had on reality. It really does now all feel like a dream. I can only compare this feeling to the same feeling I get when I felt like I was actually in my dream while dreaming. Do you know what I’m talking about? It was so real that you woke up scared, not from the dream but because you believed you experienced this dream. 💭

Call me a psychopath and I’m down on my back like the hyena in the Lion King when the other say Mufasa’s name three times. I am something more rare, so rare that there is no word yet invented to describe me.

So yeah that’s what I’m thinking. Nothing major or deep. 👀 I never knew the shallow end of the ocean because I think I was always the tide. Pulling you in deeper and deeper, before you know it, you’re either sinking or swimming in between the coagulated, goo- webbed, folds of my bubble gum membrane. 🧠

I like wearing clothes that tell people “I don’t give a fuck” right when they see me. lol why am i talking about this? This is so left turn material. I was just thinking about brains and thinking- oh yeah- and how anything can trigger a persons inner monologue.

I get pleasure out of making people’s inner monologue speak to them. THEY ARE THINKING and I love that about them. Good. Use your brain. Use me. Think. Think. Think. It’s way healthier than you think. I prefer giving people indirect motivation. Either way, if you hate me, or if you love me, I’m always going to be inspiring you into something more concrete in your ideology. Maybe I have answered questions you’ve hung onto for years. Or maybe I can teach you the many meanings of the word “monster”. Whatever the case, I like to call this process the spark. Hopefully it helps people light fires within themselves, and maybe they feel a little bit warmer. Whether it be hate or love.

I really think I have sparked things up on my neighborhood street. Don’t tell anyone my evil plan to get inside their minds. 👀 *rubs hands together* Nah, I’ll be good, I promise. I’m tired of running away from myself. I’m tired of shaming my dark psychology, it’s not even that dark 👀. Especially when we are all knee fucking deep in a negative head space due to the over saturation of true crime, death, paranormal and horror.

What’s with all the mongering? Especially of fear, beauty, sex, medicine, fast food and war. Now I would look at my boys with a tilted head, and say “now boys I know you are smart enough to know————THAT WE ARE SMARTER THAN THAT. THAT WE ARE MADE FOR MORE THAN THIS.”

Am I? Am I the problem? 👀😂 you’re gonna look at me and tell me that I’m wrong?

Grow up.

-x

[pascalpanic]

Caffeine Rush: Chapter Nine / Café con Miel

W/C: 3k

Warnings: [in a dream: blood, violence, lots of scary nightmare stuff, guns, threats of violence], language, sexual innuendos and jokes, tears, angst, voices being raised

A/N: hi I wanted soft but also wanted angsty so here’s a good half and half mixture!! I have this plot point I SO want to get to but I want to show you more of their relationship so that’s what the next few chapters may be more of

previous chapter || next chapter || masterlist

Cafe con Miel (Spanish Coffee With Honey) is made of espresso, honey, and whole milk then finished off with a heavy sprinkle of ground cinnamon.

“No, no,” Javi groans in his sleep. “Please.”

It’s dark. So dark, he can’t see anything, but what he can see is cast in red light. It’s almost like a medieval dungeon, wherever he is. He can’t smell but he knows the air is filled with something disgusting.

It’s a coke plant, that’s what it is. There are laborers upon laborers, working in this dark wherever-the-fuck-he-is, producing cocaine that he somehow knows is for Escobar. Dream logic. Escobar is still alive and he’s very much a threat.

Then there’s a weak cry. Dream-Javi spins to find you in the sweatshop. You’ve fallen to your knees, clinging to the table in front of you, and there stands who but the bastard himself, with a gun to your temple.

The red light emphasizes the blood dripping from your face, from where he can’t tell. There’s dirt and dust caked on your beautiful skin, on the cheekbones Javier traces his fingers over nightly now. There’s a wedding band on your finger and it matches his. It makes his eyes turn to your body and note the torn white gown on your figure- a wedding dress. The worst thing is the fear in your eyes, the agony with which you look at him.

Your voice is strained. Broken. Ruined from shouting. One word croaks from your lips. “Please.”

Then Escobar morphs into Tie Guy and then into Murphy for some goddamn reason, just smirking at Javier with the gun to your forehead. When he speaks, he’s the three men at once: “Not so fucking tough, huh?” He asks, cocking the pistol.

He can’t move. He wants to, he’s desperate to, but he can’t speak or move or breathe either: something is stuffed in his mouth and preventing it. “Javi,” you whimper, but it just makes Murphy-Escobar-Tie Guy crack the pistol down against the crown of your head.

The worst comes next: the man becomes Chucho. Javier’s own father, holding a pistol to your head. “Mijo,” the man says, his voice disappointed but soft. “What have you done? Bringing her here?”

Javier wants to shout at him, ask what he’s done because certainly this can’t be his fault, but of course it is. This is what would happen if Javier brought you to Colombia. A fate like this for you and for him.

Then your voice is strong again. “Javi. Javier. Hey, Javi-”

He gasps desperately, air filling his lungs and making him sit bolt upright. His breaths heave, drawing in as much of the cool oxygen as he can possibly take. He sounds like a drowned man arising from the water. His first sign that he’s gone from the sweatshop is the smell of your skin, of your lavender pillow spray in the room. Then it’s the fact that the room is cast with soft blue light, not with red. Then it’s you.

“Javi?” You ask, voice timid and quiet. “You were having a nightmare.”

Thank fucking God. Thank God it was a nightmare and not the terrible fate he’d been spinning in his own head. “Yeah,” he mumbles, lying back in bed.

Your hands, your warm fingertips, trace across his bare chest slowly, splaying your fingers over his racing heart. It grounds him, centers him to the fact that he’s here, you’re here, you’re okay. You kiss his skin softly, with soft lips that leave a trace of balm behind on his sweaty body. “It’s okay. It’s all okay.”

His breathing slowly comes down. His heart rate does too, as he plays the dream back in his head and deconstructs it all. You rest your head on his chest, fingers softly running up and down his sides, and it anchors him to reality. Your skin is clean and smooth, not broken or bleeding anywhere. Your hair smells fresh and warm and your chest rises and falls against his own. It’s a checklist of your vitals and you’re acing it.

When his heart rate resembles something closer to yours, you kiss his skin again. “You okay?”

He nods, swallowing hard. His face is tight, salty tears drying on his cheeks. “All good, yeah. Thanks for waking me,” he murmurs, his own voice strained.

You’re quiet, allowing him to breathe and recuperate and think it over. Your curiosity gets the best of you. “What happened?” You ask.

He takes a deep breath, in and out and then another, making himself think properly. “You were in one of Escobar’s coke plants, and you were all beat up and in pain. And I couldn’t move, or talk or breathe or anything.”

“Oh, baby,” you murmur and nuzzle your face into his skin. “I’m so sorry.”

“It’s not real,” he assures both you and himself, “so it’s fine.”

“Do you have nightmares often?” You ask him, looking over at the clock to discover it’s about 4 A.M. He’s slept with you for four nights now, but he’s yet to wake you with a nightmare.

The sweat slowly dries, leaving his skin cooled and smooth again. “Yeah. Sometimes.”

There’s not much more to say. You’re already tired, eyes drooping from the heavy sleep that encased you before Javier’s whines and moans woke you. He wraps his arm around you and kisses your forehead. “I love you,” he whispers, honestly and gently. “I don’t ever want to see you hurt.”

“I’ll try to avoid it,” you muse sleepily, mind floating into the melatonin haze. “Love you too, Javi.”

There’s a soft smile on your face, and it puts Javier at ease. You’re here, whole, safe and sound. He has you in his arms, and the both of you feel that nothing can go wrong when the two of you lay like this. It’s all over, that dream. It’s not a premonition or a memory; just a random stimulation of the sleeping brain that creates chaos.

Before long, you’re snoring softly on his chest, a circle of your gentle and warm breath passing through your parted lips onto his pec. It’s so relaxed and warm that Javier feels ready to sleep again too. Usually, he takes at least an hour or two to fall asleep after a nightmare, but you’ve soothed him more than any of his usual remedies can. With one last heavy breath, Javier drifts off to sleep again, hoping his rest is as peaceful as yours tonight.

-

You wake before him in the morning. It’s the first time such a thing has happened. You’ve rarely had the privilege of seeing him sleeping peacefully or sleeping at all, and you wish you could take a picture without disturbing him.

In your sleep, the position switched. You’re lying on your back with Javi’s head resting on your breasts, using you as a pillow. His mouth is slightly parted, his breath ruffling the lowest hairs of his mustache. His face holds none of the lines it usually does when he’s awake. He’s just Javier, resting, and he scoots closer to your body when you unintentionally move.

It’s hard not to be truly consumed by love. He’s so beautiful, and so trusting to fall asleep like this. You’ve never met Colombia Javi, never seen him in the heat of his job, but you’ve felt that he rarely lets his guard down. To see this is a symbol of how much he trusts you. You watch him with an adoring smile, your heart fluttering at the love it feels.

With your fingertips, you scratch at the nape of his neck softly, massaging his skin as he sleeps. Your fingers barely touch his skin, drifting across the surface and drawing little circles into him. With one finger, you write your signature on his upper shoulders, as if it can mark him as yours.

Time passes slowly like this, but you’re thankful. You want this to last as long as possible, so you can spend all the time you need with Javier cuddled into your side. Your mind wanders, watching Javier’s sleeping face. Wondering what the future holds for the two of you.

He’ll have to go back to Colombia. You know it. He knows it. A tiny bolt of panic races through your body at the fact that he’ll be down there, investigating another cartel and certainly putting himself in danger. The idea of him being hurt makes you terrified.

When he finally wakes, you kiss his forehead and brush his dark hair from his face. “Hi. Did you sleep better?” You ask him gently.

His eyes remain shut as he lets out a groan, rubbing his face. “Sorta. No dreams.”

“Good,” you mumble and stroke his cheek, tracing soft circles with your fingertips. “I found a fun place we can go tonight.”

Javi’s eyes flutter open to look at you, smiling softly. “I’m not really awake yet, querido.”

“Querido. I like that one,” you chuckle and kiss the bridge of his nose, feeling his sleep-warmed skin beneath your lips. “I might use that on you. I’m going to go make us coffee. Take your time waking up.”

Javier nods and rolls over, nestling into the blankets and pillows. You, on the other hand, get up from bed and do exactly that: make a pot of coffee.

The morning is spent lazily in bed, with breaks for coffee and bathroom runs. The apartment is warm to contrast the cold outside, the frost collecting on your windows visible even from bed. Javier doesn’t say much and neither do you; both of you have lots on your mind. As much as you want to talk with him about your thoughts, you figure he isn’t in the mood to talk or he’d be talking.

You drift in and out of sleep on Javier’s chest, your ear over his slowly beating heart. After a while, when you’re half asleep, Javier chuckles and wakes you. “You can fall asleep even after a cup of coffee, huh?” He teases, letting his fingertips brush across your face.

The noise that comes from your vocal chords is something between words and a hum. Basically, it’s a noise of affirmation. You cuddle closer to Javi and he kisses your head. “I love you,” he mumbles into your hair. You mumble it back, fully content in the moment. Whatever the future brings will be alright, because you have this now.

The afternoon is spent mainly in the same fashion, simply lazing around the apartment. Javier picks a Elton John vinyl from your closet and turns on the small record player in the living room. “Never pegged you as the Elton John kind,” you tease Javi from your position on the couch.

He just shrugs and looks the sleeve over, reading the contents. He removes one of the large, flat discs from the paper sleeve and sets it down, turning on the turntable and watching the record move.

The music that floats from it is soft and instrumental: Your Song. Javi turns back to you with a small smile and offers you a hand. “Let’s dance.”

Taking his hand, you stand and he wraps his arms around you. “Thought you’d be more of a sexy dancer,” you murmur into his ear, wrapping one arm over his shoulder while his hand takes yours.

“Shut up for once,” he chuckles, kissing the side of your face.

“Absolutely not,” you laugh and rest your forehead on his chest.

He sways along to the music, pulling you with him. To your surprise, he knows all of the words. His lips barely part as he sings them to you, in a low and raspy voice you can tell he doesn’t often use. The tenderness nearly brings tears to your eyes, the way he just buries his face in your hair and breathes in your scent.

“Querido,” you murmur, testing the name out. You like it, and so does Javier; he pulls you tighter against your chest as the music of the chorus swells and drops off. “What’s this all about, huh?” you ask in a whisper.

Javier takes a deep breath. You can feel it press against your chest then fade. “Just… needed to hold you.”

“Javi,” you chuckle and kiss his neck gently, innocently. “You did all night and all morning.”

He shakes his head. “Like this. It’s different.”

You nod too. You suppose you can understand it. The two of you have made a little circle around your living room, around the coffee table across from your couch. The song ends, four minutes of being pressed to Javier’s chest and feeling the full force of his love in the way his arms enveloped you.

Breaking away, your worries have escalated, the ones that kept you up after Javier’s nightmare last night. Swallowing hard, forcing yourself not to cry, you look into Javier’s eyes. His brow furrows and he immediately pulls you back into his arms. “What’s wrong?” he murmurs.

Shaking your head, you try to talk but it comes out as a watery squeak. “Nothing,” you whine.

“No, it’s not nothing,” Javier insists, leading you to the couch as Rocket Man begins from the record. He sets you down and sits next to you, both arms still around you. “Talk to me.”

The words just can’t come out, especially as the tears begin to fall from your eyes. You shake your head again and bury your face in Javier’s chest, letting them fall. You manage to finally whimper out your words a minute or so later. “I’m scared for you.”

Javier’s face falls and he lifts your head, forcing you to look at him. “Why?”

“Be-because, you’re going back to Colombia soon and you’ll be in more danger and I won’t be around and I know you, Javi, I know you put yourself in more trouble than you should, and-”

Javier cuts you off, speaking as he stares into your eyes. “Stop. Stop that thinking. It’s going to be okay. Escobar is dead.”

“But the new cartel you’re chasing isn’t, Javi!” you practically wail, body collapsing into his. “You’ll be in danger as long as you work in that damn job, and I know I can’t do anything about it, but I’m just so scared. I’m scared for you.”

Javi takes a deep breath and nods, wiping the tears from your face. “Listen to me. Are you listening?” Your eyes dart from his and Javier grips your chin a little tighter. “Listen. This new assignment is a new job. I’m going to be in the office a lot more. These men are nowhere near as violent as the Medellín ones. This is going to be much safer. If you want, I can call Steve and you can talk to him. He’ll tell you. I’m safe on the job and I’m about to be in less danger.”

The words sink in as he talks. “Okay,” you whimper, sniffling the tears back.

“And I promise that even when I’m in Colombia, you’ll be the only thing on my mind. We’ll get those motherfuckers and I’ll come back to the States, okay?” His voice is softer now. Gentler.

“Okay,” you repeat and let your body melt into his.

Javier’s mind wanders through the options. “We could live up here. In D.C., and I could work at DEA headquarters. Or we could move to Laredo, live there. My dad would love you. Or somewhere else entirely. When I get back, we can do whatever we want.”

His words are a hidden promise; I will come back, and we can get married and have a life. “You’d better not take too long then,” you try to joke, though your broken voice ruins it a bit.

“For you, I’ll get it done in two days flat.” It makes you laugh, and Javier kisses your head. “What did you say you wanted to do tonight?” He asks you.

“Th-there’s a Christmas market in town,” you sniffle. “Since that’s coming up. I thought we could go.”

Javier nods, wiping your tears and snot with his sleeve. “That sounds great.” He rests his head on top of yours, one arm draped over your shoulders. You nuzzle into his side, feeling somewhat relieved but far from entirely.

“You could bring me with you. To Colombia,” you shrug, looking up at him with big eyes.

Javier shakes his head. “No. It’s nowhere near as safe for you. We’ve been over this, I-”

“I can hold my own,” you protest, crossing your arms.

“Not against the Calí Cartel,” he refutes you, stroking your arm. “As much as I love you and would love to have you there, it’s not happening. It’s just… not feasible. Not a good idea.”

This makes you frown deeper and your body tense. Javier kisses your head, which negates some of the stiffness in your body. “Trust me. Please. It’s not worth the trouble we’d find. Plus, you wouldn’t like it.”

“I speak Spanish,” you try to argue.

“Classroom Spanish,” Javier reminds you. “Listen. You can’t make me change my mind on this.” While his words are somewhat harsh, his tone is gentle. “I’ll come home as soon as I can, but you’re not coming with me.”

Sighing, you nod. “Then we have, what, two or three weeks until you leave?” He nods. “Then we’ll make the best of them. Get your ass up, Agent Peña. We’re getting dressed and going to the Christmas market and then we’re going to come and you’re going to rail me,” you laugh, kissing him once he’s standing.

“That’s fine with me,” he chuckles before kissing you once more. -

taglist:

@remmysbounty @mishasminion360 @blo0dangel @binarydanvvers  @sleep-tight1 @apascalrascal @randomness501 @spideysimpossiblegirl @notabotiswear @pedro-pastel @sanchosammy @lv7867 @greeneyedblondie44 @hunnambabe @astoryisaloveaffair @emesispo @pedritobalmando @magikfanatic @yooforia @oceanablue @sara-alonso @pedrosmustache @feelingmadclever @hnt-escape @radiowallet @obsessivelysearching @sugarontherims @a-court-of-feysand-and-elorcan @linnie0119 @1800-fight-me @autumnleaves1991-blog @toilet-keeper @evelynseventyr @metalarmsandmanbuns @shannababyy @sambucky21 @princess76179 @starless-eyes-remain @theorganasolo @jagi-yaaa @mrsparknuts @tacticalsparkles @beskarboobs @wintermuteway @pintsizemama @punkerthanpascal @queridopascal

[phoenixtakaramono]

Character Design Thoughts for Shen Yuan & Airplane Shooting Towards the Sky in ‘The Untold Tale’

(This is a Follow Up to This Post)

Hello, @averydrearydiana! Loved reading through your tags! I’m excited that you’re excited! Since I’m also seeing comments on AO3 speculating about how our transmigrators are going to appear as in The Untold Tale, I might as well give my current thoughts and have this archived on tumblr for future reference.

A fun fact about TUT is that a lot of the imagery in the story is inspired by Chinese PVs and popular C-dramas and literature. Since TUT is conceived as a lovestory to SVSSS, one element that I’d wanted to incorporate is playful attempts at satirical genre deconstruction. With that comes with me playfully poking fun at some clichés or things I’ve noticed in Chinese works.

Shen Yuan’s Celestial Design

Before I talk about his mortal appearance, I have to give a lil context about his celestial design in the story. We already know what he looks like as the celestial fortuneteller in TUT’s cover art that I’ve already posted on tumblr. As everyone knows, I was heavily inspired by this Chinese PV:

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(TUT ch1 - Excerpt)

Among the things I’ve noticed are the fictional characters with white hair. We have a whole subculture of fans liking male character designs with white hair in anime and animation. Taking that a step further, they’ve even shown up in C-dramas, i.e. Teng She from Love and Redemption (technically more blond than platinum white, but shhhhh, just let me have this), Dong Hua Dijun from Eternal Love of Dream aka Three Lives Three Worlds, Ten Miles of Peach Blossoms (rest assured, I’m aware of the source material’s controversy, but let’s not get into that here), etc. One of the tags for TUT is Opposites Attract. Luo Binghe’s color coordination is aligned with black and red mostly. Now, visually speaking, what’s the opposite of that?

The yin yang symbol.

Fun fact, besides black vs white, green (SY) is the complementary color of red (LBG) on the color wheel. Now taking everything I’ve said, to take it even one step further, my thought process at the time was, “why not go the extra mile then and just have SY be albino? Within context of the Heavenly Realm, that character design makes sense.” TUT is me subtly riffing off what I can (for the good ol’ meta humor), but making the content come across as a legitimate story experience. As Protagonist A and Protagonist B, LBG and SY have to look visually striking together. With all that said, let’s talk about....

(In reference to the original tumblr post)

Shen Yuan (Mortal)

I’ll keep some elements of his albinism from his celestial form (light sensitivity and pale skin mostly), but SY’s mortal form is essentially SY pre-transmigration but within context of the xianxia genre.

For his appearance, let’s just keep this Author’s Note^ and TUT’s summary in the back of our brains. This is the fanvid I was originally inspired by for SY’s mortal appearance:

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(TUT Summary - Excerpt)

For what he wears, I’m currently feeling very heavily inspired by this PV:

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His mortal appearance wouldn’t be considered as “strange” or “otherworldly” compared to the “ethereal fairy-like beauty” SY retains in the Heavenly Realm, but as a side-effect of the 【PROTAGONIST’S HALO】 and his +20 CHARISMA stat, he would still be considered attractive to people even when he takes on a mortal appearance. (Mainly, I like the idea of Bing gē taking large shots of vinegar seeing SY turning heads no matter which appearance SY takes on, and Luo Binghe glaring at these “insects” for even “daring to lay their unworthy eyes on his fated person.” The thought of it just makes me laugh.)

What I mean by how SY’s mortal form being very much based on how SY appeared pre-transmigration but in the xianxia genre context, I mean he’ll have his dark hair (but longer), a “scholarly air” (as a nod to his novelist background), dark eyes, and even his glasses technically (the divine monocle mentioned in ch3, which is also a subtle nod to Sha Po Lang and a riff on men wearing monocles in other Chinese works andit’salsoforeshadowingbutshhhh).

(TUT ch3 - Excerpt)

Shen Yuan originally was an author in his forties pre-transmigration, so I like the idea him having a mature air about him in the Cultivation World as well. So for both our Protagonist B’s celestial and mortal appearances, the idea is that you can look at him and immediately recognize him as a protagonist of the danmei setting. My only two prerequisites are that his appearance screams “hello, I’m Protagonist B” and that he appears in “scholarly” attire.

Airplane Shooting Towards the Sky (Mortal)

Keeping in mind the original tumblr post where I wrote my thoughts on who I’m transmigrating him as, currently I’m thinking it’s a combination of these two PVs for his mortal form:

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As a nod to him being a successful novelist, I wanted him to also appear scholarly. A scholarly crown prince, if you will. For his attire, imagine all the C-drama clothing you’ve seen actors wear in period dramas, and you already have a good idea already of the direction I’m heading down.

As the prince of the cannon fodder emperor, I very much like the idea of Airplane perhaps having a baby face and brown hair (as a small nod to fanon!SQH from SVSSS) but with a great body (a huge source of inspiration are clothing worn by Prince Yu and Prince Jing of the three princes from the C-drama Nirvana in Fire). Since Airplane will also be able to select his Character Creation stats like Shen Yuan had, one thing I’m fairly certain is that he will max out his CONSTITUTION—because “game logic” and not wanting to die. (For those who don’t know, the CON stat in tabletop RPs essentially indicates a person’s overall health, wellbeing, and vigor checks...so him maxing it out is equivalent to him being as invulnerable as a cockroach. A high CON means overall healthiness, which means your character probably is full of energy and vitality, can heal rapidly, and will rarely get sick—if ever. Low CON usually means a higher susceptibility to sickness and disease, wounds that fester and linger, and a general fatigue would haunt you, etc.) Like how SY zeroed in on his CHA, Airplane would have prioritized +20 CON (+5 modifier), especially knowing the fate that’d await him as a prince and the vicious environment that is expected for palace intrigue plots (the harem is a big factor, with concubines and consorts and even the empress sabotaging each other—just to win the favor of one man). Against poison or whatnot which is a cliché in palace intrigue plots, rather than relying on luck, you typically stand a better chance of passing the CON check if you have a high modifier aiding your checks. He’s basically become impervious to illnesses, most poisons (probably being able to spring back quickly), and is considered the healthiest prince in all the mortal imperial line. <- This could be taken both seriously and humorously simultaneously.

Airplane Shooting Towards the Sky (Deity/ Celestial)

For Xiàng Tiān Dà Fēijī’s “actual divine body” that is currently asleep and won’t be awakened until Airplane completes his mortal trial to “regain his cultivation powers,” the face should obviously be similar but, as Xiàng Tiān Dà Fēijī, he would appear regal and dignified as a god of this world:

Imagine something along the lines of mortal Airplane as the man on the right, celestial Shen Yuan in the center, and deity/ celestial Airplane as the man on the left. I envision a respectable appearance that would knock the air out of Mobei jūn and make him recognize Airplane despite any visual dissimilarities, and in a way we have the Four Beauties of China: Luo Binghe, Shen Yuan, Mobei jūn, and Xiàng Tiān Dà Fēijī.

I will say I currently have an idea of making Airplane have “golden” eyes in both his celestial and mortal forms. (Spoiler alert: in my notes, I’d written down to give Airplane yellow eyes as an Easter egg to Yanxi Palace, I believe, where there was an episode where someone of the imperial harem schemed against the empress and almost had the newborn baby killed because that and the yellow skin was an inauspicious omen. We later find out through a timely intervention that the true reason was due to jaundice—because of the diet/ pregnancy cravings she ate for a period of time which resulted in her son’s symptoms. With Airplane’s high CON and another trope I’m bringing in which’ll have to do with the Medicine King’s Valley/ Valley of the Medicine King, his yellow eyes are the only side effect that lingered from that traumatic event which would have killed him had they gotten away with their scheme. A lot of palace dramas have to do with the vicious harem plots, so this would potentially be one such example.) The reason being that this is the identifying marker for MBJ to clue in that they’re the same man he will have loved. And I think that has romantic potential.

Misc.

Now addressing the other tags, yes, essentially speaking, Mobei jūn might just very well experience his very own Big Damn Reunion trope that Bing mèi had suffered from SVSSS. Poor MBJ. He’s in a tumultuous ride of his own with him considering Airplane as his own fated person, hahaha. But for the Moshang dynamic, I want him—a demon—to find himself taken with Airplane in his mortal guise—and subsequently his true celestial appearance once he finds out. I very much also want SY to jokingly snark to his fellow transmigrator-and-writing-colleague about him getting in a relationship with his own “creation” (MBJ). And Airplane would jokingly snark back about SY “ruining his ‘first son’ as well” (LBG). If you can read between the lines of that, then kudos. I’m glad to hear you’re looking forward to the palace intrigue.

I’m especially very happy to hear you’re looking forward to the descriptions! I personally love worldbuilding in the stories I consume I’m an interior designer and realtor irl, so I’m glad my love of house details and landscape, etc shows in TUT. For the pseudohistorical vibe, in the Mortal Realm, I will be referencing the Forbidden City of our Chinese history and a couple popular period C-dramas. Take the settings of period C-dramas like Ruyi’s Royal Love in the Palace, Yanxi Palace, and Nirvana in Fire as examples for what will be awaiting us when we finally meet Airplane in his mortal body. In the Heavenly Realm, the descriptions will be heavily referencing shows that contain aesthetics such as those of Ashes of Love, Love and Redemption, and Eternal Dream.

Take this with a grain of salt just in case I change my mind later on, but in the chapter when we meet Airplane for the first time, I probably won’t say which character he is in the first scene. I’ll give plenty of hints in the first scene so that you all can make your guesses before the big reveal, but I’m fairly confident you all or most of you will be able to pinpoint who he is among the cannon fodders. We’ll meet the emperor, who is discussing with his sons about the matter regarding the approaching calamity that is Luo Binghe. Then when we transition into the second scene, we’ll know exactly which “royal prince OC” it is that our beloved Airplane has transmigrated into, hahaha.

(*Keep in mind, for everything written above, some details are subject to change. Nothing is official until it appears in the story, or I’ve actually drawn my ideas out and posted online to both my tumblr and twitter. These are just my current thoughts.)

A goal of mine for TUT is to make the story widely accessible, meaning it doesn’t matter if the reader is new to the SVSSS fandom or aren’t familiar with the Easter egg references or meta jokes or subtext or even the Chinese culture, or even if English is not their first language. Having knowledge beforehand might help someone notice more hidden details in TUT, yes, but it is a humble wish of this writer for her esteemed readers to be able to dive into the story and get the enjoyable feeling like they’re reading a genuine danmei novel. It really makes me smile whenever I hear feedback that I am able to emulate that experience.

Very exciting developments indeed are in store!

[ambersock]

On the Edge of Forever

Characters: Sam Winchester, Dean Winchester, Castiel, Lucifer (Cassifer)

Summary: Sam has a plan to deal with the Darkness. Dean is definitely not going to like it.

Word Count: 4095

Warnings: Angst, Minor Sam Whump, Swearing, Sam Winchester Has Self-Worth Issues

A/N: Takes place in Season 11, after 11.10 The Devil in the Details. More notes at the end.

Now: Dean

Baby’s tires squeal in protest as Dean uses up a month of tread taking yet another turn too fast, her back-end fishtailing with only intermittent traction keeping her from spinning out. He’ll apologize to her later. Dean slams the accelerator down as he exits the curve and hits 90 on a straight section of the backwoods road on the outskirts of a town probably called Where The Fuck Are We We’re Lost. He starts to recognize landmarks from the last time he was here almost three years ago; he’s close. Not close enough.

He hurtles towards his destination, praying to who the hell knows what (because, really, there’s nothing out there that gives a shit, is there?), that he makes it in time to stop his idiot brother from doing an idiotic thing. Because he idiotically let his brother go to talk to fucking Lucifer, and of course Lucifer got inside his head. And here he is again, wracking his brain to figure out what the hell he can possibly say to convince Sam to abandon his insane plan.

Five days ago: Sam

Ever since the train wreck that was supposed to be a “safe” visit to the Cage to ask for Lucifer’s help against the Darkness, Sam has been replaying the Lucifer-guided tour of his worst fuck ups over and over on an endless loop, hoping that repetition and whiskey will numb him just a little more each time. For the hundredth time Sam curses his hubris, thinking he would even register on God’s radar, let alone that He would answer his prayers and send him visions. For the hundredth time he curses himself for being so naïve that he never suspected that the visions were just a lure from Lucifer to reel him in, break him down, and use him as a ride out of the Cage. And he hates himself for how close he had come to caving in. More than once.

On his third shot of whiskey and his umpteenth rerun through his trail of regrets, it hits Sam: within the chain of events of disaster begetting calamity begetting catastrophe, there is one moment in time where it could have easily all fallen apart. One small delay, one broken link, would cause a cascade failure and drastically alter everything that came after. He can’t help fantasizing, over and over, about all of the different little things could have happened that would have changed the entire outcome. If only.

On his fourth shot of whiskey, Sam remembers the sigil that allowed Henry Winchester to travel through time, and he huffs out a laugh.

On his fifth shot of whiskey, Sam staggers to the archive room and starts pulling books.

******

Sam continues to stare at the passages describing the Enochian time travel spell. The task he’s set himself is a flame that has both sustained him and consumed him for days on end. There’s a tree’s worth of paper covered in notes scattered across every horizontal surface, held down by mostly empty coffee mugs distributed randomly around the cramped space. His eyes are dry and red, an eyestrain headache thrums in the back of his skull, and his back is aching from being hunched over musty tomes for hours at a time attempting to deconstruct and reverse engineer the spell, to adapt it to his specific purpose. He’s not sure when he slept last, and Dean has started to give him those sideways I-know-something’s-eating-you looks which means he’s got limited time before Dean drags him out of the bunker “for his own good”. Sam forces himself to clear his mind of everything except the patterns of Enochian writing in front of him. He’s close, he thinks he’s found the right figures, he just needs to understand how to combine them with the original blood sigil. As Dean would say, he’s on the one-yard line and it’s time to push through it.

Hours later something finally clicks like a circuit closing in his brain, and suddenly the pattern of the lesser symbols within the larger whole makes sense to Sam. The solution is simple and elegant, and it’s so obvious to him now that he can’t believe he didn’t see it sooner. He adds the figures to a drawing of the original blood sigil and he knows, just knows, that this is going to work. He allows himself to luxuriate in the endorphin rush that accompanies success, the feeling that he’s about to score a win. For the first time since he threw himself into the Cage, he feels like he’s finally doing something right.

The only problem now is finding the right way to tell Dean. He’s going to need some time and distance, a head-start to get out in front of Dean’s inevitable knee-jerk reaction, because Dean is definitely not going to like this. Even if it was his idea.

Yesterday: Lucifer-wearing-Castiel

It was a stroke of luck, really, that Lucifer landed Castiel as a vessel instead of Sam as he had originally intended. Dean might have caught on to Lucifer-wearing-Sam, but it was just too easy to pass himself off as the besotted pet angel when Dean had caught him tearing through the records. A contrite little “I’m sorry Dean” coupled with a soulful look and Dean was sold. It is surprisingly so much easier to masquerade as someone else topside than it ever was in the Cage. He never could fully convince Sam that it was Dean who was carving out his organs.

Fun aside, there is now a possible monkey wrench in Lucifer’s carefully laid and, so far successful, bid for freedom. He stares at the disarray of notes decorated with Enochian symbols strewn all over the small bunker storage room by his erstwhile vessel, and can’t dismiss the growing possibility that everything is about to unravel.

“Oh Sammy-boy, what are you up to?”

His vessel has been mucking around with a time-travel sigil, and it seems like he’s pretty far along. Logically, Sam would be looking to prevent the release of the Darkness, which also certainly means undoing the events leading to the damage to the Cage that allowed Lucifer to escape. There are two lessons he files away for later: one, never speak Enochian in front of a chew toy; two, sending Sam Winchester on a guilt trip tends only results in a manic attempt on his part to fix things, which is exactly how Lucifer ended up back in the Cage the second time. He takes a moment to appreciate the irony of how tormenting Sam with his past regrets might now colossally backfire on him. He questions whether it was really worth it just to see Sam squirm like that once again, but then he can’t keep a smile of contentment from spreading across his face.

Yes, yes it was. Definitely worth it.

So now to the problem at hand: Lucifer-wearing-Castiel has other important, and definitely more amusing, things he needs to attend to, such as feeding Crowley his own intestines. But this potential threat to his plans is not something he can abide. He mulls over the merits of just disintegrating Sam—not very satisfying, but efficient—when he feels a tickle from a small, dark corner of his consciousness. He sighs in irritation.

“What do you want, Castiel?”

I believe I can help.

“Yeah, not really buying that.”

Give me five minutes, and I promise that Sam will no longer be of concern.

Lucifer is loath to cede control, but at the same time his curiosity is piqued. He can always return to Plan Disintegrate later. Or maybe he’ll think of something more entertaining while he’s waiting.

“Five minutes.”

Castiel takes out his phone and picks Dean out of his contacts. As Dean picks up, Castiel reaches for the page holding the altered blood sigil.

“Dean… I’m afraid your brother is planning to do something very foolish…”

Earlier: Dean

“You’re going to what?”

“I’m going to fix this. Fix the Darkness. I figured out a way to take Abaddon off the board in the past. No Abaddon, no Mark of Cain. No Mark, the Darkness stays locked up. Kevin lives. Charlie lives. It’s a no-brainer.”

Dean is standing in the room where Sam had been doing his clandestine research, now devoid of the notes that Castiel had described. After 17 frantic, unanswered calls to Sam, who had gone missing all night, Sam has finally called back and Dean knows that something’s seriously off. He sounds eerily upbeat, which immediately sets off Dean’s alarm bells given how shaken and preoccupied he had been after coming back from the near-disastrous visit to the virtual Cage. Whatever Sam’s planning, Dean is pretty sure he’s not going to like it, and Sam’s not exactly forthcoming with details. Either Dean needs to get Sam to spill, or he at least needs to get a trace on his phone and figure out where he is.

“Aren’t you the one who always says not to screw with time? Mothra Effect, or whatever? And if you go back and meet yourself, won’t the universe, like, explode or something?”

“Butterfly Effect. And I’m not going back, I’m sending something back. Seriously, Dean, do you really think I can possibly screw up the time line any worse than The End of Everything?”

Dean doesn’t have a good response to that, so he switches the topic to keep Sam talking. “So how, exactly, are you gonna take Abaddon out without the Mark and the First Blade? You planning to send her one of your documentary podcasts and bore her to death?”

There’s a huff of exasperation on the other end and Dean swears he can hear Sam roll his eyes. “Hilarious. Look, I’ve found another way.”

“Then tell me where you are and I’ll come help.”

Silence.

Then, “Don’t worry Dean, I’ve got this. It’s an easy spell. You should keep researching the Darkness in case this doesn’t work.”

Sam being evasive confirms that Dean has good reason to be suspicious about this plan, but the trace is still going and Dean plays for more time.

“Don’t worry? Might as well tell me not to breathe. Let me guess: you’re sending a bomb back to blow Abaddon to fucking bits so we can’t sew her head back on.”

“…Huh. Interesting idea, but there’s too much risk that I’d end up blowing up one of us. Anyway, it’s a blood spell. Whatever goes back has to be infused with DNA so that it can latch onto the same DNA. I’m just sending some cloth back. Like I said, it’s simple.”

Dean gives in to his growing irritation at Sam’s caginess and decides to go for the direct assault.

“Sam. What aren’t you telling me?” Dean already has his suspicions of what Sam isn’t telling him; there’s only one way he can think of that takes Abaddon out of play and saves Kevin. He’s hoping he’s wrong. He’s also dying to know how time travelling cloth comes into this.

“Don’t get mad.”

“Sam.”

“Look, just promise you’ll hear me out, okay?”

“SAM.”

Dean can hear Sam take a breath, like he’s getting ready to plunge into deep water. “…I’m going to make sure I finish the third Trial.”

There it is. Damn it.

“LIKE HELL YOU ARE.”

Click.

Sam disconnects before the trace finishes, but Dean doesn’t need the trace to know where to find him. He hauls ass to the garage where the Impala is waiting.

Now: Dean

Dean stands on the brake and Baby skids to a halt next to the car Sam had appropriated, sitting in front of the old, decrepit church. It’s exactly as he remembered it last, like it’s been frozen in time waiting for their return. Overgrown bushes still cling to the rotting siding, and stained glass still litters the ground from the blown-out side window. The only thing missing is the shower of angelic fireballs cascading toward the earth with Sam dying by his side, an image that perversely reminds him of watching fireworks in a field with next to his little brother.

The last time they were here, Sam was half out of his mind with fever and remorse, and Dean’s desperate I’m-Your-Big-Brother-You-Have-To-Do-What-I-Say tone had actually, thankfully, gotten through to him and Sam had backed down. He can’t believe that he has to talk Sam down from the same fucking ledge again, only it’s worse this time because Sam is laser focused on his mission to fix the problem. This time, emotional pleas and yelling and demanding aren’t going to work. This time, so help him, the only way Dean will be able to talk Sam out of this will be to throw logic at him.

Dean launches himself out of the Impala and bursts through the doors of the church to see Sam sitting, chin in hand, in the chair that once held a nearly human King of Hell. A crimson stain is spreading on a strip of cloth that he’s holding to his arm, and there is a bowl of already-mixed spell ingredients on the floor in front of him. Sam has clearly been waiting for Dean.

“Well, that was quick.”

Dean, bent over huffing, heart still pounding from breakneck drive here, is seriously tempted to punch Sam.

Before Dean can take a deep enough breath to start in on forcefully explaining to Sam how idiotic this is, Sam launches into his sales pitch. “Look Dean, I know what you’re going to say, but just listen. I’m not throwing my life away on some impulsive, reckless act. I need you to understand that, that’s why I waited for you. I’ve had days to think this through. This endless cycle of crossing lines we’ve got no business crossing, of throwing away the world to save each other, this is where it all started, and I can stop it before it starts.”

“Damn it Sam, are you even capable of coming up with a plan where you don’t die? Closing up Hell wasn’t worth your life then, and it’s not worth it now—”

“Isn’t it though? I mean, my insides were going to be deep fried whether or not I finished it. You were right when you said you shouldn’t have pulled me back. Look at everything that came after—Kevin, you becoming a demon, and—and the things that I had to do to get you back, to remove the Mark… getting Charlie killed… and how many people died when the Darkness infected that town? I mean, how can you tell me that saving all of them isn’t worth it?”

Dean feels a knot growing in his stomach because he knows damned well that it wasn’t Lucifer who got into Sam’s head. It was the Mark that told Sam that he should have been on the pyre instead of Charlie. It was the Mark that told Sam he should have died finishing the Trials. It was the Mark that told Sam that he was evil. It had said all of this to Sam for his crime of saving Dean from an eternity of suffering.

But it was Dean who never apologized, never tried to set things right.

They have both said and done abhorrent things to each other while under the control of some entity or force, and there has always been an unspoken understanding between them that they don’t take it personally. Mostly. Sometimes. Okay, Dean usually gets mad, leaving Sam to trail after him afterwards apologizing profusely. But Sam always brushes these incidents aside and moves on without a word. Hell, the first thing Sam had done after the hammer episode was to go out and get Dean a double bacon cheeseburger with extra onions and three different pies.

But this… this has really gotten to Sam. He didn’t just dismiss it like he did when they were under the influence of the Siren. He buried it instead and let it set down roots and infest every corner of his brain. And when Sam gets like this—like after he set Lucifer free, like after he found out what he had done while he was soulless—he just can’t let it go until he does something to atone for it. This is ironically what Dean both most admires and most infuriates him about his little brother: his unwavering determination to make things right and his absolute faith in their ability to do so. More than once he has carried Dean along in his wake by sheer willpower when all Dean wanted to do is crawl into a bottle. But these crusades never end well for Sam, and the one thing that Dean will never be able to protect Sam from is himself.

Sam crosses over to the oversized wooden double doors at the entrance, already adorned with the augmented blood sigil. He winds the cloth through both handles and ties it securely as blood continues to ooze from the cut on his forearm. Dean gets what Sam is doing now. He’s using the spell to send the blood-infused cloth back in time, homing in on his own blood in the past, to hold the doors shut back then. Dean had barely gotten to Sam in time to stop him from curing Crowley, and if it had taken him just a few more seconds to push through the door it would have been over. Will have been over.

“Kah-nee-lah. Poo-goh.”

The sigil on the door starts to glow dimly, and the reality that This Is Happening hits Dean like cold water in the face. He had every intention of trying to talk Sam out of this with a reasonable, adult discussion, because he knows damned well that Sam doesn’t respond to orders being yelled at him. It all flies out the window at that moment and he’s barking at Sam like a drill sergeant, because if he doesn’t, he’d be breaking down instead. He grabs Sam’s arm and spins him around.

“What the hell, Sam? You know that nothing I said while I had that thing on my arm counts. You can’t seriously believe that I meant any of—”

Sam cuts him off, his gaze intense, his voice fervent. “It’s true, Dean, what you said. Mark or not, it’s the truth. I chose to cross those lines; I chose to let the Darkness out. You told me not to, and I did it anyway. So this is me stepping up and taking responsibility. If I’ve got a chance to undo all of this, I have to take it. And right now, it’s the only play we’ve got.”

Angry words propelled by desperation shoot out of Dean before he can stop them. “Yeah, that’s exactly what you said about your visions of the Cage, and how did that work out for you?”

Sam visibly flinches and pulls away from Dean as his expression hardens. “Kah-nee-lah. Poo-goh.”

The sigil blazes.

This is not at all what Dean intended. He came here to talk Sam back from the edge, and instead he’s pushing him toward it. Dean swallows his anger and it tastes like acid going down, and all that remains is panic.

“Sam, just stop. I don’t care what came out of my mouth when I had the Mark, it’s all bullshit. Sam, you don’t need to do this—”

“Yeah, Dean, I really do. I wasn’t strong enough to make the right choice then, but I can do it now.”

Dean flounders for whatever magic words he needs to get through to Sam and comes up empty. He does the only thing he can think of to shock some sense into him or, preferably, to knock him cold so that he shuts the fuck up and can’t finish the spell. Dean’s fist connects with Sam’s jaw, propelling him backwards. Sam goes down, sprawling on the floor, but he’s not out. He sits up, hand to jaw, and Dean expects to see shock or anger on Sam's face, but all he sees is compassion. And Dean knows that he’s lost.

“Sammy, don’t—"

“Kah-nee-lah. Poo-goh.”

A blinding light envelops the cloth holding the doors shut.

Yesterday: Lucifer-wearing-Castiel

Castiel ends the call after warning Dean about Sam’s intentions. He takes a marker to one of the added symbols and alters it slightly. He freezes as Lucifer gets back in the driver’s seat.

Lucifer asks suspiciously, “And what exactly are you doing with this, Castiel?”

I’m just disrupting the sigil. The change I made will prevent the spell from accounting for the current position of the Earth relative to its position within the—

“Summarize, Poindexter.”

With the change I’ve made, whatever object Sam is sending back will end up in space. Sam will think that his alteration failed, and he won’t interfere with your plans. You would know if I was lying.

“So… I’m trying to understand this. You’re helping me by sabotaging Sam’s work… why, exactly?”

To eliminate your motivation to kill my friend.

Lucifer considers Castiel’s response. “Huh. We’ll see.”

I can still expel you.

“Now Castiel, we both know that’s an empty threat.”

Castiel is silent for a moment. Then:

It’s a small world after all, it’s a small world—

“Alright, alright. Just kidding. Grow a sense of humor.”

Now: Dean

The cloth binding the door handles is gone, but as far as Dean can tell, nothing else has changed. Sam is still on the floor, a stunned expression on his face that would be comical under any other circumstances, and all Dean can think is thank fucking God, and he starts to wonder if maybe there isn’t something out there intervening on his behalf after all.

“I don’t… it should have… it didn’t work.” Sam looks around in dazed confusion for a moment before pushing himself to his knees, and he looks up at Dean, eyes filled with defeat. Dean can’t stop the memory from superimposing itself in his mind of Sam kneeling in front of him, resigned in his acceptance of Dean’s judgment of him, waiting for the scythe to swing.

“I’m sorry...” Sam apologizes for not being dead.

Dean thinks he’s going to be sick.

He drops to Sam’s level and doesn’t know whether to shake him or maybe hit him again. He pulls Sam to himself instead and holds onto him like he’s going to blink out of existence if he lets go. Sam doesn’t resist, but he doesn’t respond.

Dean knows that there is something that Sam needs to hear, something he should have said weeks ago. Dean hasn’t been able to tell him, because it’s selfish and the good guys aren’t supposed to be selfish. The good guys are supposed to put the rest of the world first, and happily throw themselves into oblivion for “the greater good”. He keeps his grip on Sam because he doesn’t want to see Sam’s reaction to what he’s about to say; he’s not sure what Sam will think of him afterwards.

“What you said… after you risked the world for me, when you said that you’d do it again in a second…”

Sam tenses in his arms, and Dean takes a breath.

“Sammy, that wasn’t evil. That was the best fucking moment of my life.”

The statement hangs there for a few heartbeats. Then Sam relaxes, lets his chin drop to Dean’s shoulder, and tentatively folds his arms around him. Dean feels him starting to shake.

“I wanted to—I couldn’t save them.” Sam’s words fall out of him between hitched breaths.

“I know Sammy.”

“It should have been me up there instead of—”

“Don’t.”

All of the mourning that Dean hadn’t allowed Sam to express as they watched Charlie’s body burn, all of the grief that Sam has held bottled up ever since pours out of him then, and Sam clings to Dean like a drowning man to a life preserver. He doesn’t know how long they stay there. His knees are aching and his legs are falling asleep but he doesn’t care because Sam is still here and he’s alive. He waits until the tremors slow and finally stop, then slowly pulls back.

“Hey, you don’t get to put this all on yourself. I’m the one who took the Mark without reading the warning label. We’re in this together. We’ll figure this out, both of us.”

Sam just nods numbly.

“Now let’s get out of here before we hit menopause.”

Sam rewards Dean with an expelled almost-laugh and a flicker of an almost-smile, and Dean chooses to count that as a win.

~~~~~~~~~~

More Notes:

I have this nagging need to address all of the drama from 10.23 Brother's Keeper that the writers just decided to drop on the floor.

The title is named after the ST:TOS The City on the Edge of Forever. The theme of the story, at least from the original script, is that it is possible to love someone so much that you would throw away your whole universe for them. I can't help but notice the parallel to SPN.

This is exactly what Dean wants from Sam throughout seasons 8 and 9, and when Sam does it in season 10, Dean calls him evil for it. Sam just can't fucking win.

[wonderfulworldofmichaelford]

Psycho Analysis: Skull Face

(WARNING! This analysis contains SPOILERS!)

The Metal Gear franchise is well known for its complex, deep philosophies, and the antagonist of Metal Gear Solid V is absolutely no exception to this. Skull Face, while definitely on the more shallow end of the villain pool in terms of the series, is still one of the most intriguing and even pivotal villains the series introduces. Why is that?

In short, he is responsible for much of the bleakness that plagues Solid Snake’s adventures. But you’re not here for the short version, you’re here for the long one. So how exactly does the mysterious Skull Face fit into the incredibly dense and convoluted mythology of Kojima’s masterpiece of a franchise?

Motivation/Goals: Skull Face has a pretty surface-level motivation at first glance: he wants revenge against both Zero and Big Boss, as Skull Face previously worked for the covert project XOF created by Zero that cleaned up messes left behind by Big Boss during Virtuous Mission and Operation Snake Eater, XOF being the shadow of the FOX program, so to speak. After FOX disbanded in the 70s, XOF became the strike force for Zero’s Cipher. Of course, during all this time, Skull Face became resentful of both Zero and Big Boss alike, weary of being left in the shadows cleaning up the messes of men who would gain more honor than he did. This is the guy who assassinated Stalin in the Metal Gear universe, so it is understandable he’d be a bit miffed.

Of course, as any Metal Gear villain is wont to do, he takes his anger too far, and decides to play Cipher and MSF against each other, and sets into motion the events of The Phantom Pain by kidnapping, torturing, and possibly even raping Paz before having those bombs implanted in her as well as kidnapping and torturing Chico (and perhaps even forcing him to rape Paz). He then destroys Mother Base, which leads into Big Boss going into a coma when his helicopter explodes due to Paz’s bomb.

His ultimate goal from all of this chaos is this: he’ll create nukes only he can stop from detonating and distribute them around the world along with the Metal Gears needed to fire them, upsetting the global power balance in the process while also keeping Skull Face in control. Then, he would unleash the English parasite that kills its host whenever they speak English; when the world is liberated from English, the new world language will be one of nukes and Metal Gears, and the world will be at peace through mass nuclear deterrence, a sentiment similar to that of Hot Coldman of Peace Walker. And if that doesn’t work? Just kill everyone. The plan is ludicrously complicated and seems like it could easily be thrown out of wack by even the slightest of variables, which makes Skull Face a perfect Metal Gear villain.

Really though, everything boils down to his desire for revenge against the sleights he feels Zero and Big Boss dealt against him, be they real or imagined, which fits very nicely into the game’s deconstruction of the idea of vengeance and how ultimately seeking revenge can utterly consume a person and cause far more harm than good. This makes Skull Face thematically gel with the story while also being someone to root against and to, in the end, help Kaz and Venom realize how utterly futile their thirst for vengeance against Skull Face was and how destroying him does not bring back the years of suffering they suffered or all that they lost.

There’s also an element of the fear of being forgotten to his motivations, erased from history by his enemies in an attempt to eradicate any and all legacy he may have; however, in this regard he is far more successful than in his main evil plain, as he managed to pass on his vengeful, nihilistic philosophies to his enemies. Even though his body is burnt away due to housing parasites and even though the Patriots eradicate his existence, and even though the true Big Boss never acknowledged Skull Face or his existence, Venom, Psycho Mantis, Skull Face, Diamond Dogs, and even Cipher are forever warped by his philosophies and in part plays in to how Outer Heaven was created. Even worse, he actually does get his revenge on Zero, causing him to fall into the state he is seen in right before his death at the end of Guns of the Patriots. As special tapes show, Zero truly was remorseful for how things between he and Big Boss had turned out and truly wanted to communicate and reconcile… but because of Skull Face’s desire for revenge, he ended up preventing such a reunion from ever occurring.

“Poor communication kills” is another strong theme in the game, and Skull Face weaponizes such a thing, inadvertently ensuring all the tragedies that would follow in the Metal Gear timeline, all because of his thirst for revenge against two men who never intentionally wished to screw him over… perhaps if he had communicated, things would have turned out a bit better for all parties. Instead, he turned one man into an immobile, barely functioning shell and warped another into someone just like him: a monster who lives only to lash out in anger and vengeance at those he has perceived as wronging him. Even though Skull Face died, he still ultimately was victorious in the sense that Big Boss and Zero were both twisted and destroyed by his actions.

Performance: James Horan does a wonderful job voicing Skull Face, making him sinister, creepy, and hammy whenever the scene calls for it. In fact, his scenery chewing skills are nearly unmatched; Skull Face goes whole hog when it comes to hamminess. He’s certainly not Armstrong levels, but Horan knows what kind of series he’s in and is definitely having a lot of fun.

Final Fate: When Mantis hijacks Sahelanthropus, Skull Face ends up caught in the crossfire and crushed, so Kaz and Venom come up and blast his limbs off as payback for the limbs they lost. But then they realize that killing him is a pointless, hollow victory that won’t bring back their dead comrades or give back all they took from him, so they toss him his gun as he begs them to kill him and tell him to do it himself as they walk away. A powerful moment in the series…

...That Huey immediately ruins by going over, killing him, and then shouting “REVENGE!” in the stupidest manner possible, despite the fact that any grivance Huey could possibly have against Skull Face is petty at best. For such an important villain in the grand scheme of the franchise, he deserved better than being shot by Huey of all people.

Best Scene: It’s pretty hard to pick, as almost any of his disturbing tapes from Ground Zeroes could qualify due to their fantastic voice acting and horrifying content that cements Skull Face as one of the franchise’s most twisted villains. But if we’re talking in-game onscreen appearances, the scene in “Hellbound” where Sahelanthropus is revealed in all its terrifying glory while he poses and gestures in its hand, hamming it up for Huey and Snake, is just a truly golden moment.

Best Quote: “Who is doing this? Such a lust for revenge… WHOOOOOOOOOOOOOOOOOOOOOO?!?!?!?!?!?!?!!??!!?”

Final Thoughts & Score: Skull Face is a really cool villain, even with that dopey face mask. It may be because he continues the proud tradition of ridiculous, over-the-top bad guys that the series is known for, but gives one suited to the Big Boss era of the franchise; Volgin and Hot Coldman are not nearly as hammy or enjoyable as Skull Face is. And much like any great Metal Gear villain, Skull Face has some awkward moments, such as that uncomfortably long car ride and the fact he’s wearing a mask that makes him look like an edgy reimagining of the Hamburglar, but frankly these things just endear him more to me. The whole fun of Metal Gear is that these games have so many poetic, beautiful, poignant, and philosophical scenes juxtaposed against over-the-top absurdity and ridiculous levels of narm; Skull Face fits right in.

Truly this man earns his 9/10. Ultimately I keep him from the perfect score due to being killed by Huey, which is insanely embarrassing for any villain, as well as the fact that he’s a little underutilized and never really beaten in a meaningful way because, again, Huey is incapable of not ruining something. But none of that changes how thematically strong the guy is. He’s a lot of fun, and while it’s a shame he’s killed only about halfway through the game, the shadow he and his actions cast on not only the entire game but the franchise as a whole more than make up for his shortcomings.

[wearthegoldhat]

Familiar Old Soul

I was driving up the 5 with a friend one evening and I felt like Milo in his little car after the phantom tollbooth, completely transported, winding through the most surreal miles of effortless bucolic beauty, hills of brassy grass glowing under gradients of a summer sunset that surely lent California its nickname. It felt especially surreal after a regular work day in the city. And I learned many interesting things about my friend during that drive up.

I will first tell you that my friend is an interestingly small-sized person. In fact, he looks exactly like an otherwise healthy full-grown man, whom someone has resized by clicking the corner of his bounding box and dragging inward while holding down shift. I learned later that this is because he suffered calcium deficiency as a child and his parents didn’t know until it was late, not late enough for Rickets, but late enough for his knees to be weak and the doctor to tell him to stop hiking. He would sooner die than stop hiking though. He just carries a pair of trekking poles with him every time he goes. (He told me he read this description of himself and laughed until his stomach hurt. He also said it was the best part of the whole thing I wrote so if you want you can stop reading now.)

My friend is fascinated with America in a way that helps me remember again how bewildering America is, how her peculiarities must be explained to those who didn’t grow up here. In a weird way, it felt like talking to my father, but a younger version of him, when he was still impressionable and eager, reading John Steinbeck in the library in Warwick as the snow fell outside.

I had to explain to him things like “identity crisis” and “teenage angst,” for these things do not exist the world around. I said things like: America is a country that makes sense of herself through movies, media, ads, and entertainment. Mental health is an epidemic because self-sufficiency is the highest order of the land. Young people begin early on to ask questions about themselves, who they are, where they belong, how are they different or the same as everyone else, and this often ushers in a very troubled brooding period, toxified by the unrealistic ideals modeled by movies, media, ads, and entertainment, the mediums through which Americans make sense of themselves. And they must do this alone, to each his or her own. Teenage angst is a time of deconstructing, testing boundaries, asking questions of every body and every system in sight. Most people grow out of it eventually, but not everybody does (some people are left deconstructing everything for the rest of their adult lives).

He had to explain to me things like how, where he grew up, his family could populate a small town. 200+ people, a network of brothers, sisters, aunts, uncles, cousins, grandparents, whom he could call for help at 1am and they would not be obliged to, but obliging in coming immediately to help. He explained to me how he wouldn’t mind living with his family forever, how he always wants his mother to be around, how he travels from home to home, staying over, and on hot nights everyone sleeps on the roof together under the stars. He was able to articulate a tremendous happiness and peace of mind knowing his family is there for him. Identity crisis and teenage angst are far from people’s lived experience.

He had to explain to me how he took the train into the city every day for work. How people hang off the sides, which sounds fun until you know how fast those trains move, how people die from falling off all the time. He told me he learned from experience to know how to get on and get off at your stop amidst the massive crowds that you cannot push past. How he learned to just sleep during the ride because he was propped up on all sides by tightly packed human bodies. How the men on his train started to recognize him after awhile, and became his buddies, sharing food, and playing instruments together, saving space for him and pulling him in above the throng (what is friendship, after all, but pulling one person from out of the crowd?)

At the same time, he had to explain to me the kind of shame he feels when he lies to his parents, because sometimes he has to lie to his parents, because the girl he loves is below his socioeconomic standing and they just would not understand. To them there is too much risk that she would take advantage of him. So the only way to love her and to love his parents at the same time is to lie. But when he is in America he is beholden to no one. The way he explained it, it almost seems like he hikes every weekend, summiting literal mountain after literal mountain, merely as a natural implication of the freedom afforded in America. You are free, therefore you hike where you have not hiked before. That’s his version of doing whatever the hell he wants. And so he is caught, somersaulting between the highest amplitudes of difference between the best and worst of both these two cultures.

And then he told me about his friend, who worked for a government agency building roads. They would build crap roads on purpose, so that they would be funded to build them again next year, and the next, again and again, repairing and rebuilding the roads because that makes easy money. (I’ve heard a version of this story several times in the different countries I’ve been to.) But his friend is an honest fellow and this did not sit well with him. He went to the top to speak up: you build bad roads on purpose, you hire based on nepotism. And they told him, why are you complaining? Are we not paying you enough? Are you unhappy with the way we treat you? And they tried to offer him a pay raise. But he would not back down into the resigned corner of the contented whose pockets are lined. So one day on his way home from work they hired some people on the street to take care of him. He was shot dead at 35.

Now my friend says, I tell you this story because I’m interested in this kind of thing too, I want to go back so I can help build better water systems. He is working in water systems for California, and studying to be licensed as an engineer. It is not enough for him to have made it to America, to have made a better life for himself.

He told me, melmo, we are the kind of people that hold on, even when it’s past when everyone else has let go, and we want to return, and want to give, and to not give up. It is not good for us. But it is how we are.

I smiled because I have not known him for long, but he is a familiar old soul.

At the end of our journey we stopped at burger king and I made him order the impossible burger. He’s never eaten beef before. Are you sure it’s not beef? He asked, eyeing the menu suspiciously. It’s meatless meat, I say, shrugging, scientists made it, I add for good measure. I watched as my friend took his first bite of the closest thing to beef he’s ever eaten. This is good, he said, with a very curious expression on his face. I try to understand the moral implications of this moment: me convincing a friend, who has lifelong convictions to abstain from beef, to eat something made to taste as much like beef as possible as a substitute for the actual beef that this country consumes insidious amounts of.

I decided there were no moral implications, so I settled for enjoying the possible layers of irony that I could not comprehend, with my impossible burger and onion rings on the side. 

[audreycritter]

do you have any tips for getting over the feeling of "everyone else in the community is a better or more popular writer than me and the themes and characterization that i'm exploring have already been handled so much better by other writers"

maybe!okay, here’s the thing. you’re always going to end up finding people who are better writers than you. the few people i’ve ever met that didn’t feel that way are usually (a) not very nice people and (b) not actually very good writers. there are times when i’m reading and i’m blown away by how good something is. depending on my mood, this either surfaces as just pure enjoyment or outright jealousy. i know! it’s ugly! it’s not pretty! i’m ready to punt my laptop out the window from sheer “i can’t believe they wrote that and i didn’t” spite.and when you’re in fandom, you’re surrounded. it’s free to publish, so people who wouldn’t finish original stuff or shop themselves to editors or only like writing shorts– they’re all there. and they’re generating a ton of content in bigger fandoms. you can’t throw a rock without hitting the same idea or premise five times before it lands on the floor.so, accept these things, first of all, as facts: 1. you are going to be surrounded by other genuinely good artists.2. most ideas aren’t new.they’re not criticisms of you as an artist. they’re just not. now, what to do about it.1. Find friends who love the same things you do and then write for them.This might sound like cliche advice, but write for yourself and your friends. Honestly. Other people might love what you write, they might hate it, they might be indifferent. But write what you want to write and read, without focusing on hit count or comment numbers. Those things are great if they happen, but write what you want first. Write for friends who will yell excitedly and accuse you of personally killing them. You need that support.2. Embrace fanon or deconstruct it. Pick one. Pick both at the same time!Listen, there are only so many plot structures. There are only so many tropes, and emotional pay-offs. If we all said that the one writer who did a flu hurt/comfort story was the only one who was allowed, and we had to all write original ideas after that, flu whump would have died in the 1970s with Star Trek fanfiction people mailed each other. But no. I will read any decently-written flu whump with my favorites because….I love that trope, I fricking love it. I will read a dozen stories about Bruce Wayne showing up for his kids in one day. So focus on writing well, include details that interest you, and don’t worry about what other people are writing. Maybe you’ll manage to say it in a way that sticks with one particular person and that’s awesome.3. Read.This is the advice I am bad at following. I get sucked into fandom. I do! I’m an obsessive person. But if you’re feeling like you’ve seen the same thing a hundred times, everything feels worn out and you’ll never write anything that causes a splash in the churning waters, then stop refreshing tumblr, stop reading about the same favorite characters, and read. Go find a comic from fifteen years ago you’ve never tried, go pick up a novel or some poetry or an essay. The best way to keep perspective that isn’t self-consuming and too repetitive is to introduce new thoughts and angles, then come back to your own writing with that lens. 4. Believe what you say matters, then believe it doesn’t matter.Okay. You want to write. SO WRITE. Just do it! It doesn’t have to be perfect, you have something to say or talk about or explore: GO DO IT. You matter as a person and an artist and you aren’t actually just writing the same thing everyone else has done unless you’re plagiarizing. If it feels that way, then maybe find a different idea to write. But something is holding you back. If it’s fear of looking like a copycat, ignore it. If it’s disinterest because you just started a story hoping for hit counts, then move on. And now? Believe it doesn’t matter if you say the same thing someone else has written, a hundred someone elses have written. So what? This is your story. It doesn’t matter what other people think as long as you’re writing something that has meaning and importance to you. Yeah, it helps to get good feedback, but that’s what friends are for. 5. Encourage others.Don’t let your bitterness or struggle make you compare yourself so much that you end up completely self-focused. When you find beauty, appreciate it. Praise it. Some of the best relationships I’ve found with other writers started with me loving their work and telling them so. Even if they seem more popular than you, I can almost promise most fanfic authors do not think of themselves that way. They’re still people who share the same struggles and fears about their craft, usually have somehow stumbled into the attention their work receives, and don’t know how to generate it or replicate it. And when you’re in the habit of building others up and encouraging them, you often foster an environment where they are willing to return the favor.I hope this helps!

[drummcarpentry]

Are You Ready to Sell Like QVC?

A photo. Some text. A shopping cart button.

It’s the setup you’ve been used to since you were Internet-years-old.

Electronic commerce has existed since the 1970s, passing through a prescient experimental phase of telephone-based TV shopping in the 1980s, and setting the tone for the future with Stephan Schambach’s 1990s invention of the first standardized online shopping software. US consumers spent $861.12 billion with online merchants in 2020. By making the “add to cart” ritual so familiar, it may seem like we’ve seen it all when it comes to digital commerce.

But hold onto your hats, because signs are emerging that we’re on the verge of the next online sales phase, akin to the 19th century leap from still photos to moving pictures.

If I’m right, with its standard product shots, conventional e-commerce will soon start to seem dull and dated in many categories compared to products sold via interactive video and further supported with post-purchase video.

Now is the time to prep for a filmed future, and fortunately, the trail has already been blazed for us by home shopping leader QVC, which took over television and then digitally remastered itself for the web, perfecting the art of video-based sales. Today, we’re going to deconstruct what’s happening on QVC, and how and why you may need to learn to apply it as an SEO, local SEO, or business owner — sooner than you think.

Why video sales?

A series of developments and disruptions point to a future in which many product sales will be facilitated via video. Let’s have a look at them:

First, we all know that humans love video content so much, they’ve caused YouTube to be the #2 search engine.

Google has documented the growth of video searches for “which (product) should I buy”.

When we look beyond the US, we encounter the phenomenon that livestreaming e-commerce video has become in China, highly-monopolized by Alibaba’s Taobao and creating celebrities out of its hosts.

Meanwhile, within the US, the pandemic caused a 44% increase in digital shopping spend between 2019-2020. We moved online last year for both our basic needs and nonessentials like never before.

The pandemic has also caused physical local brands to implement digital shopping, blurring former online-to-offline (O2O) barriers to such a degree that Internet transactions are no longer the special property of virtual e-commerce companies. This weirdly-dubbed “phygital” phenomenon — which is making Google the nexus of Maps-based local product sales — can be seen as a boon to local brands that take advantage of the search engine’s famed user-to-business proximity bias to rank their inventory for nearby customers.

At least, Google hopes to be the nexus of all this. The truth is, Google is reacting strongly right now to consumers starting half of their product searches on Amazon instead of on Google. Are you seeing ads everywhere these days informing you that Google is the best place to shop? So am I. With that massive, lucrative local business index in their back pocket and with GMB listings long supporting video uploads, Google has recently:

Acquired Pointy to integrate with retail POS systems

Made product listings free

Amped up their nearby shopping filter

Attempted to insert themselves directly into consumers’ curbside pickup routines while integrating deeply into data partnerships with major grocery brands

Experienced massive growth in local business reviews, and just released an algorithmic update specific to product review content (look out, Amazon!)

Experimented with detecting products in YouTube videos amid rumors flying about product results appearing in YouTube

Been spotted experimenting beyond influencer cameo videos to product cameos in knowledge panels

Meanwhile, big brands everywhere are getting into video sales. Walmart leapt ahead in the shoppable video contest with their debut of Cookshop, in which celebrity chefs cook while consumers click on the interactive video cues to add ingredients to their shopping carts.

Crate & Barrel is tiptoeing into the pool with quick product romance videos that resemble perfume ads, in which models lounge about on lovely accent chairs, creating the aura of a lifestyle to be lived. Nordstrom is filming bite-sized home shopping channel-style product videos for their website and YouTube channel, complete with hosts.

And, smaller brands are experimenting with video-supported sales content, too. Check out Green Building Supply’s product videos for their eco-friendly home improvement inventory (with personable hosts). Absolute Domestics shows how SABs can use video to support sales of services rather than goods, as in this simple but nicely-produced video on what to expect from their cleaning service. Meanwhile, post-sales support videos are a persuasive value add from Purl Soho to help you master knitting techniques needed when you buy a pattern from them.

To sum up, at the deep end of the pool, live-streamed e-commerce and shoppable video are already in use by big brands, but smaller brands can wade in with basic static goods-and-services videos on their websites and social channels to support sales.

Now is the time to look for inspiration about what video sales could do for brands you market, and nobody — nobody — has more experience with all of this than QVC.

Why QVC?

“I didn’t even know QVC still existed,” more than one of my marketing colleagues has responded when I’ve pointed to the 35-year-old home shopping empire as the way of the future.

The truth is, I’d probably be sleeping on QVC, too, if it weren’t for my Irish ancestry having drawn me to their annual St. Patrick’s Day sales event for the past 30+ years to enjoy their made-in-Ireland product lineup.

About seven times more people with Irish roots live in the United States than on the actual island of Ireland, yet the shopping channel’s holiday broadcast is one of the few televised events tailored to our famous nostalgia for our old country home. My family tunes in every March for the craic of examining Aran Crafts sweaters, Nicholas Mosse pottery, Belleek china, and Solvar jewelry, while munching on cake made from my great-grandmother Cotter’s recipe. Sometimes we get so excited, we buy things, but for the past few years, I’ve mainly been actively studying how QVC sells these items with such stunning success.

“Stunning” is the word and the wakeup call

QVC, which is a subsidiary of Quarate Retail International, generated $11.47 billion in 2020 and as early as 2015, nearly half of those sales were taking place online — consistently placing the brand in the top 10 for e-commerce sales, including mobile sales. The company has 16.5 million consolidated customers worldwide, and marketers’ mouths will surely water to learn that 90% of QVC’s revenue comes from loyal repeat shoppers. The average QVC shopper makes between 22-25 purchases per year!

Figures like these, paired with QVC’s graceful pas de deux incorporating both TV remotes and mobile devices should command our attention long enough to study what they’ve done and how they’ve done it.

“Enjoy visiting Ireland, but buy your sweaters on QVC!”

While supplies last, I want to invite you to spend the next 10 minutes watching this Internet rebroadcast of a televised segment selling an Aran Crafts sweater, with your marketer’s eye on the magic happening in it. Watch this while imagining how it might translate as a static product or service video for a brand you’re marketing.

TL;DW? Here’s the breakdown of how QVC sells:

Main host

QVC hosts are personalities, many of whom have devoted fan bases. They’re trained in the products they sell, often visiting manufacturing plants to school themselves. When on air, the host juggles promoting a product and interacting with models, guest hosts, callers, and off-screen analysts. The host physically interacts with the product, highlights its features in abundant detail, and makes their sales pitch.

For our purposes, digital marketers are fully aware of the phenomenon of social influencers taking on celebrity status and being sought after as sales reps. At a more modest scale, small e-commerce companies (or any local business) that’s adopted digital sales models should identify one or more staff members with the necessary talents to become a video host for the brand.

You’ll need a spot of luck to secure relatable hosts. Just keep in mind that QVC’s secret formula is to get the viewer to ask, “Is this me?”, and that should help you match a host to your audience. This example of a nicely-done, low-key, densely-detailed presentation of a camping chair by a plainspoken host shows how simple and effective a short product video can be.

Guest hosts

Many QVC segments feature a representative from the brand associated with the product being sold. In our example, the guest host from Aran Crafts is a member of her family’s business, signing in remotely (due to the pandemic) to share the company’s story and build romance around the product.

Depending on the model you’re marketing, having a rep from any brand you resell would be an extra trust signal to convey via video sales. Think of the back-and-forth chat in a podcast and you’re almost there. Small retailers just reselling big brands may face a challenge here, but if you have a good portion of inventory from smaller companies and specialty or local manufacturers, definitely invite them to step in front of the camera with your host, as higher sales will benefit you both.

Models

Frequently, sales presentations include one or more models further interacting with the product. In our example, models are wearing these Irish sweaters while strolling around Ashford Castle. More romance.

Other segments feature models as subjects of various cosmetic treatments or as demonstrators of how merchandise is to be used. Models and demonstrators used to be standard in major American department stores. QVC brilliantly televised this incredible form of persuasion at about the same time it disappeared from real-world shopping in the US. Their sales figures prove just how huge the desire still is to see merchandise worn and used before buying.

For our scenario of creating online sales videos, such models could be a convincing extra in selling certain types of products, and many products should be demonstrated by the host or guest host. One thing I’ve not seen QVC do that I think e-commerce and O2O local brands definitely could do is a UGC approach of making your customer your model, demoing how they use your products in their real-world lives. Almost everybody can film themselves these days.

Callers

There are no live callers in our example, but QVC traditionally increases interactivity with the public with on-air phone calls.

If your sales videos are static, you’re not quite to the point of having to learn the art of handling live calls, but your product support phone and SMS numbers and links should be featured in every video.

Method

“If you go up there with the intent to sell, it’s all going to come crashing down around you...The real goal of QVC.... was to feel like a conversation between the host, the product specialist (us), and ‘Her’ – the woman age 35 to 65 who is sitting at home watching television.” - I went on air at QVC and sold something to America

There’s an element of magic to how QVC vends such a massive volume of products, but it’s all data-based. They’ve invested so heavily in understanding customer demographics that they’ve mastered exactly how to sell to them. Your consumer base may be totally different, but the key is to know your customer so well that you understand the exact approach to take when offering them your inventory of goods and services.

Another excerpt from the article cited above really gets this point across when talking about guest hosts:

“Our experienced guests tend to focus on the product. But our best guests are focused on the viewer. Is this for the viewer? Everything goes through that filter. And if you do that, everything comes out more naturally.”

Here at Moz, there may be Whiteboard Friday hosts you especially enjoy learning from. As a business owner or marketer, your job will be to identify talented people who can blend your brand culture with consumer research and translate that into a form of vending infotainment that succeeds with your particular shoppers. Successful QVC hosts make upwards of $500,000 a year for being so good at what they do.

Being good, in the sweater sample, means pairing QVC’s customer-centric, conversational selling method with USPs and an aura of scarcity. I’ll paraphrase the cues I heard:

“These sweaters are made exclusively for QVC” — a USP regarding rarity.

“Enjoy visiting Ireland, but buy your sweaters on QVC” — this is a strong USP based on having better prices than a traveler would find if buying direct from the manufacturer.

“Reviews read like a love letter to this sweater” — incorporating persuasive UGC into the pitch.

“Half of our supply is already gone; don’t wait to order if you want one of these” —- this creates a sense of urgency to prompt customers to buy right away.

Analytics

The example presentation probably looked quite seamless and simple to you. But what’s actually going on “behind the scenes” of a QVC sales segment is that the host is receiving earpiece cues on exactly how to shape the pitch.

QVC’s analytics track what’s called a “feverline” of reaction to each word the host says and each movement they make. Producers can tell in real time which verbal signals and gestures are causing sales spikes, and communicate to the host to repeat them. One host, for example, dances repeatedly while demoing food products because more customers buy when he does so.

For most of the brands you market, you’re not likely to be called upon to deliver analytical data on par with QVC’s mission control-style setup, but you will want to learn about video analytics and do A/B testing to measure performance of product pages with video vs. those with static images. As you progress, analytics should be able to tell you which hosts, guests, and products are yielding the best ROI.

Three O2O advantages

In a large 2020 survey of local business owners and marketers, Moz found that more than half of respondents intend to maintain pandemic-era services of convenience beyond the hoped-for end of COVID-19. I’d expect this number to be even higher if we reran the survey in mid-2021. Online-to-offline shopping falls in this category and readers of my column know I’m always looking for advantages specific to local businesses.

I see three ways local brands have a leg up on their virtual e-commerce cousins, including behemoths like Amazon and even QVC:

1. Limited local competition = better SERP visibility

Virtual e-commerce brands have to compete against a whole country or the world for SERP visibility. Google Shopping’s “available nearby” filter cuts your market down to local map-size, making it easier to capture the attention of customers nearest your business. If you’re one of the only local brands supporting sales of your goods and services via videos on your website, you’re really going to stand out in the cities you serve.

2. Limited local inventory = more convincing authenticity

QVC is certainly an impressive enterprise, but one drawback of their methodology, at least in my eyes, is that their hosts have to be endlessly excited about millions of products. The same host who is exuding enthusiasm one minute over an electric toothbrush is breathless with admiration over a flameless candle the next. While QVC’s amazingly loyal customers are clearly not put off by the bottomless supply of energy over every single product sold, I find I don’t quite believe that the joy is continuously genuine. In my recognition of the sales pitch tactics, the company feels big and remote to me.

70% of Americans say they want to shop small. Your advantage in marketing a local business is that it will have limited inventory and an owner and staff who can realistically convey authenticity to the video viewer about products the business has hand-selected to sell. A big chain supermarket wants me to believe all of its apples are crisp, but my local farmer telling me in a product video that this year’s crop is crisper than last year’s makes a world of believable difference.

3. Even a small boost in conversions = a big difference for local brands

Backlinko recently compiled this list of exciting video marketing statistics that I hope you’ll read in full. I want to excerpt a few that really caught my eye:

84% of consumers cite video as the convincing factor in purchases

Product videos can help e-commerce stores increase sales by up to 144%

96% of people have watched an explainer video to better understand a product they’re evaluating

The Local Search Association found that 53% of people contact a business after watching one of their videos and 71% of people who made a purchase had watched an online video from that brand

Including filmed content on an e-commerce page can increase the average order value by 50+%

Video on a landing page can grow its conversion rate by up to 80%

If the company you’re promoting is one of the only ones in your local market to seize the opportunities hinted at by these statistics, think of what a difference it would make to see conversions (including leads and sales) rise by even a fraction of these numbers. Moreover, if the standout UX and helpfulness of the “v-commerce” environment you create makes you memorable to customers, you could grow local loyalty to new levels as the best resource in a community, generating a recipe for retention that, if not quite as astonishing as QVC’s, is pretty amazing for your region.

Go n-éirí leat — good luck!

Like you, I’m longing for the time when all customers can safely return to shopping locally in-person, but I do agree with fellow analysts predicting that the taste we’ve gotten for the convenience of shipping and local home delivery, curbside pickup, and tele-meetings is one that consumers won’t simply abandon.

Sales videos tackle one of digital marketing’s largest challenges by letting customers see people interacting with products when they can’t do it themselves, and 2021 is a good year to begin your investigation of this promising medium. My top tip is to spend some time this week watching QVC on TV and examining how they’ve parlayed live broadcasts into static

product videos that sell inventory like hotcakes on their website. I’m wishing you the luck and intrepidity of the Irish in your video ventures!

Ready to learn more about video marketing? Try these resources:

17 Best Ecommerce Product Video Examples

The ABCs of Video Content

8 Beginner Tips for Making Professional-Looking Videos

How to Film Creative Product Videos

YouTube Dominates Google Video in 2020

How to Track YouTube Videos in Google Analytics Using Google Tag Manager in 4 Steps

Need to learn more about local search marketing before you start filming yourself and your products? Read The Essential Local SEO Strategy Guide.

[lakelandseo]

Are You Ready to Sell Like QVC?

A photo. Some text. A shopping cart button.

It’s the setup you’ve been used to since you were Internet-years-old.

Electronic commerce has existed since the 1970s, passing through a prescient experimental phase of telephone-based TV shopping in the 1980s, and setting the tone for the future with Stephan Schambach’s 1990s invention of the first standardized online shopping software. US consumers spent $861.12 billion with online merchants in 2020. By making the “add to cart” ritual so familiar, it may seem like we’ve seen it all when it comes to digital commerce.

But hold onto your hats, because signs are emerging that we’re on the verge of the next online sales phase, akin to the 19th century leap from still photos to moving pictures.

If I’m right, with its standard product shots, conventional e-commerce will soon start to seem dull and dated in many categories compared to products sold via interactive video and further supported with post-purchase video.

Now is the time to prep for a filmed future, and fortunately, the trail has already been blazed for us by home shopping leader QVC, which took over television and then digitally remastered itself for the web, perfecting the art of video-based sales. Today, we’re going to deconstruct what’s happening on QVC, and how and why you may need to learn to apply it as an SEO, local SEO, or business owner — sooner than you think.

Why video sales?

A series of developments and disruptions point to a future in which many product sales will be facilitated via video. Let’s have a look at them:

First, we all know that humans love video content so much, they’ve caused YouTube to be the #2 search engine.

Google has documented the growth of video searches for “which (product) should I buy”.

When we look beyond the US, we encounter the phenomenon that livestreaming e-commerce video has become in China, highly-monopolized by Alibaba’s Taobao and creating celebrities out of its hosts.

Meanwhile, within the US, the pandemic caused a 44% increase in digital shopping spend between 2019-2020. We moved online last year for both our basic needs and nonessentials like never before.

The pandemic has also caused physical local brands to implement digital shopping, blurring former online-to-offline (O2O) barriers to such a degree that Internet transactions are no longer the special property of virtual e-commerce companies. This weirdly-dubbed “phygital” phenomenon — which is making Google the nexus of Maps-based local product sales — can be seen as a boon to local brands that take advantage of the search engine’s famed user-to-business proximity bias to rank their inventory for nearby customers.

At least, Google hopes to be the nexus of all this. The truth is, Google is reacting strongly right now to consumers starting half of their product searches on Amazon instead of on Google. Are you seeing ads everywhere these days informing you that Google is the best place to shop? So am I. With that massive, lucrative local business index in their back pocket and with GMB listings long supporting video uploads, Google has recently:

Acquired Pointy to integrate with retail POS systems

Made product listings free

Amped up their nearby shopping filter

Attempted to insert themselves directly into consumers’ curbside pickup routines while integrating deeply into data partnerships with major grocery brands

Experienced massive growth in local business reviews, and just released an algorithmic update specific to product review content (look out, Amazon!)

Experimented with detecting products in YouTube videos amid rumors flying about product results appearing in YouTube

Been spotted experimenting beyond influencer cameo videos to product cameos in knowledge panels

Meanwhile, big brands everywhere are getting into video sales. Walmart leapt ahead in the shoppable video contest with their debut of Cookshop, in which celebrity chefs cook while consumers click on the interactive video cues to add ingredients to their shopping carts.

Crate & Barrel is tiptoeing into the pool with quick product romance videos that resemble perfume ads, in which models lounge about on lovely accent chairs, creating the aura of a lifestyle to be lived. Nordstrom is filming bite-sized home shopping channel-style product videos for their website and YouTube channel, complete with hosts.

And, smaller brands are experimenting with video-supported sales content, too. Check out Green Building Supply’s product videos for their eco-friendly home improvement inventory (with personable hosts). Absolute Domestics shows how SABs can use video to support sales of services rather than goods, as in this simple but nicely-produced video on what to expect from their cleaning service. Meanwhile, post-sales support videos are a persuasive value add from Purl Soho to help you master knitting techniques needed when you buy a pattern from them.

To sum up, at the deep end of the pool, live-streamed e-commerce and shoppable video are already in use by big brands, but smaller brands can wade in with basic static goods-and-services videos on their websites and social channels to support sales.

Now is the time to look for inspiration about what video sales could do for brands you market, and nobody — nobody — has more experience with all of this than QVC.

Why QVC?

“I didn’t even know QVC still existed,” more than one of my marketing colleagues has responded when I’ve pointed to the 35-year-old home shopping empire as the way of the future.

The truth is, I’d probably be sleeping on QVC, too, if it weren’t for my Irish ancestry having drawn me to their annual St. Patrick’s Day sales event for the past 30+ years to enjoy their made-in-Ireland product lineup.

About seven times more people with Irish roots live in the United States than on the actual island of Ireland, yet the shopping channel’s holiday broadcast is one of the few televised events tailored to our famous nostalgia for our old country home. My family tunes in every March for the craic of examining Aran Crafts sweaters, Nicholas Mosse pottery, Belleek china, and Solvar jewelry, while munching on cake made from my great-grandmother Cotter’s recipe. Sometimes we get so excited, we buy things, but for the past few years, I’ve mainly been actively studying how QVC sells these items with such stunning success.

“Stunning” is the word and the wakeup call

QVC, which is a subsidiary of Quarate Retail International, generated $11.47 billion in 2020 and as early as 2015, nearly half of those sales were taking place online — consistently placing the brand in the top 10 for e-commerce sales, including mobile sales. The company has 16.5 million consolidated customers worldwide, and marketers’ mouths will surely water to learn that 90% of QVC’s revenue comes from loyal repeat shoppers. The average QVC shopper makes between 22-25 purchases per year!

Figures like these, paired with QVC’s graceful pas de deux incorporating both TV remotes and mobile devices should command our attention long enough to study what they’ve done and how they’ve done it.

“Enjoy visiting Ireland, but buy your sweaters on QVC!”

While supplies last, I want to invite you to spend the next 10 minutes watching this Internet rebroadcast of a televised segment selling an Aran Crafts sweater, with your marketer’s eye on the magic happening in it. Watch this while imagining how it might translate as a static product or service video for a brand you’re marketing.

TL;DW? Here’s the breakdown of how QVC sells:

Main host

QVC hosts are personalities, many of whom have devoted fan bases. They’re trained in the products they sell, often visiting manufacturing plants to school themselves. When on air, the host juggles promoting a product and interacting with models, guest hosts, callers, and off-screen analysts. The host physically interacts with the product, highlights its features in abundant detail, and makes their sales pitch.

For our purposes, digital marketers are fully aware of the phenomenon of social influencers taking on celebrity status and being sought after as sales reps. At a more modest scale, small e-commerce companies (or any local business) that’s adopted digital sales models should identify one or more staff members with the necessary talents to become a video host for the brand.

You’ll need a spot of luck to secure relatable hosts. Just keep in mind that QVC’s secret formula is to get the viewer to ask, “Is this me?”, and that should help you match a host to your audience. This example of a nicely-done, low-key, densely-detailed presentation of a camping chair by a plainspoken host shows how simple and effective a short product video can be.

Guest hosts

Many QVC segments feature a representative from the brand associated with the product being sold. In our example, the guest host from Aran Crafts is a member of her family’s business, signing in remotely (due to the pandemic) to share the company’s story and build romance around the product.

Depending on the model you’re marketing, having a rep from any brand you resell would be an extra trust signal to convey via video sales. Think of the back-and-forth chat in a podcast and you’re almost there. Small retailers just reselling big brands may face a challenge here, but if you have a good portion of inventory from smaller companies and specialty or local manufacturers, definitely invite them to step in front of the camera with your host, as higher sales will benefit you both.

Models

Frequently, sales presentations include one or more models further interacting with the product. In our example, models are wearing these Irish sweaters while strolling around Ashford Castle. More romance.

Other segments feature models as subjects of various cosmetic treatments or as demonstrators of how merchandise is to be used. Models and demonstrators used to be standard in major American department stores. QVC brilliantly televised this incredible form of persuasion at about the same time it disappeared from real-world shopping in the US. Their sales figures prove just how huge the desire still is to see merchandise worn and used before buying.

For our scenario of creating online sales videos, such models could be a convincing extra in selling certain types of products, and many products should be demonstrated by the host or guest host. One thing I’ve not seen QVC do that I think e-commerce and O2O local brands definitely could do is a UGC approach of making your customer your model, demoing how they use your products in their real-world lives. Almost everybody can film themselves these days.

Callers

There are no live callers in our example, but QVC traditionally increases interactivity with the public with on-air phone calls.

If your sales videos are static, you’re not quite to the point of having to learn the art of handling live calls, but your product support phone and SMS numbers and links should be featured in every video.

Method

“If you go up there with the intent to sell, it’s all going to come crashing down around you...The real goal of QVC.... was to feel like a conversation between the host, the product specialist (us), and ‘Her’ – the woman age 35 to 65 who is sitting at home watching television.” - I went on air at QVC and sold something to America

There’s an element of magic to how QVC vends such a massive volume of products, but it’s all data-based. They’ve invested so heavily in understanding customer demographics that they’ve mastered exactly how to sell to them. Your consumer base may be totally different, but the key is to know your customer so well that you understand the exact approach to take when offering them your inventory of goods and services.

Another excerpt from the article cited above really gets this point across when talking about guest hosts:

“Our experienced guests tend to focus on the product. But our best guests are focused on the viewer. Is this for the viewer? Everything goes through that filter. And if you do that, everything comes out more naturally.”

Here at Moz, there may be Whiteboard Friday hosts you especially enjoy learning from. As a business owner or marketer, your job will be to identify talented people who can blend your brand culture with consumer research and translate that into a form of vending infotainment that succeeds with your particular shoppers. Successful QVC hosts make upwards of $500,000 a year for being so good at what they do.

Being good, in the sweater sample, means pairing QVC’s customer-centric, conversational selling method with USPs and an aura of scarcity. I’ll paraphrase the cues I heard:

“These sweaters are made exclusively for QVC” — a USP regarding rarity.

“Enjoy visiting Ireland, but buy your sweaters on QVC” — this is a strong USP based on having better prices than a traveler would find if buying direct from the manufacturer.

“Reviews read like a love letter to this sweater” — incorporating persuasive UGC into the pitch.

“Half of our supply is already gone; don’t wait to order if you want one of these” —- this creates a sense of urgency to prompt customers to buy right away.

Analytics

The example presentation probably looked quite seamless and simple to you. But what’s actually going on “behind the scenes” of a QVC sales segment is that the host is receiving earpiece cues on exactly how to shape the pitch.

QVC’s analytics track what’s called a “feverline” of reaction to each word the host says and each movement they make. Producers can tell in real time which verbal signals and gestures are causing sales spikes, and communicate to the host to repeat them. One host, for example, dances repeatedly while demoing food products because more customers buy when he does so.

For most of the brands you market, you’re not likely to be called upon to deliver analytical data on par with QVC’s mission control-style setup, but you will want to learn about video analytics and do A/B testing to measure performance of product pages with video vs. those with static images. As you progress, analytics should be able to tell you which hosts, guests, and products are yielding the best ROI.

Three O2O advantages

In a large 2020 survey of local business owners and marketers, Moz found that more than half of respondents intend to maintain pandemic-era services of convenience beyond the hoped-for end of COVID-19. I’d expect this number to be even higher if we reran the survey in mid-2021. Online-to-offline shopping falls in this category and readers of my column know I’m always looking for advantages specific to local businesses.

I see three ways local brands have a leg up on their virtual e-commerce cousins, including behemoths like Amazon and even QVC:

1. Limited local competition = better SERP visibility

Virtual e-commerce brands have to compete against a whole country or the world for SERP visibility. Google Shopping’s “available nearby” filter cuts your market down to local map-size, making it easier to capture the attention of customers nearest your business. If you’re one of the only local brands supporting sales of your goods and services via videos on your website, you’re really going to stand out in the cities you serve.

2. Limited local inventory = more convincing authenticity

QVC is certainly an impressive enterprise, but one drawback of their methodology, at least in my eyes, is that their hosts have to be endlessly excited about millions of products. The same host who is exuding enthusiasm one minute over an electric toothbrush is breathless with admiration over a flameless candle the next. While QVC’s amazingly loyal customers are clearly not put off by the bottomless supply of energy over every single product sold, I find I don’t quite believe that the joy is continuously genuine. In my recognition of the sales pitch tactics, the company feels big and remote to me.

70% of Americans say they want to shop small. Your advantage in marketing a local business is that it will have limited inventory and an owner and staff who can realistically convey authenticity to the video viewer about products the business has hand-selected to sell. A big chain supermarket wants me to believe all of its apples are crisp, but my local farmer telling me in a product video that this year’s crop is crisper than last year’s makes a world of believable difference.

3. Even a small boost in conversions = a big difference for local brands

Backlinko recently compiled this list of exciting video marketing statistics that I hope you’ll read in full. I want to excerpt a few that really caught my eye:

84% of consumers cite video as the convincing factor in purchases

Product videos can help e-commerce stores increase sales by up to 144%

96% of people have watched an explainer video to better understand a product they’re evaluating

The Local Search Association found that 53% of people contact a business after watching one of their videos and 71% of people who made a purchase had watched an online video from that brand

Including filmed content on an e-commerce page can increase the average order value by 50+%

Video on a landing page can grow its conversion rate by up to 80%

If the company you’re promoting is one of the only ones in your local market to seize the opportunities hinted at by these statistics, think of what a difference it would make to see conversions (including leads and sales) rise by even a fraction of these numbers. Moreover, if the standout UX and helpfulness of the “v-commerce” environment you create makes you memorable to customers, you could grow local loyalty to new levels as the best resource in a community, generating a recipe for retention that, if not quite as astonishing as QVC’s, is pretty amazing for your region.

Go n-éirí leat — good luck!

Like you, I’m longing for the time when all customers can safely return to shopping locally in-person, but I do agree with fellow analysts predicting that the taste we’ve gotten for the convenience of shipping and local home delivery, curbside pickup, and tele-meetings is one that consumers won’t simply abandon.

Sales videos tackle one of digital marketing’s largest challenges by letting customers see people interacting with products when they can’t do it themselves, and 2021 is a good year to begin your investigation of this promising medium. My top tip is to spend some time this week watching QVC on TV and examining how they’ve parlayed live broadcasts into static

product videos that sell inventory like hotcakes on their website. I’m wishing you the luck and intrepidity of the Irish in your video ventures!

Ready to learn more about video marketing? Try these resources:

17 Best Ecommerce Product Video Examples

The ABCs of Video Content

8 Beginner Tips for Making Professional-Looking Videos

How to Film Creative Product Videos

YouTube Dominates Google Video in 2020

How to Track YouTube Videos in Google Analytics Using Google Tag Manager in 4 Steps

Need to learn more about local search marketing before you start filming yourself and your products? Read The Essential Local SEO Strategy Guide.

[epackingvietnam]

Are You Ready to Sell Like QVC?

A photo. Some text. A shopping cart button.

It’s the setup you’ve been used to since you were Internet-years-old.

Electronic commerce has existed since the 1970s, passing through a prescient experimental phase of telephone-based TV shopping in the 1980s, and setting the tone for the future with Stephan Schambach’s 1990s invention of the first standardized online shopping software. US consumers spent $861.12 billion with online merchants in 2020. By making the “add to cart” ritual so familiar, it may seem like we’ve seen it all when it comes to digital commerce.

But hold onto your hats, because signs are emerging that we’re on the verge of the next online sales phase, akin to the 19th century leap from still photos to moving pictures.

If I’m right, with its standard product shots, conventional e-commerce will soon start to seem dull and dated in many categories compared to products sold via interactive video and further supported with post-purchase video.

Now is the time to prep for a filmed future, and fortunately, the trail has already been blazed for us by home shopping leader QVC, which took over television and then digitally remastered itself for the web, perfecting the art of video-based sales. Today, we’re going to deconstruct what’s happening on QVC, and how and why you may need to learn to apply it as an SEO, local SEO, or business owner — sooner than you think.

Why video sales?

A series of developments and disruptions point to a future in which many product sales will be facilitated via video. Let’s have a look at them:

First, we all know that humans love video content so much, they’ve caused YouTube to be the #2 search engine.

Google has documented the growth of video searches for “which (product) should I buy”.

When we look beyond the US, we encounter the phenomenon that livestreaming e-commerce video has become in China, highly-monopolized by Alibaba’s Taobao and creating celebrities out of its hosts.

Meanwhile, within the US, the pandemic caused a 44% increase in digital shopping spend between 2019-2020. We moved online last year for both our basic needs and nonessentials like never before.

The pandemic has also caused physical local brands to implement digital shopping, blurring former online-to-offline (O2O) barriers to such a degree that Internet transactions are no longer the special property of virtual e-commerce companies. This weirdly-dubbed “phygital” phenomenon — which is making Google the nexus of Maps-based local product sales — can be seen as a boon to local brands that take advantage of the search engine’s famed user-to-business proximity bias to rank their inventory for nearby customers.

At least, Google hopes to be the nexus of all this. The truth is, Google is reacting strongly right now to consumers starting half of their product searches on Amazon instead of on Google. Are you seeing ads everywhere these days informing you that Google is the best place to shop? So am I. With that massive, lucrative local business index in their back pocket and with GMB listings long supporting video uploads, Google has recently:

Acquired Pointy to integrate with retail POS systems

Made product listings free

Amped up their nearby shopping filter

Attempted to insert themselves directly into consumers’ curbside pickup routines while integrating deeply into data partnerships with major grocery brands

Experienced massive growth in local business reviews, and just released an algorithmic update specific to product review content (look out, Amazon!)

Experimented with detecting products in YouTube videos amid rumors flying about product results appearing in YouTube

Been spotted experimenting beyond influencer cameo videos to product cameos in knowledge panels

Meanwhile, big brands everywhere are getting into video sales. Walmart leapt ahead in the shoppable video contest with their debut of Cookshop, in which celebrity chefs cook while consumers click on the interactive video cues to add ingredients to their shopping carts.

Crate & Barrel is tiptoeing into the pool with quick product romance videos that resemble perfume ads, in which models lounge about on lovely accent chairs, creating the aura of a lifestyle to be lived. Nordstrom is filming bite-sized home shopping channel-style product videos for their website and YouTube channel, complete with hosts.

And, smaller brands are experimenting with video-supported sales content, too. Check out Green Building Supply’s product videos for their eco-friendly home improvement inventory (with personable hosts). Absolute Domestics shows how SABs can use video to support sales of services rather than goods, as in this simple but nicely-produced video on what to expect from their cleaning service. Meanwhile, post-sales support videos are a persuasive value add from Purl Soho to help you master knitting techniques needed when you buy a pattern from them.

To sum up, at the deep end of the pool, live-streamed e-commerce and shoppable video are already in use by big brands, but smaller brands can wade in with basic static goods-and-services videos on their websites and social channels to support sales.

Now is the time to look for inspiration about what video sales could do for brands you market, and nobody — nobody — has more experience with all of this than QVC.

Why QVC?

“I didn’t even know QVC still existed,” more than one of my marketing colleagues has responded when I’ve pointed to the 35-year-old home shopping empire as the way of the future.

The truth is, I’d probably be sleeping on QVC, too, if it weren’t for my Irish ancestry having drawn me to their annual St. Patrick’s Day sales event for the past 30+ years to enjoy their made-in-Ireland product lineup.

About seven times more people with Irish roots live in the United States than on the actual island of Ireland, yet the shopping channel’s holiday broadcast is one of the few televised events tailored to our famous nostalgia for our old country home. My family tunes in every March for the craic of examining Aran Crafts sweaters, Nicholas Mosse pottery, Belleek china, and Solvar jewelry, while munching on cake made from my great-grandmother Cotter’s recipe. Sometimes we get so excited, we buy things, but for the past few years, I’ve mainly been actively studying how QVC sells these items with such stunning success.

“Stunning” is the word and the wakeup call

QVC, which is a subsidiary of Quarate Retail International, generated $11.47 billion in 2020 and as early as 2015, nearly half of those sales were taking place online — consistently placing the brand in the top 10 for e-commerce sales, including mobile sales. The company has 16.5 million consolidated customers worldwide, and marketers’ mouths will surely water to learn that 90% of QVC’s revenue comes from loyal repeat shoppers. The average QVC shopper makes between 22-25 purchases per year!

Figures like these, paired with QVC’s graceful pas de deux incorporating both TV remotes and mobile devices should command our attention long enough to study what they’ve done and how they’ve done it.

“Enjoy visiting Ireland, but buy your sweaters on QVC!”

While supplies last, I want to invite you to spend the next 10 minutes watching this Internet rebroadcast of a televised segment selling an Aran Crafts sweater, with your marketer’s eye on the magic happening in it. Watch this while imagining how it might translate as a static product or service video for a brand you’re marketing.

TL;DW? Here’s the breakdown of how QVC sells:

Main host

QVC hosts are personalities, many of whom have devoted fan bases. They’re trained in the products they sell, often visiting manufacturing plants to school themselves. When on air, the host juggles promoting a product and interacting with models, guest hosts, callers, and off-screen analysts. The host physically interacts with the product, highlights its features in abundant detail, and makes their sales pitch.

For our purposes, digital marketers are fully aware of the phenomenon of social influencers taking on celebrity status and being sought after as sales reps. At a more modest scale, small e-commerce companies (or any local business) that’s adopted digital sales models should identify one or more staff members with the necessary talents to become a video host for the brand.

You’ll need a spot of luck to secure relatable hosts. Just keep in mind that QVC’s secret formula is to get the viewer to ask, “Is this me?”, and that should help you match a host to your audience. This example of a nicely-done, low-key, densely-detailed presentation of a camping chair by a plainspoken host shows how simple and effective a short product video can be.

Guest hosts

Many QVC segments feature a representative from the brand associated with the product being sold. In our example, the guest host from Aran Crafts is a member of her family’s business, signing in remotely (due to the pandemic) to share the company’s story and build romance around the product.

Depending on the model you’re marketing, having a rep from any brand you resell would be an extra trust signal to convey via video sales. Think of the back-and-forth chat in a podcast and you’re almost there. Small retailers just reselling big brands may face a challenge here, but if you have a good portion of inventory from smaller companies and specialty or local manufacturers, definitely invite them to step in front of the camera with your host, as higher sales will benefit you both.

Models

Frequently, sales presentations include one or more models further interacting with the product. In our example, models are wearing these Irish sweaters while strolling around Ashford Castle. More romance.

Other segments feature models as subjects of various cosmetic treatments or as demonstrators of how merchandise is to be used. Models and demonstrators used to be standard in major American department stores. QVC brilliantly televised this incredible form of persuasion at about the same time it disappeared from real-world shopping in the US. Their sales figures prove just how huge the desire still is to see merchandise worn and used before buying.

For our scenario of creating online sales videos, such models could be a convincing extra in selling certain types of products, and many products should be demonstrated by the host or guest host. One thing I’ve not seen QVC do that I think e-commerce and O2O local brands definitely could do is a UGC approach of making your customer your model, demoing how they use your products in their real-world lives. Almost everybody can film themselves these days.

Callers

There are no live callers in our example, but QVC traditionally increases interactivity with the public with on-air phone calls.

If your sales videos are static, you’re not quite to the point of having to learn the art of handling live calls, but your product support phone and SMS numbers and links should be featured in every video.

Method

“If you go up there with the intent to sell, it’s all going to come crashing down around you...The real goal of QVC.... was to feel like a conversation between the host, the product specialist (us), and ‘Her’ – the woman age 35 to 65 who is sitting at home watching television.” - I went on air at QVC and sold something to America

There’s an element of magic to how QVC vends such a massive volume of products, but it’s all data-based. They’ve invested so heavily in understanding customer demographics that they’ve mastered exactly how to sell to them. Your consumer base may be totally different, but the key is to know your customer so well that you understand the exact approach to take when offering them your inventory of goods and services.

Another excerpt from the article cited above really gets this point across when talking about guest hosts:

“Our experienced guests tend to focus on the product. But our best guests are focused on the viewer. Is this for the viewer? Everything goes through that filter. And if you do that, everything comes out more naturally.”

Here at Moz, there may be Whiteboard Friday hosts you especially enjoy learning from. As a business owner or marketer, your job will be to identify talented people who can blend your brand culture with consumer research and translate that into a form of vending infotainment that succeeds with your particular shoppers. Successful QVC hosts make upwards of $500,000 a year for being so good at what they do.

Being good, in the sweater sample, means pairing QVC’s customer-centric, conversational selling method with USPs and an aura of scarcity. I’ll paraphrase the cues I heard:

“These sweaters are made exclusively for QVC” — a USP regarding rarity.

“Enjoy visiting Ireland, but buy your sweaters on QVC” — this is a strong USP based on having better prices than a traveler would find if buying direct from the manufacturer.

“Reviews read like a love letter to this sweater” — incorporating persuasive UGC into the pitch.

“Half of our supply is already gone; don’t wait to order if you want one of these” —- this creates a sense of urgency to prompt customers to buy right away.

Analytics

The example presentation probably looked quite seamless and simple to you. But what’s actually going on “behind the scenes” of a QVC sales segment is that the host is receiving earpiece cues on exactly how to shape the pitch.

QVC’s analytics track what’s called a “feverline” of reaction to each word the host says and each movement they make. Producers can tell in real time which verbal signals and gestures are causing sales spikes, and communicate to the host to repeat them. One host, for example, dances repeatedly while demoing food products because more customers buy when he does so.

For most of the brands you market, you’re not likely to be called upon to deliver analytical data on par with QVC’s mission control-style setup, but you will want to learn about video analytics and do A/B testing to measure performance of product pages with video vs. those with static images. As you progress, analytics should be able to tell you which hosts, guests, and products are yielding the best ROI.

Three O2O advantages

In a large 2020 survey of local business owners and marketers, Moz found that more than half of respondents intend to maintain pandemic-era services of convenience beyond the hoped-for end of COVID-19. I’d expect this number to be even higher if we reran the survey in mid-2021. Online-to-offline shopping falls in this category and readers of my column know I’m always looking for advantages specific to local businesses.

I see three ways local brands have a leg up on their virtual e-commerce cousins, including behemoths like Amazon and even QVC:

1. Limited local competition = better SERP visibility

Virtual e-commerce brands have to compete against a whole country or the world for SERP visibility. Google Shopping’s “available nearby” filter cuts your market down to local map-size, making it easier to capture the attention of customers nearest your business. If you’re one of the only local brands supporting sales of your goods and services via videos on your website, you’re really going to stand out in the cities you serve.

2. Limited local inventory = more convincing authenticity

QVC is certainly an impressive enterprise, but one drawback of their methodology, at least in my eyes, is that their hosts have to be endlessly excited about millions of products. The same host who is exuding enthusiasm one minute over an electric toothbrush is breathless with admiration over a flameless candle the next. While QVC’s amazingly loyal customers are clearly not put off by the bottomless supply of energy over every single product sold, I find I don’t quite believe that the joy is continuously genuine. In my recognition of the sales pitch tactics, the company feels big and remote to me.

70% of Americans say they want to shop small. Your advantage in marketing a local business is that it will have limited inventory and an owner and staff who can realistically convey authenticity to the video viewer about products the business has hand-selected to sell. A big chain supermarket wants me to believe all of its apples are crisp, but my local farmer telling me in a product video that this year’s crop is crisper than last year’s makes a world of believable difference.

3. Even a small boost in conversions = a big difference for local brands

Backlinko recently compiled this list of exciting video marketing statistics that I hope you’ll read in full. I want to excerpt a few that really caught my eye:

84% of consumers cite video as the convincing factor in purchases

Product videos can help e-commerce stores increase sales by up to 144%

96% of people have watched an explainer video to better understand a product they’re evaluating

The Local Search Association found that 53% of people contact a business after watching one of their videos and 71% of people who made a purchase had watched an online video from that brand

Including filmed content on an e-commerce page can increase the average order value by 50+%

Video on a landing page can grow its conversion rate by up to 80%

If the company you’re promoting is one of the only ones in your local market to seize the opportunities hinted at by these statistics, think of what a difference it would make to see conversions (including leads and sales) rise by even a fraction of these numbers. Moreover, if the standout UX and helpfulness of the “v-commerce” environment you create makes you memorable to customers, you could grow local loyalty to new levels as the best resource in a community, generating a recipe for retention that, if not quite as astonishing as QVC’s, is pretty amazing for your region.

Go n-éirí leat — good luck!

Like you, I’m longing for the time when all customers can safely return to shopping locally in-person, but I do agree with fellow analysts predicting that the taste we’ve gotten for the convenience of shipping and local home delivery, curbside pickup, and tele-meetings is one that consumers won’t simply abandon.

Sales videos tackle one of digital marketing’s largest challenges by letting customers see people interacting with products when they can’t do it themselves, and 2021 is a good year to begin your investigation of this promising medium. My top tip is to spend some time this week watching QVC on TV and examining how they’ve parlayed live broadcasts into static

product videos that sell inventory like hotcakes on their website. I’m wishing you the luck and intrepidity of the Irish in your video ventures!

Ready to learn more about video marketing? Try these resources:

17 Best Ecommerce Product Video Examples

The ABCs of Video Content

8 Beginner Tips for Making Professional-Looking Videos

How to Film Creative Product Videos

YouTube Dominates Google Video in 2020

How to Track YouTube Videos in Google Analytics Using Google Tag Manager in 4 Steps

Need to learn more about local search marketing before you start filming yourself and your products? Read The Essential Local SEO Strategy Guide.

#túi_giấy_epacking_việt_nam #túi_giấy_epacking #in_túi_giấy_giá_rẻ #in_túi_giấy #epackingvietnam #tuigiayepacking

[bfxenon]

Are You Ready to Sell Like QVC?

A photo. Some text. A shopping cart button.

It’s the setup you’ve been used to since you were Internet-years-old.

Electronic commerce has existed since the 1970s, passing through a prescient experimental phase of telephone-based TV shopping in the 1980s, and setting the tone for the future with Stephan Schambach’s 1990s invention of the first standardized online shopping software. US consumers spent $861.12 billion with online merchants in 2020. By making the “add to cart” ritual so familiar, it may seem like we’ve seen it all when it comes to digital commerce.

But hold onto your hats, because signs are emerging that we’re on the verge of the next online sales phase, akin to the 19th century leap from still photos to moving pictures.

If I’m right, with its standard product shots, conventional e-commerce will soon start to seem dull and dated in many categories compared to products sold via interactive video and further supported with post-purchase video.

Now is the time to prep for a filmed future, and fortunately, the trail has already been blazed for us by home shopping leader QVC, which took over television and then digitally remastered itself for the web, perfecting the art of video-based sales. Today, we’re going to deconstruct what’s happening on QVC, and how and why you may need to learn to apply it as an SEO, local SEO, or business owner — sooner than you think.

Why video sales?

A series of developments and disruptions point to a future in which many product sales will be facilitated via video. Let’s have a look at them:

First, we all know that humans love video content so much, they’ve caused YouTube to be the #2 search engine.

Google has documented the growth of video searches for “which (product) should I buy”.

When we look beyond the US, we encounter the phenomenon that livestreaming e-commerce video has become in China, highly-monopolized by Alibaba’s Taobao and creating celebrities out of its hosts.

Meanwhile, within the US, the pandemic caused a 44% increase in digital shopping spend between 2019-2020. We moved online last year for both our basic needs and nonessentials like never before.

The pandemic has also caused physical local brands to implement digital shopping, blurring former online-to-offline (O2O) barriers to such a degree that Internet transactions are no longer the special property of virtual e-commerce companies. This weirdly-dubbed “phygital” phenomenon — which is making Google the nexus of Maps-based local product sales — can be seen as a boon to local brands that take advantage of the search engine’s famed user-to-business proximity bias to rank their inventory for nearby customers.

At least, Google hopes to be the nexus of all this. The truth is, Google is reacting strongly right now to consumers starting half of their product searches on Amazon instead of on Google. Are you seeing ads everywhere these days informing you that Google is the best place to shop? So am I. With that massive, lucrative local business index in their back pocket and with GMB listings long supporting video uploads, Google has recently:

Acquired Pointy to integrate with retail POS systems

Made product listings free

Amped up their nearby shopping filter

Attempted to insert themselves directly into consumers’ curbside pickup routines while integrating deeply into data partnerships with major grocery brands

Experienced massive growth in local business reviews, and just released an algorithmic update specific to product review content (look out, Amazon!)

Experimented with detecting products in YouTube videos amid rumors flying about product results appearing in YouTube

Been spotted experimenting beyond influencer cameo videos to product cameos in knowledge panels

Meanwhile, big brands everywhere are getting into video sales. Walmart leapt ahead in the shoppable video contest with their debut of Cookshop, in which celebrity chefs cook while consumers click on the interactive video cues to add ingredients to their shopping carts.

Crate & Barrel is tiptoeing into the pool with quick product romance videos that resemble perfume ads, in which models lounge about on lovely accent chairs, creating the aura of a lifestyle to be lived. Nordstrom is filming bite-sized home shopping channel-style product videos for their website and YouTube channel, complete with hosts.

And, smaller brands are experimenting with video-supported sales content, too. Check out Green Building Supply’s product videos for their eco-friendly home improvement inventory (with personable hosts). Absolute Domestics shows how SABs can use video to support sales of services rather than goods, as in this simple but nicely-produced video on what to expect from their cleaning service. Meanwhile, post-sales support videos are a persuasive value add from Purl Soho to help you master knitting techniques needed when you buy a pattern from them.

To sum up, at the deep end of the pool, live-streamed e-commerce and shoppable video are already in use by big brands, but smaller brands can wade in with basic static goods-and-services videos on their websites and social channels to support sales.

Now is the time to look for inspiration about what video sales could do for brands you market, and nobody — nobody — has more experience with all of this than QVC.

Why QVC?

“I didn’t even know QVC still existed,” more than one of my marketing colleagues has responded when I’ve pointed to the 35-year-old home shopping empire as the way of the future.

The truth is, I’d probably be sleeping on QVC, too, if it weren’t for my Irish ancestry having drawn me to their annual St. Patrick’s Day sales event for the past 30+ years to enjoy their made-in-Ireland product lineup.

About seven times more people with Irish roots live in the United States than on the actual island of Ireland, yet the shopping channel’s holiday broadcast is one of the few televised events tailored to our famous nostalgia for our old country home. My family tunes in every March for the craic of examining Aran Crafts sweaters, Nicholas Mosse pottery, Belleek china, and Solvar jewelry, while munching on cake made from my great-grandmother Cotter’s recipe. Sometimes we get so excited, we buy things, but for the past few years, I’ve mainly been actively studying how QVC sells these items with such stunning success.

“Stunning” is the word and the wakeup call

QVC, which is a subsidiary of Quarate Retail International, generated $11.47 billion in 2020 and as early as 2015, nearly half of those sales were taking place online — consistently placing the brand in the top 10 for e-commerce sales, including mobile sales. The company has 16.5 million consolidated customers worldwide, and marketers’ mouths will surely water to learn that 90% of QVC’s revenue comes from loyal repeat shoppers. The average QVC shopper makes between 22-25 purchases per year!

Figures like these, paired with QVC’s graceful pas de deux incorporating both TV remotes and mobile devices should command our attention long enough to study what they’ve done and how they’ve done it.

“Enjoy visiting Ireland, but buy your sweaters on QVC!”

While supplies last, I want to invite you to spend the next 10 minutes watching this Internet rebroadcast of a televised segment selling an Aran Crafts sweater, with your marketer’s eye on the magic happening in it. Watch this while imagining how it might translate as a static product or service video for a brand you’re marketing.

TL;DW? Here’s the breakdown of how QVC sells:

Main host

QVC hosts are personalities, many of whom have devoted fan bases. They’re trained in the products they sell, often visiting manufacturing plants to school themselves. When on air, the host juggles promoting a product and interacting with models, guest hosts, callers, and off-screen analysts. The host physically interacts with the product, highlights its features in abundant detail, and makes their sales pitch.

For our purposes, digital marketers are fully aware of the phenomenon of social influencers taking on celebrity status and being sought after as sales reps. At a more modest scale, small e-commerce companies (or any local business) that’s adopted digital sales models should identify one or more staff members with the necessary talents to become a video host for the brand.

You’ll need a spot of luck to secure relatable hosts. Just keep in mind that QVC’s secret formula is to get the viewer to ask, “Is this me?”, and that should help you match a host to your audience. This example of a nicely-done, low-key, densely-detailed presentation of a camping chair by a plainspoken host shows how simple and effective a short product video can be.

Guest hosts

Many QVC segments feature a representative from the brand associated with the product being sold. In our example, the guest host from Aran Crafts is a member of her family’s business, signing in remotely (due to the pandemic) to share the company’s story and build romance around the product.

Depending on the model you’re marketing, having a rep from any brand you resell would be an extra trust signal to convey via video sales. Think of the back-and-forth chat in a podcast and you’re almost there. Small retailers just reselling big brands may face a challenge here, but if you have a good portion of inventory from smaller companies and specialty or local manufacturers, definitely invite them to step in front of the camera with your host, as higher sales will benefit you both.

Models

Frequently, sales presentations include one or more models further interacting with the product. In our example, models are wearing these Irish sweaters while strolling around Ashford Castle. More romance.

Other segments feature models as subjects of various cosmetic treatments or as demonstrators of how merchandise is to be used. Models and demonstrators used to be standard in major American department stores. QVC brilliantly televised this incredible form of persuasion at about the same time it disappeared from real-world shopping in the US. Their sales figures prove just how huge the desire still is to see merchandise worn and used before buying.

For our scenario of creating online sales videos, such models could be a convincing extra in selling certain types of products, and many products should be demonstrated by the host or guest host. One thing I’ve not seen QVC do that I think e-commerce and O2O local brands definitely could do is a UGC approach of making your customer your model, demoing how they use your products in their real-world lives. Almost everybody can film themselves these days.

Callers

There are no live callers in our example, but QVC traditionally increases interactivity with the public with on-air phone calls.

If your sales videos are static, you’re not quite to the point of having to learn the art of handling live calls, but your product support phone and SMS numbers and links should be featured in every video.

Method

“If you go up there with the intent to sell, it’s all going to come crashing down around you...The real goal of QVC.... was to feel like a conversation between the host, the product specialist (us), and ‘Her’ – the woman age 35 to 65 who is sitting at home watching television.” - I went on air at QVC and sold something to America

There’s an element of magic to how QVC vends such a massive volume of products, but it’s all data-based. They’ve invested so heavily in understanding customer demographics that they’ve mastered exactly how to sell to them. Your consumer base may be totally different, but the key is to know your customer so well that you understand the exact approach to take when offering them your inventory of goods and services.

Another excerpt from the article cited above really gets this point across when talking about guest hosts:

“Our experienced guests tend to focus on the product. But our best guests are focused on the viewer. Is this for the viewer? Everything goes through that filter. And if you do that, everything comes out more naturally.”

Here at Moz, there may be Whiteboard Friday hosts you especially enjoy learning from. As a business owner or marketer, your job will be to identify talented people who can blend your brand culture with consumer research and translate that into a form of vending infotainment that succeeds with your particular shoppers. Successful QVC hosts make upwards of $500,000 a year for being so good at what they do.

Being good, in the sweater sample, means pairing QVC’s customer-centric, conversational selling method with USPs and an aura of scarcity. I’ll paraphrase the cues I heard:

“These sweaters are made exclusively for QVC” — a USP regarding rarity.

“Enjoy visiting Ireland, but buy your sweaters on QVC” — this is a strong USP based on having better prices than a traveler would find if buying direct from the manufacturer.

“Reviews read like a love letter to this sweater” — incorporating persuasive UGC into the pitch.

“Half of our supply is already gone; don’t wait to order if you want one of these” —- this creates a sense of urgency to prompt customers to buy right away.

Analytics

The example presentation probably looked quite seamless and simple to you. But what’s actually going on “behind the scenes” of a QVC sales segment is that the host is receiving earpiece cues on exactly how to shape the pitch.

QVC’s analytics track what’s called a “feverline” of reaction to each word the host says and each movement they make. Producers can tell in real time which verbal signals and gestures are causing sales spikes, and communicate to the host to repeat them. One host, for example, dances repeatedly while demoing food products because more customers buy when he does so.

For most of the brands you market, you’re not likely to be called upon to deliver analytical data on par with QVC’s mission control-style setup, but you will want to learn about video analytics and do A/B testing to measure performance of product pages with video vs. those with static images. As you progress, analytics should be able to tell you which hosts, guests, and products are yielding the best ROI.

Three O2O advantages

In a large 2020 survey of local business owners and marketers, Moz found that more than half of respondents intend to maintain pandemic-era services of convenience beyond the hoped-for end of COVID-19. I’d expect this number to be even higher if we reran the survey in mid-2021. Online-to-offline shopping falls in this category and readers of my column know I’m always looking for advantages specific to local businesses.

I see three ways local brands have a leg up on their virtual e-commerce cousins, including behemoths like Amazon and even QVC:

1. Limited local competition = better SERP visibility

Virtual e-commerce brands have to compete against a whole country or the world for SERP visibility. Google Shopping’s “available nearby” filter cuts your market down to local map-size, making it easier to capture the attention of customers nearest your business. If you’re one of the only local brands supporting sales of your goods and services via videos on your website, you’re really going to stand out in the cities you serve.

2. Limited local inventory = more convincing authenticity

QVC is certainly an impressive enterprise, but one drawback of their methodology, at least in my eyes, is that their hosts have to be endlessly excited about millions of products. The same host who is exuding enthusiasm one minute over an electric toothbrush is breathless with admiration over a flameless candle the next. While QVC’s amazingly loyal customers are clearly not put off by the bottomless supply of energy over every single product sold, I find I don’t quite believe that the joy is continuously genuine. In my recognition of the sales pitch tactics, the company feels big and remote to me.

70% of Americans say they want to shop small. Your advantage in marketing a local business is that it will have limited inventory and an owner and staff who can realistically convey authenticity to the video viewer about products the business has hand-selected to sell. A big chain supermarket wants me to believe all of its apples are crisp, but my local farmer telling me in a product video that this year’s crop is crisper than last year’s makes a world of believable difference.

3. Even a small boost in conversions = a big difference for local brands

Backlinko recently compiled this list of exciting video marketing statistics that I hope you’ll read in full. I want to excerpt a few that really caught my eye:

84% of consumers cite video as the convincing factor in purchases

Product videos can help e-commerce stores increase sales by up to 144%

96% of people have watched an explainer video to better understand a product they’re evaluating

The Local Search Association found that 53% of people contact a business after watching one of their videos and 71% of people who made a purchase had watched an online video from that brand

Including filmed content on an e-commerce page can increase the average order value by 50+%

Video on a landing page can grow its conversion rate by up to 80%

If the company you’re promoting is one of the only ones in your local market to seize the opportunities hinted at by these statistics, think of what a difference it would make to see conversions (including leads and sales) rise by even a fraction of these numbers. Moreover, if the standout UX and helpfulness of the “v-commerce” environment you create makes you memorable to customers, you could grow local loyalty to new levels as the best resource in a community, generating a recipe for retention that, if not quite as astonishing as QVC’s, is pretty amazing for your region.

Go n-éirí leat — good luck!

Like you, I’m longing for the time when all customers can safely return to shopping locally in-person, but I do agree with fellow analysts predicting that the taste we’ve gotten for the convenience of shipping and local home delivery, curbside pickup, and tele-meetings is one that consumers won’t simply abandon.

Sales videos tackle one of digital marketing’s largest challenges by letting customers see people interacting with products when they can’t do it themselves, and 2021 is a good year to begin your investigation of this promising medium. My top tip is to spend some time this week watching QVC on TV and examining how they’ve parlayed live broadcasts into static

product videos that sell inventory like hotcakes on their website. I’m wishing you the luck and intrepidity of the Irish in your video ventures!

Ready to learn more about video marketing? Try these resources:

17 Best Ecommerce Product Video Examples

The ABCs of Video Content

8 Beginner Tips for Making Professional-Looking Videos

How to Film Creative Product Videos

YouTube Dominates Google Video in 2020

How to Track YouTube Videos in Google Analytics Using Google Tag Manager in 4 Steps

Need to learn more about local search marketing before you start filming yourself and your products? Read The Essential Local SEO Strategy Guide.

[nutrifami]

Are You Ready to Sell Like QVC?

A photo. Some text. A shopping cart button.

It’s the setup you’ve been used to since you were Internet-years-old.

Electronic commerce has existed since the 1970s, passing through a prescient experimental phase of telephone-based TV shopping in the 1980s, and setting the tone for the future with Stephan Schambach’s 1990s invention of the first standardized online shopping software. US consumers spent $861.12 billion with online merchants in 2020. By making the “add to cart” ritual so familiar, it may seem like we’ve seen it all when it comes to digital commerce.

But hold onto your hats, because signs are emerging that we’re on the verge of the next online sales phase, akin to the 19th century leap from still photos to moving pictures.

If I’m right, with its standard product shots, conventional e-commerce will soon start to seem dull and dated in many categories compared to products sold via interactive video and further supported with post-purchase video.

Now is the time to prep for a filmed future, and fortunately, the trail has already been blazed for us by home shopping leader QVC, which took over television and then digitally remastered itself for the web, perfecting the art of video-based sales. Today, we’re going to deconstruct what’s happening on QVC, and how and why you may need to learn to apply it as an SEO, local SEO, or business owner — sooner than you think.

Why video sales?

A series of developments and disruptions point to a future in which many product sales will be facilitated via video. Let’s have a look at them:

First, we all know that humans love video content so much, they’ve caused YouTube to be the #2 search engine.

Google has documented the growth of video searches for “which (product) should I buy”.

When we look beyond the US, we encounter the phenomenon that livestreaming e-commerce video has become in China, highly-monopolized by Alibaba’s Taobao and creating celebrities out of its hosts.

Meanwhile, within the US, the pandemic caused a 44% increase in digital shopping spend between 2019-2020. We moved online last year for both our basic needs and nonessentials like never before.

The pandemic has also caused physical local brands to implement digital shopping, blurring former online-to-offline (O2O) barriers to such a degree that Internet transactions are no longer the special property of virtual e-commerce companies. This weirdly-dubbed “phygital” phenomenon — which is making Google the nexus of Maps-based local product sales — can be seen as a boon to local brands that take advantage of the search engine’s famed user-to-business proximity bias to rank their inventory for nearby customers.

At least, Google hopes to be the nexus of all this. The truth is, Google is reacting strongly right now to consumers starting half of their product searches on Amazon instead of on Google. Are you seeing ads everywhere these days informing you that Google is the best place to shop? So am I. With that massive, lucrative local business index in their back pocket and with GMB listings long supporting video uploads, Google has recently:

Acquired Pointy to integrate with retail POS systems

Made product listings free

Amped up their nearby shopping filter

Attempted to insert themselves directly into consumers’ curbside pickup routines while integrating deeply into data partnerships with major grocery brands

Experienced massive growth in local business reviews, and just released an algorithmic update specific to product review content (look out, Amazon!)

Experimented with detecting products in YouTube videos amid rumors flying about product results appearing in YouTube

Been spotted experimenting beyond influencer cameo videos to product cameos in knowledge panels

Meanwhile, big brands everywhere are getting into video sales. Walmart leapt ahead in the shoppable video contest with their debut of Cookshop, in which celebrity chefs cook while consumers click on the interactive video cues to add ingredients to their shopping carts.

Crate & Barrel is tiptoeing into the pool with quick product romance videos that resemble perfume ads, in which models lounge about on lovely accent chairs, creating the aura of a lifestyle to be lived. Nordstrom is filming bite-sized home shopping channel-style product videos for their website and YouTube channel, complete with hosts.

And, smaller brands are experimenting with video-supported sales content, too. Check out Green Building Supply’s product videos for their eco-friendly home improvement inventory (with personable hosts). Absolute Domestics shows how SABs can use video to support sales of services rather than goods, as in this simple but nicely-produced video on what to expect from their cleaning service. Meanwhile, post-sales support videos are a persuasive value add from Purl Soho to help you master knitting techniques needed when you buy a pattern from them.

To sum up, at the deep end of the pool, live-streamed e-commerce and shoppable video are already in use by big brands, but smaller brands can wade in with basic static goods-and-services videos on their websites and social channels to support sales.

Now is the time to look for inspiration about what video sales could do for brands you market, and nobody — nobody — has more experience with all of this than QVC.

Why QVC?

“I didn’t even know QVC still existed,” more than one of my marketing colleagues has responded when I’ve pointed to the 35-year-old home shopping empire as the way of the future.

The truth is, I’d probably be sleeping on QVC, too, if it weren’t for my Irish ancestry having drawn me to their annual St. Patrick’s Day sales event for the past 30+ years to enjoy their made-in-Ireland product lineup.

About seven times more people with Irish roots live in the United States than on the actual island of Ireland, yet the shopping channel’s holiday broadcast is one of the few televised events tailored to our famous nostalgia for our old country home. My family tunes in every March for the craic of examining Aran Crafts sweaters, Nicholas Mosse pottery, Belleek china, and Solvar jewelry, while munching on cake made from my great-grandmother Cotter’s recipe. Sometimes we get so excited, we buy things, but for the past few years, I’ve mainly been actively studying how QVC sells these items with such stunning success.

“Stunning” is the word and the wakeup call

QVC, which is a subsidiary of Quarate Retail International, generated $11.47 billion in 2020 and as early as 2015, nearly half of those sales were taking place online — consistently placing the brand in the top 10 for e-commerce sales, including mobile sales. The company has 16.5 million consolidated customers worldwide, and marketers’ mouths will surely water to learn that 90% of QVC’s revenue comes from loyal repeat shoppers. The average QVC shopper makes between 22-25 purchases per year!

Figures like these, paired with QVC’s graceful pas de deux incorporating both TV remotes and mobile devices should command our attention long enough to study what they’ve done and how they’ve done it.

“Enjoy visiting Ireland, but buy your sweaters on QVC!”

While supplies last, I want to invite you to spend the next 10 minutes watching this Internet rebroadcast of a televised segment selling an Aran Crafts sweater, with your marketer’s eye on the magic happening in it. Watch this while imagining how it might translate as a static product or service video for a brand you’re marketing.

TL;DW? Here’s the breakdown of how QVC sells:

Main host

QVC hosts are personalities, many of whom have devoted fan bases. They’re trained in the products they sell, often visiting manufacturing plants to school themselves. When on air, the host juggles promoting a product and interacting with models, guest hosts, callers, and off-screen analysts. The host physically interacts with the product, highlights its features in abundant detail, and makes their sales pitch.

For our purposes, digital marketers are fully aware of the phenomenon of social influencers taking on celebrity status and being sought after as sales reps. At a more modest scale, small e-commerce companies (or any local business) that’s adopted digital sales models should identify one or more staff members with the necessary talents to become a video host for the brand.

You’ll need a spot of luck to secure relatable hosts. Just keep in mind that QVC’s secret formula is to get the viewer to ask, “Is this me?”, and that should help you match a host to your audience. This example of a nicely-done, low-key, densely-detailed presentation of a camping chair by a plainspoken host shows how simple and effective a short product video can be.

Guest hosts

Many QVC segments feature a representative from the brand associated with the product being sold. In our example, the guest host from Aran Crafts is a member of her family’s business, signing in remotely (due to the pandemic) to share the company’s story and build romance around the product.

Depending on the model you’re marketing, having a rep from any brand you resell would be an extra trust signal to convey via video sales. Think of the back-and-forth chat in a podcast and you’re almost there. Small retailers just reselling big brands may face a challenge here, but if you have a good portion of inventory from smaller companies and specialty or local manufacturers, definitely invite them to step in front of the camera with your host, as higher sales will benefit you both.

Models

Frequently, sales presentations include one or more models further interacting with the product. In our example, models are wearing these Irish sweaters while strolling around Ashford Castle. More romance.

Other segments feature models as subjects of various cosmetic treatments or as demonstrators of how merchandise is to be used. Models and demonstrators used to be standard in major American department stores. QVC brilliantly televised this incredible form of persuasion at about the same time it disappeared from real-world shopping in the US. Their sales figures prove just how huge the desire still is to see merchandise worn and used before buying.

For our scenario of creating online sales videos, such models could be a convincing extra in selling certain types of products, and many products should be demonstrated by the host or guest host. One thing I’ve not seen QVC do that I think e-commerce and O2O local brands definitely could do is a UGC approach of making your customer your model, demoing how they use your products in their real-world lives. Almost everybody can film themselves these days.

Callers

There are no live callers in our example, but QVC traditionally increases interactivity with the public with on-air phone calls.

If your sales videos are static, you’re not quite to the point of having to learn the art of handling live calls, but your product support phone and SMS numbers and links should be featured in every video.

Method

“If you go up there with the intent to sell, it’s all going to come crashing down around you...The real goal of QVC.... was to feel like a conversation between the host, the product specialist (us), and ‘Her’ – the woman age 35 to 65 who is sitting at home watching television.” - I went on air at QVC and sold something to America

There’s an element of magic to how QVC vends such a massive volume of products, but it’s all data-based. They’ve invested so heavily in understanding customer demographics that they’ve mastered exactly how to sell to them. Your consumer base may be totally different, but the key is to know your customer so well that you understand the exact approach to take when offering them your inventory of goods and services.

Another excerpt from the article cited above really gets this point across when talking about guest hosts:

“Our experienced guests tend to focus on the product. But our best guests are focused on the viewer. Is this for the viewer? Everything goes through that filter. And if you do that, everything comes out more naturally.”

Here at Moz, there may be Whiteboard Friday hosts you especially enjoy learning from. As a business owner or marketer, your job will be to identify talented people who can blend your brand culture with consumer research and translate that into a form of vending infotainment that succeeds with your particular shoppers. Successful QVC hosts make upwards of $500,000 a year for being so good at what they do.

Being good, in the sweater sample, means pairing QVC’s customer-centric, conversational selling method with USPs and an aura of scarcity. I’ll paraphrase the cues I heard:

“These sweaters are made exclusively for QVC” — a USP regarding rarity.

“Enjoy visiting Ireland, but buy your sweaters on QVC” — this is a strong USP based on having better prices than a traveler would find if buying direct from the manufacturer.

“Reviews read like a love letter to this sweater” — incorporating persuasive UGC into the pitch.

“Half of our supply is already gone; don’t wait to order if you want one of these” —- this creates a sense of urgency to prompt customers to buy right away.

Analytics

The example presentation probably looked quite seamless and simple to you. But what’s actually going on “behind the scenes” of a QVC sales segment is that the host is receiving earpiece cues on exactly how to shape the pitch.

QVC’s analytics track what’s called a “feverline” of reaction to each word the host says and each movement they make. Producers can tell in real time which verbal signals and gestures are causing sales spikes, and communicate to the host to repeat them. One host, for example, dances repeatedly while demoing food products because more customers buy when he does so.

For most of the brands you market, you’re not likely to be called upon to deliver analytical data on par with QVC’s mission control-style setup, but you will want to learn about video analytics and do A/B testing to measure performance of product pages with video vs. those with static images. As you progress, analytics should be able to tell you which hosts, guests, and products are yielding the best ROI.

Three O2O advantages

In a large 2020 survey of local business owners and marketers, Moz found that more than half of respondents intend to maintain pandemic-era services of convenience beyond the hoped-for end of COVID-19. I’d expect this number to be even higher if we reran the survey in mid-2021. Online-to-offline shopping falls in this category and readers of my column know I’m always looking for advantages specific to local businesses.

I see three ways local brands have a leg up on their virtual e-commerce cousins, including behemoths like Amazon and even QVC:

1. Limited local competition = better SERP visibility

Virtual e-commerce brands have to compete against a whole country or the world for SERP visibility. Google Shopping’s “available nearby” filter cuts your market down to local map-size, making it easier to capture the attention of customers nearest your business. If you’re one of the only local brands supporting sales of your goods and services via videos on your website, you’re really going to stand out in the cities you serve.

2. Limited local inventory = more convincing authenticity

QVC is certainly an impressive enterprise, but one drawback of their methodology, at least in my eyes, is that their hosts have to be endlessly excited about millions of products. The same host who is exuding enthusiasm one minute over an electric toothbrush is breathless with admiration over a flameless candle the next. While QVC’s amazingly loyal customers are clearly not put off by the bottomless supply of energy over every single product sold, I find I don’t quite believe that the joy is continuously genuine. In my recognition of the sales pitch tactics, the company feels big and remote to me.

70% of Americans say they want to shop small. Your advantage in marketing a local business is that it will have limited inventory and an owner and staff who can realistically convey authenticity to the video viewer about products the business has hand-selected to sell. A big chain supermarket wants me to believe all of its apples are crisp, but my local farmer telling me in a product video that this year’s crop is crisper than last year’s makes a world of believable difference.

3. Even a small boost in conversions = a big difference for local brands

Backlinko recently compiled this list of exciting video marketing statistics that I hope you’ll read in full. I want to excerpt a few that really caught my eye:

84% of consumers cite video as the convincing factor in purchases

Product videos can help e-commerce stores increase sales by up to 144%

96% of people have watched an explainer video to better understand a product they’re evaluating

The Local Search Association found that 53% of people contact a business after watching one of their videos and 71% of people who made a purchase had watched an online video from that brand

Including filmed content on an e-commerce page can increase the average order value by 50+%

Video on a landing page can grow its conversion rate by up to 80%

If the company you’re promoting is one of the only ones in your local market to seize the opportunities hinted at by these statistics, think of what a difference it would make to see conversions (including leads and sales) rise by even a fraction of these numbers. Moreover, if the standout UX and helpfulness of the “v-commerce” environment you create makes you memorable to customers, you could grow local loyalty to new levels as the best resource in a community, generating a recipe for retention that, if not quite as astonishing as QVC’s, is pretty amazing for your region.

Go n-éirí leat — good luck!

Like you, I’m longing for the time when all customers can safely return to shopping locally in-person, but I do agree with fellow analysts predicting that the taste we’ve gotten for the convenience of shipping and local home delivery, curbside pickup, and tele-meetings is one that consumers won’t simply abandon.

Sales videos tackle one of digital marketing’s largest challenges by letting customers see people interacting with products when they can’t do it themselves, and 2021 is a good year to begin your investigation of this promising medium. My top tip is to spend some time this week watching QVC on TV and examining how they’ve parlayed live broadcasts into static

product videos that sell inventory like hotcakes on their website. I’m wishing you the luck and intrepidity of the Irish in your video ventures!

Ready to learn more about video marketing? Try these resources:

17 Best Ecommerce Product Video Examples

The ABCs of Video Content

8 Beginner Tips for Making Professional-Looking Videos

How to Film Creative Product Videos

YouTube Dominates Google Video in 2020

How to Track YouTube Videos in Google Analytics Using Google Tag Manager in 4 Steps

Need to learn more about local search marketing before you start filming yourself and your products? Read The Essential Local SEO Strategy Guide.

[xaydungtruonggia]

Are You Ready to Sell Like QVC?

A photo. Some text. A shopping cart button.

It’s the setup you’ve been used to since you were Internet-years-old.

Electronic commerce has existed since the 1970s, passing through a prescient experimental phase of telephone-based TV shopping in the 1980s, and setting the tone for the future with Stephan Schambach’s 1990s invention of the first standardized online shopping software. US consumers spent $861.12 billion with online merchants in 2020. By making the “add to cart” ritual so familiar, it may seem like we’ve seen it all when it comes to digital commerce.

But hold onto your hats, because signs are emerging that we’re on the verge of the next online sales phase, akin to the 19th century leap from still photos to moving pictures.

If I’m right, with its standard product shots, conventional e-commerce will soon start to seem dull and dated in many categories compared to products sold via interactive video and further supported with post-purchase video.

Now is the time to prep for a filmed future, and fortunately, the trail has already been blazed for us by home shopping leader QVC, which took over television and then digitally remastered itself for the web, perfecting the art of video-based sales. Today, we’re going to deconstruct what’s happening on QVC, and how and why you may need to learn to apply it as an SEO, local SEO, or business owner — sooner than you think.

Why video sales?

A series of developments and disruptions point to a future in which many product sales will be facilitated via video. Let’s have a look at them:

First, we all know that humans love video content so much, they’ve caused YouTube to be the #2 search engine.

Google has documented the growth of video searches for “which (product) should I buy”.

When we look beyond the US, we encounter the phenomenon that livestreaming e-commerce video has become in China, highly-monopolized by Alibaba’s Taobao and creating celebrities out of its hosts.

Meanwhile, within the US, the pandemic caused a 44% increase in digital shopping spend between 2019-2020. We moved online last year for both our basic needs and nonessentials like never before.

The pandemic has also caused physical local brands to implement digital shopping, blurring former online-to-offline (O2O) barriers to such a degree that Internet transactions are no longer the special property of virtual e-commerce companies. This weirdly-dubbed “phygital” phenomenon — which is making Google the nexus of Maps-based local product sales — can be seen as a boon to local brands that take advantage of the search engine’s famed user-to-business proximity bias to rank their inventory for nearby customers.

At least, Google hopes to be the nexus of all this. The truth is, Google is reacting strongly right now to consumers starting half of their product searches on Amazon instead of on Google. Are you seeing ads everywhere these days informing you that Google is the best place to shop? So am I. With that massive, lucrative local business index in their back pocket and with GMB listings long supporting video uploads, Google has recently:

Acquired Pointy to integrate with retail POS systems

Made product listings free

Amped up their nearby shopping filter

Attempted to insert themselves directly into consumers’ curbside pickup routines while integrating deeply into data partnerships with major grocery brands

Experienced massive growth in local business reviews, and just released an algorithmic update specific to product review content (look out, Amazon!)

Experimented with detecting products in YouTube videos amid rumors flying about product results appearing in YouTube

Been spotted experimenting beyond influencer cameo videos to product cameos in knowledge panels

Meanwhile, big brands everywhere are getting into video sales. Walmart leapt ahead in the shoppable video contest with their debut of Cookshop, in which celebrity chefs cook while consumers click on the interactive video cues to add ingredients to their shopping carts.

Crate & Barrel is tiptoeing into the pool with quick product romance videos that resemble perfume ads, in which models lounge about on lovely accent chairs, creating the aura of a lifestyle to be lived. Nordstrom is filming bite-sized home shopping channel-style product videos for their website and YouTube channel, complete with hosts.

And, smaller brands are experimenting with video-supported sales content, too. Check out Green Building Supply’s product videos for their eco-friendly home improvement inventory (with personable hosts). Absolute Domestics shows how SABs can use video to support sales of services rather than goods, as in this simple but nicely-produced video on what to expect from their cleaning service. Meanwhile, post-sales support videos are a persuasive value add from Purl Soho to help you master knitting techniques needed when you buy a pattern from them.

To sum up, at the deep end of the pool, live-streamed e-commerce and shoppable video are already in use by big brands, but smaller brands can wade in with basic static goods-and-services videos on their websites and social channels to support sales.

Now is the time to look for inspiration about what video sales could do for brands you market, and nobody — nobody — has more experience with all of this than QVC.

Why QVC?

“I didn’t even know QVC still existed,” more than one of my marketing colleagues has responded when I’ve pointed to the 35-year-old home shopping empire as the way of the future.

The truth is, I’d probably be sleeping on QVC, too, if it weren’t for my Irish ancestry having drawn me to their annual St. Patrick’s Day sales event for the past 30+ years to enjoy their made-in-Ireland product lineup.

About seven times more people with Irish roots live in the United States than on the actual island of Ireland, yet the shopping channel’s holiday broadcast is one of the few televised events tailored to our famous nostalgia for our old country home. My family tunes in every March for the craic of examining Aran Crafts sweaters, Nicholas Mosse pottery, Belleek china, and Solvar jewelry, while munching on cake made from my great-grandmother Cotter’s recipe. Sometimes we get so excited, we buy things, but for the past few years, I’ve mainly been actively studying how QVC sells these items with such stunning success.

“Stunning” is the word and the wakeup call

QVC, which is a subsidiary of Quarate Retail International, generated $11.47 billion in 2020 and as early as 2015, nearly half of those sales were taking place online — consistently placing the brand in the top 10 for e-commerce sales, including mobile sales. The company has 16.5 million consolidated customers worldwide, and marketers’ mouths will surely water to learn that 90% of QVC’s revenue comes from loyal repeat shoppers. The average QVC shopper makes between 22-25 purchases per year!

Figures like these, paired with QVC’s graceful pas de deux incorporating both TV remotes and mobile devices should command our attention long enough to study what they’ve done and how they’ve done it.

“Enjoy visiting Ireland, but buy your sweaters on QVC!”

While supplies last, I want to invite you to spend the next 10 minutes watching this Internet rebroadcast of a televised segment selling an Aran Crafts sweater, with your marketer’s eye on the magic happening in it. Watch this while imagining how it might translate as a static product or service video for a brand you’re marketing.

TL;DW? Here’s the breakdown of how QVC sells:

Main host

QVC hosts are personalities, many of whom have devoted fan bases. They’re trained in the products they sell, often visiting manufacturing plants to school themselves. When on air, the host juggles promoting a product and interacting with models, guest hosts, callers, and off-screen analysts. The host physically interacts with the product, highlights its features in abundant detail, and makes their sales pitch.

For our purposes, digital marketers are fully aware of the phenomenon of social influencers taking on celebrity status and being sought after as sales reps. At a more modest scale, small e-commerce companies (or any local business) that’s adopted digital sales models should identify one or more staff members with the necessary talents to become a video host for the brand.

You’ll need a spot of luck to secure relatable hosts. Just keep in mind that QVC’s secret formula is to get the viewer to ask, “Is this me?”, and that should help you match a host to your audience. This example of a nicely-done, low-key, densely-detailed presentation of a camping chair by a plainspoken host shows how simple and effective a short product video can be.

Guest hosts

Many QVC segments feature a representative from the brand associated with the product being sold. In our example, the guest host from Aran Crafts is a member of her family’s business, signing in remotely (due to the pandemic) to share the company’s story and build romance around the product.

Depending on the model you’re marketing, having a rep from any brand you resell would be an extra trust signal to convey via video sales. Think of the back-and-forth chat in a podcast and you’re almost there. Small retailers just reselling big brands may face a challenge here, but if you have a good portion of inventory from smaller companies and specialty or local manufacturers, definitely invite them to step in front of the camera with your host, as higher sales will benefit you both.

Models

Frequently, sales presentations include one or more models further interacting with the product. In our example, models are wearing these Irish sweaters while strolling around Ashford Castle. More romance.

Other segments feature models as subjects of various cosmetic treatments or as demonstrators of how merchandise is to be used. Models and demonstrators used to be standard in major American department stores. QVC brilliantly televised this incredible form of persuasion at about the same time it disappeared from real-world shopping in the US. Their sales figures prove just how huge the desire still is to see merchandise worn and used before buying.

For our scenario of creating online sales videos, such models could be a convincing extra in selling certain types of products, and many products should be demonstrated by the host or guest host. One thing I’ve not seen QVC do that I think e-commerce and O2O local brands definitely could do is a UGC approach of making your customer your model, demoing how they use your products in their real-world lives. Almost everybody can film themselves these days.

Callers

There are no live callers in our example, but QVC traditionally increases interactivity with the public with on-air phone calls.

If your sales videos are static, you’re not quite to the point of having to learn the art of handling live calls, but your product support phone and SMS numbers and links should be featured in every video.

Method

“If you go up there with the intent to sell, it’s all going to come crashing down around you...The real goal of QVC.... was to feel like a conversation between the host, the product specialist (us), and ‘Her’ – the woman age 35 to 65 who is sitting at home watching television.” - I went on air at QVC and sold something to America

There’s an element of magic to how QVC vends such a massive volume of products, but it’s all data-based. They’ve invested so heavily in understanding customer demographics that they’ve mastered exactly how to sell to them. Your consumer base may be totally different, but the key is to know your customer so well that you understand the exact approach to take when offering them your inventory of goods and services.

Another excerpt from the article cited above really gets this point across when talking about guest hosts:

“Our experienced guests tend to focus on the product. But our best guests are focused on the viewer. Is this for the viewer? Everything goes through that filter. And if you do that, everything comes out more naturally.”

Here at Moz, there may be Whiteboard Friday hosts you especially enjoy learning from. As a business owner or marketer, your job will be to identify talented people who can blend your brand culture with consumer research and translate that into a form of vending infotainment that succeeds with your particular shoppers. Successful QVC hosts make upwards of $500,000 a year for being so good at what they do.

Being good, in the sweater sample, means pairing QVC’s customer-centric, conversational selling method with USPs and an aura of scarcity. I’ll paraphrase the cues I heard:

“These sweaters are made exclusively for QVC” — a USP regarding rarity.

“Enjoy visiting Ireland, but buy your sweaters on QVC” — this is a strong USP based on having better prices than a traveler would find if buying direct from the manufacturer.

“Reviews read like a love letter to this sweater” — incorporating persuasive UGC into the pitch.

“Half of our supply is already gone; don’t wait to order if you want one of these” —- this creates a sense of urgency to prompt customers to buy right away.

Analytics

The example presentation probably looked quite seamless and simple to you. But what’s actually going on “behind the scenes” of a QVC sales segment is that the host is receiving earpiece cues on exactly how to shape the pitch.

QVC’s analytics track what’s called a “feverline” of reaction to each word the host says and each movement they make. Producers can tell in real time which verbal signals and gestures are causing sales spikes, and communicate to the host to repeat them. One host, for example, dances repeatedly while demoing food products because more customers buy when he does so.

For most of the brands you market, you’re not likely to be called upon to deliver analytical data on par with QVC’s mission control-style setup, but you will want to learn about video analytics and do A/B testing to measure performance of product pages with video vs. those with static images. As you progress, analytics should be able to tell you which hosts, guests, and products are yielding the best ROI.

Three O2O advantages

In a large 2020 survey of local business owners and marketers, Moz found that more than half of respondents intend to maintain pandemic-era services of convenience beyond the hoped-for end of COVID-19. I’d expect this number to be even higher if we reran the survey in mid-2021. Online-to-offline shopping falls in this category and readers of my column know I’m always looking for advantages specific to local businesses.

I see three ways local brands have a leg up on their virtual e-commerce cousins, including behemoths like Amazon and even QVC:

1. Limited local competition = better SERP visibility

Virtual e-commerce brands have to compete against a whole country or the world for SERP visibility. Google Shopping’s “available nearby” filter cuts your market down to local map-size, making it easier to capture the attention of customers nearest your business. If you’re one of the only local brands supporting sales of your goods and services via videos on your website, you’re really going to stand out in the cities you serve.

2. Limited local inventory = more convincing authenticity

QVC is certainly an impressive enterprise, but one drawback of their methodology, at least in my eyes, is that their hosts have to be endlessly excited about millions of products. The same host who is exuding enthusiasm one minute over an electric toothbrush is breathless with admiration over a flameless candle the next. While QVC’s amazingly loyal customers are clearly not put off by the bottomless supply of energy over every single product sold, I find I don’t quite believe that the joy is continuously genuine. In my recognition of the sales pitch tactics, the company feels big and remote to me.

70% of Americans say they want to shop small. Your advantage in marketing a local business is that it will have limited inventory and an owner and staff who can realistically convey authenticity to the video viewer about products the business has hand-selected to sell. A big chain supermarket wants me to believe all of its apples are crisp, but my local farmer telling me in a product video that this year’s crop is crisper than last year’s makes a world of believable difference.

3. Even a small boost in conversions = a big difference for local brands

Backlinko recently compiled this list of exciting video marketing statistics that I hope you’ll read in full. I want to excerpt a few that really caught my eye:

84% of consumers cite video as the convincing factor in purchases

Product videos can help e-commerce stores increase sales by up to 144%

96% of people have watched an explainer video to better understand a product they’re evaluating

The Local Search Association found that 53% of people contact a business after watching one of their videos and 71% of people who made a purchase had watched an online video from that brand

Including filmed content on an e-commerce page can increase the average order value by 50+%

Video on a landing page can grow its conversion rate by up to 80%

If the company you’re promoting is one of the only ones in your local market to seize the opportunities hinted at by these statistics, think of what a difference it would make to see conversions (including leads and sales) rise by even a fraction of these numbers. Moreover, if the standout UX and helpfulness of the “v-commerce” environment you create makes you memorable to customers, you could grow local loyalty to new levels as the best resource in a community, generating a recipe for retention that, if not quite as astonishing as QVC’s, is pretty amazing for your region.

Go n-éirí leat — good luck!

Like you, I’m longing for the time when all customers can safely return to shopping locally in-person, but I do agree with fellow analysts predicting that the taste we’ve gotten for the convenience of shipping and local home delivery, curbside pickup, and tele-meetings is one that consumers won’t simply abandon.

Sales videos tackle one of digital marketing’s largest challenges by letting customers see people interacting with products when they can’t do it themselves, and 2021 is a good year to begin your investigation of this promising medium. My top tip is to spend some time this week watching QVC on TV and examining how they’ve parlayed live broadcasts into static

product videos that sell inventory like hotcakes on their website. I’m wishing you the luck and intrepidity of the Irish in your video ventures!

Ready to learn more about video marketing? Try these resources:

17 Best Ecommerce Product Video Examples

The ABCs of Video Content

8 Beginner Tips for Making Professional-Looking Videos

How to Film Creative Product Videos

YouTube Dominates Google Video in 2020

How to Track YouTube Videos in Google Analytics Using Google Tag Manager in 4 Steps

Need to learn more about local search marketing before you start filming yourself and your products? Read The Essential Local SEO Strategy Guide.

[ductrungnguyen87]

Are You Ready to Sell Like QVC?

A photo. Some text. A shopping cart button.

It’s the setup you’ve been used to since you were Internet-years-old.

Electronic commerce has existed since the 1970s, passing through a prescient experimental phase of telephone-based TV shopping in the 1980s, and setting the tone for the future with Stephan Schambach’s 1990s invention of the first standardized online shopping software. US consumers spent $861.12 billion with online merchants in 2020. By making the “add to cart” ritual so familiar, it may seem like we’ve seen it all when it comes to digital commerce.

But hold onto your hats, because signs are emerging that we’re on the verge of the next online sales phase, akin to the 19th century leap from still photos to moving pictures.

If I’m right, with its standard product shots, conventional e-commerce will soon start to seem dull and dated in many categories compared to products sold via interactive video and further supported with post-purchase video.

Now is the time to prep for a filmed future, and fortunately, the trail has already been blazed for us by home shopping leader QVC, which took over television and then digitally remastered itself for the web, perfecting the art of video-based sales. Today, we’re going to deconstruct what’s happening on QVC, and how and why you may need to learn to apply it as an SEO, local SEO, or business owner — sooner than you think.

Why video sales?

A series of developments and disruptions point to a future in which many product sales will be facilitated via video. Let’s have a look at them:

First, we all know that humans love video content so much, they’ve caused YouTube to be the #2 search engine.

Google has documented the growth of video searches for “which (product) should I buy”.

When we look beyond the US, we encounter the phenomenon that livestreaming e-commerce video has become in China, highly-monopolized by Alibaba’s Taobao and creating celebrities out of its hosts.

Meanwhile, within the US, the pandemic caused a 44% increase in digital shopping spend between 2019-2020. We moved online last year for both our basic needs and nonessentials like never before.

The pandemic has also caused physical local brands to implement digital shopping, blurring former online-to-offline (O2O) barriers to such a degree that Internet transactions are no longer the special property of virtual e-commerce companies. This weirdly-dubbed “phygital” phenomenon — which is making Google the nexus of Maps-based local product sales — can be seen as a boon to local brands that take advantage of the search engine’s famed user-to-business proximity bias to rank their inventory for nearby customers.

At least, Google hopes to be the nexus of all this. The truth is, Google is reacting strongly right now to consumers starting half of their product searches on Amazon instead of on Google. Are you seeing ads everywhere these days informing you that Google is the best place to shop? So am I. With that massive, lucrative local business index in their back pocket and with GMB listings long supporting video uploads, Google has recently:

Acquired Pointy to integrate with retail POS systems

Made product listings free

Amped up their nearby shopping filter

Attempted to insert themselves directly into consumers’ curbside pickup routines while integrating deeply into data partnerships with major grocery brands

Experienced massive growth in local business reviews, and just released an algorithmic update specific to product review content (look out, Amazon!)

Experimented with detecting products in YouTube videos amid rumors flying about product results appearing in YouTube

Been spotted experimenting beyond influencer cameo videos to product cameos in knowledge panels

Meanwhile, big brands everywhere are getting into video sales. Walmart leapt ahead in the shoppable video contest with their debut of Cookshop, in which celebrity chefs cook while consumers click on the interactive video cues to add ingredients to their shopping carts.

Crate & Barrel is tiptoeing into the pool with quick product romance videos that resemble perfume ads, in which models lounge about on lovely accent chairs, creating the aura of a lifestyle to be lived. Nordstrom is filming bite-sized home shopping channel-style product videos for their website and YouTube channel, complete with hosts.

And, smaller brands are experimenting with video-supported sales content, too. Check out Green Building Supply’s product videos for their eco-friendly home improvement inventory (with personable hosts). Absolute Domestics shows how SABs can use video to support sales of services rather than goods, as in this simple but nicely-produced video on what to expect from their cleaning service. Meanwhile, post-sales support videos are a persuasive value add from Purl Soho to help you master knitting techniques needed when you buy a pattern from them.

To sum up, at the deep end of the pool, live-streamed e-commerce and shoppable video are already in use by big brands, but smaller brands can wade in with basic static goods-and-services videos on their websites and social channels to support sales.

Now is the time to look for inspiration about what video sales could do for brands you market, and nobody — nobody — has more experience with all of this than QVC.

Why QVC?

“I didn’t even know QVC still existed,” more than one of my marketing colleagues has responded when I’ve pointed to the 35-year-old home shopping empire as the way of the future.

The truth is, I’d probably be sleeping on QVC, too, if it weren’t for my Irish ancestry having drawn me to their annual St. Patrick’s Day sales event for the past 30+ years to enjoy their made-in-Ireland product lineup.

About seven times more people with Irish roots live in the United States than on the actual island of Ireland, yet the shopping channel’s holiday broadcast is one of the few televised events tailored to our famous nostalgia for our old country home. My family tunes in every March for the craic of examining Aran Crafts sweaters, Nicholas Mosse pottery, Belleek china, and Solvar jewelry, while munching on cake made from my great-grandmother Cotter’s recipe. Sometimes we get so excited, we buy things, but for the past few years, I’ve mainly been actively studying how QVC sells these items with such stunning success.

“Stunning” is the word and the wakeup call

QVC, which is a subsidiary of Quarate Retail International, generated $11.47 billion in 2020 and as early as 2015, nearly half of those sales were taking place online — consistently placing the brand in the top 10 for e-commerce sales, including mobile sales. The company has 16.5 million consolidated customers worldwide, and marketers’ mouths will surely water to learn that 90% of QVC’s revenue comes from loyal repeat shoppers. The average QVC shopper makes between 22-25 purchases per year!

Figures like these, paired with QVC’s graceful pas de deux incorporating both TV remotes and mobile devices should command our attention long enough to study what they’ve done and how they’ve done it.

“Enjoy visiting Ireland, but buy your sweaters on QVC!”

While supplies last, I want to invite you to spend the next 10 minutes watching this Internet rebroadcast of a televised segment selling an Aran Crafts sweater, with your marketer’s eye on the magic happening in it. Watch this while imagining how it might translate as a static product or service video for a brand you’re marketing.

TL;DW? Here’s the breakdown of how QVC sells:

Main host

QVC hosts are personalities, many of whom have devoted fan bases. They’re trained in the products they sell, often visiting manufacturing plants to school themselves. When on air, the host juggles promoting a product and interacting with models, guest hosts, callers, and off-screen analysts. The host physically interacts with the product, highlights its features in abundant detail, and makes their sales pitch.

For our purposes, digital marketers are fully aware of the phenomenon of social influencers taking on celebrity status and being sought after as sales reps. At a more modest scale, small e-commerce companies (or any local business) that’s adopted digital sales models should identify one or more staff members with the necessary talents to become a video host for the brand.

You’ll need a spot of luck to secure relatable hosts. Just keep in mind that QVC’s secret formula is to get the viewer to ask, “Is this me?”, and that should help you match a host to your audience. This example of a nicely-done, low-key, densely-detailed presentation of a camping chair by a plainspoken host shows how simple and effective a short product video can be.

Guest hosts

Many QVC segments feature a representative from the brand associated with the product being sold. In our example, the guest host from Aran Crafts is a member of her family’s business, signing in remotely (due to the pandemic) to share the company’s story and build romance around the product.

Depending on the model you’re marketing, having a rep from any brand you resell would be an extra trust signal to convey via video sales. Think of the back-and-forth chat in a podcast and you’re almost there. Small retailers just reselling big brands may face a challenge here, but if you have a good portion of inventory from smaller companies and specialty or local manufacturers, definitely invite them to step in front of the camera with your host, as higher sales will benefit you both.

Models

Frequently, sales presentations include one or more models further interacting with the product. In our example, models are wearing these Irish sweaters while strolling around Ashford Castle. More romance.

Other segments feature models as subjects of various cosmetic treatments or as demonstrators of how merchandise is to be used. Models and demonstrators used to be standard in major American department stores. QVC brilliantly televised this incredible form of persuasion at about the same time it disappeared from real-world shopping in the US. Their sales figures prove just how huge the desire still is to see merchandise worn and used before buying.

For our scenario of creating online sales videos, such models could be a convincing extra in selling certain types of products, and many products should be demonstrated by the host or guest host. One thing I’ve not seen QVC do that I think e-commerce and O2O local brands definitely could do is a UGC approach of making your customer your model, demoing how they use your products in their real-world lives. Almost everybody can film themselves these days.

Callers

There are no live callers in our example, but QVC traditionally increases interactivity with the public with on-air phone calls.

If your sales videos are static, you’re not quite to the point of having to learn the art of handling live calls, but your product support phone and SMS numbers and links should be featured in every video.

Method

“If you go up there with the intent to sell, it’s all going to come crashing down around you...The real goal of QVC.... was to feel like a conversation between the host, the product specialist (us), and ‘Her’ – the woman age 35 to 65 who is sitting at home watching television.” - I went on air at QVC and sold something to America

There’s an element of magic to how QVC vends such a massive volume of products, but it’s all data-based. They’ve invested so heavily in understanding customer demographics that they’ve mastered exactly how to sell to them. Your consumer base may be totally different, but the key is to know your customer so well that you understand the exact approach to take when offering them your inventory of goods and services.

Another excerpt from the article cited above really gets this point across when talking about guest hosts:

“Our experienced guests tend to focus on the product. But our best guests are focused on the viewer. Is this for the viewer? Everything goes through that filter. And if you do that, everything comes out more naturally.”

Here at Moz, there may be Whiteboard Friday hosts you especially enjoy learning from. As a business owner or marketer, your job will be to identify talented people who can blend your brand culture with consumer research and translate that into a form of vending infotainment that succeeds with your particular shoppers. Successful QVC hosts make upwards of $500,000 a year for being so good at what they do.

Being good, in the sweater sample, means pairing QVC’s customer-centric, conversational selling method with USPs and an aura of scarcity. I’ll paraphrase the cues I heard:

“These sweaters are made exclusively for QVC” — a USP regarding rarity.

“Enjoy visiting Ireland, but buy your sweaters on QVC” — this is a strong USP based on having better prices than a traveler would find if buying direct from the manufacturer.

“Reviews read like a love letter to this sweater” — incorporating persuasive UGC into the pitch.

“Half of our supply is already gone; don’t wait to order if you want one of these” —- this creates a sense of urgency to prompt customers to buy right away.

Analytics

The example presentation probably looked quite seamless and simple to you. But what’s actually going on “behind the scenes” of a QVC sales segment is that the host is receiving earpiece cues on exactly how to shape the pitch.

QVC’s analytics track what’s called a “feverline” of reaction to each word the host says and each movement they make. Producers can tell in real time which verbal signals and gestures are causing sales spikes, and communicate to the host to repeat them. One host, for example, dances repeatedly while demoing food products because more customers buy when he does so.

For most of the brands you market, you’re not likely to be called upon to deliver analytical data on par with QVC’s mission control-style setup, but you will want to learn about video analytics and do A/B testing to measure performance of product pages with video vs. those with static images. As you progress, analytics should be able to tell you which hosts, guests, and products are yielding the best ROI.

Three O2O advantages

In a large 2020 survey of local business owners and marketers, Moz found that more than half of respondents intend to maintain pandemic-era services of convenience beyond the hoped-for end of COVID-19. I’d expect this number to be even higher if we reran the survey in mid-2021. Online-to-offline shopping falls in this category and readers of my column know I’m always looking for advantages specific to local businesses.

I see three ways local brands have a leg up on their virtual e-commerce cousins, including behemoths like Amazon and even QVC:

1. Limited local competition = better SERP visibility

Virtual e-commerce brands have to compete against a whole country or the world for SERP visibility. Google Shopping’s “available nearby” filter cuts your market down to local map-size, making it easier to capture the attention of customers nearest your business. If you’re one of the only local brands supporting sales of your goods and services via videos on your website, you’re really going to stand out in the cities you serve.

2. Limited local inventory = more convincing authenticity

QVC is certainly an impressive enterprise, but one drawback of their methodology, at least in my eyes, is that their hosts have to be endlessly excited about millions of products. The same host who is exuding enthusiasm one minute over an electric toothbrush is breathless with admiration over a flameless candle the next. While QVC’s amazingly loyal customers are clearly not put off by the bottomless supply of energy over every single product sold, I find I don’t quite believe that the joy is continuously genuine. In my recognition of the sales pitch tactics, the company feels big and remote to me.

70% of Americans say they want to shop small. Your advantage in marketing a local business is that it will have limited inventory and an owner and staff who can realistically convey authenticity to the video viewer about products the business has hand-selected to sell. A big chain supermarket wants me to believe all of its apples are crisp, but my local farmer telling me in a product video that this year’s crop is crisper than last year’s makes a world of believable difference.

3. Even a small boost in conversions = a big difference for local brands

Backlinko recently compiled this list of exciting video marketing statistics that I hope you’ll read in full. I want to excerpt a few that really caught my eye:

84% of consumers cite video as the convincing factor in purchases

Product videos can help e-commerce stores increase sales by up to 144%

96% of people have watched an explainer video to better understand a product they’re evaluating

The Local Search Association found that 53% of people contact a business after watching one of their videos and 71% of people who made a purchase had watched an online video from that brand

Including filmed content on an e-commerce page can increase the average order value by 50+%

Video on a landing page can grow its conversion rate by up to 80%

If the company you’re promoting is one of the only ones in your local market to seize the opportunities hinted at by these statistics, think of what a difference it would make to see conversions (including leads and sales) rise by even a fraction of these numbers. Moreover, if the standout UX and helpfulness of the “v-commerce” environment you create makes you memorable to customers, you could grow local loyalty to new levels as the best resource in a community, generating a recipe for retention that, if not quite as astonishing as QVC’s, is pretty amazing for your region.

Go n-éirí leat — good luck!

Like you, I’m longing for the time when all customers can safely return to shopping locally in-person, but I do agree with fellow analysts predicting that the taste we’ve gotten for the convenience of shipping and local home delivery, curbside pickup, and tele-meetings is one that consumers won’t simply abandon.

Sales videos tackle one of digital marketing’s largest challenges by letting customers see people interacting with products when they can’t do it themselves, and 2021 is a good year to begin your investigation of this promising medium. My top tip is to spend some time this week watching QVC on TV and examining how they’ve parlayed live broadcasts into static

product videos that sell inventory like hotcakes on their website. I’m wishing you the luck and intrepidity of the Irish in your video ventures!

Ready to learn more about video marketing? Try these resources:

17 Best Ecommerce Product Video Examples

The ABCs of Video Content

8 Beginner Tips for Making Professional-Looking Videos

How to Film Creative Product Videos

YouTube Dominates Google Video in 2020

How to Track YouTube Videos in Google Analytics Using Google Tag Manager in 4 Steps

Need to learn more about local search marketing before you start filming yourself and your products? Read The Essential Local SEO Strategy Guide.