Packaging for the TV Screen

Your on-air spokesperson is part of the packaging of a successful product or brand.


Conventional wisdom says that a high-quality, brand-right package attracts customers to your shelf space in a store. On television, the screen is your shelf space, and your packaging offers many elements to attract customers.

The most vital element in your selling strategy for TV is the right on-air spokesperson.You need a product expert whose credibility, authority and common ground can truly resonate with the viewer.

On-Air Product Expert

What is an on-air spokesperson or guest expert? They’re the product expert and more.They must also be your brand ambassador and be tied to your brand in a relatable way. Moreover, do they know how to demonstrate the product? Do they use the product and do they present your brand well? Many times, companies try to hire a spokesperson and painfully find out that that person could not deliver the message. The best on-air spokesperson for your brand is usually the creator, the inventor—someone who lives and breathes the product. Their passion, drive and enthusiasm shine through when presenting. They are a living testimonial to the brand. They work with it every day, they use it and, most important, they believe in it.

A Multi-Tasker

Your spokesperson must be a multi-tasker. You have precious minutes to sell your product. In the short window of time, it is important for the on-air spokesperson to connect with the audience and tell the product story—namely, why it came to be and what it does. In addition, they must demonstrate how to use the product, as well as tell the features and benefits and show the results. “Wow,” you must be saying to yourself, “that is a lot of stuff to get out there.”Yes, it is. But it can be done, and it’s done all the time. The key is to learn how to manage your airtime. Therefore you need to describe your products in a clear, succinct manner. Focus on the important facts, start the demo quickly and explain those top three features and benefits over and over again while you demonstrate the product. Finally, enthusiastically answer questions that the host or audience may have.

Remember, the shopping network host is there to help you present the product. Their role is to sell it. Therefore, it is important that you try to get the product in the hands of the host before you present it on air. The host networks will better understand the product and ask you more relevant questions to get the brand story and the features and benefits communicated to the customer quickly. Moreover, television shopping hosts are experts in this regard, and they know the right questions to ask you so that the customer clearly understands your product, and ultimately buys it.

Practice, Practice, Practice

It takes practice to get it right, and you need to do your homework. Most of the shopping networks now have basic on-air media training to assist you in the preparation of selling your product. They will go over all the fundamentals: what to wear, when to show up, how to present yourself, and what you can and cannot say. Do not fret about the no-nos. The best thing to do is to listen and learn. They want you to be successful as well.

It cannot be emphasized enough how critical it is to practice your presentation skills with a colleague and rehearse. Yes, while it is live television, if you rehearse and use the product, you will be able to speak about its features and benefits, as well as demonstrate it as though it were second nature. The best advice I learned from a friend was to practice in front of a mirror and time it. Trust me, it works. In addition, watch the shopping network so that you can familiarize yourself with how the process works. You will also learn how a guest and host work together to bring the product to life for the customer. Most important, be yourself and have fun. It’s a great experience.

Trust and Credibility

Finally, your on-air spokesperson is part of the packaging of a successful product or brand. They must look and act consistent with the brand and its packaging. Remember, the television screen is your shelf space. Having the brand-right spokesperson will draw attention to your product. The viewer will watch, learn and be entertained. As your on-air spokesperson tells the product story, the viewer will turn into your customer and ultimately a loyal brand ambassador.