You might say the network home shopping industry was created in 1977, when a radio talk show host was asked to sell avocado green-colored can openers on the air. That experiment turned into a multi-billion-dollar-a-year business, a blend of entertainment and retailing that offered an entirely new range of creative content.

I remember when, four or five years ago, I first discovered home shopping TV. I was puzzled at first. QVC, I knew, had a website filled with pages upon pages of women’s clothing. In just a fraction of the time that it had taken me to watch an hour-long show, I could have, on the QVC website, checked out color, size, price, fabric, and availability of every dress, jacket and blouse. So why, I wondered, was the company going to the expense of running an entire hour’s programming, with the hosts taking five to seven minutes to talk about the details of each garment?

That’s when I came to realize what a parallel there is between home shopping hosts and us blog content writers. It’s not just having real human beings pointing out features and benefits of the garments on QVC TV. It’s having them give viewers ideas about different ways to use the products (converting the sash that comes with the blouse into a neck scarf, pairing the garment with slacks or a pencil skirt, wearing the garment unbuttoned over a t-shirt to run the kids to piano lessons or pairing it with a velvet skirt for the holidays.

Same way with blog posts. Sure, your website presents the big picture – the different services the company offers, who the principal players are, the mission statement, the geographic areas in which you operate. But in each blog post, you can focus on just one aspect of your business, so that online searchers can visualize the different ways in which this one product or service or one special piece of information could work for them.

Remember to make today a really special day,
Rhoda Israelov
Owner, Say It For You
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