As Seen On TV

RIP Billy Mays

Sure, the products had questionable usefulness. But the man could sell almost anything. After all, he helped turn a stain remover into a $200 million-a-year brand and became a superstar in the $300 billion direct-response advertising industry.

So what made him so persuasive? First, effective advertising not only informs, but also entertains. Never mind the quality of his ads, Mr. Mays knew how to work a crowd. From his decades of working the Atlantic City boardwalk, parking lots and state fairs, he learned how to grab and hold the attention of passers-by and later to get TV viewers to eagerly fork over their money.

He also peddled products that solved an everyday problem, often problems that you didn’t even know you had. (Who knew it was such a hassle to pour laundry detergent?) And, by offering it all for $19.99 and even throwing in an extra one for free for viewers who called in the next five minutes, he made customers think they were getting a really great deal. Which, these days, is more important than ever.

Above all, Mr. Mays had genuine enthusiasm. He believed in his products and loved selling so much that he reportedly gave bottles of OxiClean to all his wedding guests. Who could say ‘no’ to a man like that?