Legendary Pitchmen Left Lesson for Advertisers
TV Personalities Ed McMahon and Billy Mays Pitched Hard and Straight
Jun 29, 2009
Television personalities Billy Mays and Ed McMahon represented different generations, but they shared a deep pride in salesmanship. They sold hard and head-on. They were proud salesmen and could sell products without the help of animals, children, celebrities, drama or humor.
McMahon, who died at 86, was best known as Johnny Carson’s sidekick on the NBC Tonight Show, the guy who introduced the star every night with his famous "H-e-e-e-ere’s Johnny!" With that circus-like introduction he helped to sell the show to millions of viewers for 30 years, just as he sold numerous other products.
"If I can hold it up and point to it, I can sell it," he said.
Most Successful Direct Response Salesman
Mays, who died at 50 after being hit by falling luggage during a rough plane landing, was known for his frequent hard-selling television commercials. He was called "the most successful direct response salesman in TV history."
"I cut through the noise, through the clutter," Mays said. "People want to hear the pitch."
Hear they did. Mays seemed to be on television every hour, loudly pitching Orange Glo, OxiClean, the Awesome Auger, Mighty Putty or some new miracle household invention.
He was so much in-your-face with his sales pitch that some viewers gave thanks for the fast-forward button on their remote controls. Some said Mays could not sell them anything, but acknowledged that he must have sold plenty because he was always there, demonstrating another product that was the best thing since sliced bread.
McMahon was softer spoken than Mays, but then everyone was. He was the guy people could believe. He became the grandfather providing advice on a product or service, but he never forgot to make the pitch.
Traveling Road Shows
He learned to sell early in life. Elizabeth Blair of NPR said McMahon worked "a variety of odd jobs" while he was growing up. "He called bingo games in traveling road-shows with his dad, sold vegetable slicers on the boardwalk in Atlantic City and worked as a clown on The Big Top TV show," Blair added.
McMahon was born in Detroit and grew up in Lowell, Massachusetts. He was a big man with a big friendly laugh. Many people said he eventually encountered financial problems because he was too big-hearted with his money. He worked as an assistant for many years on the Jerry Lewis Muscular Dystrophy fund-raising show. He served as a Marine Corps pilot in World War II and the Korean War.
After 30 years with Carson, McMahon worked in several television shows and pitched a variety of products. One of his last commercials was a 2009 Super Bowl "Cash4Gold" spot he made with rapper MC Hammer. In it, he indirectly reminded viewers of his celebrated financial problems by suggesting the sale of his gold microphone, golf clubs, cuff links and gold hip replacement, ending the commercial with a sad "goodbye, old friends."
"Pitchmen" on Discovery Channel
In 2009, Mays began sharing a Discovery Channel television reality show (appropriately named "Pitchmen") with Swivel Sweep salesman Anthony Sullivan. They tested and tried marketing new products for the inventors.
Dan Neil of the Los Angeles Times referred to May’s selling style as "moon-barking enthusiasm." Neil once asked Mays why he yelled in his commercials. Mays' answer: "Because it works. You just have to look at the numbers."
The deaths of McMahon and Mays may remind advertisers that hard sell, product-focused commercials still work. Both men became celebrities, but they were selling before they were asked for autographs.
Sources:
- "TV Pitchman Billy Mays," by Mitch Stacy, AP 6.28.09
- "Tonight" Sidekick Ed McMahon," by Lynn Elbert, AP, 6.23.09
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