Let’s face it. Who the hell doesn’t know Billy Mays??

Unless you’ve been living under a rock for the past 10 years, you probably know his energetic, trademark openings by heart: “Hey, Billy Mays here for… OxyClean… Mighty Putty… Awesome Auger…”

Billy Mays has single-handedly sold millions (maybe even approaching billions?) in products to insomniacs with credit cards in hand. His loud, in-your-face demeanor grabs your attention, even if you aren’t even paying attention… It’s not a coincidence that every time you hear his voice, you have an almost “knee-jerk” reaction to see what the guy is pitching now!

The Ideal Character

The caracature of the “Billy Mays” character is spot-on. First of all, take the name “Billy”. I mean what other name invokes such a friendly, “down-home” image as the name Billy? Stack on top of that the rolled-up sleeves, fuzzy beard, and trademark voice you can here around the corner… and he almost reminds you of your Uncle Billy. I mean what better spokesman could you get for home-improvement-type products than Billy Mays? Plus, he has that striking resemblance to Al Borland from Tool Time which can’t hurt.

People Buy From People

So why am I making a big deal about good ‘ole Billy?

Well, it’s a prime example of the critical importance of having a spokesman or person associated with your company (not just brand).

See, the reality is that people buy from people. No matter what the good or service, you’re always buying from someone. What’s important is that the person possess perceived credibility, be likeable / like you, and/or be associated with a group you aspire to. Let’s look at some examples:

Toyota – The dealership salesperson (likable, credible)

Nike – Michael Jordan, Tiger Woods, etc. (credible, aspire to be a baller/golfer)

Amazon.com – “Katie G. from Ohio”, “Tom Z. from Idaho”, etc. (like you, credible)

Geico – The friendly gecko (likable)

Apple – The “Mac” guy (likable, aspire to be cool)

South Beach Diet – Dr. Arthur Agatston (credible, he’s a doctor right?)

Why This Is Critical

In general, we have a negative or ambivalent attitude toward institutions / companies / buearacracy. Why? Because institutions appear to be cold and inhuman by nature.

Just think of the way you think about the cable company. I bet you don’t feel warm and fuzzy inside. These guys don’t need to have any “human” face because they have a near monopoly (*although I should note that Comcast has made AMAZING strides repairing customer complaints via Twitter. Kudos to them).

Or how about the IRS. If I were the government, I would work on a serious PR campaign to associate a friendly face with that agency. I’d be willing to bet you that A LOT more people would pay their taxes if they felt accountable to someone real and tangible.

Look at the success the government had with using Uncle Sam as a recruitment tool. God, the guy is almost synonymous with patriotism and obligation to your country.

So Whose Your Billy Mays?

I seriously recommend that you take a moment to think about who your “Billy Mays” is. No matter the industry, B2B or B2C, online/offline, your company needs a face. If you have one already, that’s great!

If you don’t have one, you need to take some time to think about your customers needs, wants, desires, and how they buy. Armed with that information, you should be able to easily come up with a strategy to fit your business model.

Stay Focused,

J

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