The QVC & Jill Goldsmith rule

Today we had a lecture with Michelle Hoines-White; co founder of Front Cover cosmetics. Michelle taught us all about the art of communication. We learnt about how to brand and promote our product with the use of a logical process to which followed a strict step by step order, to ensure that we didn't just jump to the end result and forget about the vital elements in between.

Tone of voice:
- What is your brands personality?
- What unique qualities does it have?
- What does your customer want to hear?
- Who is your customer?
- What does he/she read?

3 step rule to presenting your research and brand development:
1. How did you spot a gap in the market for your product?
2. What primary/secondary research do you have to back up your concept?
3. Explain the brand direction - how are you ensuring that you create a solution to the customer need?

Michelle introduced us to the QVC & Jill Goldsmith rule, to which she had experienced first hand when promoting her product on QVC. Michelle said that in order to sell your product to someone in 30 seconds, you need to have 3 key reasons as to what your product offers, how it is different from other products in a similar market, but also selling the product so that it is presented as extremely desirable. We were then presented with a task to apply the rule to our fragrance products and see what we could come up with....

1. Redress your skin with the scent you're in.
2. A scent collection to fulfill your luxury lifestyle. From washing to wardrobe, we've got you covered.
3. Unwrap your personalised perfume parcel and begin your Lavabo experience.

Overall, I was really pleased with the 3 key taglines that we created to help sell not only our product, but the luxurious experience that comes with it.