#and I do think it's a sign you need to examine some internal bias | Explore Tumblr Posts and Blogs

rotisseries · 9 months

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this fandom really need to remember that liking villains is perfectly valid as long as people don't go around excusing morally-wrong behaviors.

i mean I'm hesitant to say things like "make sure you're not excusing morally wrong behaviors!" because. it's just like. an annoying attitude to have, like people don't want to have to post about their favorite blorbo War Crimes Mcgee with a paragraph long "DISCLAIMER: AS A FAN OF WAR CRIMES MCGEE, I DO NOT CONDONE WAR CRIMES NOR EXCUSE HIS ACTIONS" and also that is an annoying fandom culture to have to live in. like sometimes it's fun to just be like "haha yeah it was hot and sexy and cool when that villain killed all those people"

but like. everyone has their line in the sand for what's "too far" for a fictional character right? and everyone's is different, but for me and most people absolute no goes are things that feel, too real? I guess? like. racism, homophobia, domestic abuse, etc. are things that are always too far for me to continue liking a character. it's gross and unsatisfying to watch, these are things you're pretty likely to deal with in real life based on your personal life experience, and there’s really overall no way for it to be an enjoyable thing in the story right? but just generic murder is NOT most people's line in the sand

which is why like. there's a difference to me between b1lly stans and henry creel stans. like I just find henry stans annoying because of their lack of commitment mostly. they're all like "actually I theorize that he DIDN'T murder those people" BORING. say he did and you find it hot and sexy idc. also I don't find henry that interesting so by extension I'm not interested in the fanclub. but there’s nothing that actually grosses me out about him having a fanclub, because the murder is fictional and telekinetic and inseparable from the supernatural plot like I'm never going to run into a man who's actually murdered people with his mind and I'm DEFINITELY never going to run into people who hear about real not fictional telekinetic child murder and decide he's cool and sexy and also didn't do it or whatever

but b1lly. well. b1lly is a very real type of violence. there's lots of racist abusers and there’s lots of people who defend them so I just. can't get behind it at all. you DO have a point though that it would maybe be marginally better if they'd at least ADMIT that he'd done this shit lol

so yeah this isn't to say that like. someone's favorite character and how they talk about them is NEVER a red flag, but "this is my favorite character Child Murderer Jones, he murders children and gleefully boasts about all the child murder on screen, and I love him very much and have edited him with cat ears" is fairly standard fandom behavior and not worth moralizing, imo. and sometimes this fandom gets a little puritan about fairly standard fandom behavior

#like. do you know how many fandoms I've been in where “the murder was hot” is the normal take? imagine if we all acted crazy about that lmao #another thing I think contributing to how weird I find a character fanclub is will be something like #what other parts of the story you have to ignore for it #like b1lly stans kind of have to entirely ignore lucas and max's storylines for that shit lmao #and having no sympathy or interest in the story of a black kid dealing with antagonistic white men #or the girl dealing with horrible abuse is pretty gross #but like. henry stans don't really have the same problem bc again. it's a bunch of fake supernatural child murder #also disclaimer fandom isn't activism and hating b1lly isn't the end all be all of activism #but there ARE certain characters in media where I do actively think worse of you for liking them #and I do think it's a sign you need to examine some internal bias #also I apologize for bringing up b1lly that may come across like I read your ask as also referring to him #I didn't really I just also mentioned him in the tags that this is about. so like #especially bc you say “villain” and I feel like that's too fun of a word for him #like “villain” makes me think of fun larger than life fantastical criminals #b1lly is just a very real asshole dickwad #ask #anon #this got a little rambly I didn't mean for that to happen

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vacantgodling · 8 months

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re: the crop thing. like on one hand I get it ok I understand it's sometimes a sign that the author has an uninformed eurocentric point of view that will show in other ways. but like.... that's not a guarantee and more importantly the crops are not the actual fucking problem there and if - IF - there is a problem you'd have to read the book in question to find out. & having all this discourse about it that focuses on that surface level little possible potential indicator that maybe the author might possibly be passively racist maybe (which literally every author will be in some way, some less egregious than others, but we all live in a society and none of us are immune to learned bias - yes even including internationals and POC, actually) then it obfuscates the real issue. you get all these folks who are So Scared of being racist that they have a checklist of "make sure you know how your kingdom got potatoes" that they compulsively and thoughtlessly fill out instead of actually examining their biases and whether or not they've put them in their work.

AND ONE MORE THING. the implicit assumption in this argument that any medieval styled fantasy kingdom that isn't obviously modeled after Somewhere Else must as a matter of course be modeled after Europe is in itself eurocentric. lol.

you said everything that i’m thinking in like literally the best way possible oh my GOD!!! THIS!!!! ALL OF THIS!!!!! it is performative activism and it discourages people from actually traversing outside of their spheres of influence to write about new things in general because what if they “do it wrong”. it’s exhausting!!!!!! people need to get a grip!!!!!!

#your BRAIN jack it’s so big #you fucking GET IT!!!!!#it is annoying that people don’t see the issue with this and once again think we need to focus on these irrelevant ass details #at best it is literally like mfs who do identity politics and microlabel policing like #GO OUTSIDE #TOUCH GRASS #ren hot cakes

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hereticaloracles · 3 years

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Lilith in Taurus: The Agony of Hope

“The best way is not to fight it, just go. Don’t be trying all the time to fix things. What you run from only stays with you longer. When you fight something, you only make it stronger.”― Chuck Palahniuk

Effective Dates: October 21st, 2020- July 18th, 2021

Helios’ Astrological Angle on Lilith in Taurus– Heretics, I wish I could take these times away from you. Truly, I wish I could make this stop. Wishes aren’t actionable though, and these times can only be endured. What we can do is alleviate some of the pain, with the help of Lilith- the Black Moon Goddess and Self-emancipated Woman. I can’t promise you’re going to like what she has to say, but that is the beauty of Lilith in Taurus- uncensored, unrestrained truth without bias or spin. She is real- and you must become real too. So real that no falsehoods can touch you, especially those of your own heart and soul.

Okay, so to endure the struggles of this age, we have held our ideals, truths, and our deepest wishes close to our hearts to keep them safe. Lilith is here to take them away, or at the very least test them. You see, holding on so tightly to what we want with our whole hearts is costing us dearly. It is causing us so much pain, and putting our hopes in the future is robbing us of our present. Yet you are still holding on to so tightly that it feels like if you let go you will die. Lilith will show you that it is not in your best interest to hold on to what, in the end, are illusions.

These days are made even more difficult by the subjective nature of reality. The world is changing all around us at all times, and we are changing rapidly along with it, often in ways that we don’t fully understand until much later when we are brought face-to-face with parts of ourselves that no longer serve us. Lilith will play this role, bringing external situations that force us to examine our internal landscape, and just how we have changed. With Uranus in Taurus as well, this will feel chaotic and will not be comfortable, especially since Taurus is a sign that resists change at all costs, and isn’t prone to introspection when they have literally any other option to take.

It is important to note that this transit is not meant to destroy or overwhelm you- What Lilith wants is to free you from the mental and emotional shackles you have put on yourself. She wants you to reject the authority that you have submitted to so that you can be free to blaze your own path. Unfortunately, the price to do so now will be high. You may have to surrender more than you are comfortable with to find your freedom. After all, to blaze a trail you need something to burn- and this time, all you have left is what you have carried with you through your descent. Surrender it so that you can become truly free, once and for all.

It is crucial that you do not allow yourself to stay stuck in the idea of who you once were, and the life you once lived. to truly work with this transit, you must face the truth of who you are and what your life is NOW. Not potentials, dreams, or ideals- but only cold, pragmatic reality. All else is an illusion, and it will destroy you if you do not reject it. This will be difficult to face, but these are difficult days, and worse is ahead. Pretending that isn’t the case will not help you. Face the horror of the truth and let it liberate you from your self-imposed prison.

You must be brave. You must embrace the pain, there is no avoiding it. You will lose things you love and you will need to surrender more than you think is fair. You will feel empty. You will need to do this for yourself, as no one can do this for you. This is your path to walk, and it is high time that you owned that. The way ahead is fixed now, and the only way out is through. You must endure. You must become indomitable. You must find a way to face the truth of your existence and what it demands of you to be truly free.

You can do this because you must. The only alternative is to allow this time to destroy you by rejecting the truth of Lilith. She sees you in the darkness, begging for help and release from the pain. This is the way. Face her, and accept her gifts of undiluted truth and the pain of freedom. Choose to love yourself enough to embrace liberation.

Face the Darkness, Heretics.

Lilith in Taurus: The Agony of Hope was originally published on Heretical Oracles

#Black Moon Lilith #hard truths #Liberation #Lilith in Taurus #what does lilith in taurus mean #what does lilith in taurus mean for me #astrology #tarot #asteroid astrology #fuckstrology #bruja #brujeria

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creepingsharia · 5 years

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Dept of Education finds UNC & Duke misusing taxpayer funding on biased, Islamic propaganda

Those who read the letter, not just the media’s one-sided defense of Islamic programs - most of whom didn’t even link to the actual letter, might quickly conclude the taxpayer funding should have been cut long ago.

Could those programs be one of the reasons this list keeps getting longer? The growing list of Muslim Student Association (MSA) terrorists

The Department of Education accused the Duke-UNC Consortium for Middle East Studies of inappropriate use of Title VI program funds in a letter scheduled to be published today in the Federal Register.

The letter argues that many of the programs run by the consortium, a joint project of Duke University and the University of North Carolina at Chapel Hill, “have little or no relevance to Title VI,” a federal grant program that funds international studies and foreign language programs at U.S. universities.

“Although a conference focused on ‘Love and Desire in Modern Iran’ and one focused on Middle East film criticism may be relevant in academia, we do not see how these activities support the development of foreign language and international expertise for the benefit of U.S. national security and economic stability,” the letter from Assistant Secretary for Postsecondary Education Robert King states.

The letter asserts that “foreign language instruction and area studies advancing the security and economic stability of the United States have taken ‘a back seat’ to other priorities at Duke-UNC CMES.”

The letter from King also alleges “a lack of balance” in the Duke-UNC consortium’s programming and suggests that Islam is treated favorably compared to religious minority groups in the Middle East, including Christianity and Judaism.

Further, the department accuses the center of “advancing ideological priorities” in its programs -- as one example, King cites a program involving a Muslim American artist who gives workshops on hip-hop and social justice -- and of using its teacher training programs to “advance narrow, particularized views of American social issues” rather than focusing on language development or the geography, geopolitical issues or history of the Middle East.

The letter directs the Duke-UNC program to provide a revised schedule of activities it intends to support with Title VI funds over the coming year -- "including a description demonstrating how each activity promotes foreign language learning and advances the national security interests and economic stability of the United States" -- in order to remain eligible for future funding.

The Raleigh News and Observer previously reported, in June, that the Department of Education had opened an investigation into the use of Title VI funds at the UNC-Duke center after complaints of anti-Semitic rhetoric at a March conference it hosted about Gaza.

Duke declined comment, referring questions to UNC, where the center is based. A spokeswoman for Chapel Hill said only that the university has received the letter “and will respond directly to the Department of Education.”

Multiple experts on Middle East studies and area programs declined or did not immediately respond to requests for comment on Monday afternoon.

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The fake-news, anti-Trump media quickly spun this into a Trump anti-Muslim threat. But again, if you read the letter there is no threat, in fact, they are giving the lawbreaking universities a chance to continue receiving the taxpayer funds.

via ABC News, Trump administration threatens to pull funding from UNC & Duke for promoting 'positive aspects of Islam'

The Trump administration is threatening to cut funding for a Middle East studies program run by the University of North Carolina and Duke University, arguing that it's misusing a federal grant to advance "ideological priorities" and unfairly promote "the positive aspects of Islam" but not Christianity or Judaism. An Aug. 29 letter from the U.S. Education Department orders the Duke-UNC Consortium for Middle East Studies to revise its offerings by Sept. 22 or risk losing future funding from a federal grant that's awarded to dozens of universities to support foreign language instruction. The consortium received $235,000 from the grant last year, according to Education Department data.

Officials at Duke and at UNC-Chapel Hill, which houses the consortium, declined to comment. The Education Department declined to say if it's examining similar programs at other schools.

Academic freedom advocates say the government could be setting a dangerous precedent if it injects politics into funding decisions. Some said they had never heard of the Education Department asserting control over such minute details of a program's offerings.

"Is the government now going to judge funding programs based on the opinions of instructors or the approach of each course?" said Henry Reichman, chairman of a committee on academic freedom for the American Association of University Professors. "The odor of right wing political correctness that comes through this definitely could have a chilling effect.

"More than a dozen universities receive National Resource Center grants for their Middle East programs, including Columbia, Georgetown, Yale and the University of Texas. The Duke-UNC consortium was founded in 2005 and first received the grant nearly a decade ago.

Education Secretary Betsy DeVos ordered an investigation into the program in June after North Carolina Rep. George Holding, a Republican, complained that it hosted a taxpayer-funded conference with "severe anti-Israeli bias and anti-Semitic rhetoric." In a response to Holding, DeVos said she was "troubled" by his letter and would take a closer look at the consortium.

The department's findings did not directly address any bias against Israel but instead evaluated whether the consortium's proposed activities met the goals of the National Resource Center program, which was created in 1965 to support language and culture initiatives that prepare students for careers in diplomacy and national security.

Investigators concluded that the consortium intended to use federal money on offerings that are "plainly unqualified for taxpayer support," adding that foreign language and national security instruction have "taken a back seat to other priorities." The department cited several courses, conferences and academic papers that it says have "little or no relevance" to the grant's goals.

"Although a conference focused on 'Love and Desire in Modem Iran' and one focused on Middle East film criticism may be relevant in academia, we do not see how these activities support the development of foreign language and international expertise for the benefit of U.S. national security and economic stability," the letter said.

Investigators also saw a disconnect between the grant's mission and some academic papers by scholars at the consortium. They objected to one paper titled "Performance, Gender-Bending and Subversion in the Early Modern Ottoman Intellectual History," and another titled "Radical Love: Teachings from Islamic Mystical Tradition.

"The letter accused the consortium of failing to provide a "balance of perspectives" on religion. It said there is "a considerable emphasis" placed on "understanding the positive aspects of Islam, while there is an absolute absence of any similar focus on the positive aspects of Christianity, Judaism or any other religion or belief system in the Middle East.

"It added that there are few offerings on discrimination faced by religious minorities in the Middle East, "including Christians, Jews, Baha'is, Yazidis, Kurds, Druze and others." Department officials said the grant's rules require programs to provide a "full understanding" of the regions they study.

Jay Smith, a history professor at UNC and vice president of its chapter of the American Association of University Professors, said the letter amounts to "ideologically driven harassment." He said the Education Department official who signed the letter, Robert King, "should stay in his lane and allow the experts to determine what constitutes a 'full understanding' of the Middle East."But Holding, the Republican who sparked the investigation, said it's clear the consortium stepped outside the bounds of the grant. The Education Department has an obligation to ensure its funding is used as intended, he said, adding that other schools should make sure they're following the rules.

"This has fallen through the cracks, and this could be going on at other educational institutions," he said in an interview. "If the department's providing the money and giving guidance on how the money is to be used, I think they can be as in the weeds as they need to be.

"The National Resource Center grant program provided a total of $22 million to language programs at about 40 universities last year. Of that total, about $3.5 million was for Middle East programs.

Along with its objection to the nature of the UNC-Duke offerings, the department also said it's concerned that, out of 6,800 students enrolled in the consortium's courses, just 960 were enrolled in Middle East language classes, and that only 11% of the program's graduates pursue careers in government, while 35% takes jobs in academia.

Department officials instructed the consortium to provide a "revised schedule of activities" for the next year and to explain how each offering promotes foreign language learning and advances national security interest.

#Education #Finance #Legal #Media #News #Islam #Sharia #Politics

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dork-empress · 5 years

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Confidence Set Up

Read on Ao3

Part of The Set Up Series

The Adventure Zone-Balance-Blupjeans (with minor taakitz)

Barry's insecurities shine through after Taako starts dating Kravitz, but Lup is right there to help

There were many things you could not tell about Barry Bluejeans by looking at him.

You could not tell that he enjoyed dissecting animals in his freetime, a hobby picked up when he was a child which instantly labeled him ‘the creepy kid.’ Joke’s on his peers, that hobby led him to the very successful career as a medical examiner he had to this day.

You couldn’t tell that Barry had a thing for death metal, an interest he shared with his to-be-wife. He was already thinking about her as his wife, even though the date of their wedding hadn’t arrived quite yet.

You couldn’t tell that Barry was a very skilled prankster, and liked switching things around for his friends and family as a strange sign of affection, although the real game was waiting to see how long until they noticed. Barry had perfected a straight face for these encounters.

One thing you probably COULD tell about Barry J. Bluejeans was he was an insecure man.

He couldn’t help it. He wore his own insecurity like the clothes on his back. He had never been a particularly attractive person, not overly cute as a kid, average-ly chubby as a teen, and had only filled out so far as he was stocky and a little weathered.

He wasn’t ugly, not really. None of his features were properly shameworthy (not that any real features were shameworthy, but….ugh, that was going down a road he didn’t want to go down.) He was just….average. In his lower moments maybe a bit below average. Always just a bit overweight, never dangerous, but never enough to be in shape. His skin was dry, sunburned easily, and sometimes splotchy. And all that wasn’t even getting into his internal conditions (lactose was his enemy.)

Which. Some of those he could do things about, if he really cared. Sometimes he did, when Taako pushed a facemask on him. But if he cared too much about it, it just made him sad and feeling worse.

But, for the most part, he was able to work through his insecurities. He had a great job, doing what he loved, which not everyone got to do. He had a kick-ass wife-to-be, who was SMOKING hot, smart as a whip, and all around basically perfect, AND who made no doubt that she loved him. He had great friends, a good place to live...overall, he had enough ammo to get his insecurities to turn on their head.

Then, Taako started dating Kravitz. And….his insecurities started growing a little stronger.

Barry had explored the idea that maybe he was bi, a long time ago. He still wasn’t 100% sure, but thinking about it too long spun him in circles, and he had Lup who was all he needed. Still, he could tell Kravitz was conventionally attractive. Like, ridiculously attractive. He was a police officer, and not the donut eating lazy kind, the one who went to the gym regularly and had arms like pythons and abs like a washboard. He had high cheekbones and well cared for skin that shined in the light. His dreads were perfectly twisted and often decorated with beads, or pulled back to show off his neck. He was a snappy dresser, usually in black, but mostly suits, or if he was really casual, sweaters.

He was smart too, he and Lup knew that, even back when they hated him. That had been part of their problem, he was always frustratingly right about things. Now that they knew him, though, they saw his softer side, the kinder side that Taako clearly loved (even though he was still working up the courage to say it,) the kind of dorky side that loved music and even had long philosophical thoughts on death, leading him and Barry into what the twins called “The most depressing double date topic ever.”

He had everything Barry didn’t. And what was worse, he had everything Barry did have as well.

The twins were very different people, but also strikingly similar sometimes, not just in looks but personality. Still, they were a pair of peas in a pod, freakishly hot, surprisingly intelligent, wacky, kind, goofballs, with a sharp temper and razer wits.

So Barry couldn’t really be helped noting the sort of...reflection between their respective boyfriends. He knew Lup loved him and only him, but it was hard not to see, from the outside at least, that Taako was the one who’d actually gotten someone on his level, while Lup had more….settled.

“What do you mean ‘from the outside’?” Lup asked when he tried to verbalize this.

“You know,” he said, “Like, people who don’t know us. If they saw us like, on a double date, there’s hot, hot, hot, ok,” he counted off on his fingers.

Lup scowled, “who cares what they think?”

“I do!” Barry said, “well, sometimes I do.” She still frowned at him as he sighed. “Sometimes I hear things. And they’re just little things, like….like people wondering if I had tricked you, or was secretly rich. Or had a big dick, or SOMEthing.”

Lup smirked, “You do have a big dick.”

“Lup!” He whined, blushing in protest.

Lup chuckled and came over, wrapping her arms around his shoulders, leaning down to kiss him. “I’m not with you JUST because of your big dick,” she said.

He rolled his eyes, “I know, I know,” he said, “I have a great personality.”

She frowned, “Well yeah, you’re kind and smart, which is important,” she said, “But Barry you know I think you’re hot as hell, right?”

He raised an eyebrow, “Now I’m questioning your taste.”

“Look, I’m not going to say I don’t have some bias,” Lup said, pulling him closer to press him up against her. “But I love all of you. Including the way you look.”

“Which one of us needs glasses?” he said, joking, but not joking at the same time.

She scowled, taking his glasses off his face and setting them down. Then she cradled his face, “I love your eyes,” she said, “I love the way they sparkle when you’re interested in something, and most of all when they look at me.” He blushed as she kissed his eyebrow. “I love your cheeks,” she said, pinching them, “I love how red they get when you’re embarrassed or tipsy.” She kissed said cheek. “I love your nose, the cute little button it is, down to the last nose hair.”

“Ew,” he said, but she ignored him and kissed the tip of his nose.

“I love your hair,” she said, “The grey in it makes you distinguished.”

“Old,” he corrected her.

“Did I fucking stutter?” She said, smacking the side of his head. She pet the hair back, sliding her hands to his shoulders, “I love your arms. I love how they feel when you hold me, strong and soft and dexterous all at once,” she ran her hands under his arms to his back, making him squirm as she grazed his ticklish areas. She resolved it with a comforting squeeze, hooking her chin over his shoulder, “I love your fat. No, don’t flinch, it’s a good thing, and I mean it. You’re squishy and warm and...good, so good babe.”

Barry frowned where he couldn’t see. “Is it good, or do you relate it with being good because you have good memories?”

“What’s the difference?” She demanded, a little sharp, though she softened it with circles around his back, “besides, I’ve thought you were hot since I first saw you. Didn’t have memories to confuse it then.”

“You called me a nerd,” he mumbled.

“You are a nerd,” Lup said, kissing his shoulder and letting her hands stray further down, but a nerd with a nice ass,” she patted it fondly.

Barry sighed, “Well at least I know one part you’re definitely not kidding about.”

She chuckled and pulled back, “You’re beautiful, and I’m sorry if you don’t feel that way. And I don’t know what other people think, but I don’t care, because you’re mine. And if anyone is talking bad about you in any way, I will light them up.”

“No, you can’t do that babe,” he said, “We talked about this.”

She just smiled and leaned in, capturing his mouth. He smiled against her lips, melting into her and letting that be his reassurance. He didn’t need anything else, just holding her close.

“Really?” Taako said, walking into the apartment, “In the kitchen? Right in front of my salad?”

Lup only broke away to stick her tongue out at him. “That meme’s OLD dingus.”

“YOU’RE old, goofus!” Taako said, taking off his shoes and jacket.

“We’re the same age!” She said, earning a middle finger from Taako. “Hey Taako, Barry’s hot, right?”

“Way outta your league,” he said, irritated and heading to his room.

Lup gasped in indignation, while Barry laughed, “WE HAVE THE SAME FACE!” Lup yelled at him as he closed his door. Barry didn’t stop laughing, “Asshole,” she muttered.

Barry cupped her cheek, turning her back to him to regain her full attention. She was glad to give it to him, pulling him into a dip and kissing him breathless.

#taz #taz balance #blupjeans #lup #barry bluejeans #laura writes

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drummcarpentry · 3 years

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Are You Ready to Sell Like QVC?

A photo. Some text. A shopping cart button.

It’s the setup you’ve been used to since you were Internet-years-old.

Electronic commerce has existed since the 1970s, passing through a prescient experimental phase of telephone-based TV shopping in the 1980s, and setting the tone for the future with Stephan Schambach’s 1990s invention of the first standardized online shopping software. US consumers spent $861.12 billion with online merchants in 2020. By making the “add to cart” ritual so familiar, it may seem like we’ve seen it all when it comes to digital commerce.

But hold onto your hats, because signs are emerging that we’re on the verge of the next online sales phase, akin to the 19th century leap from still photos to moving pictures.

If I’m right, with its standard product shots, conventional e-commerce will soon start to seem dull and dated in many categories compared to products sold via interactive video and further supported with post-purchase video.

Now is the time to prep for a filmed future, and fortunately, the trail has already been blazed for us by home shopping leader QVC, which took over television and then digitally remastered itself for the web, perfecting the art of video-based sales. Today, we’re going to deconstruct what’s happening on QVC, and how and why you may need to learn to apply it as an SEO, local SEO, or business owner — sooner than you think.

Why video sales?

A series of developments and disruptions point to a future in which many product sales will be facilitated via video. Let’s have a look at them:

First, we all know that humans love video content so much, they’ve caused YouTube to be the #2 search engine.

Google has documented the growth of video searches for “which (product) should I buy”.

When we look beyond the US, we encounter the phenomenon that livestreaming e-commerce video has become in China, highly-monopolized by Alibaba’s Taobao and creating celebrities out of its hosts.

Meanwhile, within the US, the pandemic caused a 44% increase in digital shopping spend between 2019-2020. We moved online last year for both our basic needs and nonessentials like never before.

The pandemic has also caused physical local brands to implement digital shopping, blurring former online-to-offline (O2O) barriers to such a degree that Internet transactions are no longer the special property of virtual e-commerce companies. This weirdly-dubbed “phygital” phenomenon — which is making Google the nexus of Maps-based local product sales — can be seen as a boon to local brands that take advantage of the search engine’s famed user-to-business proximity bias to rank their inventory for nearby customers.

At least, Google hopes to be the nexus of all this. The truth is, Google is reacting strongly right now to consumers starting half of their product searches on Amazon instead of on Google. Are you seeing ads everywhere these days informing you that Google is the best place to shop? So am I. With that massive, lucrative local business index in their back pocket and with GMB listings long supporting video uploads, Google has recently:

Acquired Pointy to integrate with retail POS systems

Made product listings free

Amped up their nearby shopping filter

Attempted to insert themselves directly into consumers’ curbside pickup routines while integrating deeply into data partnerships with major grocery brands

Experienced massive growth in local business reviews, and just released an algorithmic update specific to product review content (look out, Amazon!)

Experimented with detecting products in YouTube videos amid rumors flying about product results appearing in YouTube

Been spotted experimenting beyond influencer cameo videos to product cameos in knowledge panels

Meanwhile, big brands everywhere are getting into video sales. Walmart leapt ahead in the shoppable video contest with their debut of Cookshop, in which celebrity chefs cook while consumers click on the interactive video cues to add ingredients to their shopping carts.

Crate & Barrel is tiptoeing into the pool with quick product romance videos that resemble perfume ads, in which models lounge about on lovely accent chairs, creating the aura of a lifestyle to be lived. Nordstrom is filming bite-sized home shopping channel-style product videos for their website and YouTube channel, complete with hosts.

And, smaller brands are experimenting with video-supported sales content, too. Check out Green Building Supply’s product videos for their eco-friendly home improvement inventory (with personable hosts). Absolute Domestics shows how SABs can use video to support sales of services rather than goods, as in this simple but nicely-produced video on what to expect from their cleaning service. Meanwhile, post-sales support videos are a persuasive value add from Purl Soho to help you master knitting techniques needed when you buy a pattern from them.

To sum up, at the deep end of the pool, live-streamed e-commerce and shoppable video are already in use by big brands, but smaller brands can wade in with basic static goods-and-services videos on their websites and social channels to support sales.

Now is the time to look for inspiration about what video sales could do for brands you market, and nobody — nobody — has more experience with all of this than QVC.

Why QVC?

“I didn’t even know QVC still existed,” more than one of my marketing colleagues has responded when I’ve pointed to the 35-year-old home shopping empire as the way of the future.

The truth is, I’d probably be sleeping on QVC, too, if it weren’t for my Irish ancestry having drawn me to their annual St. Patrick’s Day sales event for the past 30+ years to enjoy their made-in-Ireland product lineup.

About seven times more people with Irish roots live in the United States than on the actual island of Ireland, yet the shopping channel’s holiday broadcast is one of the few televised events tailored to our famous nostalgia for our old country home. My family tunes in every March for the craic of examining Aran Crafts sweaters, Nicholas Mosse pottery, Belleek china, and Solvar jewelry, while munching on cake made from my great-grandmother Cotter’s recipe. Sometimes we get so excited, we buy things, but for the past few years, I’ve mainly been actively studying how QVC sells these items with such stunning success.

“Stunning” is the word and the wakeup call

QVC, which is a subsidiary of Quarate Retail International, generated $11.47 billion in 2020 and as early as 2015, nearly half of those sales were taking place online — consistently placing the brand in the top 10 for e-commerce sales, including mobile sales. The company has 16.5 million consolidated customers worldwide, and marketers’ mouths will surely water to learn that 90% of QVC’s revenue comes from loyal repeat shoppers. The average QVC shopper makes between 22-25 purchases per year!

Figures like these, paired with QVC’s graceful pas de deux incorporating both TV remotes and mobile devices should command our attention long enough to study what they’ve done and how they’ve done it.

“Enjoy visiting Ireland, but buy your sweaters on QVC!”

While supplies last, I want to invite you to spend the next 10 minutes watching this Internet rebroadcast of a televised segment selling an Aran Crafts sweater, with your marketer’s eye on the magic happening in it. Watch this while imagining how it might translate as a static product or service video for a brand you’re marketing.

TL;DW? Here’s the breakdown of how QVC sells:

Main host

QVC hosts are personalities, many of whom have devoted fan bases. They’re trained in the products they sell, often visiting manufacturing plants to school themselves. When on air, the host juggles promoting a product and interacting with models, guest hosts, callers, and off-screen analysts. The host physically interacts with the product, highlights its features in abundant detail, and makes their sales pitch.

For our purposes, digital marketers are fully aware of the phenomenon of social influencers taking on celebrity status and being sought after as sales reps. At a more modest scale, small e-commerce companies (or any local business) that’s adopted digital sales models should identify one or more staff members with the necessary talents to become a video host for the brand.

You’ll need a spot of luck to secure relatable hosts. Just keep in mind that QVC’s secret formula is to get the viewer to ask, “Is this me?”, and that should help you match a host to your audience. This example of a nicely-done, low-key, densely-detailed presentation of a camping chair by a plainspoken host shows how simple and effective a short product video can be.

Guest hosts

Many QVC segments feature a representative from the brand associated with the product being sold. In our example, the guest host from Aran Crafts is a member of her family’s business, signing in remotely (due to the pandemic) to share the company’s story and build romance around the product.

Depending on the model you’re marketing, having a rep from any brand you resell would be an extra trust signal to convey via video sales. Think of the back-and-forth chat in a podcast and you’re almost there. Small retailers just reselling big brands may face a challenge here, but if you have a good portion of inventory from smaller companies and specialty or local manufacturers, definitely invite them to step in front of the camera with your host, as higher sales will benefit you both.

Models

Frequently, sales presentations include one or more models further interacting with the product. In our example, models are wearing these Irish sweaters while strolling around Ashford Castle. More romance.

Other segments feature models as subjects of various cosmetic treatments or as demonstrators of how merchandise is to be used. Models and demonstrators used to be standard in major American department stores. QVC brilliantly televised this incredible form of persuasion at about the same time it disappeared from real-world shopping in the US. Their sales figures prove just how huge the desire still is to see merchandise worn and used before buying.

For our scenario of creating online sales videos, such models could be a convincing extra in selling certain types of products, and many products should be demonstrated by the host or guest host. One thing I’ve not seen QVC do that I think e-commerce and O2O local brands definitely could do is a UGC approach of making your customer your model, demoing how they use your products in their real-world lives. Almost everybody can film themselves these days.

Callers

There are no live callers in our example, but QVC traditionally increases interactivity with the public with on-air phone calls.

If your sales videos are static, you’re not quite to the point of having to learn the art of handling live calls, but your product support phone and SMS numbers and links should be featured in every video.

Method

“If you go up there with the intent to sell, it’s all going to come crashing down around you...The real goal of QVC.... was to feel like a conversation between the host, the product specialist (us), and ‘Her’ – the woman age 35 to 65 who is sitting at home watching television.” - I went on air at QVC and sold something to America

There’s an element of magic to how QVC vends such a massive volume of products, but it’s all data-based. They’ve invested so heavily in understanding customer demographics that they’ve mastered exactly how to sell to them. Your consumer base may be totally different, but the key is to know your customer so well that you understand the exact approach to take when offering them your inventory of goods and services.

Another excerpt from the article cited above really gets this point across when talking about guest hosts:

“Our experienced guests tend to focus on the product. But our best guests are focused on the viewer. Is this for the viewer? Everything goes through that filter. And if you do that, everything comes out more naturally.”

Here at Moz, there may be Whiteboard Friday hosts you especially enjoy learning from. As a business owner or marketer, your job will be to identify talented people who can blend your brand culture with consumer research and translate that into a form of vending infotainment that succeeds with your particular shoppers. Successful QVC hosts make upwards of $500,000 a year for being so good at what they do.

Being good, in the sweater sample, means pairing QVC’s customer-centric, conversational selling method with USPs and an aura of scarcity. I’ll paraphrase the cues I heard:

“These sweaters are made exclusively for QVC” — a USP regarding rarity.

“Enjoy visiting Ireland, but buy your sweaters on QVC” — this is a strong USP based on having better prices than a traveler would find if buying direct from the manufacturer.

“Reviews read like a love letter to this sweater” — incorporating persuasive UGC into the pitch.

“Half of our supply is already gone; don’t wait to order if you want one of these” —- this creates a sense of urgency to prompt customers to buy right away.

Analytics

The example presentation probably looked quite seamless and simple to you. But what’s actually going on “behind the scenes” of a QVC sales segment is that the host is receiving earpiece cues on exactly how to shape the pitch.

QVC’s analytics track what’s called a “feverline” of reaction to each word the host says and each movement they make. Producers can tell in real time which verbal signals and gestures are causing sales spikes, and communicate to the host to repeat them. One host, for example, dances repeatedly while demoing food products because more customers buy when he does so.

For most of the brands you market, you’re not likely to be called upon to deliver analytical data on par with QVC’s mission control-style setup, but you will want to learn about video analytics and do A/B testing to measure performance of product pages with video vs. those with static images. As you progress, analytics should be able to tell you which hosts, guests, and products are yielding the best ROI.

Three O2O advantages

In a large 2020 survey of local business owners and marketers, Moz found that more than half of respondents intend to maintain pandemic-era services of convenience beyond the hoped-for end of COVID-19. I’d expect this number to be even higher if we reran the survey in mid-2021. Online-to-offline shopping falls in this category and readers of my column know I’m always looking for advantages specific to local businesses.

I see three ways local brands have a leg up on their virtual e-commerce cousins, including behemoths like Amazon and even QVC:

1. Limited local competition = better SERP visibility

Virtual e-commerce brands have to compete against a whole country or the world for SERP visibility. Google Shopping’s “available nearby” filter cuts your market down to local map-size, making it easier to capture the attention of customers nearest your business. If you’re one of the only local brands supporting sales of your goods and services via videos on your website, you’re really going to stand out in the cities you serve.

2. Limited local inventory = more convincing authenticity

QVC is certainly an impressive enterprise, but one drawback of their methodology, at least in my eyes, is that their hosts have to be endlessly excited about millions of products. The same host who is exuding enthusiasm one minute over an electric toothbrush is breathless with admiration over a flameless candle the next. While QVC’s amazingly loyal customers are clearly not put off by the bottomless supply of energy over every single product sold, I find I don’t quite believe that the joy is continuously genuine. In my recognition of the sales pitch tactics, the company feels big and remote to me.

70% of Americans say they want to shop small. Your advantage in marketing a local business is that it will have limited inventory and an owner and staff who can realistically convey authenticity to the video viewer about products the business has hand-selected to sell. A big chain supermarket wants me to believe all of its apples are crisp, but my local farmer telling me in a product video that this year’s crop is crisper than last year’s makes a world of believable difference.

3. Even a small boost in conversions = a big difference for local brands

Backlinko recently compiled this list of exciting video marketing statistics that I hope you’ll read in full. I want to excerpt a few that really caught my eye:

84% of consumers cite video as the convincing factor in purchases

Product videos can help e-commerce stores increase sales by up to 144%

96% of people have watched an explainer video to better understand a product they’re evaluating

The Local Search Association found that 53% of people contact a business after watching one of their videos and 71% of people who made a purchase had watched an online video from that brand

Including filmed content on an e-commerce page can increase the average order value by 50+%

Video on a landing page can grow its conversion rate by up to 80%

If the company you’re promoting is one of the only ones in your local market to seize the opportunities hinted at by these statistics, think of what a difference it would make to see conversions (including leads and sales) rise by even a fraction of these numbers. Moreover, if the standout UX and helpfulness of the “v-commerce” environment you create makes you memorable to customers, you could grow local loyalty to new levels as the best resource in a community, generating a recipe for retention that, if not quite as astonishing as QVC’s, is pretty amazing for your region.

Go n-éirí leat — good luck!

Like you, I’m longing for the time when all customers can safely return to shopping locally in-person, but I do agree with fellow analysts predicting that the taste we’ve gotten for the convenience of shipping and local home delivery, curbside pickup, and tele-meetings is one that consumers won’t simply abandon.

Sales videos tackle one of digital marketing’s largest challenges by letting customers see people interacting with products when they can’t do it themselves, and 2021 is a good year to begin your investigation of this promising medium. My top tip is to spend some time this week watching QVC on TV and examining how they’ve parlayed live broadcasts into static

product videos that sell inventory like hotcakes on their website. I’m wishing you the luck and intrepidity of the Irish in your video ventures!

Ready to learn more about video marketing? Try these resources:

17 Best Ecommerce Product Video Examples

The ABCs of Video Content

8 Beginner Tips for Making Professional-Looking Videos

How to Film Creative Product Videos

YouTube Dominates Google Video in 2020

How to Track YouTube Videos in Google Analytics Using Google Tag Manager in 4 Steps

Need to learn more about local search marketing before you start filming yourself and your products? Read The Essential Local SEO Strategy Guide.

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lakelandseo · 3 years