August 2009 – Rick Petry

A-Mays-ing Grace

During last year’s Presidential election, some mischievous designer did a variation of the seminal Shepherd Fairey image of Barack Obama that featured a red, white and blue bearded Billy Mays. Instead of “Hope” beneath the pitchman’s image it simply said, “Soap,” a cheeky nod to OxiClean, the product that made Billy a pop culture staple just as Billy made the product a staple on supermarket shelves. While Billy may not have been running for public office, the image is apt, because he had become the direct response industry’s de facto ambassador. And what a terrific emissary he was.

Proof of Billy’s impact on the public was the outpouring of love and support on countless blogs in response to his untimely passing. One always had the feeling that no matter how loud Billy shouted–emoted–he was also giving you a wink, whether he was standing in a wind tunnel or punctuating the air with a trademark jab. He imbued the products he stood behind with a sturdy quality that was consummately American and as blue collar as those on his familiar shirts. While Billy may have inspired Sharpie-applied beards at Halloween and countless YouTube frat boy satires, those who knew him would accept no imitations: the guy was an original. And he seemed to revel in all of it.

The public that bought the products he pitched understood and appreciated his authenticity, which was no doubt accelerated by Discovery Channel’s “Pitchmen.” The behind-the-scenes primetime hit–featuring Billy and beloved colleague Anthony “Sully” Sullivan–demonstrated that there is a lot more to a TV salesman’s bluster than hot air, smartly revealing that, in fact, it is a complex mix of passion, thoughtfulness, camaraderie and good humor that is required for the dreams of under-funded inventors to take flight.

In the Pitchmen tribute to Billy, he emotionally professed that he wanted to leave a legacy–having no idea just how suddenly that his would be offered to the world. He succeeded in countless ways, for just like the products Billy pitched, the entire direct marketing industry was able to draft off of the mighty goodwill and trust he fostered with the public. For a much-maligned segment of advertising, he managed to do something seemingly impossible: he cross-sold legitimacy.

Billy might not have been running for elective office on a political platform, but he took the one plank he had–the one he pried loose from the Atlantic City Boardwalk where he started his sales career many years ago–and rode it all the way to the top. While his booming voice will echo long in the mind, it is his grace that will resonate in the heart. For that, Billy Mays deserves gratitude and one more thing. Yes, with Billy there is always one more thing and it is this: the direct response industry’s abiding respect.

Don’t miss Rick Petry speak on “Persuasion Science: Learning the Secrets That Sell” at 10:00 a.m. on Sunday, September 13, during ERA’s D2C Convention in Las Vegas.

Rick Petry is a freelance writer who specializes in direct marketing and is a past chairman of ERA. He can be reached at (503) 740-9065 or online at rickpetry.com.