Going on Television - What to say?

[luvmysuper]

If you were approached by your local News crew and were told that in an hour, they were putting you on TV for a 20 minute talk on Wet Shaving, what would you say?

Would you try to discredit the big cartridge razor companies like Schick and Gillette?

Would you try to describe the benefits we know are there for those who give it a go?

Would you praise the value of a nice lather over a can of aerosol goo, or talk about what fun it is to wield a piece of cold steel in the form of a straight and master it sufficiently to turn your face not into a bloody mess but a smooth dream?

What would you say in that boiled down time slot that you think is important?

 

[DE Shaver]

I wouldn't "discredit" cartridge systems but point out the advantages of DE shaving. I probably would break it down as follows:

1) List the shaving advantages of DE shaving (e.g. cost savings, irritation, etc.)
2) List the environmental advantages of DE shaving (e.g. less waste packaging, less plastic, non-disposable razors, etc...)
3) List the intangible benefits of DE shaving (e.g. more personal time, product diversity, chore becoming enjoyable, etc...)

What you do is transition from hard, factual benefits to the more expressive and intangible benefits of shaving. People can relate to getting irritation, the cost of cartridge systems and so on. Once you have their attention, you can talk to the other benefits, how DE shaving is environmentally less waste oriented, how shaving becomes personal time and so on.

 

[fidjit]

Never badmouth "the competition".

Nothing irks me more and I never believe it actually gives you any credibility.

Concentrate on the good things about DE.

As suggested"
Cost
Environmental
Shave quality
Skin care
Zen....

 

[sodajerk]

Since, in my opinion, many of the benefits of DE/SE shaving must be experienced first-hand, I would spend half the time talking wet-shaving. That is, brushes ,soaps, creams and making lather. Viewers, knowing they could easily find all of these items locally (as opposed to finding a DE razor), might be encouraged to try it. Show and tell.

The razor talk would include all of DEShaver's points but I would avoid any kind of sales pitch. To all the mixed gender, casual viewers who are so unenlightened (not us enlightened ones) ), DE razors are an exotic antique they have probably never seen in their life. Just plant the seed.

If some try wet-shaving, they will be pleasantly surprised, remember the DE razor talk, get on the internet, find B&B and the rest - as they say - will be history!! )

 

[Stubblefield]

This is more "how to" say it, than what to say:

Keep the message short and simple, and stay on message.

Demonstrate, don't pontificate: as a medium, television works best when you do, as opposed to tell.

If at all possible, inject some humor into the presentation.

 

[Trendkill]

I don't think attacking Gillette or Schick will help much. A lot of cart supporters may get offended if you trash their method.

Educating folks properly on what we do and how we do it is what s important.

I think that focusing on the cost should be a big part of what you say, especially in these tough times.

Good luck!

 

[luvmysuper]

All good points.

20 minutes may seem short, but in TV time, it's huge. I add that Corey Greenberg had about 5 minutes and no one can doubt the impact that his segment on the Today show had on the tide of wetshaving resurgence.

http://www.youtube.com/watch?v=bhDjWSJk0cQ

What would you guys have done differently or expanded on?

 

[SpyvSpy]

Never badmouth "the competition".

Nothing irks me more and I never believe it actually gives you any credibility.

Concentrate on the good things about DE.

As suggested"
Cost
Environmental
Shave quality
Skin care
Zen....

+1, very well said

 

[Trendkill]

Do not mention Lilac Vegetal! We want people to enjoy this!

 

[luvmysuper]

Do not mention Lilac Vegetal! We want people to enjoy this!

Now that's funny.

But isn't inexpensive products that serve the purpose some of the attraction?

I know there are guys that have to have the biggest and the most expensive brush on the market, but for most folks that is not a big deal.

Personally, I'd rather have a Tweezerman and a side of beef than a 300 dollar Rooney or Simpson, but YMMV

 

[johnmrson]

I would tell people that DE shaving is a real link to the past. I'd get into the historical side by running through a brief history (straights, safety razors and then DE's). I'd probably have a couple of each so you can hold them up and talk about the features of them and show the evolution. Don't forget, TV is a visual communication tools so it helps if you've got something to show. I would point out that as shaving is something most people have to do so you may as well do it the best you can and enjoy it.

 

[WinstonSmith]

I would tell 'em that Fatboys will hack their face all up, and that the future is in Techmatics.

 

[Slivovitz]

What I'd hope to convey are two things.

First, that classic shaving simply works, but that the only way to verify that is to try it for yourself.

Second, that no matter what you use to shave, you will get a bad shave if you don't learn how to use it. If people aren't getting a good shave, they try to solve that by buying different products, and if those don't work, they try something else. It doesn't seem to occur to most people that shaving is a skill, and that if they don't spend some time learning that skill, they are going to have trouble. On the other hand, even a cartridge shave can be great if you take time on proper preparation, and don't hurry the shave itself.

I'd mention my own preference for Injector and SE razors, but without trying to push it too hard. Get people lathering with a soap and brush and they're half way there.

 

[luvmysuper]

What I'd hope to convey are two things.

First, that classic shaving simply works, but that the only way to verify that is to try it for yourself.

Second, that no matter what you use to shave, you will get a bad shave if you don't learn how to use it. If people aren't getting a good shave, they try to solve that by buying different products, and if those don't work, they try something else. It doesn't seem to occur to most people that shaving is a skill, and that if they don't spend some time learning that skill, they are going to have trouble. On the other hand, even a cartridge shave can be great if you take time on proper preparation, and don't hurry the shave itself.

I'd mention my own preference for Injector and SE razors, but without trying to push it too hard. Get people lathering with a soap and brush and they're half way there.

That right there is an incredibly important fact that a lot of new guys miss.
I think this in part iniates RAD for some guys.
"The Tech didn't give me a good shave so I want something more aggressive" line of thinking.

'course my own RAD is still in full swing even though I'm shaving with a straight, so I'm not completely sure about that.

 

[DE Shaver]

All good points.

20 minutes may seem short, but in TV time, it's huge. I add that Corey Greenberg had about 5 minutes and no one can doubt the impact that his segment on the Today show had on the tide of wetshaving resurgence.

http://www.youtube.com/watch?v=bhDjWSJk0cQ

What would you guys have done differently or expanded on?

There is ample material to fill in 20 minutes and I doubt you’ll have a problem to fill in the time. Corey’s approach was quite good but he didn’t have enough time to demonstrate everything, which I feel is far more effective than merely discussing the topic.

Some of the questions I would want to answer are…

1) What is the take away for the audience? Will they be given basics on how to shave or will they just understand what wet shaving is.
2) Who is the target audience? Everyone? Men with beards?
3) What problems or desires does my demonstration address? Nostalgia? Improved skin care?
4) What is (if any) the call to action? Go out and buy DE stuff or just improve shaving technique.

This will help you shape your discussion. For me, I feel there is very little point in trying to make the session appealing to everyone. The target demographic is going to be for men with beards so it is best to orient your demonstration with that audience in mind. I would also keep it to DE wet shaving to reduce the complexity as wet shaving to the uninitiated can be overwhelming, especially straight razor shaving.

My approach and format would be as follows:

• Talk about DE razor's by showing an example of a razor to two. Load a DE blade and then talk about care and maintenance. Show a couple of examples of various blades brands and their differences.
  
  
• Talk about soaps and creams by showing and example or two of each. Talk about the differences between soaps and creams and what the purpose of the soap is.
  
  
• Talk about brushes by showing an example of badger brush and boar brush as well as a shaving mug. Demonstrate how you would use the brush to generate lather, what is good lather and how the lather is important to shaving.
  
  
• Talk about aftershaves by showing an example of several brands. Speak to the purpose of the aftershave and show how much is applied after a shave.
  
  
• Tie everything together. I would demonstrate the entire process from start to finish. Talk generating and applying lather, the razors strokes to be used, the pressure to be applied and so on. This will educate the viewer and provide them with enough information to how to get started and reduce any trepidation they may have.
  
  
• Offer some options. Instead of jumping full bore into wet shaving, offer the audience alternatives. Indicate you can just start with a boar brush and soap or just use your father’s razor but continue to use canned shaving gel. Indicate what rescoures (e.g. shaving sites, forums, YouTube, etc..) they could tap into for more information.
  
  
• OPTIONALLY: Speak briefly and mention straight razor shaving. However, I would not get into too much detail on this particular subject. You'll have to broach strops, honing and a number of other considerations. I would save this for your next session.

Anyway, that's what would I do. Hopefully, some of my comments will be useful. Sorry I can’t elaborate further as my pet parrots are making hard to type any longer.

 

[luvmysuper]

That is a very well thought out and articulate post. A good synopsis.
I think each person who might be giving the talk would be flavoring it with his own particular tastes.

If I was a strictly straight razor guy, or if I really preferred a GEM because I liked shaving with a snow shovel for example.

Better take care of those Pirate Pets of yours.
Got crackers?

 

[wazazzle]

Great just what we need...the price of razors to further go up I don't want every guy to know about this. Hope they get hack their faces

 

[The Last Chimney]

I would repeatedly open and close a TTO razor for the entire duration. The camera crews would get every possible angle on it.

The public would be completely captivated.

 

[Topgumby]

Well, I'd start off with a five minute stream of consciousness beat poem, complete with bongo drums:

"I saw the best faces of my generation destroyed by multiblade madness, stubbly razorburned expensive, dragging themselves through the shaving aisle at dawn looking for an cartridge fix, angelheaded shavers burning for the ancient heavenly connection to the double edged dynamo in the machinery of night..."

Then I'd chain myself to a tree and make lather while a group of angry wetshavers carried protest signs pointing out the environmental advantages of wet shaving, with sayings like "Shave the Whales" and "In a perfect world Mama Bear would get Billions and Proctor and Gamble would hold bake sales".

After that, I'd talk about the economics of it, showing how my collection of razors, brushes, blades, soaps, creams and other lotions and potions represents it's own sort of stimulus package, and point out that cash carries loads of germs from strangers, so you are better off without it anyway.

Then I'd shave with Wagner's "Ride of the Valkryies" blaring in the background, all the time laughing and loudly proclaiming that the styptic pencil wasn't going to get me, this time.


That'd keep Ebay prices down for awhile, at least.

 

[luvmysuper]

Great just what we need...the price of razors to further go up I don't want every guy to know about this. Hope they get hack their faces

This is all hypothetical, it's not a real TV spot, so don't worry!

But food for thought -

If demand was high, more companies would produce.
More production results in competition.
Competition results in lower prices.

Ok, not for vintage stuff, and in the short term, not for any stuff, but as production ramps up to meet demand, prices would drop.

And, to boot - your safe and sound here on B&B where every guy on here has countless razors stashed away, and sales on the BST are always fair and balanced.