Annals of marketing: Confessions of a Home Shopping hostess

~Do the hosts really love the products THAT much? Are those call-in testimonials phony? Derrik J. Lang asked HSN host Connie Craig to debunk six home shopping host myths.

Six-digit item numbers roll off their tongues. They insist you call now because the Rival Seal-A-Meal with Soft Seal and Meal Trays is almost out of stock. And see this two-carat lemon quartz and green diamond ring? It's gorrrgeous. You simply must have it on your finger right! this! second!

Is this job for real?

"It's more than just spouting off information about a product," says Home Shopping Network host Connie Craig. "I think it's about our enthusiasm for the product as well. I love to shop. And I love to talk so this is the perfect job for me."

Yep, it's for real. asap asked Craig to confirm or deny these six home shopping host myths.

Myth No. 1: Hosts only work a few hours a day.

Denied. For every one hour on air, there's about two hours of preparation.

Craig says: "We're only on the air for three hours at a time. A lot of people when they go to work, they kinda do the same thing every day. From day to day, we could totally be doing a different thing. And you never know what's gonna happen when you're on the show. It's always gonna be something unique."

Myth No. 2: HSN is live -- not taped.

Confirmed. When Today's Special is revealed at midnight, the host really is awake, perky and present.

Craig says: "A lot of people think it's taped or we read TelePrompTers or we have cue cards. It's completely live. So anything could happen. I think that makes it a little more entertaining for the person at home. It's like a neighborhood. All of the hosts are different. We all have different personalities. We're all different ages. That makes it a lot of fun for the customer."

Myth No. 3: Hosts love everything they sell.

Denied. When it comes to hocking products she wouldn't buy, Craig puts on a happy face anyway.

Craig says: "If I really love a product, I say -- not that I love it -- but that I love, love, love it. I don't love, love, love everything. I think there's somebody out there who'll love, love, love it. We present thousands of products. You can tell the products we think are the best in the hour and that we want."

Myth No. 4: Hosts are never nervous.

Confirmed. What's to be scared about when you're just hanging out with your girlfriend?

Craig says: "A lot of people ask me if I get nervous because we're in 89 million households. If you thought about the fact that possibly 89 million households could be watching, that might make you a little nervous. But the fact is that you're in the studio and it's basically just you and the floor director. It's almost like you're imagining you're talking to the person who's interested in the product. It's really like a personal relationship."

Myth No. 5: Those call-in testimonials are fake.

Denied. Real viewers do call in and Craig actually has an unscripted chat with them.

Craig says: "That's actually the best part because it's not like you're alone. It's like you're shopping with friends. When I go to the mall, I don't like to go by myself. It's the same way when you're shopping live on television and you get those calls and they tell you they love the product and enjoy the show. It's just like talking to your friends."

Myth No. 6: The hosts buy an obscene amount of products.

Confirmed. Craig just bought her third digital camera with her HSN discount.

Craig says: "I buy a lot. And it's not just jewelry. I buy bedding. We have great linens. I buy a lot of skin care because everybody wants to look younger. I buy tabletop. We have great dishes and things for the table. Electronics. My husband loves our electronics department. I have three Kodak digital cameras. I continue to buy all the time. I use everything I buy so that's a good thing."

Derrik J. Lang is an asap reporter in New York.

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