Definition: Online Pitchman, noun, Informal North American: A product demonstrator who shows a product live on an e-commerce website and social media engagingly and entertainingly to get more sales, fewer returns, and more delighted customers.
A good pitchman starts by understanding the emotional needs of his/her audience via research. This is to help reach the goal of helping the audience to have an emotional connection with the demonstrated product, and a clear understanding of what it is and how it operates.
This is important to not only cut down on returns but to cut down on the time frame for the customer to make a buying decision. Knowledge does not get customers to buy in the information-overloaded environment we find our serves in. It's emotion.
I proved this when I was working for Constant Contact selling marketing solutions that had heavy competition. Without urgency, customers will delay buying the product for a time in the future that may never come. Nice pictures and descriptions only go so far.
This is what I see time and time again when I read online e-commerce forums when someone says "I get traffic but not the sales I want". The problem is no urgency and urgency comes from making an emotional connection with the right demographic and dispelling doubts.
If the website is targeting the wrong demographic then urgency will be elusive. If the right demographic is visiting the website but nothing makes an emotional connection again, urgency will be elusive.
If you have the right traffic, and demographic but have not addressed their doubts, urgency will be elusive. Live presentations are the best way to build urgency to address these 3 issues.
Infomercials do it, product demonstrators at grocery stores do it, street peddlers do it, sellers at local farmers markets do it but e-commerce shops don't do it.