As the world notes the untimely passing of TV pitchman Billy Mays, it gives us all a moment and a reason to reflect on his success. While tragic, if it can be said that there is something positive in every negative thing, then perhaps Mr. Mays shall leave an undying legacy more important than clean shirts and more permanent than a fix made of Mighty Putty. In the end, that legacy may even be the most simple and instantly recognizable things about the salesman.

Whether 30 seconds or 30 minutes, what you got from a Billy Mays promo was genuine enthusiasm. Within the first five seconds of either, you got all that mattered—a confident voice, a smile, his name, and the product’s name. His manner was infectious because it was apparent that he truly enjoyed what he was doing. But the subtext of each intro was, “I believe what I am saying enough that I’m putting my name right with the product name, to be judged as one and the same.” Who really makes statements anymore without building in some kind of plausible deniability should the worst happen? He did, and he built an empire on it.

It wasn’t OxyClean or OrangeGlo or Hercules Hooks or Zorbees that you bought. It was an attitude.

If we can reflect that Mays’ attitude of joy, confidence, and personal connection and accountability worked, then we may also come to realize that an absence of any of these probably would have led to a life of mediocrity and obscurity. We tend not to follow the dour, the angry, the shrill, or the self-important. Yet that is how so many make their pitches to us in work and in life. Sometimes the strident tone may come from a sincere belief that has been encased in frustration from a lack of positive response. Other times, it is merely a gross and calculating attempt at manipulation. While sometimes it may work on the weak as a short-term tactic, such an attitude never prevails as a long-term strategy.

As you communicate and sell your own ideas, consider your own attitude towards both the ideas and your audience? Do the ideas you present bring you enjoyment? Are you confident? Are you willing to be held accountable? If so, then it is as important to convey these qualities as the ideas themselves. Otherwise, you become a shrieking, broken record. While there is always a place for seriousness and firmness, winning attitudes are usually presented by happy warriors, not irascible adversaries. Which attitude is yours?

Jared A. Chambers