In Nevada’s 2018 state elections, Dennis Hof—a brothel owner and reality TV personality—pulled off an incredible victory. The only catch? He’d been dead for a month. Despite his untimely demise, voters overwhelmingly chose Hof, leaving everyone scratching their heads.

The twist? His win wasn’t symbolic. Hof’s name stayed on the ballot, and voters chose him over his very much alive opponent. The seat was eventually declared vacant, but the whole saga became a case study in loyalty, momentum, and the sheer power of a brand.

Dead brothel owner Dennis Hof wins Nevada election
The reality TV star was found dead on Oct. 16 after a weekend of parties celebrating his 72nd birthday.
NBC NewsAssociated Press

If you’re running an e-commerce business, this story might seem irrelevant at first glance. But here’s the truth: if a dead man can win an election, your store has no excuse for being ignored by customers. Let’s break this down.

1. Your Brand Outlives You (If You Build It Right)

Hof’s victory wasn’t about his platform or campaign; it was about his brand. He was polarizing, well-known, and had a loyal following. People voted for the idea of Hof, even without Hof himself.

In e-commerce, your brand has the same potential. The strongest e-commerce brands don’t just sell products—they sell identity, trust, and loyalty. Think of Apple, Patagonia, or Nike. Their customers aren’t just buying gadgets, jackets, or shoes—they’re buying into what the brand represents.

What to Do:

• Build a clear, memorable brand voice. Are you quirky, luxurious, eco-conscious? Own it.

• Create emotional connections with your audience through storytelling. Share your mission, values, or behind-the-scenes content.

• Don’t just sell products; sell solutions to your customers’ pain points.

2. Momentum Wins the Game

Hof didn’t win because voters suddenly loved him more after he passed. He won because his campaign had momentum. By the time voters hit the polls, the choice was already baked in.

E-commerce works the same way. Customers rarely buy on their first visit. It’s the repeat exposure—the momentum—that converts them.

What to Do:

• Retarget visitors who leave your site without purchasing. Use email, social media ads, or push notifications to stay top of mind.

• Create content that keeps customers engaged between visits—like blogs, tutorials, or user-generated content.

• Run time-sensitive promotions to nudge customers toward making a decision. Momentum thrives on urgency.

3. Even Dead Products Can Sell (If Positioned Right)

Hof wasn’t alive, but he won. Why? Because voters trusted the system to handle the fallout. They weren’t voting for his day-to-day involvement; they were voting for what he stood for.

The same logic applies to e-commerce. You probably have products that aren’t flying off the shelves. But before you bury them, consider this: maybe it’s not the product—it’s how you’re positioning it.

What to Do:

• Reframe your product’s value. Highlight a benefit or use case you haven’t promoted before.