By Remy Stern
No matter if it was once a Ginsu knife, George Foreman Grill, Tony Robbins' motivational ebook, kitchen gadget by way of Ron Popeil, or any of the numerous different well-known items which were advertised on infomercials through the years, admit it: you or anyone you recognize has obtained one—and you are not by myself. final 12 months, one out of each 3 american citizens picked up the telephone and ordered a product from a tv infomercial or domestic procuring community, and in yet Wait . . . there is extra! journalist (and infomercial addict) Remy Stern deals a full of life, behind-the-scenes exploration of this huge, immense business—one that markets the world's so much outrageous items utilizing the main outrageous strategies. do not permit the kitschy external idiot you: at the back of the laughable demonstrations, goofy grins, and tacky discussion lies an greater than the movie and tune industries mixed. the 1st ebook of its type, yet Wait . . . there is extra! exposes the never-before-told tale of the infomercial and residential buying phenomenon in all its over the top glory and its meteoric upward push to turn into the most ecocnomic companies in the USA. alongside the way in which, Stern info the historical past at the back of the vintage items and introduces readers to a few of the main recognized (and notorious) pitchmen and personalities within the company, together with Tony Robbins, Billy Mays, Ron Popeil, Tony Little, Suzanne Somers, Kevin Trudeau, and Joe Francis. He additionally offers an in-depth examine the enterprise in the back of the camera—the canny revenues concepts, smart mental instruments, and infrequently questionable strategies dealers have used to get us to open up our wallets and spend, spend, spend. Stern's eye-opening account additionally deals a penetrating examine how late-night tv conquered the yankee client and gives perception into sleek American tradition: our rampant consumerism, our hope for fast riches, and our collective dream of ideal abs, unblemished epidermis, and sparkling white tooth. either a compelling company tale and a completely wonderful piece of investigative journalism (with a slightly of muckraking and social satire), yet Wait . . . there is extra! will make sure that you by no means examine these too-good-to-be-true offers an analogous manner back.
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Additional info for But Wait ... There's More!: Tighten Your Abs, Make Millions, and Learn How the $100 Billion Infomercial Industry Sold Us Everything But the Kitchen Sink
Who in fact originally coined many of these phrases has been C O U N T Y F A I R T O C A B L E FAR E 21 up for debate for years, particularly since—like the products themselves—pitchmen have long had a tendency to “borrow” successful lines from others in the business. ) Schiff ’s greatest creation, though, was his series of ads for the Ginsu knife. In the 1970s, he was a copywriter for an ad agency in Providence, Rhode Island, when he teamed up with Ed Valenti and Barry Becher to promote products via direct response.
Is there anything real that gets sold on late-night television? Most of the items you see on TV are not, in fact, all that original, at least in spirit. The categories that have worked since the dawn of time—health and beauty products, get-rich-quick products, various items for the kitchen—continue to dominate 38 B U T W A I T . . TH E R E ’ S M O R E ! the airwaves. This isn’t because infomercial makers (necessarily) lack creativity. As with the sales tactics that have barely changed over the years, the same tried-and-true categories continue to be successful: looking better, having more money, saving time.
Airtime was cheaper, too, but Eicoff also recognized that viewers’ defenses started to topple as they grew sleepy. This was a new discovery: live pitchmen usually performed during daylight hours and never had much of a chance to try out their routines at one o’clock in the morning. “People are less resistant at that hour,” Eicoff later remarked. ” Eicoff also realized early on that boredom played a critical role in how well his spots performed. When he placed sixty-second commercials during a hit show, the responses were unimpressive.