But Wait ... There's More!: Tighten Your Abs, Make Millions, by Remy Stern

By Remy Stern

Even if it used to be a Ginsu knife, George Foreman Grill, Tony Robbins' motivational ebook, kitchen equipment by way of Ron Popeil, or any of the numerous different recognized items which have been advertised on infomercials through the years, admit it: you or an individual you recognize has obtained one—and you are not by myself. final 12 months, one out of each 3 americans picked up the telephone and ordered a product from a tv infomercial or domestic purchasing 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 better than the movie and song industries mixed. the 1st ebook of its style, 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 develop into probably the most ecocnomic companies in the US. alongside the best way, Stern information the heritage in the back of the vintage items and introduces readers to a couple of the main recognized (and notorious) pitchmen and personalities within the enterprise, together with Tony Robbins, Billy Mays, Ron Popeil, Tony Little, Suzanne Somers, Kevin Trudeau, and Joe Francis. He additionally provides an in-depth examine the enterprise in the back of the camera—the canny revenues suggestions, smart mental instruments, and sometimes questionable strategies agents 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 buyer and offers perception into glossy American tradition: our rampant consumerism, our hope for immediate riches, and our collective dream of excellent abs, unblemished dermis, and sparkling white the teeth. either a compelling enterprise tale and a completely pleasing piece of investigative journalism (with a marginally 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 bargains an identical manner back.

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You’re not going to be convinced to spent $800 on a piece of fancy gym equipment in sixty seconds. 99 rotisserie oven is going to take some time, and someone charismatic is going to have to come on and show you how it works. ) is perfect for short form. The price of the product could never justify paying for half-hour time slots—and it’s unclear how anyone would be able to create twenty-eight minutes, thirty seconds of content based around the Owl, the magnifying glass with a little LCD light embedded in it, although I’m sure some creative infomercial marketer could find a way.

He followed up with one of the most memorable products of the early ’90s, GLH Formula No. 9. Popeil’s pitch for spray-on hair generated a torrent of attention for its sheer ridiculousness, but few could turn away from the infomercial, which featured Popeil spraying the heads of countless bald men in one of the nine colors Ronco offered. Sitting in his office, I mentioned to Ron that I’d purchased the product for kicks a few months earlier, spraying it on a half dozen friends to see how it looked.

Cannella simply started bundling the time together to create half-hour spots. If GI Joe got a half-hour program to promote its line of action figures, the reasoning went, why couldn’t you air a program that promoted a balding remedy? And if televangelists like Oral Roberts were permitted to purchase half-hour blocks of time to solicit donations to their churches, why couldn’t you purchase the same block of time to sign up attendees to a real estate seminar? In 1982, despite the fact the FCC had yet to officially give the green light, Cannella went ahead and started airing half-hour spots for Bob Murphy, who pitched a balding formula called New Generation.

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