By Remy Stern
Even if it was once a Ginsu knife, George Foreman Grill, Tony Robbins' motivational booklet, kitchen equipment through Ron Popeil, or any of the numerous different recognized items which were advertised on infomercials through the years, admit it: you or anyone you recognize has obtained one—and you are not on my own. final 12 months, one out of each 3 american citizens picked up the telephone and ordered a product from a tv infomercial or domestic buying community, and in yet Wait . . . there is extra! journalist (and infomercial addict) Remy Stern bargains 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 allow 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 sort, yet Wait . . . there is extra! exposes the never-before-told tale of the infomercial and residential procuring phenomenon in all its over the top glory and its meteoric upward push to turn into probably the most ecocnomic companies in the United States. alongside the way in which, Stern information the background at the back of the vintage items and introduces readers to a few of the main well-known (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 provides an in-depth examine the company in the back of the camera—the canny revenues techniques, 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 patron and offers perception into glossy American tradition: our rampant consumerism, our hope for fast riches, and our collective dream of ideal abs, unblemished dermis, and sparkling white tooth. either a compelling company tale and a completely exciting 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 offers an analogous means back.
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Extra 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
With barriers so low, marketers could afford to try anything. Since they didn’t have a good idea of what would work or not, some of the silliest, craziest products made their way to TV during the late ’80s. A small vacuum cleaner–like apparatus that you could use to cut your own hair? Bring it on. A Vietnamese immigrant who barely spoke English selling a get-rich-quick program? Why not? Because it wasn’t entirely clear just how far infomercials could go in blurring the line between commercial and regular programming, several producers quickly tested the limits.
The commercial not only made Ginsu one of the most successful direct response ads of the decade, it also led to parodies on programs like The Tonight Show and Saturday Night Live. Ron Popeil was on a blitz himself throughout the ’70s and early ’80s, introducing countless new products via short-form spots that he generally narrated himself. There was the Insidethe-Shell Electric Egg Scrambler, which inserted a small needle into the egg and, yes, scrambled the egg before you cracked it open. He released a slew of battery-powered devices, including Power Scissors, Garden Trimmer, and Miracle Broom, although since he didn’t care much for the word battery, he called them “cordless electric,” which sounded much more glamorous.
The Aromatrim did what infomercials almost always try to do: come up with a clever, simple solution to an everyday problem. Ostensibly at least, the Flowbee offered people a way to break free from the chore of visiting the barber regularly; now you’d be able to tend to your mullet without leaving the trailer park. 46 B U T W A I T . . TH E R E ’ S M O R E ! But while infomercialers occasionally come up with nifty little gadgets that represent something new, they’re just as likely to play off of a broader consumer trend, introducing a cheaper alternative to a mainstream product.