Fortune magazine has an extremely interesting article on the direct response advertising industry with interviews with Billy Mays, Anthony Sullivan and Vince Offer. In addition to a great behind-the-scenes look at the growing industry, and a he said/she said spout between competitors Offer and Mays, I took away these key points on the real heart of how these guys make things happen:
- The pitchmen usually make between 3% and 5% of total sales for the product their hawking.
- Retail store sales actually accounts for 90% of As Seen on TV products.
- Mays goes through his three-part formula for a great pitch.
- The Discovery Channel is actually launching a reality show called Pitchmen soon.
So, what’s your favorite infomercial? Would you ever use one for your product?
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I still miss Billy Mays! I saw an infomercial last night for Sham Wow! and reminded me how sad it is.
Ironically, I actually saw him at a blackjack table in Vegas about a month before he passed. The guy is legendary, no doubt.