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[GET] But Wait... There's More! - Remy Stern [pdf, mobi]
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But Wait... There's More!

"A good mixture of entertainment and facts to tell a grand story of
direct marketing. Recommended for anyone interested in consumer
behavior, direct marketing, or learning business in general."

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Whether it was a Ginsu knife, George Foreman Grill, Tony Robbins' motivational
book, kitchen device by Ron Popeil, or any of the countless other famous products
that have been marketed on infomercials over the years, admit it: you or someone
you know has bought one—and you're not alone. Last year, one out of every three
Americans picked up the phone and ordered a product from a television infomercial
or home shopping network, and in But Wait . . . There's More! journalist (and infomercial
addict) Remy Stern offers a lively, behind-the-scenes exploration of this enormous
business—one that markets the world's most outrageous products using the most
outrageous tactics.

Don't let the kitschy exterior fool you: behind the laughable demonstrations, goofy grins,
and cheesy dialogue lies an industry larger than the film and music industries combined.
The first book of its kind, But Wait . . . There's More! exposes the never-before-told story
of the infomercial and home shopping phenomenon in all its excessive glory and its meteoric
rise to become one of the most profitable businesses in America.

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Along the way, Stern details the history behind the classic products and introduces
readers to some of the most famous (and infamous) pitchmen and personalities in
the business, including Tony Robbins, Billy Mays, Ron Popeil, Tony Little, Suzanne Somers,
Kevin Trudeau, and Joe Francis. He also presents an in-depth look at the business behind
the camera—the canny sales strategies, clever psychological tools, and occasionally
questionable tactics marketers have used to get us to open up our wallets and spend,
spend, spend. Stern's eye-opening account also offers a penetrating look at how late-night
television conquered the American consumer and provides insight into modern American
culture: our rampant consumerism, our desire for instant riches, and our collective dream
of perfect abs, unblemished skin, and gleaming white teeth. Both a compelling business story
and a thoroughly entertaining piece of investigative journalism (with a touch of muckraking
and social satire), But Wait . . . There's More! will ensure that you never look at those
too-good-to-be-true deals the same way again.

From Publishers Weekly

In this lively exposé, journalist Stern dissects the
direct-response marketing business (which includes both infomercials and
home shopping networks), a $300 billion industry, larger than the film,
music and video game industries combined. There's guilty-pleasure
revelations aplenty: how the traditional sales pitch adapted to a
televisual format by, for example, real-time number tracking that allows
network officials to tell on-air talent, through tiny earpieces, that,
say, twirling a piece of jewelry around a finger causes sales to spike
and how hosts persuade Americans to buy products like the
Inside-the-Shell Electric Egg Scrambler, Power Scissors, the Miracle
Broom and, of course, the most successful on-air product to date, the
celebrity-driven skin-care regime Proactiv. There's psychology here,
too: the author describes the mindset of the typical late-night tired
consumer, falling for tricks they wouldn't necessarily fall for in a
store. Stern is the perfect host to this slightly seedy world,
well-informed and "transfixed by the zany nature of it all."


"About: Stern takes us a tour of the infomercial industry. The cast of
characters includes legends like Tony Robbins, one of whose ads brought
in $50,000 a minute, unsavory characters like Kevin Trudeau and his
bogus "cures" and celebrities who seem to hawk most anything for a buck
or to hold on to the last vestiges of fame. A glimpse behind the scenes
gives us a look at the QVC "house" where they broadcast 24 hours a day. A
few unsurprising "secrets" are revealed as well: The Magic Bullet has a
$39.95 charge for shipping, the "other" knife is shown slicing an under
ripe tomato while the infomercial knife cuts through an overripe one
and don't be surprised if the product with a 30 day money back guarantee
arrives on your doorstep on day 29."

"Who would have guessed that the products sold in the late morning hours
on shady cable networks are annually over $300 billion business? The
cheesy slicers, ab exercise devices you can buy only dialing the
toll-free number in next 15 minutes have more to them than what you will
see in the wee hours when they are being promoted.

After finishing the book I was left with two thoughts: 1) when growing up I
should have dreamed of being home shopping network host instead of rock
star and 2) this industry is equal to adult entertainment one: there is
serious money to be made, yet no-one wants to confess being employed by
them or admit being a customer."

"I'm also fascinated by the direct retailing business, which is why I was
happy to come across But Wait There's More. It gave me my fix for all
the juicy stories and history on the industry that I wanted to know.

Although a bit long-winded in parts, the book is an entertaining look inside
what makes that industry work (in the past and now in the present).
Having worked on the inside a little bit, I can relate to many of the
stories. If you are at all interested in how big-time marketing minds
work, and how to sell, then you must read this book. No, you're not
going to turn into a sleazeball who sells get rich quick "systems." You
might, however, learn a thing or two about how to take effective
marketing tactics and use them legitimately in your own business and
campaigns. Every marketer, or wanna-be marketer, should read this book.
I'm glad he wrote it."

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