Act Now!: How I Turn Ideas into Million-Dollar Products
Product and Pitch Advice from the Man Who Turned Television into Sellevision\ The Ginsu Knife, the Great Wok of China, the Food Saver, Tony Little's Ab Isolator--all have sold millions and have become household names thanks to Kevin Harrington's insightful vision to bring the traveling salesman's pitch to television. Since the late 1980s when Harrington's first infomercial aired, the extended commercial, or infomercial, has become a social institution and an intriguing way for anyone with...
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Product and Pitch Advice from the Man Who Turned Television into SellevisionThe Ginsu Knife, the Great Wok of China, the Food Saver, Tony Little's Ab Isolator--all have sold millions and have become household names thanks to Kevin Harrington's insightful vision to bring the traveling salesman's pitch to television. Since the late 1980s when Harrington's first infomercial aired, the extended commercial, or infomercial, has become a social institution and an intriguing way for anyone with drive, determination, and a good product to become wealthy beyond his or her dreams.Some people take life as it comes; some grab it by the ears and shake and shake. Kevin Harrington is one of the shakers. When he has an idea, he 'acts now!' and he doesn't get discouraged by challenging situations--he finds a way around them.The story he tells in Act Now! is partly about his role in bringing about changes in the industry and the business methods, marketing tactics, and strategic decisions he's made along the way. Budding entrepreneurs, creative inventors, and ambitious businesspeople will reap the benefits of Harrington's insights—how he chooses his products, what criteria he demands of his infomercials, and the details surrounding his choices in spokespeople, timing, and synergy.
Introduction xiPart 1 Gearing Up1 Never Too Young 32 En Route 233 An Industry Is Born 394 From Zero to Wow 575 On Top of the World 816 New Worlds to Conquer 977 A Roller-Coaster Ride 125Part 2 How You Can Become the Next TV Millionaire8 A Fish Story 1579 Waxing Wise 171Part 3 Advice from the Trenches10 The Most Overlooked Ideas for Finding New Products and Increasing Sales 18311 Picking the Right Partners 19912 Working with Celebrities 211Epilogue 241A Tip of the Hat 247Acknowledgments 251Postscript 257Index 261
