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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 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.
|Publisher:||Health Communications, Incorporated|
|Product dimensions:||5.50(w) x 8.40(h) x 0.70(d)|
About the Author
Kevin Harrington, CEO of TVGoods.com LLC, and cofounder of OmniReliant Holdings, Inc., is widely acknowledged as the pioneer and principal architect of the "infomercial" industry. This year, 2009, marks the twenty-fifth anniversary of Harrington's production of the industry's first infomercial, with more than 500 product launches resulting in sales of over $4 billion worldwide; twenty of these products reached individual sales of over $100 million, creating dozens of millionaires. In 1991, Harrington's first company, Quantum International, which began in the mid-1980s, merged with National Media and grew into a multinational corporation with $500 million in annual sales and distribution in more than 100 countries.
Additional entrepreneurial startups included ventures with HSN, Inc. (HSN Direct) and Reliant International; the latter was sold to the Koo banking family of Taiwan in 2006. That same year, Harrington cofounded TVGoods.com and Omni Reliant Holdings, Inc., raising over $17 million in equity investment capital from a New York hedge fund. The firm recently purchased the controlling stake in Tampa Bay's premiere production facility, OmniComm Studios, which houses a 33,000 square foot state-of-the-art film studio and Harrington's offices on 5.4 acres in Clearwater, Florida.
In addition, Harrington's philanthropy has established two important global networking associations; the Entrepreneur's Organization (E.O.) and the Electronic Retailing Association (ERA). To learn more about Kevin, visit him at www.KevinHarrington.TV.
William L. Simon has been a professional writer for the past thirty years. His dozens of books include three bestsellers and translations into some twenty foreign editions. Simon's personal visibility has been enhanced by high-profile writing assignments such as the award-winning television documentary Setting Sail with Walter Cronkite, which Bill wrote and produced, the TBS "Smithsonian World" one-hour episode, From Information to Wisdom, and Block by Block, narrated by James Earl Jones. He has also written articles for various newspapers including cover stories for The Washington Post and USA Today. Simon's writing has won many national and international awards.
Table of Contents
Part 1 Gearing Up
1 Never Too Young 3
2 En Route 23
3 An Industry Is Born 39
4 From Zero to Wow 57
5 On Top of the World 81
6 New Worlds to Conquer 97
7 A Roller-Coaster Ride 125
Part 2 How You Can Become the Next TV Millionaire
8 A Fish Story 157
9 Waxing Wise 171
Part 3 Advice from the Trenches
10 The Most Overlooked Ideas for Finding New Products and Increasing Sales 183
11 Picking the Right Partners 199
12 Working with Celebrities 211
A Tip of the Hat 247