This Business Has Legs: How I Used Infomercial Marketing to Create the $100,000,000 Thighmaster Craze: An Entrepreneurial Adventure Story

by Peter Bieler

Book Overview

"Only in America could a would-be monk convince a faded televisionstar to pitch a rehabilitation device designed for Scandinavianskiers and create a nationwide sensation. The marketing strategyalone is worth the price of admission."
--Paul B. Brown Special Correspondent for the Business News Network(BNN) and coauthor of Customers for Life

"This is the first time the person behind a fad lays out the wholemarketing strategy he used. Even...

• Format: Paperback
• Language: English
• ISBN: 0471147494
• ISBN13: 9780471147497
• Release Date: May 1996
• Publisher: Wiley
• Length: 224 Pages
• Weight: 1.13 lbs.
• Dimensions: 0.5" x 6.3" x 9.2"

Customer Reviews

Directly Respond Between My Legs

If you want to see how direct response has revolutionized marketing in the 21st century, then flip to any channel at 2 in the morning. Infomercials galore, thanks in part to men like Peter Bieler. I loved the drama that unfolded between him and the direct marketing giant AJ Khubani. Man, Khubani has the killer instinct of the likes of Viacom's Sumner Redstone. Litigation after ligitation. If you want to get a sneak peak of how direct response was done in the mid-90's, then definitely check this book out. I'm amazed that this formula of selling success is constantly being replicated. If you know about Snuggies and the miracle mop, then you definitely are a "victim." Read this to see one man's struggle and uber-success in this business. It might even give you an idea or two to make it rich. Cheers, Arthur

helpful book

Even though the book is somewhat dated, it gives great insight as to the length and price it takes to get a product to market. It also explains how the system works. I wish I had read the book before I had my product made. I probably wouldn't have a warehouse full of pieces I can't sell. Very much worth reading if you're thinking of going it alone.

superb case study of bringing a product to market

This is an excellent (and well-written!) case study of bringing a popular product to market with infomercial marketing. I liked it so much I read it cover to cover, which is rare for me. I am recommending it to all my students at copywriting university. Emphasis on marketing, typical business production/legal issues, plus very motivating on persistence while being an entrepreneur. I liked the testing details, copywriting and media buy numbers.. very eye-opening to me, and extremely insightful.

A "must have" for any budding entrepreneur!

Peter Biehler has written not only a sensational book about infomercials, he has unwittingly written an entertaining and profound book on motivation and persevering to attain one's goals. He provides an indepth understanding of the key components of how to put together an infomerical and succeed. It was more like reading an engrossing novel than the uusal dreary business books.

The best work on the crazy world of infomercials I've read

Not just a look at the world of infomercial marketing, but an honest peek at the characters that populate this industry. The treatment is creative -- a tongue-in-cheek look at a world that is completely different than the one I market in from day to day.