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

by Peter Bieler, Suzanne Costas (Primary Contributor)

"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 I learned a lot."
--Bob Rice Pet Rock Promoter

"Within a matter of months, Peter Bieler created a $100,000,000industry out of nothing. This fascinating book chroniclesstep-by-step how he did it."
--Steve Dworman Publisher, Infomercial Marketing Report

"As a jack, in an emergency, if you have a very small car ... As arack to dry homemade pasta ... Prop it on its side and presto! Twinpicture frames ... Have it bronzed and claim it's a very earlyHenry Moore ..."
--Diane White columnist for The Boston Globe on alternate uses forthe ThighMaster See Inside for Exciting Contest Details!

Genres: Business, Self Help, Nonfiction, Productivity

224 pages, Paperback

First published May 28, 1996

Reviews

[Nicholas · Rating 2 out of 5]

I don't know why Tim Ferrriss liked this book so much.

The memoir part was boring. The business stuff was really interesting. The idea of a virtual business is exactly what Tim talks about in his book. It also uses the idea of testing before having the product (dry testing).

The innovation this guy came up with was to use infomercials to build cashflow, use this to buy more air time to build a brand and then cash in on the brand by going to retail. Also by building the brand first he was courted by the retail market instead of having to spend years of beating on doors to be let in.


Quotes:

"Once the customers are lined up, never fail to give 'em their money's worth." [B.T. Barnum:]

"It was a strong feeling, and it emerged whenever I took the time to let my mind lie still. Many of my most important decisions came that way then."

"Good advertising shines a light on the most compelling facet of a product. Bad advertising, in contrast, makes a claim that isn't true and then hopes the public won't notice."

"Just like driving at night, starting a business is guaranteed to make you feel lost and confused. It doesn't mean you are lost and confused. But if you let those feelings undermine your confidence, you may abandon a winning project just before it turns the corner. So trust the directions. Stick with your plan."

[Zeyuan Wang · Rating 5 out of 5]

A book written by the man behind the blockbuster ThignMasters Infomercial with gross sales of 100 million dollars.

This book, unlike most books, are highly detailed in describing how it all began, including how the product and spokesperson was selected, the challenges at every stage and how they were subsequently overcome.

As real as it can get, this book has no theory, little mindset, but pure practical wisdoms acquired through the author’s experience.

It’s surprising to realise how such a simple product could become so popular in the market. This further reinforces the lesson that a great marketing beats a great product anytime.

Though infomercials might not be that relevant right now, this book is still a worthy read to learn how a guy with little to no experience in infomercial and retail could achieve success from scratch.

[Kalle Wescott · Rating 5 out of 5]

Fantastic and inspiring story.