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201 GREAT IDEAS for Your SMALL BUSINESS, Third Edition by Jane Applegate

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GREAT 111 IDEA: Produce an Infomercial

If you think marketing your product via an infomercial is a quick and easy way to make millions—think again. Industry experts say only 1 product in 20 actually hits the big time.

Although consumers buy more than a billion dollars' worth of goods a year, producing an effective infomercial remains an “imprecise science,” according to a spokesman for the Electronic Retailing Association (ERA).

Infomercials first hit the airwaves in 1984, when Congress deregulated the television industry. Most fall into a few broad categories: health and beauty products, exercise equipment, motivational programs, and household products.

One big success on the housewares front was the Smart Mop, designed and manufactured by Santa ...

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