Buy Now: Creative Marketing that Gets Customers to Respond to You and Your Product

Chapter 3. They Don't Teach This in College: Rick's Story

Before we move on to examine more of the big product hits in my career, I'm going to invite you into my thought process. (If you want to skip some of the historical background and just get to the nuts and bolts of this powerful marketing model please go to Chapter 10.)

The following is my story on how I got started in the infomercial business.

I grew in knowledge and experience as a result of who I am and where I came from. I'm sharing my background with you in case you can glean any insights or make any observations from it that you can use to your advantage.

I've always been a big believer in selling through education or information. I know that if you provide consumers with the necessary information, they'll draw their own conclusions in favor of the product. Maybe I like this approach so much because this was how I succeeded in my first "real" sales job, selling suntan lotion, pool-side in Daytona Beach. My approach has always been to explain why the product is necessary and how it accomplishes the desired result. I focus on the benefits of the product, whether it's suntan lotion, a juicer, toothbrush, or laundry product. One way to accomplish this is using the problem/solution scenario: first explain what the problem is, then offer a solution. For example:

• "Want to be healthier and live longer? Drink fresh juice!" (Juiceman)

• "Want whiter teeth, a better dental checkup, and healthier teeth and gums? Get Sonicare!"

• "Want to ...