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| "This business has legs": How I Used Infomercial Marketing to Create the$100,000,000 ThighMaster Craze | 
 enlarge | Author: Peter Bieler
Publisher: Wiley
Category: Book
List Price: $29.95
Buy New: $21.91
You Save: $8.04 (27%)
New (16) Used (10) from $15.84
Avg. Customer Rating:  7 reviews
Sales Rank: 185254
Media: Paperback
Number Of Items: 1
Pages: 206
Shipping Weight (lbs): 0.7
Dimensions (in): 9.2 x 6.1 x 0.5
ISBN: 0471147494
Dewey Decimal Number: 659.143
UPC: 723812147496
EAN: 9780471147497
ASIN: 0471147494
Publication Date: May 28, 1996
Availability: Usually ships in 1-2 business days
Condition: Brand new book! Delivered direct from our US warehouse by Expedited (4-7 days) or Standard (usually 10-14 days but can be longer). Expedited shipping recommended for speedier delivery. Over 1 million satisfied customers
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| Editorial Reviews:
Amazon.com Review
The inside story of how Bieler started with no money, no product, and no experience, and somehow created a $100 million business selling the "Thighmaster" through infomercials. Far more entertaining and fun than any infomercial, and, in many ways, a mind-boggling book about how new industries are created in this modern world. Recommended.
Product Description
"Only in America could a would-be monk convince a faded television star to pitch a rehabilitation device designed for Scandinavian skiers and create a nationwide sensation. The marketing strategy alone 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 whole marketing strategy he used. Even I learned a lot."
--Bob Rice Pet Rock Promoter
"Within a matter of months, Peter Bieler created a $100,000,000 industry out of nothing. This fascinating book chronicles step-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 a rack to dry homemade pasta ... Prop it on its side and presto! Twin picture frames ... Have it bronzed and claim it's a very early Henry Moore ..."
--Diane White columnist for The Boston Globe on alternate uses for the ThighMaster See Inside for Exciting Contest Details!
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| Customer Reviews: Read 2 more reviews...
Entertaining and useful marketing story August 24, 2008
This is a fun book about the business behind the ThighMaster (yes, the Suzanne Somers-pitched infomercial product). It is breezy and entertaining to read, but also provides an interesting overview of the infomercial industry. I was inspired by this firsthand account of someone noticing a market (infomercials were new in the 90's when this was written), taking the idea and running with it. I loved how Peter came from film school and the entertainment industry. Yet another example of how art and business mix! I heard about this gem of a book from another good mind-stretching book, Tim Ferriss' "4-Hour Workweek".
If you like reading these real-life business stories, you will also like Rebecca Mathias' "Mothers' Work" (about the people behind Pea in the Pod, Maternity Works and really the creation of the maternity business fashion line) and Fred DeLuca's "Start Small, Finish Big" (about the Subway sandwich franchise).
Insider's view of infomercials March 23, 2007
1 out of 3 found this review helpful
I found this a fascinating look inside the world of marketing and infomercials, as well as a view of the author's experience turning a utilitarian product into something sexy and wanted by millions.
 superb case study of bringing a product to market February 2, 2005
7 out of 8 found this review helpful
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.
Hilarious Look at Creating a Business October 20, 2004
2 out of 4 found this review helpful
The book goes from staking out the county fairs for ideas to corporate takeover attempts. The section of selecting a product shows that no one is completely right 100% of the time.
A "must have" for any budding entrepreneur! June 17, 1999
7 out of 7 found this review helpful
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.
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