This Business has Legs : How I Used Infomercial Marketing to Create the $100,000,000 Thighmaster® Craze: An Entrepreneurial Adventure Story
"This Business has Legs" : How I Used 0471147494

"This Business has Legs" : How I Used Infomercial Marketing to Create the $100,000,000 Thighmaster® Craze: An Entrepreneurial Adventure Story
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"This Business has Legs" : How I Used Infomercial Marketing to Create the $100,000,000 Thighmaster® Craze: An Entrepreneurial Adventure Story Specs:
Product Name"This Business has Legs" : How I Used Infomercial Marketing to Create the $100,000,000 Thighmaster® Craze: An Entrepreneurial Adventure Story
ManufacturerJohn Wiley & Sons
Retail Price $24.95
EAN-139780471147497
EAN-1409780471147497
UPC723812147496
UPC978047114749
Specifications 
Title"This Business has Legs" : How I Used Infomercial Marketing to Create the $100,000,000 Thighmaster® Craze: An Entrepreneurial Adventure Story, "This Business has Legs" : How I Used Infomercial Marketing to Create the $100,000,000 Thighmaster® Craze: An Entrepreneurial Adventure Story, "This Business has Legs" : How I Used Infomercial Marketing to Create the $100,000,000 Thighmaster® Craze: An Entrepreneurial Adventure Story, "This business has legs": How I Used Infomercial Marketing to Create the$100,000,000 ThighMaster Craze
ISBN0471147494
Author(s)Peter Bieler, Peter Bieler, Peter Bieler
Release Date24 May, 1996, 1996-05-24, 1996-05-28
FormatHardcover, Paperback
Num of Pages206
Num. of Items1
EAN9780471147497, 9780471147497
Dimensions9.2 x 6.1 x 0.5 in.
Weight1 lbs.
Deal first added on:19-January-2004

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Latest 6 Reviews
Here is what people are saying about the "This Business has Legs" : How I Used Infomercial Marketing to Create the $100,000,000 Thighmaster® Craze: An Entrepreneurial Adventure Story
4 Star Rating  "Good book, but left some questions"2009-02-02
- Reviewed By User: A1SY0DBSJAKB1A
Overall the book is pretty informative and interesting, although it did leave some questions in my head:

1. The cover says "$100,000,000 craze" but he never actually goes into how much money he walked away with in profit after it was all said and done. I was really looking forward to getting detailed numbers on how much he spent and how much he made total but never got it.

2. Also, Im still kind of confused about why he left the company and what stage the business was in when he left. Were they still running infomercials? Were they still breaking even on them to support retail sales?

3. He said the company went bankrupt after he left and he doesn't know why. I would think he would have some kind of an idea of why, was the product/fad cycle just over? Or does he think it was being managed poorly?

Good read, I recommend it to anyone interested in marketing, particularly direct-response and infomercials.
 
4 Star Rating  "Entertaining and useful marketing story"2008-08-24
- Reviewed By User: A3M9BUP87EGTFT
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).
 
4 Star Rating  "Insider's view of infomercials"2007-03-23
- Reviewed By kjmendoza
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.
 
5 Star Rating  "superb case study of bringing a product to market"2005-02-02
- Reviewed By daytradinguniversitycom
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.
 
5 Star Rating  "Hilarious Look at Creating a Business"2004-10-20
- Reviewed By User: A2PP8G6V5OOLPJ
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.
 
5 Star Rating  "A "must have" for any budding entrepreneur!"1999-06-17
- Reviewed By Anonymous
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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