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'But Wait, There's More' Deemed Top TV Tagline
CLEARWATER, Fla. -- As Seen On TV Inc. has announced the 10 most popular taglines of all time, "But wait, there's more" topping the list, followed by "Life's a pitch and then you buy."
"Turn on the television late at night, and you are sure to see an infomercial for the latest and greatest hot item you just can't seem to live without," says Kevin Harrington, chairman of As Seen On TV, in a prepared statement. "But often, it's not just the product, but the carefully crafted sales pitch that leads you to a purchase."
It's those pitches delivered by popular pitchmen such as Tony Little, Ron Popeil, Anthony Sullivan and the late Billy Mays that have skyrocketed the As Seen On TV industry into a $350 billion business. "From Ginsu to Snuggie to ShamWow, infomercial products are no longer just a late-night phenomenon but common household names," said Michael Planit, president of Product Strategies Inc. and the author of the book Operators Are Standing By! "Direct response television is the fastest and best way to introduce a product to the consumer market while gaining widespread exposure for that product," he said in a prepared statement.
The most common phrases and taglines decade after decade as voted As Seen On TV customers in reverse order:
- 10. "Two easy payments of $19.99!" No matter the product, one thing will deter the purchase of any viewer: A high price tag. splitting a purchase into two or more payments makes it seem more affordable.
- 9. "Money back guaranteed!" There seems no reason not to buy a product if the customer believes he can easily get a refund should he be dissatisfied.
- 8. "Not available in stores." This address a common objection, "I'll pick it up next time I go to the store."
- 7. "Call right now/Act now!/Limited time only!" This common phrase are intended to create a sense of urgency to buy the item being pitched.
- 6. "We'll double the offer." To make the product one the buyer can’t refuse, the pitchman gives a sense of added value by throwing in a free product or two of the same item.
- 5. "You can do it!" Fitness guru and pitchman Tony Little made this saying popular.
- 4. "Operators standing by!" Some infomercials even show a ticking clock, suggesting that once the ad or paid program is over, no one will take an order.
- 3. "Set it and forget it." This phrase was made popular by Ron "Ronco" Popeil, who first gained attention as a pitchman in his own product infomercials. Over the past 40 years, his products have achieved more than $2 billion in sales. "I'm the 'set it and forget it' man," said Popeil, inventor of the Ronco Showtime Rotisserie, to AsSeenOnTV.com. "If people see me at an airport, that's what they call me."
- 2. "Life's a pitch and then you buy." This is one of the best-known sayings from Billy Mays, whom As Seen on TV describes as “one of the most acclaimed As Seen On TV pitchmen of all time.” Mays promoted of OxiClean, Orange Glo, Kaboom, and other cleaning, home and maintenance products.
- 1. "But wait, there's more!" Popeil didn’t coin the phrase but he made it popular by Popeil.
As Seen On TV Inc. is a multichannel distributor of As Seen On TV products. It offers 1,500 products related to households, kitchens, the outdoor, health and beauty, fitness, clothing, electronics, toys, novelties, pets, DVDs and food.
Published by The Business Journal, Youngstown, Ohio.
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