TV Pitchman Billy Mays Lands Reality Show…and The Attention of Corporate America

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Hi Billy Mays here for…OxiClean, Orange Glo, Kaboom, Mighty Mendit…and the list goes on.  If you own a television, then at one point or another you’ve seen the 50 year-old, black-bearded Mays pitch these products.

And you’ve probably laughed.  But a better idea might be to learn.

That’s because Billy Mays and his sometimes partner Anthony Sullivan (Swivel Sweeper, Stick Up Bulb, Smart Chopper) are master salesmen…particularly with video.  Together, they have sold over 1 billion dollars worth of products…and both are multi-millionaires.

In fact, they’ve become so popular (and successful) that they’ve landed their own TV show on the Discovery Channel…where they are taking the dreams of struggling entrepreneurs and (hopefully) turning them into reality.

Coming from the direct response world as I do (as a burned-out, former copywriter), I appreciate how well they orchestrate direct response principles in their ads.  Again, particularly with video, where they DEMONSTRATE problems, solutions and benefits without wasting a second of time on anything else.

And again, coming from the world of direct response, I also know from multiple, first-hand experiences that there are two universal truths:

1. Direct response advertising…when done correctly…can be devastatingly effective

2. The corporate world is terrified of direct response style advertising

By terrified, I mean it scares them to death to use these sometimes “unprofessional”, “crass” and “loud” advertising techniques.  In the corporate world, image and brand rule.

So much so, that people willingly avoid direct response techniques…even when they know they can be worth a king’s ransom…just to keep their image intact.

And that’s fine, I have no problem with it.  It’s a free world (at least where I live).

But it’s also funny how…when push comes to shove…human nature always wins out.  That’s another way of saying that greed (or desperation) trumps authenticity.  I’m specifically talking about the current, global financial meltdown.

You see, while banks are begging for bailouts, retailers are slashing prices and industry giants are trimming workforces…the late-night infomercial industry is thriving.  Corporate advertising?  Down 2.6% from last year.  Direct response advertising?  Up 9.2% over the same period.

And something funny is happening.  Image-conscious corporate America…always the first to thumb their nose at the direct response industry…is now embracing that industry.

Yes, they are now turning to direct response style advertising.  It seems they noticed that guys like Billy Mays and Anthony Sullivan know how to flat-out sell products.  Something that simply cannot be done with corporate, image-conscious techniques.

“It’s like this recession has caused corporate America to come alive,” says Tim Hawthorne, chairman of Hawthorne Direct and a direct response television veteran. “We’re getting a huge volume of inquiries from big companies, more than we ever have.”  And Billy Mays himself will be pitching for Arm & Hammer in national TV spots.

The corporate world and direct response.  Who would have ever thought?

Now here’s a look at a few of those “as seen on TV” products we’ve all laughed at…and the numbers they’ve produced:

Thigh Master – $100 Million in sales

George Foreman Grill – $100 Million in sales

Ronco Showtime Rotisserie & BBQ – 1.2 Billion in sales

Snuggie – $80 million in sales (estimated)

18 comments

  • Do you suppose this trend will spill over into places like the Superbowl – where viewers remember the funny ads, but forget what products were being advertised?

    It will be fun to see if TV ads will stop being cute, clever, or funny – and start focusing on the benefits. I may have to start watching TV just to find out.

    Thanks for the numbers – and the informative post!

  • This is great Dave. Just had to tweet about it.

    We may laugh at these techniques-but we can’t laugh at the numbers they produce!

  • I had always hated Billy Mays’ videos. I don’t think there is a need to screen at us to sell something. It’s annoying. As soon as I see his commercials, the first thing I do is to change the channel. The commercial content and demonstration are ‘ok’ (although results are not real and are exaggerated) but still falls short for my taste, regardless of the millions he might be making.

    Maybe a blend of that type of video with the corporate style will result in the perfect commercial.

  • I met Billy Mayes last year at a trade show. He gave me the words that kept me motivated. If anyone knows how to reach give Billy Mayes please tell him I said thank you.

    Chrissie.

    The best and last hanger you will ever buy!
    Hanky Tanky Hanger-hang 12 tops or bottoms on one hanger.
    1-877-hangs12

  • I just need to know how can I get ahold of some one from that TV show to show them what I have for a chance to pitch Billy and Sullivan my product for cars.

    TKS
    Dan The license plate man.

  • Dave, as always, fantastic post. I think that Billy has a lot to teach us. He is not the greatest deliverer of info out there, but he is passionate, and he is great at getting you to feel the scarcity, or urgency, that is crucial to selling in direct response.

    Great stuff!

    Lawton

  • Good Day Dave

    I enjoy watching Billy and enjoyed the show
    on how they film the show and what everyone
    had to go through to make it work.

    I would like to know more about your Direct
    Response Marketing.

    My partner and I have a new LED product that
    no one else has and is selling great, but we
    go out to show it and we have had a 100% closing
    ratio, so far. We have been blessed to have a
    product that sells into day’s economy.
    We are just putting together a web site now.

    We have only had this product for 3 months now.
    We have one company that wants to sell this in
    their store to their customers. We would like
    to reach a larger market without going out
    and showing the product.

    This product shows great and once they see
    it they want to buy it for their store to
    use it to sell their products.

    Do you have to be a large company to use
    this Direct Response Marketing or can a
    small company like ours do great with this ?

    You can e-mail me about this for where to
    go and how to use this Direct Response
    Marketing or any other info.
    Any help in this matter will be appreciated.

    Thanks for the great info.

    Have a great day.
    GOD Bless
    Jim

  • I would like to know more about the footstick lady in California….I know you don’t do feet but I want to get information on how to reach this lady….
    i.dream.of@hotmail.com

    THANKS

  • Billy,

    I have a “firestarter” for use in outdoor camping, burning trash, hiking, bar-be-que, instead of using any liquid firestarter or matches and paper. This product is environmentally rated, works better any method and should be marketed against liqued firestarter products to keep children and adults from burning themselves.

    These firestarter sticks are water proof, wind proof, and are so good you can lite them in a windstorm or rainstorm. They were desiged originally for the military because of the lite weight and convenience. I would like to send you more information about this product and tell you that it is a $500,000,000/year market with some competiters( with none as good) and the liquid market.

    Your expertise would help us get 10% of the market and into major grocery and hardware chains within a few years. I am willing to share with your group a piece of the manufacturing and marketing.

    Ted Costa JD
    Portland, OR
    503-654-1726

  • TV pitchman. What a fun reality show to watch. Good to know that Mr. Mays does not shout ALL THE TIME!!!!!

    They will continue to make a fortune. What a set-up they have built.

    As a person who worked in TV and video production jobs for years, it has always amazed me that the level of “class and style” of a TV ad is often in INDIRECT proportion to how effective it is.

    The suckier the better sometimes.

    Weird, huh?

    TV….Just absolutely redefines good and bad.

    Lorraine Grula

  • I have a invention that everyone in the country will want.I am scared to submit it to anyone becauce about 35 years ago i sent a letter to folgers and maxwell house about my idea of the removeable top on the cans because none of mine fit under the can opener. they wrote me back and said they were not interested and it would be to coastly. about 5 years later we now have pull off tops on coffee.this idea i have would inter act with cars but would not be to coastly to produce.i would like to submit it to them but im afrasid they would make it costly. i hope you can help me with this idea.
    thank you
    sharon krug
    1-941-488-2575

  • Broken-hearted that he died so young!
    He did scream a lot – but he was the one person who spoke to the hard-of-hearing aging population (ie.my mother).

    I felt I could look into his eyes on those semi-irritating commercials and tell that he was a good and honest person who truly believed in the product he was pitching.

    He was a positive influence on hgumanity! We will miss him!

    God bless his family at this sad time.

    Theresa

  • Yes, we lost the countries greatest “pitchman”, Billy Mays. I am fortunate enough to have called him a friend for many years, his “BobbleHead” and many photos of various activities that we participated in together sit on my credenza. In addition to being the greatest “pitchman”, he was one of the “real” guys, genuinely friendly and generous. He will be greatly missed..
    Those of you with product ideas, there are many conduits for bringing your show to DRTV, it is also an industry filled with sharks..careful. Should you have a product or an idea, Billy’s long-time partner is a close friend of mine, whom I can direct you to, as well as offer some advice if needed on DRTV and it’s opportunities.