You’ve seen infomercial legend Matthew Lesko, bedecked in his question mark suit, telling consumers how to get free money from the government for more than a decade.  Now, the Riddler look-alike is the subject of a short documentary film, “The Gospel According to Matthew.”  In it, Lesko describes how he took the information used by big businesses such as Nike, Apple, and others, and brings it to individuals and small business owners, helping them get free governmental resources.

In Lesko’s As Seen On TV ads for his “free money” books, he wears his trademark suit and tells viewers that it is ridiculous to pay for something one can get for free:

This seems to be a theme in Lesko’s life.  In “The Gospel According to Matthew,” he describes that his 1987 best seller Getting Yours was essentially written by the government--not by Lesko at all.  He says, “My first New York Times bestseller was a book where I plagiarized the whole thing. Nothing in the government is copyrighted so I just want to the government printing office, bought the state book for $35 and cut and pasted. I took it to Penguin Viking and changed the titles of all the programs, went on the news shows and it became a New York Times bestseller and I didn’t write a lick.”  Lesko says he provides the government’s own information to consumers who are looking for free resources.

Of course, Lesko is not without his critics.  Because the information in his As Seen On TV finance books is readily available for free from the government, some criticize Lesko for selling the information.  However, he feels that he has consolidated the information, making it easier for individuals to access.  Though the information is available elsewhere, Lesko has done the research for consumers.

Lesko says that the government is “weird,” and points to things people can get for free--aside from cash or grants--from governmental agencies:  retired drug dogs, horses, mules, Smokey the Bear or Woodsy the Owl costumes.  He advises consumers looking for free government resources, “Don’t believe in ‘no’.”  He says that if a consumer is told “no,” they are likely asking for it the wrong way.

Though others may criticize Lesko, calling him a “symbol for self-centered free-riders,” Lesko himself sees what he does as important.  He says, “I don’t take myself seriously, but my work is serious.”  Lesko began his search for free government resources as a consultant for Fortune 500 companies before deciding to take what he learned and bring the information to average citizens.  He says, “I figured the fat cats were going to get it with or without me, so I wanted to educate normal people on the street what benefits are available to them.”

Watch a trailer for “The Gospel According to Matthew” below:

It seems to me that mainstream television commercials are taking a cue from As Seen on TV product advertising and cashing in on the cult following retro infomercials enjoy.  If you’re wondering what on earth I’m talking about, let me just give you an example.

First, remember our Way Back Wednesday blog story about Tom Vu?  Vu hawked his As Seen on TV real estate program with the help of a rags-to-riches immigrant story--as well as buxom bikini babes and expensive toys like a yacht, a Rolls Royce, and a helicopter.  In case you’ve forgotten the old Tom Vu infomercials, or if you haven’t been keeping up with the SeenOnTV Express blog, here’s a commercial to help with the upcoming comparison:

Now, fast forward twenty-five years or so to 2011.  DirecTV, a leading satellite television provider, has recently started airing humorous commercials that seem to spoof the elite and filthy rich.  You may have seen “The Russian” (a commercial that launched a parody website selling miniature giraffes, Sokoblovsky Farms Petite Lap Giraffes*).  DirecTV’s latest offering is “The Whale,” featuring comedian Dat Phan in an appearance that looks strikingly familiar, no?

In case you’ve missed the connection between “The Whale” and Tom Vu, let me make it a little more clear.  ”The Whale” makes repeated references to his casino winnings and going “all in.”  Tom Vu has made more than $1,500,000 in casino poker winnings, including placing second in the 2007 World Series of Poker and a ninth place finish in the Season Five World Poker Tour championship.

Deja Vu, indeed.

*I am number 1,241,584 on the waiting list for my own Petite Lap Giraffe.  I’m sure it will happen soon.  In the meantime, I wonder where I can get a ginormous panda.

As Seen on TV Best Sellers

Infomercial products are designed to fill a need, solve a problem, minimize an annoyance.  The inventors of these As Seen on TV product innovations have an uncanny ability to find television viewers’ biggest pet peeves and market a solution.  Describing the invention of the Snuggie, one infomercial product review website noted,  “One day a guy put on his robe backwards and said, ‘I want a Porsche.’”  With over 20 million Snuggies sold in 2009 alone . . . well, that’s a lot of Porsches.

When an infomercial hits big, it REALLY hits big.  According to several sources, the television infomercial business, or Direct Response Television (DRTV) marketing, is a $300 billion dollar industry.  Forbes.com cites Remy Stern, author of But Wait . . . There’s More, in saying that the direct response marketing industry is “larger than the film, music and video game industries combined.”  So in an arena filled with failed ideas, which As Seen on TV products are generating the most revenue?

Top Ten Infomercial Products and As Seen on TV Products

A Forbes.com article released by ABC News reveals the ten most successful television infomercial products as determined by California-based research firm Jordan Whitney.  This list is based on sales figures from Nov. 2009 to Nov. 2010:

1. Bowflex Home Gym
2. Carleton Sheets Real Estate Tutorial
3. Proactiv Solution Acne Treatment
4. Ronco Showtime Rotisserie Pro Electric Rotisserie Oven
5. Sharper Image Ionic Breeze Air Purifier
6. The Firm Bodybuilding Fitness Videos
7. Walk Away the Pounds for Abs Weight Loss System
8. Gazelle Freestyle Home Exercise Equipment
9. Total Gym Challenge Home Gym
10. Foodsaver Food Vacuum Packaging Machine

Though this list provides the most successful products for last year, the As Seen on TV best sellers are constantly evolving.  In fact, infomercial researchers at Jordan Whitney also list weekly top sellers.  Last week’s best selling As Seen on TV products included mostly fitness and personal care products:

1. P90X
2. Insanity
3. No!No! Hair
4. Six Week Body Makeover
5. Turbo Fire
6. Zumba
7. Genie Bra
8. Wen Hair Care
9. Cindy Crawford’s Meaningful Beauty
10. Sensa Weight Loss System

Hm.  That list looks suspiciously like the As Seen on TV products in our Spring Fever Series.

On last week’s Way Back Wednesday, we discussed the overwhelming desire to get results with no effort.  With the Hawaii Chair, the goal is to achieve a toned core while sitting on your tuckus doing nothing.  For today’s post, we’ll look at an infomercial that encourages its viewers to “get off your butt and do it!”

In the late eighties and early nineties, Tom Vu appeared on late night television promoting a free 90-minute seminar that promised to show its attendees how to make millions in real estate.   Profiting from real estate investments is a popular money-making method, and many programs, including the Carleton Sheets Real Estate Coaching Network  and Dean Graziosi’s Profit from Real Estate Right Now, can still be seen on TV today.  What made Vu’s infomercials so unique were his “rags to riches” story as a Vietnamese immigrant, his entourage of bikini clad models, and his complete lack of command of the English language:

Actually, it seems that none of the speakers in the infomercial are native English speakers.  That also reminds me of last week’s post, what with its “thawed and loosened redundant fat.”  For a man with such strongly accented speech, however, Vu had some great lines, including:

• “Do you think these girls like me? NO, they like my money!”
• “Are you afraid to ask your Boss for the day off to come to my seminar? Well then you don’t deserve to be rich.”
• “Don’t listen to your friends. They’re losers!”

Tom Vu became so popular through his late night real estate infomercials that he has been frequently referenced in pop culture, including an “appearance” on The Family Guy and in the lyrics to “Professor Booty” by The Beastie Boys.  

Vu has since retired from real estate, but he continues to make the money necessary to be surrounded by mansions, yachts, and bikini babes as a tournament poker player.  To date, he has won over $1,500,000 playing poker and placed second in the 2007 World Series of Poker.

From busboy to babe magnet, Tom Vu is living the American dream.