Roughly four months ago, the SeenOnTVExpress blog wrote of the arrest of Don Lapre, self-proclaimed “King of Infomercials.”  Lapre’s story has taken an unfortunate turn as the infomercial pitchman was found dead in his cell in Federal custody on Sunday, October 2.  His trial was scheduled to begin today, Tuesday, October 4.

A spokesman for the U.S. Marshall’s office confirmed the death of the 47 year old Lapre, saying the inmate died of an apparent suicide while in custody at the Arizona State Prison Complex in Florence, Arizona.  Spokesman Matt Hershey said the cause of death remains under investigation.

At the time of his arrest, Lapre had serious self-inflicted knife wounds to his groin.  Police believed he was trying to commit suicide by severing his femoral artery.

Don Lapre, a high school dropout, was indicted in June on 41 criminal counts related to his infomercial business, “The Greatest Vitamin in the World,” and other infomercial schemes.  He was indicted on charges of conspiracy, mail fraud, wire fraud and promotional money laundering.  Lapre was accused of bilking more than 220,000 people out of nearly $52 million dollars by selling a useless internet business.

On his website, ironically entitled “Enjoy Life,” Lapre wrote:

Never Stop Dreaming….

I tried to create the best product on earth, paid out millions, made very little trying to make it a success, had attorneys review my entire company, paid out millions in refunds, tried to make the commission and products better every single year, and in spite of all that, I have been accused of something I did not do.  I did not have the perfect company but never once did I allow one thing to be done that would violate any law.  Nevertheless, because the majority of people did not make money, in spite of everyone of them being able to make as many $1000 checks as they wanted, I am left to fight a battle that will for sure destroy what energy I have left inside.

Infomercial products are designed to solve problems, not create them.  For Lapre, his apparent attempt to take advantage of those wishing to build a successful internet business cost his alleged victims millions of dollars, and cost himself his life.

For nearly 30 years, AJ Khubani, CEO of infomercial leader Telebrands, has had a keen eye for products that will sell well through Direct Response Television Marketing.  Khubani got his start marketing products including an ultrasonic flea collar, the Easy Cycle, and AmberVision sunglasses.  He found particular success from the AmberVision glasses, selling over 15 million pair and launching a business that stands at the forefront of As Seen On TV marketing.

How has Khubani remained so successful during the past 28 years, including achieving record profits during an economic recession?  According to colleagues and industry experts, Khubani has an uncanny ability to spot the inventions that will take off.  Khubani himself says that he can spot inventions that will take off “in about a minute.”  He says the best As Seen On TV products are the ones that “solve common problems, sell for between $9.99 and $19.99, and make people think, ‘Why didn’t I think of that?’”

In fact, these are the exact instructions Telebrands issues to inventors seeking to propose the hot new informercial items at one of Telebrands’ Inventors Days.  The Telebrands blog states:

I said it before and I’ll say it again… to be considered as a viable TeleBrands product…

1. It needs to solve a common problem
2. It has to demonstrate well on TV
3. It has to be a good deal (coming in at either $9.95 or $19.95)

The invention may otherwise be a good idea, but if it doesn’t meet the three above criteria, it doesn’t meet the “Khubani cut.”

Inventors who feel their products may be the next big thing, like the Ped Egg (of which Telebrands sold more than $300 millon worth by 2009), can show up for one of Khubani’s periodic “Inventors Days” to pitch their ideas before a panel of judges that includes the man himself, his wife, and even his son’s math tutor.   Though Khubani says he can spot a good product in a minute, inventors get up to five minutes to pitch their products.

In addition to Khubani’s instinct for products that will sell well through DRTV marketing, he also thinks his products fill a certain niche.  With everybody focusing on high tech products these days, Khubani says, “somebody has got to focus on low-tech.”  He goes on to explain:

The products I sell need to deliver on the promise of being simple solutions for everyday problems. When I get pitched a product, I like to be able to understand it in the first five seconds. Like the Windshield Wonder: What could be more low-tech than a 16-inch plastic rod with microcloth on the end? We’ve sold seven million.

Khubani estimates that for every hundred products pitched to Telebrands, ten are selected for testing.  Of those ten, only one will actually make it to the infomercial airwaves.  But when that one hits, boy does it hit.  Thanks to Khubani’s great instincts, leadership, and marketing savvy, Telebrands is a $1 billion As Seen On TV empire.

Don Lapre, the self-proclaimed “King of Infomercials” was arrested last month after failure to appear in court for an indictment on 41 counts of mail fraud, wire fraud, money laundering, and conspiracy.  Lapre, who made a name for himself selling As Seen on TV money-making schemes, faces fraud charges relating to the marketing of “The Greatest Vitamin in the World” as both a product and a multi-level marketing venture.  On his website, Lapre proclaims his innocence, stating:

“I tried to create the best product on earth, paid out millions, made very little trying to make it a success, had attorneys review my entire company, paid out millions in refunds, tried to make the commission and products better every single year, and in spite of all that, I have been accused of something I did not do.  I did not have the perfect company but never once did I allow one thing to be done that would violate any law.”

Apparently, the law disagrees.  Don Lapre is accused of bilking nearly $52 million from more than 225,000 investors for a business that paid out only $6.3 million in commissions.  According to Quackwatch, in 2006 the Better Business Bureau cited Lapre’s company for failing to substantiate the following advertising claims related to The Greatest Vitamin in the World:

• “Our company will pay you $1000 up front or up to $200 a month for the rest of your life every single time you get just 20 new people to try our amazing vitamin.
• “Each week we pay you on all the revenue earned the week prior! This is the easiest way in the world to start generating $1000 checks over and over again!”
• “Our top people have made thousands and thousands of dollars doing this!”
• “Each month you get just 100 new vitamin clients, we pay you a $5000 bonus! And the top two Independent Advertisers who create under 100 new vitamin clients also get a $5000 bonus!”
• “Endorsed by the NBCCA representing most teams in the NBA.”
• “We use the highest grade and most absorbable nutrients known to man.”

In 2005 and again in 2006, the Food and Drug Administration warned Don Lapre against making drug claims about his vitamin.  Specifically, Lapre claimed that The Greatest Vitamin in the World could be used to fight diabetes, stroke, heart disease, insomnia, cancer, and arthritis.  The FDA admonished, “Your products are not generally recognized as safe and effective for the above referenced conditions.”  In 2008, the state of Maryland forbade Lapre and The Greatest Vitamin in the World LLC from doing business in the state, with the Maryland Department of Securities asserting that the company was not licensed to sell business opportunities, and that Lapre had failed to issue refunds to dissatisfied customers.

In June 2011, Lapre was indicted in Phoenix, Arizona, on 41 counts of fraud.  He did not appear for his court date and was arrested on June 27.  Lapre was arrested at a fitness center where he had allegedly been living for two days prior to his arrest.  An FBI wanted poster featuring Lapre described the “King of Infomercials” as possibly suicidal, suffering from depression and anxiety.  At the time of his arrest, Lapre had self-inflicted knife wounds to the groin.

These most recent legal and financial difficulties are not the first for Lapre:

• 1988 – declared Chapter 7 bankruptcy
• 1990 – charged with fraud for “Unknown Concepts,” a credit repair agency that claimed to help customers get credit cards, but instead provided a listing of credit card providers; forced to pay civil penalties and restitution
• 1994 – forced to pay the state of Arizona $45,000 in unemployment and withholding taxes he neglected to pay in 1993 and 1994
• 1995 – the Michigan Attorney General took action against Lapre for failing to register his business; an Assurance of Discontinuance prohibited Lapre from doing business in the state until it was properly registered and restitution and payment of fees was made
• 1997 – the IRS placed a lien of nearly $1 million against Lapre and his wife for failure to pay delinquent taxes
• 1999- filed Chapter 11 bankruptcy

As Seen on TV business opportunities and money-making ventures offer the promise of fulfilling your financial dreams.  However, as with any commercial venture, the adage “Buyer Beware” holds true.  A quick check with the Better Business Bureau would have helped Lapre’s alleged victims from falling prey to his business scam.  Infomercial ventures are no more or less susceptible to fraud than a brick and mortar business.  Legitimate infomercial business opportunities exist through financial coaching, real estate investing tips, and even IRS tax help.  Take time to investigate any opportunity before plunging ahead.  Remember–if it sounds too good to be true . . . well, there may just be a reason for that.

Harold Camping had his followers all set for the end of the world on May 21, 2011.  The world didn’t end, but subsequent storms in Oklahoma, Missouri, and elsewhere around the nation had many people feeling like the end was, in fact, at hand.  Severe weather, hurricanes, tornadoes, earthquakes, and more seem to be devastating areas around the globe.  During tornado season, massive storms have caused record fatalities in Tuscaloosa, Alabama, and Joplin, Missouri.  Towns in Arkansas, Kansas, Oklahoma, and Minnesota have seen great destruction from these storms.

The reason I’m writing about severe weather on an As Seen On TV blog is because two nights ago, this was the hail that fell on my home:

And last night, this is what I saw when I looked out across my back yard:

This photo was taken from the west side of the storm.  We were on the east side of it, so that tornado you see is directly between the camera man and my house–and moving toward us.  As I took my family into the storm shelter, I was convinced that my house would be rubble when we climbed out again.

Fortunately for us, the storm turned and we were spared.  Others were not so lucky:

As my family and I huddled in our storm shelter, I wondered if our home would collapse on top of the shelter.  I wondered if we’d be able to climb out from under the debris ourselves, or if we’d have to wait for rescuers to free us.  Suddenly, the sippy cup of milk and baggie of snacks I’d brought down for our young son seemed grossly insufficient.

We are grateful that it was a non-issue for our family, but it did get me thinking a lot about emergency preparedness.  There are actually several As Seen On TV products that can help you and your family stay safe in an emergency.

Most notable is the 72 Hour Emergency Kit.  The 72 Hour Kit is designed to keep you fed, hydrated, and warm in the first 72 hours following an emergency.  Each kit contains enough food and water to sustain one person for 72 hours or until emergency personnel arrive:

• 6 (4.2 oz) Mylar water pouches
• 2400 calorie food bar
• 36-piece first aid kit
• Emergency blanket
• 5-in-1 survival aid tool
  • Compass
  • Signal whistle
  • Signal mirror
  • Waterproof match box
  • Flint firestart
• Waterproof matches
• Light stick

Another thing I was wishing for in our dark shelter was light.  We had a small battery powered lantern and a couple of flashlights, but it was still fairly dark.  Of course, when we emerged, our power was out, and we could have used some light then, too.  While not specifically designed for emergency use, the Hug Light, Widget Light, and Hex Light are all created for hands-free use, which could come in handy in a difficult situation.

Seeing a massive storm coming your way gives a feeling of incredible hopelessness.  Take every precaution available to protect yourself and your family.

To the victims of this spring’s devastating storms, our hearts are with you.

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.

AP/Ariel Hankin

Fairwell to Fitness Legend Jack LaLanne

The legendary fitness guru who once joked, “”I can’t afford to die. It would wreck my image,” recently passed away at the age of 96.  On Sunday, January 23, 2011, wellness expert Jack LaLanne died of respiratory failure as a result of pneumonia.  LaLanne was a leader in promoting and popularizing fitness and wellness,  and is credited by numerous celebrities as the reason they adopted a fit, healthy lifestyle.

LaLanne used his enthusiasm and his understanding of wellness to encourage others and to bring exercise out of the gym and into the living rooms of the common man--and woman--as early as the 1950′s.  Jack LaLanne said, “The only way you can hurt the body is not use it. Inactivity is the killer and, remember, it’s never too late.”  The unassuming man proved this time and again through feats of strength and fitness that would amaze his audience and help spread his message.   According to an Associated Press obituary listed on Yahoo! News, LaLanne performed 1,000 pushups in 23 minutes on the show You Asked For It--at the age of 43.  When he was 60, he swam from Alcatraz Island to Fisherman’s Wharf in San Francisco.  If successfully swimming more than a mile through the choppy, frigid water (seasonal temperatures in the Bay range from 46-73 degrees) weren’t enough, LaLanne swam “handcuffed, shackled, and towing a boat.”

Jack LaLanne -- it takes more than exercise

LaLanne’s message of health did not end with the importance of exercise.  He was a proponent of natural nutrition, focused on whole grains, lean protein, and fresh fruits and vegetables.  In fact, he made getting vital nutrients easier with the Jack LaLanne Power Juicer, one of the most successful infomercial products available.

Finally, LaLanne focused on total mind-body wellness, illustrating the power of optimism and the role of exercise and nutrition on improving one’s emotional outlook:

When asked about his intensive daily workout routine and how long he planned to keep it up, Jack LaLanne replied, “”How long are you going to keep breathing? How long do you keep eating? You just do it.”

He is survived by his wife of 51 years, Elaine LaLanne, and his three children, Dan, Jon, and Yvonne.

Jack LaLanne -- you will be missed.

A CNN report from last year indicated that the nation’s recession had a surprising impact on the sale of infomercial products.  According to the report, companies such as Telebrands who specialize in As Seen on TV marketing saw record profits with the beginnings of the recession.  Telebrands CEO A.J. Khubani reported that the upswing in sales continues with the lingering recession, and to boost earnings–and stimulate economic recovery through consumer spending–the company continues to search for and market new, innovative as-seen-on-TV products.

Financial analysts say that this trend is to be expected as consumers spend more time at home, avoiding costly entertainment venues, restaurants, and shopping malls.  With an increase in time at home comes an increase in television viewing for most consumers.  With more exposure to television marketing, consumers see a number of ways to improve the quality of life at home.  If they aren’t dining out, shouldn’t they find a way to make cooking easy and more enjoyable with an infomercial kitchen product like the Big Boss Grill?  If they are watching television or reading a book, why not do so comfortably with the Snuggie or the Total Pillow?

Infomercials offer everything to consumers stressed out by the recession and the gloomy state of the economy:  cost, convenience, and comfort during a difficult time.

View the CNN report on the recession’s effect on infomercial marketing here:

While this doesn’t go “Way Back,” we here at Seen On TV Express would be remiss if we failed to acknowledge the first anniversary of the death of Billy Mays, one of the leading pitchmen for infomercials and as seen on TV products.  Monday, June 28, 2010, marked one year since the passing of arguably the best television pitchman of this generation.

Billy Mays is perhaps best known for promoting Orange Glo International’s line of cleaning products, which includes Orange Glo, OxiClean, and Kaboom!  After he began selling their products, Orange Glo International saw a marked increase in sales, despite his loud, abrasive technique (which led one Chicago Tribune writer to proclaim the anniversary of his death “ALL CAPS DAY”).  Because of his success, Mays became highly requested as a pitchman for as seen on TV products such as Mighty Putty.  He was so successful that he became founder and CEO of Mays Promotions, Inc.

At the time of his death, Billy Mays was starring with his colleague Andy Sullivan in the Discovery Channel series PitchMen, which chronicled their efforts at direct-response marketing.  Originally titled But Wait . . . There’s More, the series aired a special tribute to Billy Mays after his death.  The series was renewed for a second season with Billy Mays III stepping in for his famous father.

Mays was found dead in his home on June 28, 2009, at the age of 51.  Early speculation tied his sudden death to a head injury Mays suffered during a flight, but the autopsy results concluded his cause of death to be hypertensive heart disease.  Although the initial autopsy found evidence of cocaine in his system, a subsequent autopsy ruled that cocaine was “not a significant contributing factor” in his death.  The release of the toxicology report disappointed Mays’ family and friends.  According to his longtime friend AJ Khubani, CEO of Telebrands,  Mays was “the model of a responsible citizen.”  Pallbearers at his funeral wore khaki pants and blue shirts to mimic the “uniform” Mays was known for wearing during his infomercial sales pitches.

Despite the controversy surrounding his death, Billy Mays will always be remembered for his boisterous personality and energetic sales technique as one of the greatest television pitchmen of our time.

We’ve been a little quiet on our blog lately, but we’ve been busy and we’re excited to announce the launch of our new SeenOnTV Express Canada store.  As Seen On TV Canada brings some of our most popular products together in one place for the convenience of our Canadian customers.  Hot products like P90X, the Instyler, the Ab Flyer, and UltraRez V 1000 are only a few of the offerings available, and our selection of available products is continuing to grow.

While we’ve had some products available for Canadian customers in the past, you can now easily find a list of Seen On TV items available in Canada by visiting canada.seenontvexpress.com.  In addition, our product pages now clearly show whether a product is available in Canada, and our search results and category lists also identify products that are available in Canada.

We hope our new SeenOnTV Express Canada store is helpful and convenient for our Canadian customers, and that our format makes it easy for you to find the products you want.  We hope you’ll like the new As Seen On TV Canada store, and we’d be happy to hear your opinion so that we can continue to improve this feature in the future.