One Idea Can Make $1,000,000: Building a TV products fortune is easier than you think! (Paperback) (ISBN-13: 9780615691725)

Michael Walshe started in Direct Response TV (DRTV) marketing in 1976 as a pioneer in the roots of the industry. Previously his career relied on developing new products for demonstration sales. He "cut his teeth" as a pitchman on the "cutting edge" of new ideas. This got him closer to understanding products than any formal method of study. He found what made the items tick, problems they solved, and how to create sales demonstrations. His first big TV winner, the Miracle Painter was known for its attention grabbing man in a tuxedo painting a swirl ceiling to illustrate the DIY tool's resistance to dripping and splashing. Soon followed by the Armourcote Cookware TV spot, with an egg dropping on a huge diamond and the words "some day this may be the world's hardest non stick surface - but you can't cook on a diamond." Then came the world famous Ginsu Knife Set, still remembered for the karate chop on a tomato. Slicing tomatoes, chopping wood and cutting cans, the TV spot set the standard for all that followed. Walshe and the legendary Arthur Schiff created the phrase "But wait there's more!" an all time great. Walshe continued with a string of winners, tools, gadgets, DIY marvels, and he was the first to offer the Chinese Wok on TV. Walshe's strong point has been developing new products and building what he calls "the package." The items and bonuses that make a winner is tied into what he refers to as a "sales concept" - the premise on which a need is based. This is woven into a compelling script for a TV commercial. Two outstanding productions being the Rocket Chef and the Titanium II knife set. He took the Rocket Chef from being in red ink to make a huge success. Always looking for new products, Walshe merged his skills in marketing with his passion for history and founded The Historical Research Center. Researchers compiled family name histories and Walshe established a dealer network to sell them at shopping malls and high profile tourist locations. The items became available through TV marketing and the commercial tells viewers that the family name is "a precious legacy left as the means to keep your family united." This highlights the problem of families being spread out. The TV spot, with a backdrop of Ellis Island, has been on TV screens far and wide. Walshe travels extensively and uses part of his time seeking new products and ideas. He believes that new products and ideas are the lifeblood of modern economy.