Ed Valenti and the Birth of Infomercials
Ed Valenti (along with his partner Barry Becher) is the marketing expert credited with the formation of the long-form infomercial.
Valenti and Becher founded Dial Media, Inc. in Warwick, RI in 1975, which changed the way products were sold on television.
Valenti’s infomercials first aired in the mid-1970s and aimed to sell the Miracle Slicer, Miracle Duster, Miracle Painter and Ginsu knife. The success of the Ginsu campaign led to widespread adoption of the format for a variety of products, including jewelry (Chainge adjustable necklace), cookware (Armourcote cookware), mixing bowls (Royal DuraSteel), food storage containers (VacuFresh and VacuClear) and watches (MultiChron, Westport), among others. This all eventually led to the formation of Home Shopping Channels QVC and HSN.
The Birth of the Infomercial
Working with his partner Barry Becher, Valenti developed many well-known catch phrases and product demonstrations, as well as the standard format of the long-form (two minute, 90 second) advertisement. In contrast to traditional short-form or “brand” advertising (such as the 30-second or 60-second spot) Valenti’s long-form advertisements were the precursors of the full half-hour television program length (half-hour) infomercials that eventually came into common usage to sell a variety of products and services on television.
The intent of this new format was to elevate a particular product to the role of protagonist, showing the product benefits and a variety of uses through attention-grabbing demonstrations that led to direct sales of the product. Such products were often only available through consumers’s direct orders and could not be purchased in stores. This commercial format led to the creating of the Ginsu Knives.
The first such product marketed by Valenti to achieve multi-million dollar sales was also the first product he and Becher ever marketed: The Miracle Painter. The product was promoted with the tagline, “This man is painting a swirled ceiling in a tuxedo!” It was soon followed by the Miracle Duster and Miracle Slicer.
But Wait! There’s More!
Valenti’s contributions to the long-form advertisement and the Direct Response Television advertising industry included coning catch-phrases such as “But Wait! There’s More*!”, “NOW How Much Would You Pay*?”, “You get it all for the incredible low price of only $19.99!”,”But this is a limited time offer, so call now!”, and variations thereof.
These catch-phrases were intended to suggest to viewers that they were taking part in a live marketplace experience in which the vendor continuously offered the buyer more items at the same purchase price as an escalating enticement, with bonus items for immediate action/purchase. This selling technique was also known as a(n) (Atlantic City) “boardwalk product pitch.”
Valenti and partner Barry Becher also pioneered the use of toll-free telephone numbers in television ads and the use of credit cards to order the products they sold in “spot” markets nationwide. They created 1–800 “toll-free” numbers with phone banks ready to take orders the moment the infomercial aired on a 24-hour basis, days, and weeks after the initial spot aired. In order to add a sense of urgency to the purchase, the viewer was advised to order the item immediately (“Call now!”) rather than postponing it. This “call to action” was quick to become a standard component of successful direct response advertising over the years.
Valenti also coined the phrase “Call now, and we’ll also include…”, offering a “special price” or “FREE bonus” item that would only be included in the purchase. Other coined phrases inluded “Supplies are limited, so call now!” and“Call now, this is a limited time BONUS offer!”
Valenti emphasized that infomercials ought to demonstrate the featured product being used in ways for which the average consumer would probably never find a regular need. This measure was intended to increase the perceived value and utility of the product. For instance, the Ginsu knife was often shown cutting through metal cans, a nail, a radiator hose, or a tree trunk, before cleanly cutting a paper thin slice of tomato.
Today
Ed Valenti is currently the Founder and Chief Operating Officer of PriMedia Inc., a national media buying and marketing services in Warwick, Rhode Island “Outside Providence” and he oversees the purchasing of ad time for a variety of products via general, direct response, and “brand direct” advertising campaigns.
In 2005 he authored The Wisdom Of Ginsu (Career Press), a collection of business life experiences for that includes self-help advice designed to assist others both personally and professionally.
He and partner James J. Cooney are also currently marketing the next generation of Ginsu knives and other products online at GinsuGuys.com.
