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... corporations to legitimate local businesses to offbeat third-party presidential candidates. More than 90% of television stations now run infomercials-some even running in prime time. It is estimated that more than $1 billion in product sales was generated in 1993- triple the 1988 level. The Home Shopping Network (the nation's largest chain owner of television stations) and its competitor QVC are constant grist for the economic mill, as reported by the Wall Street Journal and the business sections of newspapers throughout the world. What About Insurance? Don't let the national ... scare you away from infomercials. They can be a viable way to attract new clients and expand your revenue base. When you do consider the infomercial form, concentrate on the educational and informational aspects of delivering your message. Don't think like the "Juice Man"; in fact, the old half-hour program of the late Bishop Fulton J. Sheen is a good model for a simple, educational infomercial. Over 30 minutes, Sheen would use a chalkboard, his persuasive voice, and a straightforward manner to bring his message to ... slicer/dicer format, but the original infomercials began on a higher ground: religion. Before you haul me off to a padded room, let's define "infomercial."An infomercial is an advertisement for a product or service that has been expanded with information, entertainment, or both to retain the attention of the audience. In the old days, itinerant preachers would pass the basket after preaching a message that was interspersed with hymn-singing. When radio, and later television, arrived on the scene, preachers began purchasing half-hour or ...

...1993 -- triple the 1988 level. The Home Shopping Network (the nation's largest...an center on providing information on home or workplace safety, health, or fin...

... instead, I'm saying if you're like me, the decision you make about this will have a cataclysmic impact on our mutual rhetorical future? The message has to work, because we have all five of this month's openings lumped together. Ugh. Don't try this at home. Firing your biggest gun first might get you noticed, but see why credibility is the key to persuasion in these five rapport-establishing letter openings. by Herschell Gordon Lewis Do you agree that building rapport is the single most effective building block in letter writing? If ... help you, as it has helped me, get started on those emotionally cold mornings when the muse of creativity isn't resting on your other elbow. We'll start with my personal favorite. 1. IF YOU'RE LIKE ME.. My high regard for this opening stems from two bases: First, it strides across all barriers of consumer/business, highbrow/lowbrow. Second, it establishes immediate rapport. This works as a receptivity softener for messages from an anonymous signatory; better yet, it adds arm-across-the-shoulder buddy binder' to a communication ... : You're the one in thousands who can.. I want your opinion on something. Will you tell me what you really think? ' I admit: I need a favor from you. So we have the first five of my own chosen 50. I'll be pleased to entertain candidates you suggest, letter openings that either have worked well for you or ones by others you find intriguing. I'm not saying, I need help. What if, instead, I'm saying if you're like me, the decision you make about this will have a ...

...d together. Ugh. Don't try this at home. Firing your biggest gun first might...