August 27, 2002
Promise . . .
the Real Story Behind the Infomercials
By Phil Kaplan
Before I get started, let me say
that I am going to do an infomercial. One way or another I'm
going to have an infomercial production that is ethical, powerful,
and far reaching. How do I know? Because I must, and that
"must" starts with this documentation of "the promise.
a typical infomercial. A Barbie doll looking spokeswoman and
a white smile Ken doll talk on screen about the wonders of
an amazing new product. Whether it trims the tummy, melts
fat, or makes the pounds drop like magic, this product is
the end-all, be-all, problem solver for your life.
Suddenly . . . CRRRRRRAAAAASH!
I come bursting into the studio, smash the set and product
into a million pieces, and promise for the next 30 minutes
that I will share the fitness truth. It would in essence be
"the anti-infomercial infomercial." That's
what I'm about to do. Smash the deception. Bust up the fraud!
Kick some infomercial butt!
For years the infomercial companies
have been soliciting me, promising zillions of dollars . .
. if I'll just follow their script . . . work within the already
established paradigm. Here is the current paradigm:
- Present something as a new discovery
or a secret known only to a select few
- Have actors read testimonials
that clearly indicate the product being offered had a remarkable
impact on their lives with very little effort
- Get someone with a nice smile
who can act as a "host" and someone who looks intelligent
to act as the "expert."
- Have the host interview the
expert and act shocked and surprised by the impact the product
is having upon . . . people . . . regular people . . . people
"just like you."
- Be certain the host emphasizes
the "fact" that using this product for results is amazingly
quick, requires absolutely no effort, and the results are
- 7 minutes into the show, begin
the "Call to Action." That's where the host and/or the expert
urge you to call now to receive some sort of special miraculous
bonus or money saving opportunity.
- Repeat another host, expert,
actor segment spiked with testimonials for 7 minutes
- Return to the Call to Action
- Repeat again, leading to a "last
chance" offer made at the conclusion of the show
that step by step agenda up to any infomercial being aired
today and I can assure you you'll find the format to be right
on the money.
I've personally been through three
infomercial experiences. Each one was going to make me rich
and famous according to the people who were shoving contracts
down my throat, and each one was going to maintain the utmost
concern for my integrity. Here's what I've since learned.
People lie. Infomercial producers are not always above saying
anything they have to say to land their perfect "pitch man."
What they fail to understand is I'm not a pitch man! I'm actually
infomercial poison if you hold me up against the paradigm.
I just don't fit that mold.
Stepping away from "the mold" for
a moment, let's revisit the concept
of an infomercial. Really what we're talking about is information
presented in a television format in order to sell a product.
Why does that have to equate with stretching the truth, with
exaggerating, and in some cases blatantly lying? I don't think
have been some (but not enough) severe fines brought about
by the FTC, and currently it looks as if some of the purveyors
of the EMS abdominal magic systems will be doing some jail
time, but still . . . any Saturday morning your television
is filled with wild exaggerations.
you buy into these offers, there are just so many things you
can do! First of all you can shape your abs in minutes. That
frees up so much of your day. You can then spend all of your
newfound free time sealing your foods and bedding in a Vacuum
Sealer while you make lots of money using Don Lapre's Wealth
Building System, Carlton Sheets' Real Estate Program, or get
Grants and Government Money from the guy with the question
marks all over his clothing.
you feel it's time for some physical enhancement, skip the
plastic surgery route. You can now spend just a few dollars
and increase the size of your breasts naturally. "And
it really works!"
You can also clean your car, strip
away paint, chop foods in seconds, vacuum the house without
any effort, whiten your teeth, open clogged drains, stop snoring,
attract the opposite sex, open jars, braid your hair, straighten
your hair, grow new hair, remove your body hair, or attract
the big fish like crazy with True Motion Lures. Then, all
that's left for you to tone and tighten is . . . your face!
you trust Linda Evans to be your new dermatologist (and who
wouldn't?) you'll find yourself investing in Rejuvenique,
The Ultimate Facial Toning System. It's a bargain! You can
get the equivalent of 8 situps a second in your face (according
to the Doctor on the show) and it's available for four easy
payments of only $49.75.
you too can get facial situps for only $200! Now
come on, doesn't that mask look just the least bit creepy?
Haven't we seen it somewhere before. Wait a minute . . . yes
. . . it's coming back to me . . . it was in the movies! Jim
Carey wore it and turned into some sort of weird outrageous
and powerful green guy. Leave it to Hollywood to take something
from a movie and convert it into an infomercial. The infomercial
gurus sit around saying, "we can buy this mask really
inexpensively and sell it for $100 . . . if only we could
convince people that it won't make you into a green guy, an
evil monster, or a a killer . . . it will improve your face!"
to think of it, maybe that's why Hannibal Lecter had such
good skin. It was Anthony Hopkin's way of exercising his face
during shooting. I'd guess under Jason's mask from the Friday
the 13th movies, he too has a wonderful complexion.
Once your foods are stored in vacuum
bags, your money's in the bank, and you have the most muscular
and toned face on your block, you better go beyond just the
abs and get that body into shape. There are many options.
Richard Simmons can help you Blast Away the Pounds, while
an infomercial on another channel promises you can Walk Them
Away. And of course, if you're not ready to Blast or Walk,
you can get the 6-week Body Makeover. I wonder if the Ab-Doer
fits into the 6-week makeover plan? If not, I guess you could
always cut it to pieces with a ginsu knife . . . they say
it cuts through steel.
why would I, the man you've come to trust for solid, valuable,
legitimate, fitness information . . . the man who shared "the
Naked Truth," want to again foray into the land of Infomercials?
I guess I'd call it justice. After three negative experiences,
after endless battles over scripts and offers, after compromises,
legal fees, and hours and hours of worthless footage, the
"quick fix" infomercials abound and I haven't had
any impact upon the infomercial watching public. I could walk
away, but you probably know me better than that. If I fail
to give this my best effort, people will continue to show
up at my seminars after years of frustration seeking "the
one that works." I believe the infomercial I want to
create will help people understand, they have the power to
change within them. It just has to be unleashed, and that
doesn't happen from a potion, pill, powder, or secret formula.
It happens when people become empowered with the truth.
The past is behind me. This time
it's gonna be different. I'm working closely with a top infomercial
attorney to protect my image, my words, my integrity and my
products. While infomercials have evolved into some twisted
form of advertising, I believe conceptually, an infomercial
can deliver truth, absolute truth, and can sell products as
well! I don't believe you have to scream at people to get
their attention, nor do I believe you have to mislead them
to get them to act. My seminars and radio shows prove these
What I want to do this time is
bring my radio show and seminars to television. I want to
talk to people as people want to be spoken to. I won't jump
around yelling silly phrases or confronting people in shopping
malls and restaurants. As the infomercials grow more and more
bizarre, I feel it's time for someone to change the rules
and that's exactly what I plan to do.
Be A Part of Empowering
Other infomercials use actors.
I refuse to. Other infomercials rely upon scripts crafted
by slick copywriters. My show will be unscripted. I have thousands
of people who have achieved dramatic life-changing results
with my programs. I feel bad for those who volunteered to
share their stories on camera during my previous attempts.
The companies I was contracted with owned the footage, thus,
if the show didn't air, the emotion filled sincere testimonials
were scrapped. I have no less than 100 hours of actual testimonials
on tape, but I can't use any of it. That's why I'm reaching
out again, asking people who have experienced any significant
results with my programs, to contact me. I want to collect
real, honest, powerful testimonials and this time I'll have
control over how the footage is used. If you've sat before
the camera before, I ask that you do it again, as this time
the message will get out there. Every day I get phone calls,
letters, and e-mails from people saying, "thanks Phil,
you changed my life." Of course I never take the credit.
I always explain that they did it. I simply gave them the
information they needed to make the change.
My message has thankfully been
spread throughout the U.S. in print and on radio, but when
I look at the escalating obesity challenge, when I witness
the continuous fraudulent selling of supplements to seniors,
bodybuilders, and the deconditioned, I feel as if I haven't
even made a dent. In the year 2003 my radio show will have
a national syndicated presence. In the year 2003 I will have
a TV show - the anti-infomercial infomercial - reaching homes
If you'd like to be a part of it
by telling your story or sharing an experience you've had
as a result of any of my programs, products, or seminars,
e-mail your story or your comments to Holly at email@example.com
or call my office directly at 1 800 552-1998.
The Next Seminar:
24, my "Breakthroughs"
seminar hits the Pacific coast! I'm doing a one night only
event in Manhattan Beach, California. Trainers from around
the world will be attending, but this seminar is for EVERYONE!
You'll learn to master the concepts of physical change, whether
the goal is to help others or to simply achieve dramatic results
on your own. If you live in Southern Cal, and have been asking
when I'm coming out there . . . you have your answer! October
of you in South Florida, I can promise that January is going
to be life changing if you plan on attending my next East
event. It's taking place January 9, 2003, at the Marriott
Marina in Fort Lauderdale from 7:30 - 10:30 PM. There are
still significant discounts available on tickets for both,
the California and Florida events if you call Holly now
at 1 800 552-1998.
If you won't be
in South Florida or Southern California and you can't attend
the Breakthroughs seminar . . . get the book that shares it
testimonials keep coming.
"The most powerful fitness
book I've ever read, and that's from a guy who's read them
all! The Best You've Ever Been is entertaining, but more importantly,
it really hits home with the information people such as my
clients need in order to finally get the results they've wanted.
I make it mandatory for each one of my clients to get a copy!
And now I'll share a little secret. I learned a lot from the
book . . . and I've been a trainer for 8 years! It cleared
up so much about the supplements, the way the hormonal system
works, and most of all, about how to sort through the "low
carb - low fat" battle. Following the Advanced 8-week
Physical Excellence Program in the book I managed for the
first time in my life to cut my bodyfat down below 10% and
I'm turning 40 this year. Thanks Phil!
- Michael Scott Calahan, Personal
Fitness Trainer, Baton Rouge, LA
Find info and ordering details
by clicking here.
The Small Group
As many of you know, I've reintroduced
Group workshops and they're selling out! I just completed
the August group and have scheduled a one-on-one assessment
with each participant for October. I anticipate fantastic
results from this empowered and motivated group. I will conducting
the sessions personally for the remainder of 2002 in my Miramar
Florida office with the next opening Monday, September 23,
2002. 2002. At the time that I'm writing this Update, there
are only three openings left. If you want to work with me
personally, call for details on this 4-week interactive program.
It's only $249 for the entire four-week course (one night
per week for four weeks).
Of Interest to Fitness Professionals:
New Health & Wealth Newsletter
- the success secret of the fitness elite!
PEAK Weekend is now an international full blown conference
event! The Fort Lauderdale event was awesome, and now .
. . we're going West! 500 more trainers from around the
world will learn how to power up their businesses and profits
. . . but they'll learn to do so by actually doing some
good for people . . . and, they'll enjoy a weekend at one
of my favorite escapes, Manhattan Beach, California! Call
Holly for details at 1 800 552-1998 (are you sick of me
saying that yet?) or sign
up on line!
- If you are a fitness professional
and have found benefit in any of my books, programs, newsletters,
or seminars, I'd love to hear from you. I'm building up
my "arsenal of evidence," which already contains
over 2500 testimonials from fitness professionals . . .
but for the new TV show and the related efforts I'll be
undertaking, I would like to provide some updates. I love
to hear success stories! You can e-mail your comments to
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8/01/02 - Clearing up Four Prevalent Myths
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6/20/02 - Giving Credit Where Credit is Due
5/11/02 - Miracle GH, What "Works"
3/25/02 - Women on Steroids and More on Core Training
2/15/02 - the Good, the Bad, and the Ugly of Fitness
1/14/02 - Counting Calories
12/28 - 'Twas the Night Before New Years
12/8 - The New Electronic Ab Offerings
12/12 - The "Magic" is Within You
Update 11/20 - Holiday
11/3 - Weight Loss Bread and other Nonsense!
Update 10/29 - Supplement
10/3 - Getting Back to Doing What We Do
Update 9/19 - Tragedy and
Love, RE: Sept 11
Update 8/15 - Myths, Fallacies,
Update 8/1 - The Internet,
Leptin, Steroids, and more
7/9 - The New Supplements
Update 6/14 - Seminar
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Update 5/29 - Lose
Weight, Eat Brownies?!?!?
Update 5/1/01 - Pizza, Beer, and Fitness
Update 4/7/01 - "Phil-osophies"
and Rip-Off Realities!
Update 4/1/01 - Gourmet Recipes!
Update 3/15/01 - Research Has
Update 3/1/01 - Preparing for
The New Infomercial
Update 2/1/01 - Time, Space,
Matter, and Energy
Update 1/15/01 - Atkins hits
Update 10/7/00 - Supplements,
Update 7/27/00 - The Experts
Round Table, Almada, Colgan, Parillo
Update 7/3/00 - Core Training
& Metabolism Boosters
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Phil Kaplan's Fitness is located at
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Wellington, Florida 33414
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