Behind the Scenes w/ David Brown - My Infomercial & CortaTrim's Untold Story
Behind the Scenes w/ David Brown: My Infomercial & CortaTrim's Untold Story
Ever wondered what it's like to launch your own product through an infomercial? I'm here to pull back the curtain and share my experience with CortaTrim, a diet pill I launched back in the early 2010s. I'll walk you through the process, the economics, and why you might want to think twice before buying from those "but wait, there's more!" offers.
The Lure of a Quick Business Win
Inspired by the "4-Hour Workweek" mentality, I was on the hunt for business ventures that promised low startup costs, high returns, and quick results. Sound familiar? Like many entrepreneurs, I was drawn to the idea of creating a product that could generate income with minimal upfront investment. That's when I landed on the concept of a diet pill.
CortaTrim: From Idea to Reality
So, how did CortaTrim come to life? It started with an idea and a name.
Naming and Branding: I needed a name, so I came up with CortaTrim and snagged a domain. Then, I headed over to 99designs to get a logo designed.
Label Design: With the logo in hand, it was time to create a label that would catch the eye.
Private Labeling and Drop Shipping: This is where things got interesting. I reached out to private labeling companies like Vital Labs and ABC Labs. These companies specialize in creating a wide range of products, from diet pills to herbal supplements. We opted for a hoodia-based diet pill, known for its appetite-suppressant properties and a touch of caffeine. The private labeler handled the label printing and, most importantly, offered drop shipping.
Drop Shipping Explained: Drop shipping meant I didn't have to invest in a huge inventory or manage a warehouse. As orders came in, the private labeler printed the labels and shipped the product directly to the customer. This significantly reduced my initial investment and overhead.
Launching the Infomercial Campaign
With the product ready, it was time to get the word out. What better way than an infomercial?
Infomercial Production
Thanks to my background in film, I had connections in the industry. I reached out to a friend with a production company, and we created a short infomercial to showcase CortaTrim. You can watch it here:
Startup Costs: The entire infomercial production, including actors, labels, graphic design, domain registration, and LLC formation, cost around $10,000. This figure didn't include the ad buy, which was a separate expense.
Ad Buy Strategy
Forget prime time! Instead, we targeted specific cable channels during off-peak hours.
Channels: We're talking Oprah Network, Military Network, HGTV, History Channel, and other cable networks.
Time Slots: The infomercial aired between 10 PM and 5 AM.
Initial Investment: The initial ad buy was between $15,000 and $20,000.
Media Buyer: To navigate the complex world of media buying, we worked with a media buyer who helped us secure bulk media buys at reasonable prices.
Initial Success
Despite the late-night time slots, the infomercial generated buzz. In the first week, we sold over 10,000 units of CortaTrim!
The Economics of Infomercials: What You Need to Know
Now, let's get down to brass tacks. I'm going to explain how infomercials work and why you should be cautious about buying products from them.
A Word of Caution
Before I continue, I want to be clear that my intention isn't to bash entrepreneurs. I simply want to inform consumers about the realities of infomercial economics.
Why Shop Around First?
My advice? Before buying anything from an infomercial, check sites like Amazon or other online retailers. You might find the same product for a better price, with a more transparent return policy.
Pricing Deconstructed
Let's break down the numbers for CortaTrim.
Price: $49.95 plus $7.95 shipping and handling.
Guarantee: A 30-day money-back guarantee.
"But Wait, There's More!" – The Illusion of a Deal
We've all seen it: "But wait, there's more! Call now and we'll double your order, just pay separate shipping and handling!" It sounds like an amazing deal, but here's the truth.
The Shipping and Handling Secret
That seemingly small shipping and handling fee is where the magic happens. In our case, the $7.95 shipping and handling covered not only the actual shipping cost (about $1.80) but also our entire overhead, the cost of the product, and the drop shipping fees. The $49.95 was essentially pure profit (excluding the ad buy).
The Money-Back Guarantee: Read the Fine Print!
That 30-day money-back guarantee sounds reassuring, right? But here's the catch: it's not 30 days from the time you receive the product. It's 30 days from the time you place the order.
The Time Crunch
Considering that it takes about two weeks to receive the product, you only have a short window to try it, decide if you like it, and ship it back. The odds of the company receiving the returned product within that 30-day window are slim.
No Refund on Shipping
Even if you manage to return the product in time, you'll only receive a refund for the product price, not the shipping and handling fee. The company still makes money, even on returns.
The Ethical Gray Area and My Exit
While infomercials can be a lucrative revenue stream, I started to feel uneasy about the marketing practices.
Moral Concerns
The infomercial business felt like a gray area. While we technically disclosed the return policy, I felt like we were preying on vulnerable demographics, especially the elderly who are more likely to purchase products from QVC, HSN, and infomercials.
Customer Reviews
Many infomercial companies have poor ratings on the Better Business Bureau due to issues with return policies and customer service.
Why I Left
Ultimately, I left the infomercial business because I wasn't comfortable with the ethical implications. I didn't want to feel like I was exploiting people for profit.
Personal Experience
My own grandmother fell victim to these types of marketing tactics, buying products from QVC, HSN, and infomercials. It reinforced my decision to leave the industry.
CortaTrim Infomercial
Here's the infomercial we used to sell CortaTrim:
Breaking Down the CortaTrim Infomercial Transcript
Let's dissect the infomercial and see how it works.
Introduction
We're going to break down the sections of the infomercial and discuss the ways they try to get the viewer to take action.
Section 1: The Problem (I Used to Love Winter Coats...)
The infomercial opens by establishing a problem that many people can relate to: struggling with weight and feeling the need to hide behind layers of clothing. The goal is to connect with viewers who share this experience.
Section 2: The Testimonial (... And I Cannot Wait for the Summer)
Next, we introduce a character who has found a solution. She expresses excitement about shedding those layers and feeling confident for the summer. This is designed to make viewers picture themselves in the same position, envisioning the positive outcome.
Section 3: The Solution (The Difference CortaTrim...)
Finally, the infomercial reveals the product: CortaTrim. It's presented as an all-natural weight loss supplement that has been clinically proven to lead to 50% more weight loss than diet and exercise alone. The problem is being solved in a short and concise way.
Section 4: The Call to Action (... Dialing 1 8006836347)
The infomercial ends with a call to action, urging viewers to call a toll-free number to place their order. The process is designed to be quick and easy, encouraging immediate action.
Final Thoughts
My experience with CortaTrim and the infomercial industry taught me a lot about business, marketing, and ethics. While infomercials can be a powerful tool for generating revenue, it's important to be aware of the potential pitfalls and to prioritize ethical practices. As a consumer, remember to do your research and be cautious of those "too good to be true" offers.