But Wait! There's More
Valenti's contributions to the long-form advertisement and the Direct Response Television advertising industry include the use of some now well known catch-phrases (originally used by JAM Auctioneers at State Fairs*), 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. Such statements suggest to viewers that they are taking part in a live marketplace experience in which the vendor continuously offers the buyer more items at the same purchase price as an escalating enticement, with bonus items for immediate action/purchase otherwise known as a(n) (Atlantic City) "boardwalk product pitch". He and partner Barry Becher also pioneered the use of toll free numbers in television ads and the use of credit cards to order the products they sold in "spot" markets nationwide.
Valenti realized that, in order for the long-form commercial to be successful at driving immediate sales, viewers would need to be advised to make an immediate purchase. To satisfy this need he and Barry Becher 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 even 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", like the use of toll free numbers and credit cards, has become a standard component of successful direct response advertising over the years.
In order to further generate immediate response, Valenti coined the phrase "Call now, and we'll also include..." The phrase often offered a "special price" or "FREE bonus" item that would only be included in the purchase if the viewer responded within the few minutes following the infomercial. A cautionary phrase was usually included, warning viewers that "Supplies are limited, so call now! or "Call now, this is a limited time BONUS offer". In a presentation to sociology students at Harvard University, Valenti admitted that such phrases were hyperbole: The products WERE limited to the amount that had been produced, but with careful planning would never actually run out, and bonus items, although part of a "limited time" offer" would usually be awarded at the sellers discretion, no matter how long a caller waited to order after the end of the infomercial.
Valenti also developed the idea that infomercials ought to demonstrate the featured product being used in ways the average consumer would probably never find a regular need for. This measure was intended to increase the perceived value and utility of the product. It is for this reason that the Ginsu knife is often seen cutting through metal cans, a nail, a radiator hose or a tree trunk, before cleanly cutting a paper thin slice of tomato, though few consumers would ever find a need to do all of those things, especially in rapid succession. This, along with grease copy and humor, helped to break through the clutter of advertising to make the Ginsu knives one of the most memorable and recalled spots of its time.
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