If you've ever been awake in the middle of the night watching television, you've probably heard this familiar phrase: "But wait, there's more!"
It is a classic line in the world of late-night infomercials, and AJ Khubani, who could be called the infomercial king, said "more" is the secret to infomercial success. "There's got to be more," he said. "There's always more."
Khubani is the master of the night … he wants you to get up out of bed, grab the phone and buy stuff. His stuff. What Khubani is after, always, is the right kind of product for what is officially called direct response television. … We know them as infomercials.
"They're not intending to make the purchase," he explained, "but there's something about the commercial and the product and the pitch and the offer that compels people to pick up the phone and take out their credit card and make the call."
Khubani is a first-generation Indian immigrant who has been in the infomercial business for more than two decades. He is also the unapologetic champion of products you probably never thought you needed, never knew you wanted but bought anyway. He's sold 200,000 adhesive earlobe supporters, 3 million stick-on light bulbs, and 3 million sets of portable stairs for dogs.
And his latest product?
"I have been doing this for 24 years. I have looked at thousands of products, and one of my favorite products is the Go-Duster," he said, referring to a motorized duster the company sells.
It's not easy coming up with stuff like this. Every day at the not-so-glamorous New Jersey headquarters of his company, Telebrands, Khubani and his cohorts try to dream up the next big thing. On the day "Nightline" visited, the ideas they kicked around included the Heli-clocker -- part alarm clock, part helicopter, and the Petsy -- a self-cleaning brush for dogs.
"The product is key," he said. "The product is key. It has to be with the right product. It has to demonstrate well. Consumers have got to relate to it. It's got to convey a problem and a solution that consumers can identify with."
Problems are big in Khubani's world. He's convinced that curing a problem sells better than preventing one. "Something to prevent people from gaining weight would not sell as much as something that makes people lose weight," he said.
So Telebrands offers cures for sagging earlobes, yellow teeth, heavy furniture and fat, arthritic dogs.
"There are other things -- good value for money, the belief there's more, there's always the extra bonus -- and we think that there's something to a British accent. We're not quite sure, we haven't tested it, but we're thinking a British accent just gets people's attention," he said.
That British accent is most often from the mouth of Anthony Sullivan: actor, producer and pitchman for things like a new kind of pop-up hanger.
Sullivan has a seen a whole lot of Khubani's work, and has his own ideas for what works best.