Births on May 3

Ron Popeil, American businessman, founded the Ronco Company

Ronald Martin Popeil (May 3, 1935 – July 28, 2021) was a truly iconic figure in American consumer culture, seamlessly blending the roles of an innovative inventor with that of a magnetic marketing personality. He was the visionary founder of Ronco, a direct response marketing powerhouse that fundamentally transformed how everyday household gadgets and various novelties were brought directly into homes across the nation.

Hailing from New York City, Popeil embarked on a career that would make his face and voice instantly recognizable to millions. From the mid-1950s, he began to appear on television, not just as an advertiser but as a captivating showman, demonstrating his products with an unmatched flair. He perfected the art of the infomercial, a long-form commercial designed to showcase a product's benefits in detail and solicit a direct purchase.

The Ronco Legacy and Ingenious Inventions

Ronco became synonymous with a range of ingenious, problem-solving products, often presented as indispensable conveniences for the modern home. While he is perhaps most famously associated with the Showtime Rotisserie, his inventive spirit touched many other popular items. Consider the Veg-O-Matic, a manual food chopper that promised effortless slicing and dicing, or the Pocket Fisherman, a compact fishing rod that appealed to outdoor enthusiasts. His product lineup also included the Chop-O-Matic, the Popeil Automatic Pasta Maker, and various other kitchen and household tools, each marketed with his signature blend of enthusiasm and practical demonstration.

His marketing approach was revolutionary. Instead of relying solely on traditional retail channels, Popeil leveraged the burgeoning medium of television to create direct connections with consumers. This direct response marketing strategy, where viewers were prompted to call a toll-free number to order, cut out the middleman and allowed Ronco to reach a vast audience directly.

The Master of Persuasion: Iconic Catchphrases

Central to Popeil's success were his unforgettable catchphrases, which transcended advertising to become embedded in popular culture. The phrase "Set it, and forget it!" became inextricably linked with the Showtime Rotisserie. This simple yet brilliant tagline perfectly encapsulated the product's primary benefit: ease of use and automated cooking, allowing busy individuals to prepare delicious meals with minimal effort. It spoke directly to the desire for convenience, a perennial draw for consumers.

Equally famous, and arguably even more widely adopted, was his dramatic pronouncement, "But wait, there's more!" Popeil was a master at building excitement and adding perceived value. This phrase, often delivered with increasing intensity, signaled the introduction of additional product features, bonus items, or special offers, effectively overcoming potential hesitations and closing the sale. He began popularizing this technique on television as early as the mid-1950s, long before it became a ubiquitous trope in advertising.

A Lasting Impact on Marketing and Culture

Ronald Popeil's influence extends far beyond the sales figures of his products. He was a pioneer in the direct response industry, shaping the very format and effectiveness of infomercials. His engaging, relatable, and trustworthy on-screen persona made him a household name and a trusted voice for millions of shoppers. He didn't just sell products; he sold solutions and, crucially, entertainment. His ability to connect with audiences, to make them believe in the utility and value of his inventions, set a benchmark for future generations of marketers and entrepreneurs.

He passed away on July 28, 2021, leaving behind a legacy that continues to inspire and influence advertising and product innovation. His life story is a testament to the power of invention, persuasive communication, and understanding the everyday needs of consumers.

Frequently Asked Questions About Ron Popeil

Who was Ron Popeil?

Ronald Martin Popeil (May 3, 1935 – July 28, 2021) was a highly influential American inventor, marketing personality, and the founder of the direct response marketing company, Ronco. He was renowned for his engaging infomercial appearances and for popularizing numerous household gadgets.

What famous products did Ron Popeil invent or market?

While he marketed many products, some of his most famous include the Showtime Rotisserie (known for "Set it, and forget it!"), the Veg-O-Matic, the Pocket Fisherman, the Chop-O-Matic, and the Popeil Automatic Pasta Maker. His products often focused on convenience and solving everyday problems.

What is direct response marketing, and how did Ron Popeil use it?

Direct response marketing is an advertising strategy designed to elicit an immediate response from consumers, such as a purchase or an inquiry. Ron Popeil mastered this by using infomercials to demonstrate his products extensively and then prompting viewers to call a toll-free number to place an order directly, bypassing traditional retail channels initially.

What is the origin of "Set it, and forget it!"?

This iconic phrase was coined by Ron Popeil himself to highlight the primary benefit of his Showtime Rotisserie: its ease of use. It conveyed that users could simply prepare their food, place it in the rotisserie, and then leave it to cook perfectly without constant supervision, emphasizing convenience and simplicity.

What is the significance of "But wait, there's more!"?

Popularized by Ron Popeil on television as early as the mid-1950s, this phrase became a staple in direct marketing. It was a powerful psychological tool used to enhance perceived value by introducing additional product features, bonus items, or special offers, making the overall deal seem even more compelling and encouraging immediate purchase.

How did Ron Popeil influence advertising?

Ron Popeil was a pioneer in perfecting the infomercial format, demonstrating products with unparalleled enthusiasm and clarity. He taught advertisers how to engage directly with audiences, build trust, and use compelling storytelling and memorable catchphrases to drive immediate sales, profoundly shaping the landscape of direct response advertising.