Over the past several years, we at Smart Inventions have demonstrated an unprecedented success in marketing direct response products. Starting in 1991 with the Smart Mop, our first big hit which sold over 12 million units, we’ve continuously fine-tuned our formula. This includes finding the right kind of innovative product, creating a compelling advertising vehicle to demonstrate its “perceived value” through short- form DRTV spots or infomercials, and then “speeding to market” at retail.