It has also become a commercial hit after a similarly intensive promotional effort by the McGraws the plan sold 150,000 copies in three months, according to its author. Method, is a weight-loss program aimed specifically at women. What those buying the book didn't know: Jay McGraw has had a financial interest in both The 17 Day Diet and another weight-loss plan he and his father heavily promoted. The book was a runaway success, selling 200,000 copies in the first three months after its release, according to the author. Phil mentioned The 17 Day Diet 27 times in one show. The marketing could be relentless: on Jan. Phil show and its sister program, The Doctors, which is run by McGraw's 32-year-old son, Jay, hosted enthusiastic discussions of The 17 Day Diet during 17 episodes, including several reruns. The $27 hardcover book would become a national bestseller, generating a host of spinoff products, including a workout video, Spanish and audio editions, and a special 17 Day Diet Cookbook.
"These guys," he says, "aren't making it available except on that website."
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He wants to be sure everyone understands how to buy it, and informs his audience that it is only available through direct purchase on the Internet-"at "-and not in stores. "There's a new book out that, I mean, everybody is just going crazy about, called The 17 Day Diet ," he says. Phil tells his viewers that the new diet is already going gangbusters. Phil is nothing if not direct-he emphasizes later that he wants everyone to "embrace The 17 Day Diet." But in case he hasn't been completely clear-Dr. "There's a 17-day diet that could help you lose 10 to 15 pounds in, you guessed it, 17 days … This is the hottest new diet out there, and we're going to give you all the details today." The audience cheers with approval. "Good news!" he exclaims, quickly changing course. Phil has a simple solution to move the needle in the other direction. "You could gain 12 pounds during the holidays.
"Bad news," he warns the crowd as the hourlong show begins. He stands behind a festive holiday table laden with desserts.
Phil McGraw, the folksy host, is dressed in a light gray double-breasted suit, impeccably tailored to fit his brawny 6-foot-4 frame. It is four days after Thanksgiving 2010, not long before the next holiday season of heavy feasting is to begin.
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