Do you think you have a "bad memory"? Impossible, says Kevin Trudeau, the world's foremost authority on memory improvement training. There are no bad memories, only untrained memories. In order to release our natural photographic memory, Trudeau says, we just need to learn to retrieve what we already know. As founder of the American Memory Institute, Kevin Trudeau has already helped more than one million people do just that.

Each Mega Memory lesson in this book takes no more than thirty minutes per day and uses pictures, rather than the laborious word-association techniques of other memory systems, to activate our inborn photographic memory. With, this easy-to-follow system, you'll be able to instantly remember names, phone numbers, addresses, financial data, speeches, and schoolwork. Even better, Trudeau's system ensures instant recall and long-term Mega Memory. All you need is the desire to unleash your Mega Memory, and you can reap these incredible rewards!

Labeled with a learning disability at an early age,was convinced his problem was an inability to recall information. He read everyhing he could on memory improvement. Eventually, he developed his own program for memory retrieval and formed the American Memory Institute. His Mega Memory home study system is the most utilized self-improvement series of all time. Trudeau lives in Chicago, Illinois.

That being said, I considered the book almost un-readable. After reading the much better "Your Memory" by Kenneth Higby (the best of all the memory books in my opinion), "Use Your Perfect Memory" by Tony Buzan and a couple of Harry Lorayne's books ("How to Develop a Super Powered Memory" and "The Memory Book" with Jerry Lucas), I found this book sub-standard. Trudeau baby feeds the information to the reader, constantly assuming that you are stupid. The amount of repetition is unnecessary, and seems just like padding (why not just tell you to re-read it?). There are a lot of statements like "Ok, now stand up and repeat the words out loud", "Now do it again" etc... He talks down to his readers throughout. If you don't mind that, you'll probably like the book.

On top of that, Trudeau never gives credit where credit is due. He leaves the reader to assume that all of these techniques are his own invention, when they are actually just variants of systems in common use. He uses a variation of a phonetic system created in the mid 1600's but never says as much, maybe he doesn't know. The book often reads like a Mega-Memory advertisement.

Finally, Trudeau gives tons of scientific "facts" about memory and imagery without ever feeling the need to back any of it up with a references (Apple didn't create icons by the way, that was Xerox). He says that you shouldn't take notes because it encourages you to forget what you've written, but saying it out loud enourages you to remember. Saying it out loud gets you to use your vocal cords and "Neruo-muscular memory" kicks in because you're using your vocal course which creates more memory links. What about your eye seeing you write something, your hand muscles moving the pen etc...? Aren't those neuro-muscular too? I don't know how many of the scientific "facts" are true or not, but I saw enough wrong to doubt most of the rest. The whole thing is written in a shoot from the hip fashion without verification from other sources.

All the other books I quoted either supplied references (Higbee), or avoided making scientific statements at all (the rest). Either way, I respect those authors much more.


Forget It.   August 12, 2001
 60 out of 72 found this review helpful

Kevin Trudeau's Mega Memory will probably work for some people, but it will not be everything for everyone. The premise is that if you can visualize concepts for remembering names, numbers, etc., they are much easier to carry with you. This is probably true, and the beginning chapters can be accomplished very easily and do have limited use, but that's about it. To be completely successful with the system one would, as the book says, need to practice only 30 minutes a day, but for a very large number of days. I would slightly recommend part one of the book. Part two would be an excercise I'd rather forget. Success would probably come with total immersion, but I'll stick to my day planner, thanks.


Read This!   November 4, 2004
 43 out of 59 found this review helpful

This page is on the Web site of Quackwatch, not the FTC.

For Release: January 13, 1998

Infomercial Marketers Settle Various Charges:

Ad Claims For "Hair Farming," "Mega Memory System," "Addiction Breaking System,"
"Action Reading," "Eden's Secret," and "Mega Reading" Were Deceptive

Eight marketers of self-help and health-related products promoted in radio and television infomercials have agreed to settle Federal Trade Commission charges that ad claims for their products were false or unsubstantiated. The defendants will pay a total of $1.1M to settle the charges and one defendant will be required to establish a $500,000 escrow account, which will be used to repay consumers should he commit similar law violations in the future. A ninth defendant faces trial on FTC charges in federal district court.

Kevin Trudeau developed and hosted radio and TV infomercials for a range of products in conjunction with two infomercial production companies, Mega Systems, Inc. and Tru-Vantage, L.L.C. Many of the infomercials had names such as, "A Closer Look," and were formatted to appear to be commercial radio and TV interview programs or talk shows, not the advertisements they actually were. Five respondents, including Trudeau himself, invented or manufactured the products or services that were featured in the infomercials and appeared in the infomercials promoting them.

"Eden's Secret Nature's Purifying Product," claimed to clean and purify the body of toxic waste matters and to "purify" the body's blood supply. The infomercial said ". . . the pH balance of the blood's better, the microflora of the colon's better, you're simply enhancing the overall integrity of your body," and claimed the product could cure PMS and other illnesses and cause significant weight loss. In fact, the claims of benefits were false, according to the FTC.
"Doctor Callahan's Addiction Breaking System," promised to cure addictions, including the compulsive desire to eat, use alcohol, cocaine, heroin or tobacco. The infomercials also claimed that the system could lead to significant weight loss without the need to diet or exercise. "We're going to be sharing Dr. Callahan's revolutionary breakthrough that he had discovered while studying quantum physics," the infomercial said. "Dr. Callahan came up with the breakthrough that in 60 seconds can eliminate your addictive urge to overeat, to smoke cigarettes, to do any compulsion, any type of addicted behavior, whether it be alcohol, drugs, cigarettes, food . . . Now this technique will take 60 seconds to apply and works virtually 100 percent of the time." In fact, the video tape sold in the infomercial showed Dr. Callahan demonstrating his "revolutionary addiction breaking system"-- a series of gestures, including tapping his face, chest and hand; rolling his eyes; and humming, which, if mimicked, were the supposed addiction cure. The claims were false, the FTC alleged.
An infomercial for Kevin Trudeau's Mega Memory System claimed that scientific studies of his system showed that it could help anyone achieve a photographic memory, even people with learning disabilities or low IQ's. "Kevin Trudeau's breakthrough techniques were developed while working with blind and mentally handicapped students," the infomercial said. "Their recall ability increased from 15% to 90% in just 5 days," it said, and stated that the techniques were ". . . guaranteed to work for you." In fact, the FTC alleges, the memory system would not enable users to achieve a photographic memory, and the advertising claims were false.
Another infomercial touting a reading program promised that anyone who could "see, hear and talk can learn to read, guaranteed." Jeanie Eller's infomercial claimed that, "her product was successful in teaching reading 100% of the time." In fact, according to the FTC complaint, she had no reasonable basis to substantiate the claim that the program is successful 100 percent of the time.
Defendant Jacqueline Sabal, also known as Jacqueline Sable, is the promoter of the "Sable Hair Farming System." In a complaint filed in federal district court, the FTC alleged that Sabal's infomercial falsely claims that her "hair farming" method will prevent, reduce or reverse hair loss, and is superior to Rogaine and Minoxidil. In her infomercial, Sabal said, "I should be in most of the major medical journals in the world in the next few months, which will finally end baldness in the human race." The FTC also alleged that Sabal falsely claimed that scientific studies demonstrate the effectiveness of the system.
Mega Systems International, Inc., and its principal, Jeffrey Salberg, produced the Eden's Secret; Dr. Callahan's Addiction Breaking System; Mega Memory System; Jeanie Eller; and Sable Hair Farming System infomercials. The FTC alleged that through the formatting of those infomercials, Mega Systems; Salberg; and Trudeau deceptively represented that the commercials were independent television and radio programs, not paid commercial advertising.

A sixth infomercial, "Howard Berg's Mega Reading," produced by Trudeau and Tru-Vantage International, L.L.C., claimed that the home study program could improve anyone's reading speed and comprehension by as much as ten times. Berg claimed, "I have a letter here from a girl who has brain damage. . . . Brain damage. She was in a car accident and half her brain stopped functioning. It was electrically dead." Berg went on to claim that after using his system for a brief time (on a coffee break) the brain-damaged consumer's reading speed increased from three to 600 words per minute. According to the FTC, Berg had no basis for claiming that his program could teach anyone, including adults; children; and disabled individuals, to significantly increase their reading speed while substantially comprehending and retaining the material, and the claim is false.
The Settlements:

To settle the FTC charges, Kevin Trudeau, who developed and appeared in all the infomercials, including the one for his "Mega Memory System," will pay $500,000 in consumer redress and will be barred from making false claims for the products in the future. Trudeau will be required to establish a $500,000 escrow account or performance bond to assure compliance. Infomercial producer Mega Systems International, Inc., and its principal, Jeffrey Salberg, also will pay $500,000 for consumer redress. Kenneth Wright, inventor and promoter of "Eden's Secret Nature's Purifying Product," and Roger J. Callahan, promoter of the "addiction breaking system" will each pay $50,000 in consumer redress.

Trudeau, Mega Systems, Salberg, Wright, Callahan, Eller, Berg, and Tru-Vantage will be barred from making the alleged deceptive claims relating to their products in the future. In addition, Trudeau, Salberg, and Mega Systems will be required to have substantiation, which, when appropriate, must be scientific, for claims about the benefits, performance or efficacy of any product or program they advertise; promote; sell; or distribute in the future. They also will be barred from misrepresenting the existence, contents, validity, results, conclusions or interpretations of any test, study or research. Wright, Callahan, Berg, and Tru-Vantage will be required to have substantiation, which, when appropriate, must be scientific, for claims about the benefits, performance or efficacy of any product or program like those they allegedly deceptively promoted.

In addition, both Trudeau, Mega Systems, and Salberg will be required to disclose "THE PROGRAM YOU ARE WATCHING IS A PAID ADVERTISEMENT FOR [THE PRODUCT OR SERVICE]" in television ads that are at least 15 minutes long, and to disclose the same audio message in radio ads that are at least five minutes long.

All the settlement agreements contain recordkeeping and reporting provisions to allow the Commission to monitor compliance.

The Commission votes to accept the proposed consent agreements and to file the complaint were 4-0, with Commissioner Mozelle W. Thompson not participating.

Note: Consent agreements are for settlement purposes only and do not constitute admissions of law violations. When the Commission issues a consent order on a final basis, it carries the force of law with respect to future actions. Each violation of such an order may result in a civil penalty of $11,000.

The complaint against Jacqueline Sable was not settled and will be tried in federal district court for the Northern District of Illinois in Chicago.

Note: The Commission files a complaint when it has "reason to believe" that the law has been or is being violated, and it appears to the Commission that a proceeding is in the public interest. The complaint is not a finding or ruling that the defendant has actually violated the law. The case will be decided by the court.



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Copies of the complaint and consent agreements [Trudeau] [Salberg] are available on the Internet at the FTC's Web site or by calling 202-326-3627. Copies also are available from the FTC's Consumer Response Center, Room 130, 6th Street and Pennsylvania Avenue, N.W., Washington, D.C. 20580; 202-326-3128; TTY for the hearing impaired 202-326-2502.

Media Contact:
Claudia Bourne Farrell
Office of Public Affairs
202-326-2181

Staff Contact:
C. Steven Baker or Russell W. Damtoft
Chicago Regional Office
55 East Monroe Street, Suite 1860
Chicago, Illinois 60603
312-353-8156
(FTC File No. 942 3278)



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More about Kevin Trudeau ||| Quackwatch Home Page


This article was posted on July 23, 2000.




Excellent for Medical Students   November 2, 1999
 34 out of 42 found this review helpful

As a college student, I had no problems. But now in Medical school, things are different. Medical students are expected to recall a lot of information and many many details about many different things. Every two weeks we have an exam that contains an more than an Ameritech Phonebook of information. Being able to recall these things and every detail about them is crucial to doing well in medical school.

This book offers great techniques. My friends and I have done really well compared to our class mates. The one guy who introduced me to this technique is now doing residency in Opthamology (very hard to get into), just a testament to his recall ability. You simply spend your time studying effeciently, not endlessly.

Great book, enjoy! I had to get another copy!


If you are a student, this book will help you a lot!!!!   August 11, 2000
 34 out of 41 found this review helpful

For some years now, I have read several books about memory improvement. In my opinion, this is likely the best book about memory ever. It contains different memory techniques and with practise, you can apply these techniques to your studies, with amamzing results. Trudeau describes a very powerfull system that promote concentration and understanding when you are reading. You will also learn how to prepare for exams and tests with astonishing results. You will learn to work smarter, not harder, and shorten your study hours and improve grades. The book is filled with useful information about memory and step by step exercises to release super memory power. You will also increase your intelligence. The author, Kevin Trudeau, focus on the techniques, and he dont bore you with a lot of facts about our brain. Either you a worker or a student, you will benefit a lot from this book. The book is a must for medical and law students. However, keep in mind that all exercises in this book requires effort and attention. Results will not come directly from this book , but from your own willness and eager to develop a super power memory. I highly recommend this book!!!!