Marked Man

In 2004, the New York State Consumer Protection Board issued a report claiming that Lesko's ad were "misleading" and "peppered with exaggerations and half-truths about government grants."

The report quoted a Lesko ad claiming that the government gave away $350 billion of "free money" every year. "What Lesko doesn't say publicly," the report stated, "is that the vast majority of this money comes from public assistance programs, such as Food Stamps and Medicaid."

The board focused on one Lesko book -- "Free Money to Pay Your Bills!" -- and found much creative hyperbole. For instance, when Lesko mentioned getting "10% Off Your Restaurant Bill," he was referring to "early bird specials for senior citizens." When he wrote that you can "Get $600 for Each Child," he was referring to the standard federal income tax deduction.

Lesko eagerly admits that he engages in hyperbole. "If we're going to start crucifying people for hyperbole in this society, there's going to be a long line," he says. "If I was writing a diet book, I wouldn't say, 'It's going to take a lot of work and it'll be a pain in the [butt].' I'd say, 'Thin thighs in 30 days.' "

Lesko claims that he refunds the money of any customer who sends back one of his products -- and about 10 percent do. But other customers write to tell him that his books worked.

Barbara Sheperd, a librarian in Michigan City, Ind., says an article in a Lesko newsletter led her to a state program that gave her elderly mother a low-interest loan to put a new roof on her house.

Ronnie Brandt, a New Jersey folk singer, says he saw one of Lesko's infomercials and bought a book that helped him get state and federal grants to perform historical songs in schools. "I think his books are great," he says, "but you've got to do the work."

And then there's the Zufall family, who are dairy farmers in Lisbon, N.Y. Two years ago, they bought three of Lesko's books and a DVD called "Free Money for Everybody." From the DVD, they learned of a local government program that gave them $12,000 to help pay for a gravel walkway for their cows.

"It gets them out of the mud," explains Levi Zufall.

But a $12,000 government grant for a private cow path raises other questions for taxpayers: Which would be worse -- if Lesko is exaggerating how much "free money" is available from the government? Or if he isn't?

'Go Getcha Money!'

Now, Lesko's standing in the lot behind the bowling alley, waiting for Fleg to start shooting the ad.

"Thanks for coming out," he tells the two dozen extras who are gathered around him. "I just hope I don't look like some old guy trying to look hip."

He doesn't. Actually, he looks like an old guy standing in a forlorn vacant lot wearing a question-mark suit and a necklace made of a spray-painted styrofoam question mark.

With a hand-held video camera, Fleg shoots the scene of the gangbangers laughing at Lesko. Then he shoots the scene where Lesko does his rap --"You need to get your money? Then you gotta follow me." Then he begins to shoot a musical number in which Lesko and a group of hip young people -- who are wearing bright yellow T-shirts with black question marks glued to them -- dance exuberantly to a catchy little jingle:

Step with it -- go getcha money!

Slide with it -- go getcha money!

Stretch with it -- go getcha money!

It's quite a show, and a couple of local guys wander over to check it out.

Marcus Sanders, 34, thought he recognized the man in the question-mark suit, but he was mistaken. "I thought he was Bob Barker," he says. He looks a tad disappointed.

"Hey, that's the money man!" says Fleming Rice, 59, who says he's retired from the D.C. Department of Mental Health. "I've seen him on TV."

Rice takes a couple steps closer to Lesko and the dancers.

"Hey, can I borrow a dollar?" he yells to Lesko.

The money man doesn't answer.

"Just a dollar," Rice yells. "Help me out with a dollar."

"Let me finish here," Lesko says.

"Just a dollar!"

Sanders starts walking away. "Come on, let's go," he tells Rice.

Rice doesn't move. "I wanna see him dance again," he says.

Lesko calls over an extra in a yellow question-mark shirt, and instructs him to take a present to Rice. It's not a dollar, it's a DVD titled "Free Money for Everybody." On the back of the box it is touted as "a laugh-out-loud fun ride to a mountain of money!"

Rice puts on his glasses and studies the DVD for a long moment.

"Free money!?!" he says. "Where's it at?"