Question
How do you get a boug to have the colored leaves like when you get them in the store?

Answer
Howard, Bougs are somewhat temperamental in their growth habits; one month they look awful and then the next month they thrive. The best medicine for bougs, are moderate water and very little fertilizing; the reason for this is that fertilizing encourages green growth, whereas you want colored bract growth. I find that the more stressed a boug is, the more colorful it becomes.  You never mentioned where you live, but they are a tropical plant and need warm nights to do their thing. Patience is the key here, don't give up on them, keep pruning off any dead wood and refrain from fertilizing them, save a douse of miracle grow once a month, good luck..Nick