Buy Now: Creative Marketing that Gets Customers to Respond to You and Your Product

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Overview

The Juiceman Juicer, Sonicare Toothbrush, George Foreman Grill,and OxiClean are all brands that you remember. And you recognizethem because of one man—Rick Cesari. For the past twenty-fiveyears, Cesari has been behind some of the most pervasive andsuccessful marketing campaigns in history. These campaigns tooksmall budgets and savvy strategies and transformed products intohousehold names and millions of dollars in profit.

But this kind of success isn't solely due to celebrity ...

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Overview

The Juiceman Juicer, Sonicare Toothbrush, George Foreman Grill,and OxiClean are all brands that you remember. And you recognizethem because of one man—Rick Cesari. For the past twenty-fiveyears, Cesari has been behind some of the most pervasive andsuccessful marketing campaigns in history. These campaigns tooksmall budgets and savvy strategies and transformed products intohousehold names and millions of dollars in profit.

But this kind of success isn't solely due to celebrity spokesmenand catchy names. And it certainly isn't a matter of luck. Themarketing principles that Cesari and his company have mastered havebeen formed through time-tested application, plenty ofsuccesses—and a few failures as well. And they faced theultimate test in the face of the spectacular rise of new media: theInternet, YouTube, and social networking. Cesari shares how hiscompany's flexibility and ingenuity adapted their strategies toperform in the new market arena—and brought a new era ofgrowth and profitability to the organization.

Buy Now lays out Cesari's strategies, showing how you can applythem to your marketing efforts. In addition to cutting out many ofthe traditional expenses in retail selling, such as supply chainexpenses, and delivering better deals directly to the customer,direct-response techniques allow you to have a one-to-onerelationship with your customer base, giving you better controlover your image, your reputation, and your growth. You'll learn howto:

  • Target a customer base that continually expands and grows
  • Create a USP, or Unique Selling Proposition, that pushes yourproduct ahead of the competition
  • Use compelling messaging that speaks to the unique needs of yourcustomers

With intelligent techniques, illustrative stories of how theywork across a wide variety of media, and step-by-step strategiesthat develop customized marketing initiatives, Buy Now is theessential primer for creating a successful direct-response strategyfor your business.

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Product Details

  • ISBN-13: 9780470888018
  • Publisher: Wiley
  • Publication date: 2/8/2011
  • Edition number: 1
  • Pages: 224
  • Sales rank: 1,492,335
  • Product dimensions: 6.20 (w) x 9.10 (h) x 1.00 (d)

Meet the Author

Rick Cesari was the first person to use an infomercial tobuild a national brand name (Juiceman®) and then apply thesame strategy to launch a number of other products and brands intothe stratosphere: The Sonicare Toothbrush, the George ForemanGrill, OxiClean, and Orange Glo®, as well as Fortune 500clients Microsoft and Clorox®. He is the founder and CEO ofCesari Direct, a full-service direct-response marketing agency thatprovides production, media buying, interactive, and campaignmanagement services.

Ron Lynch has been the creative mind behind manysuccessful direct-response campaigns including BackJoy®Orthotics, the Total Trolley, Light Relief®, the FlavorWaveOven®, and more. He has worked with Rick Cesari since 2001 andis currently partner and Creative Director of Cesari Direct. Hespecializes in strategic category creation, brand creation, anddirect media messaging. Learn more at CesariDirect.com.

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Table of Contents

Prologue: The Secret to Our Success.

CHAPTER 1 Why "Buy Now"?

The Direct Response Solution.

Carnival Beginnings.

Why Direct Response?

Liar, Liar, Pants on Fire.

CHAPTER 2 The Geeks Inherit the Earth.

Why Is Direct Response a Great Value?

Why Doesn’t Everyone Try Direct Response?

What Is a Brand and Why Do I Need One?

CHAPTER 3 They Don’t Teach This in College: Rick’sStory.

The Pitch.

My Story.

From Real Estate to Infomercials.

How to Make a Million.

CHAPTER 4 Juicing for Dollars.

The Power of PR.

Live Seminars.

CHAPTER 5 Building the Juiceman® Brand.

Explosive Growth.

Retail Strategy.

CHAPTER 6 Expanding the Brand: The Breadman®.

Validating "the Model".

Selling the Business.

CHAPTER 7 Sonicare®: The $150 Toothbrush.

Problem/Solution.

Credibility: The Key to a Successful Infomercial.

Rolling Out a Campaign.

CHAPTER 8 The Biggest Knockout in History.

How a Champion Boxer and a Failed Taco Maker Created SizzlingSuccess.

The Price of Celebrity.

Grilling Up Some Big Numbers.

CHAPTER 9 OxiClean®: "Powered by the Air You Breathe,Activated by the Water You Drink.

The Ubiquitous Billy Mays.

The Rise of OxiClean.

Unique Packaging Strategy.

CHAPTER 10 The Customer Is No Dummy.

Positioning Your Product: The Next Niche.

Get to Your Unique Selling Proposition.

CHAPTER 11 Channel Explosion: The Next Paradigm Shift.

Direct Demographic Media Messaging.

Messaging versus Demographic.

What Are You Going to Grow Today?

The Intersection of the Internet.

CHAPTER 12 Free Advertising?

Is My Idea Direct-Response Worthy?

Why Are the COGs So Important?

Long Form or Short Form? That Is the Question.

CHAPTER 13 Anatomy of an Infomercial.

Show Styles or Formats.

Long-Form Elements.

Show Outline.

CHAPTER 14 Offer Is King.

Why Is Everything Priced at $19.95 and $39.95?

How Do Long Form and Short Form Work Together?

CHAPTER 15 Beyond Television: Integrating Radio, WebAdvertising, and More.

Online Marketing Is Direct Response.

The Backend of Direct Response.

CHAPTER 16 Conclusion.

Brass Tacks: What Does This Cost?

Index.

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Customer Reviews

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