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"Building a business is made of countless decisions. The best one I made in building Back Joy into one of the fastest growing companies in the country was to work with Rick Cesari and Ron Lynch. Having the ability to tap into their combined experience and expertise was a ...
"Building a business is made of countless decisions. The best one I made in building Back Joy into one of the fastest growing companies in the country was to work with Rick Cesari and Ron Lynch. Having the ability to tap into their combined experience and expertise was a key factor in our success. If you want to successfully navigate the minefields that surround launching a new product or in building the sales of an existing one, you should not read this book. You should memorize it."—Bing Howenstein CEO of BackJoy Orthotics, LLC
"Rick Cesari was extremely important in shaping my thinking regarding our products, advertising strategies, and overall marketing. To this day, I benefit from conversations Rick and I continue to have in boardrooms, over the cell phone, or standing on freezing mountaintops in Washington State and Colorado."—Joel Appel former president of Orange Glo International, Inc., the makers of OxiClean, and President of FullBar LLC and Brainetics LLC
"One of the best decisions we ever made at Rug Doctor was to partner with Cesari Direct. Rick, Ron, and their team really understand direct response marketing. They are not out to win awards. They are out to sellproduct—profitably. They not only produced a quality show we could be proud of, they produced a show that delivered amazing results."—Tim Wall President and CEO of Rug Doctor, Inc.
"Cesari's method of direct demographic media messaging is the most advanced profitable advertising model, hands down. They have helped create global buzz and real sales for GoPro cameras' explosive growth as an emerging brand." —Nick Woodman CEO of GoPro
CHAPTER 1 Why "Buy Now"?
The Direct Response Solution.
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’s Story.
From Real Estate to Infomercials.
How to Make a Million.
CHAPTER 4 Juicing for Dollars.
The Power of PR.
CHAPTER 5 Building the Juiceman® Brand.
CHAPTER 6 Expanding the Brand: The Breadman®.
Validating "the Model".
Selling the Business.
CHAPTER 7 Sonicare®: The $150 Toothbrush.
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 Sizzling Success.
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.
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, Web Advertising, and More.
Online Marketing Is Direct Response.
The Backend of Direct Response.
CHAPTER 16 Conclusion.
Brass Tacks: What Does This Cost?
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