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

Book Description

Learn the secrets of direct response marketing with the man who created the George Foreman Grill campaign

In today's highly competitive, global marketplace, businesses have to do more than just advertise their products. By taking advantage of the accountable advertising model that direct response has to offer, you can improve your bottom line, build brands, and develop lasting relationships with legions of satisfied customers.

In Buy Now!, Rick Cesari reveals twenty-five years' worth of insights and methods, enabling you to make the most of direct response marketing in your business toolkit. Whether you're a business owner, executive, inventor, or marketer, Buy Now! gives you the secrets behind the successful campaigns that catapulted products into millions of homes.

  • Find out how to use direct response to create a "self-funding "marketing campaign

  • Learn the techniques to building offers that will get people to respond to your products

  • Use "high touch" direct response marketing to build brand equity and drive sales at retail

  • Find out why large companies like Johnson & Johnson and Valvoline are using these concepts for their consumer brands

  • Cesari has put more companies on the Inc. 500 list of fastest growing companies than anyone else

Buy Now! to launch your products and campaigns to new heights-and connect with customers as never before-with Cesari's market-leading insights.

Table of Contents

  1. Copyright
  2. PROLOGUE: The Secret to Our Success
  3. 1. Why "Buy Now"?
    1. 1.1. The Direct Response Solution
    2. 1.2. Carnival Beginnings
    3. 1.3. Why Direct Response?
    4. 1.4. Liar, Liar, Pants on Fire
  4. 2. The Geeks Inherit the Earth
    1. 2.1. Why Is Direct Response a Great Value?
    2. 2.2. Why Doesn't Everyone Try Direct Response?
    3. 2.3. What Is a Brand and Why Do I Need One?
  5. 3. They Don't Teach This in College: Rick's Story
    1. 3.1. The Pitch
    2. 3.2. My Story
    3. 3.3. From Real Estate to Infomercials
    4. 3.4. How to Make a Million
  6. 4. Juicing for Dollars
    1. 4.1. The Power of PR
    2. 4.2. Live Seminars
  7. 5. Building the Juiceman® Brand
    1. 5.1. Explosive Growth
    2. 5.2. Retail Strategy
  8. 6. Expanding the Brand: The Breadman®
    1. 6.1. Validating "the Model"
    2. 6.2. Selling the Business
  9. 7. Sonicare®: The $150 Toothbrush
    1. 7.1. Problem/Solution
    2. 7.2. Credibility: The Key to a Successful Infomercial
    3. 7.3. Rolling Out a Campaign
  10. 8. The Biggest Knockout in History
    1. 8.1. How a Champion Boxer and a Failed Taco Maker Created Sizzling Success
    2. 8.2. The Price of Celebrity
    3. 8.3. Grilling Up Some Big Numbers
  11. 9. OxiClean®: "Powered by the Air You Breathe, Activated by the Water You Drink"
    1. 9.1. The Ubiquitous Billy Mays
    2. 9.2. The Rise of OxiClean
    3. 9.3. Unique Packaging Strategy
  12. 10. The Customer Is No Dummy
    1. 10.1. Positioning Your Product: The Next Niche
    2. 10.2. Get to Your Unique Selling Proposition
  13. 11. Channel Explosion: The Next Paradigm Shift
    1. 11.1. Direct Demographic Media Messaging
    2. 11.2. Messaging versus Demographic
    3. 11.3. What Are You Going to Grow Today?
    4. 11.4. The Intersection of the Internet
  14. 12. Free Advertising?
    1. 12.1. Is My Idea Direct-Response Worthy?
    2. 12.2. Why Are the COGs So Important?
    3. 12.3. Long Form or Short Form? That Is the Question
  15. 13. Anatomy of an Infomercial
    1. 13.1. Show Styles or Formats
      1. 13.1.1. The News Talk Show or Televised Radio Talk Show
      2. 13.1.2. The Daytime Women's Talk Show
      3. 13.1.3. The Demonstration Show
      4. 13.1.4. The Storymercial
      5. 13.1.5. The Host Tour
      6. 13.1.6. The Reality Approach
    2. 13.2. Long-Form Elements
      1. 13.2.1. The CTA—Call to Action
      2. 13.2.2. Testimonials
      3. 13.2.3. Professional Endorsements
      4. 13.2.4. Animation
    3. 13.3. Show Outline
  16. 14. Offer Is King
    1. 14.1. Why Is Everything Priced at $19.95 and $39.95?
    2. 14.2. How Do Long Form and Short Form Work Together?
  17. 15. Beyond Television: Integrating Radio, Web Advertising, and More
    1. 15.1. Online Marketing Is Direct Response
    2. 15.2. The Backend of Direct Response
      1. 15.2.1. The Phone Rings: Who Answers It?
      2. 15.2.2. Fulfillment: Getting Your Customers Their Products
      3. 15.2.3. Credit Card Processing: Getting Paid
  18. 16. Conclusion
    1. 16.1. Brass Tacks: What Does This Cost?