Buy Now

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 "e;self-funding "e;marketing campaign Learn the techniques to building offers that will get people to respond to your products Use "e;high touch"e; 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.

Learn the secrets of direct response marketing with the man whocreated the George Foreman Grill campaignIn today's highly competitive, global marketplace, businesseshave to do more than just advertise their products. By takingadvantage of the accountable advertising model that direct responsehas to offer, you can improve your bottom line, build brands, anddevelop lasting relationships with legions of satisfiedcustomers.In Buy Now!, Rick Cesari reveals twenty-five years' worthof insights and methods, enabling you to make the most of directresponse marketing in your business toolkit. Whether you're abusiness owner, executive, inventor, or marketer, Buy Now!gives you the secrets behind the successful campaigns thatcatapulted 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 torespond to your products* Use "high touch" direct response marketing to build brandequity and drive sales at retail* Find out why large companies like Johnson & Johnson andValvoline are using these concepts for their consumer brands* Cesari has put more companies on the Inc. 500 list offastest growing companies than anyone elseBuy Now! to launch your products and campaigns to newheights-and connect with customers as never before-with Cesari'smarket-leading insights.

Prologue: The Secret to Our Success xiCHAPTER 1 Why "Buy Now"? 1The Direct Response Solution 4Carnival Beginnings 6Why Direct Response? 7Liar, Liar, Pants on Fire 10CHAPTER 2 The Geeks Inherit the Earth 17Why Is Direct Response a Great Value? 22Why Doesn't Everyone Try Direct Response? 24What Is a Brand and Why Do I Need One? 27CHAPTER 3 They Don't Teach This in College: Rick's Story 33The Pitch 36My Story 37From Real Estate to Infomercials 38How to Make a Million 43CHAPTER 4 Juicing for Dollars 49The Power of PR 54Live Seminars 56CHAPTER 5 Building the Juiceman® Brand 61Explosive Growth 65Retail Strategy 66CHAPTER 6 Expanding the Brand: The Breadman® 71Validating "the Model" 75Selling the Business 77CHAPTER 7 Sonicare®: The $150 Toothbrush 79Problem/Solution 82Credibility: The Key to a Successful Infomercial 84Rolling Out a Campaign 86CHAPTER 8 The Biggest Knockout in History 91How a Champion Boxer and a Failed TacoMaker Created Sizzling Success 93The Price of Celebrity 102Grilling Up Some Big Numbers 105CHAPTER 9 OxiClean®: "Powered by the Air YouBreathe, Activated by the Water You Drink" 107The Ubiquitous Billy Mays 111The Rise of OxiClean 117Unique Packaging Strategy 118CHAPTER 10 The Customer Is No Dummy 123Positioning Your Product: The Next Niche 129Get to Your Unique Selling Proposition 132CHAPTER 11 Channel Explosion: The Next Paradigm Shift 139Direct Demographic Media Messaging 143Messaging versus Demographic 145What Are You Going to Grow Today? 148The Intersection of the Internet 149CHAPTER 12 Free Advertising? 153Is My Idea Direct-Response Worthy? 156Why Are the COGs So Important? 159Long Form or Short Form? That Is the Question 162CHAPTER 13 Anatomy of an Infomercial 165Show Styles or Formats 168Long-Form Elements 171Show Outline 175CHAPTER 14 Offer Is King 179Why Is Everything Priced at $19.95 and $39.95? 183How Do Long Form and Short Form Work Together? 185CHAPTER 15 Beyond Television: Integrating Radio, WebAdvertising, and More 189Online Marketing Is Direct Response 195The Backend of Direct Response 198CHAPTER 16 Conclusion 205Brass Tacks: What Does This Cost? 207Index 211