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Buy Now
Creative Marketing that Gets Customers to Respond to You and Your Product
Rick Cesari (Author), Ron Lynch (Author), Tom Kelly (With)
9780470888018, Wiley
Hardback, published 28 January 2011
240 pages
23.6 x 16 x 2.3 cm, 0.422 kg
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. Buy Now! to launch your products and campaigns to new heights-and connect with customers as never before-with Cesari's market-leading insights.
Prologue: The Secret to Our Success xi CHAPTER 1 Why “Buy Now”? 1 The Direct Response Solution 4 Carnival Beginnings 6 Why Direct Response? 7 Liar, Liar, Pants on Fire 10 CHAPTER 2 The Geeks Inherit the Earth 17 Why Is Direct Response a Great Value? 22 Why Doesn’t Everyone Try Direct Response? 24 What Is a Brand and Why Do I Need One? 27 CHAPTER 3 They Don’t Teach This in College: Rick’s Story 33 The Pitch 36 My Story 37 From Real Estate to Infomercials 38 How to Make a Million 43 CHAPTER 4 Juicing for Dollars 49 The Power of PR 54 Live Seminars 56 CHAPTER 5 Building the Juiceman® Brand 61 Explosive Growth 65 Retail Strategy 66 CHAPTER 6 Expanding the Brand: The Breadman® 71 Validating “the Model” 75 Selling the Business 77 CHAPTER 7 Sonicare®: The $150 Toothbrush 79 Problem/Solution 82 Credibility: The Key to a Successful Infomercial 84 Rolling Out a Campaign 86 CHAPTER 8 The Biggest Knockout in History 91 How a Champion Boxer and a Failed Taco Maker Created Sizzling Success 93 The Price of Celebrity 102 Grilling Up Some Big Numbers 105 CHAPTER 9 OxiClean®: “Powered by the Air You Breathe, Activated by the Water You Drink” 107 The Ubiquitous Billy Mays 111 The Rise of OxiClean 117 Unique Packaging Strategy 118 CHAPTER 10 The Customer Is No Dummy 123 Positioning Your Product: The Next Niche 129 Get to Your Unique Selling Proposition 132 CHAPTER 11 Channel Explosion: The Next Paradigm Shift 139 Direct Demographic Media Messaging 143 Messaging versus Demographic 145 What Are You Going to Grow Today? 148 The Intersection of the Internet 149 CHAPTER 12 Free Advertising? 153 Is My Idea Direct-Response Worthy? 156 Why Are the COGs So Important? 159 Long Form or Short Form? That Is the Question 162 CHAPTER 13 Anatomy of an Infomercial 165 Show Styles or Formats 168 Long-Form Elements 171 Show Outline 175 CHAPTER 14 Offer Is King 179 Why Is Everything Priced at $19.95 and $39.95? 183 How Do Long Form and Short Form Work Together? 185 CHAPTER 15 Beyond Television: Integrating Radio, Web Advertising, and More 189 Online Marketing Is Direct Response 195 The Backend of Direct Response 198 CHAPTER 16 Conclusion 205 Brass Tacks: What Does This Cost? 207 Index 211
Subject Areas: Business & management [KJ]
