{"product_id":"buy-now-isbn-9780470888018","title":"Buy Now","description":"Learn the secrets of direct response marketing with the man who created the George Foreman Grill campaign  \u003cp\u003eIn 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.\u003c\/p\u003e \u003cp\u003eIn \u003ci\u003eBuy Now!\u003c\/i\u003e, 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, \u003ci\u003eBuy Now!\u003c\/i\u003e gives you the secrets behind the successful campaigns that catapulted products into millions of homes.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eFind out how to use direct response to create a \"self-funding \"marketing campaign\u003c\/li\u003e \u003cli\u003eLearn the techniques to building offers that will get people to respond to your products\u003c\/li\u003e \u003cli\u003eUse \"high touch\" direct response marketing to build brand equity and drive sales at retail\u003c\/li\u003e \u003cli\u003eFind out why large companies like Johnson \u0026amp; Johnson and Valvoline are using these concepts for their consumer brands\u003c\/li\u003e \u003cli\u003eCesari has put more companies on the \u003ci\u003eInc.\u003c\/i\u003e 500 list of fastest growing companies than anyone else\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003ci\u003eBuy Now!\u003c\/i\u003e to launch your products and campaigns to new heights-and connect with customers as never before-with Cesari's market-leading insights.\u003c\/p\u003e \u003cp\u003ePrologue: The Secret to Our Success xi\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 1 Why “Buy Now”? 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Direct Response Solution 4\u003c\/p\u003e \u003cp\u003eCarnival Beginnings 6\u003c\/p\u003e \u003cp\u003eWhy Direct Response? 7\u003c\/p\u003e \u003cp\u003eLiar, Liar, Pants on Fire 10\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 2 The Geeks Inherit the Earth 17\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhy Is Direct Response a Great Value? 22\u003c\/p\u003e \u003cp\u003eWhy Doesn’t Everyone Try Direct Response? 24\u003c\/p\u003e \u003cp\u003eWhat Is a Brand and Why Do I Need One? 27\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 3 They Don’t Teach This in College: Rick’s Story 33\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Pitch 36\u003c\/p\u003e \u003cp\u003eMy Story 37\u003c\/p\u003e \u003cp\u003eFrom Real Estate to Infomercials 38\u003c\/p\u003e \u003cp\u003eHow to Make a Million 43\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 4 Juicing for Dollars 49\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Power of PR 54\u003c\/p\u003e \u003cp\u003eLive Seminars 56\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 5 Building the Juiceman® Brand 61\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eExplosive Growth 65\u003c\/p\u003e \u003cp\u003eRetail Strategy 66\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 6 Expanding the Brand: The Breadman® 71\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eValidating “the Model” 75\u003c\/p\u003e \u003cp\u003eSelling the Business 77\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 7 Sonicare®: The $150 Toothbrush 79\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eProblem\/Solution 82\u003c\/p\u003e \u003cp\u003eCredibility: The Key to a Successful Infomercial 84\u003c\/p\u003e \u003cp\u003eRolling Out a Campaign 86\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 8 The Biggest Knockout in History 91\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHow a Champion Boxer and a Failed Taco\u003c\/p\u003e \u003cp\u003eMaker Created Sizzling Success 93\u003c\/p\u003e \u003cp\u003eThe Price of Celebrity 102\u003c\/p\u003e \u003cp\u003eGrilling Up Some Big Numbers 105\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 9 OxiClean®: “Powered by the Air You\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBreathe, Activated by the Water You Drink” 107\u003c\/p\u003e \u003cp\u003eThe Ubiquitous Billy Mays 111\u003c\/p\u003e \u003cp\u003eThe Rise of OxiClean 117\u003c\/p\u003e \u003cp\u003eUnique Packaging Strategy 118\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 10 The Customer Is No Dummy 123\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePositioning Your Product: The Next Niche 129\u003c\/p\u003e \u003cp\u003eGet to Your Unique Selling Proposition 132\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 11 Channel Explosion: The Next Paradigm Shift 139\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDirect Demographic Media Messaging 143\u003c\/p\u003e \u003cp\u003eMessaging versus Demographic 145\u003c\/p\u003e \u003cp\u003eWhat Are You Going to Grow Today? 148\u003c\/p\u003e \u003cp\u003eThe Intersection of the Internet 149\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 12 Free Advertising? 153\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIs My Idea Direct-Response Worthy? 156\u003c\/p\u003e \u003cp\u003eWhy Are the COGs So Important? 159\u003c\/p\u003e \u003cp\u003eLong Form or Short Form? That Is the Question 162\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 13 Anatomy of an Infomercial 165\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eShow Styles or Formats 168\u003c\/p\u003e \u003cp\u003eLong-Form Elements 171\u003c\/p\u003e \u003cp\u003eShow Outline 175\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 14 Offer Is King 179\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhy Is Everything Priced at $19.95 and $39.95? 183\u003c\/p\u003e \u003cp\u003eHow Do Long Form and Short Form Work Together? 185\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 15 Beyond Television: Integrating Radio, Web\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAdvertising, and More 189\u003c\/p\u003e \u003cp\u003eOnline Marketing Is Direct Response 195\u003c\/p\u003e \u003cp\u003eThe Backend of Direct Response 198\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 16 Conclusion 205\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBrass Tacks: What Does This Cost? 207\u003c\/p\u003e \u003cp\u003eIndex 211\u003c\/p\u003e   \u003cp\u003e\u003cb\u003eRICK CESARI\u003c\/b\u003e was the first person to use an infomercial to build a national brand name (Juiceman\u003csup\u003e®\u003c\/sup\u003e) and then apply the same strategy to launch a number of other products and brands into the stratosphere: The Sonicare Toothbrush, the George Foreman Grill, OxiClean, and Orange Glo\u003csup\u003e®\u003c\/sup\u003e, as well as Fortune 500 clients Microsoft and Clorox\u003csup\u003e®\u003c\/sup\u003e. He is the founder and CEO of Cesari Direct, a full-service direct-response marketing agency that provides production, media buying, interactive, and campaign management services. \u003c\/p\u003e\u003cp\u003e\u003cb\u003eRON LYNCH\u003c\/b\u003e has been the creative mind behind many successful direct-response campaigns including BackJoy\u003csup\u003e®\u003c\/sup\u003e Orthotics, the Total Trolley, Light Relief\u003csup\u003e®\u003c\/sup\u003e, the FlavorWave Oven\u003csup\u003e®\u003c\/sup\u003e, and more. He has worked with Rick Cesari since 2001 and is currently partner and Creative Director of Cesari Direct. He specializes in strategic category creation, brand creation, and direct media messaging. Learn more at CesariDirect.com.    \u003c\/p\u003e\u003cp\u003eThe Juiceman Juicer, Sonicare Toothbrush, George Foreman Grill, and OxiClean are all brands that you remember. And you recognize them because of one man—Rick Cesari. For the past twenty-five years, Cesari has been behind some of the most pervasive and successful marketing campaigns in history. These campaigns took small budgets and savvy strategies and transformed products into household names and millions of dollars in profit.  \u003c\/p\u003e\u003cp\u003eBut this kind of success isn't solely due to celebrity spokesmen and catchy names. And it certainly isn't a matter of luck. The marketing principles that Cesari and his company have mastered have been formed through time-tested application, plenty of successes—and a few failures as well. And they faced the ultimate test in the face of the spectacular rise of new media: the Internet, YouTube, and social networking. Cesari shares how his company's flexibility and ingenuity adapted their strategies to perform in the new market arena—and brought a new era of growth and profitability to the organization.  \u003c\/p\u003e\u003cp\u003e\u003ci\u003eBuy Now\u003c\/i\u003e lays out Cesari's strategies, showing how you can apply them to your marketing efforts. In addition to cutting out many of the traditional expenses in retail selling, such as supply chain expenses, and delivering better deals directly to the customer, direct-response techniques allow you to have a one-to-one relationship with your customer base, giving you better control over your image, your reputation, and your growth. You'll learn how to:  \u003c\/p\u003e\u003cul\u003e \u003cli\u003eTarget a customer base that continually expands and grows\u003c\/li\u003e \u003cli\u003eCreate a USP, or Unique Selling Proposition, that pushes your product ahead ofthe competition\u003c\/li\u003e \u003cli\u003eUse compelling messaging that speaks to the unique needs of your customers\u003c\/li\u003e \u003c\/ul\u003e  \u003cp\u003eWith intelligent techniques, illustrative stories of how they work across a wide variety of media, and step-by-step strategies that develop customized marketing initiatives, \u003ci\u003eBuy Now\u003c\/i\u003e is the essential primer for creating a successful direct-response strategy for your business.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47988874838245,"sku":"NP9780470888018","price":24.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470888018.jpg?v=1761781871","url":"https:\/\/k12savings.com\/es\/products\/buy-now-isbn-9780470888018","provider":"K12savings","version":"1.0","type":"link"}