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Learn the mysteries of direct response selling with the man who produced the George Foreman Grill campaign

In today's highly competitive, international marketplace, businesses have to do more than just publicize their products. By taking vantage of the accountable promotion model that direct response has to offer, you may improve your bottom line, build brands, and create lasting relationships with legions of satisfied customers.

In Buy Now!, Rick Cesari reveals twenty-five years' worth of perceptivenesses 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 mysteries behind the successful campaigns that catapulted productions into millions of homes.

• Find out how to use direct response to create a "self-funding "marketing campaign
• Learn the proficiencies to building offers that will get humans to respond to your products
• Use "high touch" direct response selling to build brand equity and drive sales at retail
• Find out why huge companies like Johnson & Johnson and Valvoline are using these conceptions for their buyer brands
• Cesari has put more companies on the Inc. 500 list of quickest growing companies than any individual else

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

From the Inside Flap

The 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 a lot of of the most pervasive and successful selling campaigns in history. These campaigns took little budgets and savvy systems and transformed merchandise into household names and millions of dollars in profit.

But this kind of success isn't solely due to celebrity spokesmen and attentiongetting names. And it surely isn't a matter of luck. The merchandising principles that Cesari and his company have mastered have been formed through time-tested application, a great deal of successes—and a few failures as well. And they faced the extreme test in the face of the spectacular rise of new media: the Internet, YouTube, and social networking. Cesari shares how his company's flexibleness and ingenuity adapted their systems to carry out in the new market arena—and brought a new era of growth and profitability to the organization.

Buy Now lays out Cesari's strategies, showing how you may apply them to your merchandising efforts. In addition to cutting out a heap of of the traditionalisti disbursements in selling selling, such as supply chain expenses, and delivering better deals directly to the customer, direct-response proficiencies grant you to have a one-to-one kinship with your client base, giving you better control over your image, your reputation, and your growth. You'll learn how to:

• Target a client base that continually elaborates and grows

• Create a USP, or Unique Selling Proposition, that pushes your product in front of the competition

• Use compelling messaging that speaks to the distinctive needs of your customers

With intellectual techniques, illustrative stories of how they work all over a wide potpourri of media, and step-by-step systems that fabricate customized retail initiatives, Buy Now is the necessary primer for creating a successful direct-response system for your business.

From the Back Cover"This is merely the best book I have ever read on direct response. After observing Rick exercise this art so with great success for assorted decades, I'm thrilled to know his secrets!"—Eric Yaverbaum bestselling author of Public Relations for Dummies and Chairman of Ericho Communications

"Building a business is made of innumerable decisions. The best one I made in building Back Joy into one of the quickest growing companies in the country was to work with Rick Cesari and Ron Lynch. Having the capacity to tap into their combined experience and expertness was a key factor in our success. If you want to with great success navigate the minefields that surround launching a new product or in building the sales of an existent one, you ought to not read this book. You must memorize it."—Bing Howenstein CEO of BackJoy Orthotics, LLC

"Rick Cesari was exceedingly essential in shaping my thinking with regards to our products, advertising strategies, and overall marketing. To this day, I gain from conversations Rick and I proceed 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 conclusions we ever made at Rug Doctor was to collaborator with Cesari Direct. Rick, Ron, and their team in truth understand direct response marketing. They are not out to win awards. They are out to sellproduct—profitably. They not only invented a quality show we could be proud of, they produced a show that delivered aweinspiring results."—Tim Wall President and CEO of Rug Doctor, Inc.

"Cesari's method of direct demographic media messaging is the most innovative profitable advertising model, hands down. They have helped construct global buzz and real sales for GoPro cameras' explosive growth as an emergent brand." —Nick Woodman CEO of GoPro

About the AuthorRick Cesari was the firstborn person to use an infomercial to build a national brand name (Juiceman®) and then utilise the same scheme to launch a number of other merchandise and brands into the stratosphere: The Sonicare Toothbrush, the George Foreman Grill, OxiClean, and Orange Glo®, as well as Fortune 500 clients Microsoft and Clorox®. He is the founder and CEO of Cesari Direct, a full-service direct-response marketing agency that provides production, media buying, interactive, and crusade management services.

Ron Lynch has been the originative mind behind some successful direct-response campaigns including BackJoy® Orthotics, the Total Trolley, Light Relief®, the FlavorWave Oven®, and more. He has worked with Rick Cesari since 2001 and is presently collaborator and Creative Director of Cesari Direct. He specializes in strategic category creation, brand creation, and direct media messaging. Learn more at CesariDirect.com.

Most helpful client reviews

2 of 2 people found the following review helpful.
Buy Now offers a distinctive and modern approach to direct marketing
By michelemb
I primarily enjoyed reading Buy Now because it provided me with elaborated data with regards to the procedure and logistics involved in creating a solid merchandising plan using television infomercials as a platform.
Rick Cesari has a proven track record in this business and shares galore ideas on how to be successful in creating a higher volume of sales through merchandising productions in a way that reaches the consumer. Additionally, he provides systems for finding one's own distinguishable merchandising point and advancing that angle in a way that will discern your product in the marketplace.
I would commend this book to any person who is looking for ways to increase their product's visibility in the marketplace or for anybody who is mesmerized in learning more regarding how to be successful in branding and increasing their company's sales.

1 of 1 persons found the following review helpful.
Good read for infomercial producers, but less valuable for inventors
By Jon LaClare
This is a well-written book by a respectable infomercial producer. The book provides priceless content to any marketer looking to write their own copy, and it may be utile to other marketing channels than TV infomercials. If you are an Internet direct-to-consumer marketer, for example, then this book will likely be of value to you.

On the other hand, if you are an inventor or a product and you are looking to market your product by way of TV infomercials, there are better resources for you. Look for books that are written with the inventor in mind. I have read assorted good ones on my Kindle.

3 of 4 people found the following review helpful.
A freshening new look behind the scenes of the infomercial industry
By RogBear
If you want to learn with regards to the infomercial industry or how to build a brand name, this book is invaluable! The writers take you on a tour of how they built enduring brand names for the George Foreman® Grill, Sonicare®, OxiClean®, and other leading brands. They show you how important it is to be the leader in your market category, and share a scheme to get there with your product even when your market seems saturated.

The book explains how syndication your product with an infomercial works, and how that business changes when you move your product into national syndication chains. The book gives you a valuable system to denigrate the affect your marketing sales have on your infomercial sales.

There are only a handful of good books on the infomercial industry, but most of the others seem dated. Buy Now explains how the infomercial industry has changed since 1998, and likewise the affect that 9/11 had. The book also gives you an stimulating vision of where the industry is going in the next few years as the internet gets connected to everyone's living room TV!

Any business person will learn from and be grateful for the lessons and wisdom that jump off the pages of this book. If you don't presently have a product suitable for an infomercial, this book may inspire you to fabricate or find one. (When done right, with the right product, your sales figures may reach hundreds of millions - that's a lot of `inspiration'.) If you already have or trade a product that might be right for an infomercial, you exceptionally need to read this book.

All I may say is BUY (this book) NOW so that tomorrow you may support your clients to Buy (more of YOUR PRODUCTS) Now!

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