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Buy Now: Creative Marketing that Gets Customers to Respond to You and Your Product Hardcover – February 8, 2011
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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 manRick 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.
But 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 successesand 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 arenaand brought a new era of growth and profitability to the organization.
Buy Now 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:
Target a customer base that continually expands and grows
Create a USP, or Unique Selling Proposition, that pushes your product ahead of the competition
Use compelling messaging that speaks to the unique needs of your customers
With intelligent techniques, illustrative stories of how they work across a wide variety of media, and step-by-step strategies that develop customized marketing initiatives, Buy Now is the essential primer for creating a successful direct-response strategy for your business.
From the Back Cover
"This is simply the best book I have ever read on direct response. After watching Rick practice this art so successfully for several 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 countless decisions. The best one I made in building Back Joy into one of the fastest growing companies in the country was to work with Rick Cesari and Ron Lynch. Having the ability to tap into their combined experience and expertise was a key factor in our success. If you want to successfully navigate the minefields that surround launching a new product or in building the sales of an existing one, you should not read this book. You should memorize it."—Bing Howenstein CEO of BackJoy Orthotics, LLC
"Rick Cesari was extremely important in shaping my thinking regarding our products, advertising strategies, and overall marketing. To this day, I benefit from conversations Rick and I continue 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 decisions we ever made at Rug Doctor was to partner with Cesari Direct. Rick, Ron, and their team really understand direct response marketing. They are not out to win awards. They are out to sellproduct—profitably. They not only produced a quality show we could be proud of, they produced a show that delivered amazing results."—Tim Wall President and CEO of Rug Doctor, Inc.
"Cesari's method of direct demographic media messaging is the most advanced profitable advertising model, hands down. They have helped create global buzz and real sales for GoPro cameras' explosive growth as an emerging brand." —Nick Woodman CEO of GoPro
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Top Customer Reviews
Rick Cesari has a proven track record in this business and shares many ideas on how to be successful in creating a higher volume of sales through marketing products in a way that reaches the consumer. Additionally, he provides strategies for finding one's own unique selling point and promoting that angle in a way that will differentiate your product in the marketplace.
I would recommend this book to anyone who is looking for ways to increase their product's visibility in the marketplace or for anyone who is interested in learning more about how to be successful in branding and increasing their company's sales.
The book explains how marketing your product with an infomercial works, and how that business changes when you move your product into national retail chains. The book gives you a priceless strategy to minimize the impact your retail 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 also the impact that 9/11 had. The book also gives you an exciting 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 appreciate the lessons and wisdom that jump off the pages of this book. If you don't currently have a product suitable for an infomercial, this book may inspire you to develop 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 sell a product that might be right for an infomercial, you especially need to read this book.
All I can say is BUY (this book) NOW so that tomorrow you can help your customers to Buy (more of YOUR PRODUCTS) Now!
True, the authors seem to be selling their firm a bit too much at times, but one must expect that from any book of this type and any transgression is quickly forgiven due to the highly engaging and entertaining style of the writing. These folks have worked with many of the most successful "infomercial" brands and they offer the reader an entertaining behind-the-scenes peek while also sharing their successes and failures in order to help brand builders in their own endeavors.
I wasn't able to put it down and it makes direct response marketing seem oh so approachable, measurable, accountable, and laudable.
~~Review by the author of the e-book, "How to Build and Manage Your Brand (in sickness and in health)."
On the other hand, if you are an inventor or a product and you are looking to market your product via TV infomercials, there are better resources for you. Look for books that are written with the inventor in mind. I have read several good ones on my Kindle.