Rick Cesari & Ron Lynch 
Buy Now 
Creative Marketing that Gets Customers to Respond to You and Your Product

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 ‘self-funding
‘marketing campaign

* Learn the techniques to building offers that will get people to
respond to your products

* Use ‘high touch’ 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.

Table of Content

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 Oxi Clean®: ‘Powered by the Air You

Breathe, Activated by the Water You Drink’ 107

The Ubiquitous Billy Mays 111

The Rise of Oxi Clean 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

About the author

RICK CESARI was the first person to use an infomercial to build a national brand name (Juiceman¯®) 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, Oxi Clean, 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 campaign management services.

RON LYNCH has been the creative mind behind many successful direct-response campaigns including Back Joy¯® Orthotics, the Total Trolley, Light Relief¯®, the Flavor Wave Oven¯®, 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 Cesari Direct.com.