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Creative Marketing That Gets Customers to Respond to You and Your Product With ‘BUY NOW!’ by Rick Cesari & Ron Lynch With Tom Kelly

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SEATTLE, Feb. 1, 2011 /PRNewswire/ — “. . . the Average American is blasted by tens of thousands of marketing messages a day. How do you grab their attention and engage them with interest, and begin a meaningful sales dialogue in just seconds? It’s possible. We do it all the time.” – Rick Cesari, author of BUY NOW!

Direct response expert Rick Cesari knows a thing or two about motivating people to “Call now!” and “Act today!”. Rick is the man behind the marketing campaigns that put the Juiceman Juicer, the Sonicare Toothbrush, the George Foreman Grill, and OxiClean into the minds of millions of consumers.

“We’ve been doing this for so long,” says Cesari. “We felt it was a good time to write about our philosophy. It’s all about understanding what motivates people and how to get them to take action.” Rick Cesari shares his twenty-five years of insights and methods that will help readers make the most of direct response marketing, purchase persuasion and simultaneous brand building in his new book, BUY NOW! Creative Marketing that Gets Customers to Respond to You and Your Product (Wiley; Hardcover; February 2011; ISBN: 9780470888018; $24.95). As CEO and founder of the pioneering direct response agency, Cesari Direct, Cesari has placed more companies on the Inc. 500 list of fastest-growing companies than any other marketer. “Many of the companies we’ve helped were start-ups,” notes Cesari. “They were products, not brands. But, using the power of direct response marketing, we helped build them into multi-million dollar brands in a short amount of time, often with no advertising budget.”

BUY NOW! details the tactics Cesari and his team have employed over the past 25 years, providing invaluable insight to business owners, executives, marketers, inventors, salespeople and anyone in need of an economical, effective way to sell products and grow their business. Cesari tells the secrets behind the successful campaigns that catapulted products into millions of homes. This one-of-a kind manual reveals how to:

  • Conduct a profitable direct response campaign
  • Build a product’s reputation by providing helpful information and research
  • Use “high touch” direct response marketing to build brand equity while driving retail sales
  • Create a “self-funding” marketing campaign

BUY NOW! explains why large companies like Johnson & Johnson and Valvoline are employing these successful tactics. Cesari has seen proven results from his Direct Response strategy, “We’re starting to see Fortune 500 companies–who once used only conventional advertising–embracing direct response for their biggest brands. The concept of DR has evolved beyond just the infomercial to more hybrid, short form executions that get people to buy online or order right away. Indeed, internet selling is just the latest iteration of direct response.”

For more information on Rick Cesari visit: www.cesaridirect.com.

About the Authors:

Rick Cesari (Seattle, WA) is a direct response specialist who has produced successful TV marketing campaigns for brands including the George Foreman Grill, Sonicare Toothbrush, OxiClean, Rug Doctor, Hunter Fan, and Momentus golf. A DRTV pioneer, Rick was the first to use an infomercial to build a national brand name: The Juiceman Juicer, in the early nineties.  In 1993, Rick founded Cesari Direct to help companies apply the innovative marketing model he had created. Out of the gate, one of Rick’s first clients, the Sonicare Toothbrush, hit a homerun using his “building brands using DRTV” approach. As a result of Cesari’s campaign, sales went through the roof, and Sonicare’s maker, Optiva Corp, was named #1 on the Inc. 500 list of fastest growing companies in 1997. Cesari Direct continues to launch products and build national brands for start-up companies and Fortune 500 clients alike, and has matured into a turnkey DRTV agency, providing production, media buying, interactive, and campaign management services.

Ron Lynch serves as Creative Director and is a Partner at Cesari Direct.  His ability to drive consumer behavior through television advertising has gained him a national reputation within the direct marketing industry and has generated more than $1B in consumer product goods sales. Ron is best known for his work building the early stage businesses of: Walk Fit, BackJoy, and Smartware, as well as his work for corporate DRTV clients: DuPont, J&J, Valvoline, and Hunter Fan. The Seattle native did his undergrad work at University of Washington.  He oversees all aspects of Cesari Direct’s direct response television writing, creative development and production.

BUY NOW!
Creative Marketing that Gets Customers to Respond to You and Your Product
By Rick Cesari & Ron Lynch
with Tom Kelly
Wiley; Hardcover; ISBN: 9780470888018; February 2011; $24.95

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