{"product_id":"buy-now-9780470888018","title":"Buy Now","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eLearn 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\n\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\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\n\u003c\/ul\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49402452181335,"sku":"9780470888018","price":17.09,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780470888018.jpg?v=1730480440","url":"https:\/\/bookcurl.com\/products\/buy-now-9780470888018","provider":"Book Curl","version":"1.0","type":"link"}