Buy Now (PDF)

Prologue: The Secret to Our Success. CHAPTER 1 Why "Buy Now"? The Direct Response Solution. Carnival Beginnings. Why Direct Response? Liar, Liar, Pants on Fire. CHAPTER 2 The Geeks Inherit the Earth. Why Is Direct Response a Great Value? Why Doesn't Everyone Try Direct Response? What Is a Brand and Why Do I Need One? CHAPTER 3 They Don't Teach This in College: Rick's Story. The Pitch. My Story. From Real Estate to Infomercials. How to Make a Million. CHAPTER 4 Juicing for Dollars. The Power of PR. Live Seminars. CHAPTER 5 Building the Juiceman® Brand. Explosive Growth. Retail Strategy. CHAPTER 6 Expanding the Brand: The Breadman®. Validating "the Model". Selling the Business. CHAPTER 7 Sonicare®: The $150 Toothbrush. Problem/Solution. Credibility: The Key to a Successful Infomercial. Rolling Out a Campaign. CHAPTER 8 The Biggest Knockout in History. How a Champion Boxer and a Failed Taco Maker Created Sizzling Success. The Price of Celebrity. Grilling Up Some Big Numbers. CHAPTER 9 OxiClean®: "Powered by the Air You Breathe, Activated by the Water You Drink. The Ubiquitous Billy Mays. The Rise of OxiClean. Unique Packaging Strategy. CHAPTER 10 The Customer Is No Dummy. Positioning Your Product: The Next Niche. Get to Your Unique Selling Proposition. CHAPTER 11 Channel Explosion: The Next Paradigm Shift. Direct Demographic Media Messaging. Messaging versus Demographic. What Are You Going to Grow Today? The Intersection of the Internet. CHAPTER 12 Free Advertising? Is My Idea Direct-Response Worthy? Why Are the COGs So Important? Long Form or Short Form? That Is the Question. CHAPTER 13 Anatomy of an Infomercial. Show Styles or Formats. Long-Form Elements. Show Outline. CHAPTER 14 Offer Is King. Why Is Everything Priced at $19.95 and $39.95? How Do Long Form and Short Form Work Together? CHAPTER 15 Beyond Television: Integrating Radio, Web Advertising, and More. Online Marketing Is Direct Response. The Backend of Direct Response. CHAPTER 16 Conclusion. Brass Tacks:

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, 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 campaign management services.

RON LYNCH has been the creative mind behind many 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 currently partner and Creative Director of Cesari Direct. He specializes in strategic category creation, brand creation, and direct media messaging. Learn more at CesariDirect.com.

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