Press Release

George Foreman Grill Marketer Shares Approach for Getting Cost-Conscious to Open Wallets and ‘Buy Now' in New Book

Rick Cesari Recounts 20 Years Experience Building Multi-Million Brands from Scratch

Seattle, Wash. – January 15, 2011 – Direct response expert Rick Cesari knows a thing or two about motivating people to "Call now!" and "Act today!" As the creator of marketing campaigns for the George Foreman Grill, OxiClean, the Sonicare Toothbrush, and a slew of others, Cesari has amassed quite a track record of turning tiny start-ups into household names.

Cesari reveals his proven strategies for purchase persuasion and simultaneous brand building in his new book Buy Now!, released today by Wiley & Sons. As CEO and founder of the pioneering direct response agency Cesari Direct, Cesari has put more companies on the Inc. 500 list of fastest growing companies than any other marketer. Buy Now! details the tactics Cesari and his team employed for many of these companies, 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.

Buy Now! was co-written with Cesari Direct Creative Director Ron Lynch, a direct response veteran credited with crafting many of the memorable sales pitches that catapulted products into millions of homes. "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."

In the book, Cesari writes, "...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."

Buy Now! provides techniques for creating product offers that make people respond, and explains how to use "high touch" direct response to build brand equity while driving retail sales. Readers will also learn how to create a "self-funding" marketing campaign using Cesari's approach, and find out why large companies like Johnson & Johnson and Valvoline are employing these tactics–with much success.

"We're starting to see Fortune 500 companies–who once used only conventional advertising–embracing direct response for their biggest brands," Cesari says. "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."

"We've been doing this for so long. We felt it was a good time to write about our philosophy," Cesari adds. "It's all about understanding what motivates people and how to get them to take action."

For more information on Rick Cesari or to purchase Buy Now!, visit: www.cesaridirect.com.

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