In 2011, Rick Cesari and Ron Lynch released their new book “BUY NOW – Creative marketing that gets customers to respond to you and your product.” (Wiley Press).
Here are just a few of the many insights that you will find in “BUY NOW” to help you build your business and brand through response-generating advertising.
THE POWER OF THE USP: “Every product needs a Unique Selling Proposition. Without this USP, why should someone buy your product instead of the many other readily available choices? What is it about your product that makes it unique?”
SELLING IS GOOD: “We know in our core that selling is good. Selling helps people. People are grateful to be sold something they truly want and need. Unlock this door in your mind and you will sell more, sell better and care about the people you are selling to.”
STRATEGIC FOCUS IS A MUST: “You cannot afford in this day and age to say ‘Our product appeals to everyone’ then shotgun a message in hopes of landing business. That’s a stupid waste of money. There are just too many messages out there pounding the audience.”
ADVERTISING THAT PAYS FOR ITSELF: “Direct response is advertising that pays for itself. Companies can create large media campaigns starting with few resources.”
YOUR SECRET WEAPON: “The best thing about our strategy for building a brand is that it comes up on the competitor so fast – as if from nowhere. It’s indefensible. It’s truly the David and Goliath marketing model. The best part is that you can do it over and over and over again and the principles always work, every time.”
HOW TO GET RICH: “Don’t make a million dollars from anybody. Make a dollar from everybody. That’s the brand game. That’s the winning strategy.”
DIRECT RESPONSE BUILDS RETAIL: “One of the powerful aspects of direct response that many people still do not understand is the ability to drive product through retail channels. What started as one SKU of OxiClean in retailers turned into a complete line of products that shoved their way into grocery stores and mass merchants around the globe.”
THAR’S GOLD IN THEM THAR DATA: “The people in our database ended up being a gold mine of information and recurring sales. These people are ideologically aligned with our company’s goals.”
TWO KEYS TO SUCCESS: “The problem/solution message and complete credibility are absolutely necessary for a successful direct marketing approach. It must be real. You cannot fake it.”
REALLY LISTEN TO THE CUSTOMER: “To this day, when an inventor brings a new product to us, I recommend that they get real consumer feedback, either from direct sales at state fairs or a web site. This direct consumer feedback is much more valuable to creating a successful pitch than any focus group can be. The reason is that you’re asking people to decide with their pocketbooks whether they truly liked the product and the pitch. They are giving you real money. In a focus group, people are only giving opinions.”
MEN ARE FROM MARS/WOMEN ARE FROM VENUS: “To a man, a good sales pitch is like a good arrow. It gets to the meat – short, straight and to the point. It actually may leave a few things unanswered. To a woman, a good pitch is more like a good basket – woven, connected and three-dimensional. It needs to hold more water”.
THE MORE THINGS CHANGE, THE MORE THEY STAY THE SAME: “Online marketing is direct response.”
ONE MORE PEARL: “The offer is king. Test, test, test.”