Friday, July 29, 2011

Making Money Tips

Rick Cesari (@cesaridrtv)  is a regular guy who did what every businessperson is supposed to do and talks about doing but rarely does.  He spotted a trend, turned it into an opportunity and created millions in sales.  And now, he’s sharing his stories, insights and experiences in his book, Buy Now: Creative Marketing That Gets Customers to Respond to You and Your Product.


I received a review copy from Rick’s team and also had the opportunity to chat with Rick and ask him a few behind the scenes questions.  I found him to be extremely engaging  and fun to talk to; he was full of ideas and stories that made it hard to hang up!


How Rick Cesari’s Story Changed Direct Marketing


Rick’s story begins like many of ours.  He went to college and got a summer job as a lifeguard.  One of the ways he could make extra cash as a lifeguard was to sell suntan lotion.  This is where he learned to use a winning formula to make extra money: Present a problem, offer a solution and then explain how his product was better than anything else out on the market today.  It wasn’t just a winning formula for selling suntan lotion, it was a winning formula for selling some of the most successful products of the last 30 years.


In the late 1970s, Cesari got involved with real estate.  Rick produced real estate seminars that ended up making more money for the real estate gurus than their real estate strategies ever did.  And when Ronald Reagan deregulated television in 1982, this changed everything.  Before 1982 advertisers could only purchase 8 minutes of advertising an hour.  But after deregulation, they could purchase an hour of advertising time!  Cesari knew he was on to something.  He would use the lessons he learned by selling suntan lotion and real estate to revolutionize direct response marketing.


Buy Now is a terrific combination of real life case studies and lessons in direct response marketing.   Just because you have no intention of creating an infomercial doesn’t mean that you have nothing to learn from this book.  In fact,  the core principles behind each and every example such as SoniCare Toothbrushes  or the OxyClean brand has something wonderful to offer for every entrepreneur, business owner or sales and marketing professional.


Take the Time to Test for Increased Profitability


Here is a terrific example from Chapter 14 titled, “The Offer Is King.”  If you think that the price level drives the offer, you would be wrong.  Selling product is more about the offer than the price.  Rick recommends having a variety of different offers to test.  “You will always be tempted to test an offer that makes YOU the most money upfront.  That’s not smart and it’s not accurate.”


Cesari goes on to share a powerful story of a piece of exercise equipment that was in the $200 price range.  Of course they had a payment plan.  First they tried three payments of $79.  They couldn’t break even.  Then they tried six payments of $39 – that did even worse.  Finally they did something completely different.  They offered a trial payment of $14.95 for the first 30 days.   They used the increased call volume to research other price points and actually settled on $700!


As it turned out, when the consumers saw the $200 price tag, they assumed the machine was low quality – and didn’t buy.  But once they had it in their home, they were able to justify a much higher price.


Another of my favorite sections is the discussion about why everything is priced at $19.95 and $39.95. Would you believe that this isn’t true – it just seems that way!


After running many tests, Cesari found that consumers see product price in terms of $20 increments;  $19.95, $39.95, $49.95 and $59.95.  In fact, when tested, consumers see very little difference between $29.95 and $39.95. The same is true at the $49.95 and $59.95 price points.  Consumers just didn’t see that much of a difference in price – but you bet your bottom line will.  This section alone can change your profitability almost immediately!


Who Should Read This Book


Buy Now is an ideal book for sales and marketing people, business owners and inventors.  This is a book you will want to read with pen and paper by your side.  My copy already has plenty of dog-eared highlights and underlines.  The Cesari Direct website contains a video with a quick introduction to the book by Rick himself.


Cesari’s focus on the basics of tripping customer emotions and focusing on benefits that resonate with customers will inspire you to look at your marketing a whole new way.



From Small Business TrendsRead Buy Now and Get Profit Making Tips From a Direct Response Marketing Master




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"Ole as Methusalem" and "EBT Card Awards" are just a few of the priceless nuggets my second favorite philosopher next to Megan Fox spat out of her finger tips in an eloquent blog post on her personal A to Zs. While Beyonce and Chris Brown sip purified beluga whale urine out of black diamond goblets on their flying Maybachs, Khia did the real work by renting out a computer at Kinko's for 2 hours to read all of them their rights! Beyonce's handlers better have a chalk eraser handy to wipe off the outline around her, because Khia pretty much destroyed her (not really).


The best of are below and I really hope to see Khia's version of the ABCs in an upcoming episode of Sesame Street. You haven't really heard the phrase "turned to the side ass pussy" until you've heard it from Elmo.

Letter A- Amber Rose: Imma show this bitch a little love cuz she from Philly bald headed and all….She cute!!!! I aint gone judge the hoe because we all know she been on a strippa pole since she was 5 years old, suckin clits since 12, and decided to TRICK and SUCK every nigga in the game and wanna be a model at 35…… Get Money Biiiiiitch!!!!! But I am gone roast at the fact that she leaked photos on the internet of that MILE loooooong, 18wheeler, turned to the SIDE ass pussy, with her DUMB ass and lost ALL of the MONEY! It didn’t work for KATRINA HARBOR and it’s NOT gonework for YOU!!!!! Someone stole your computer, someone stole her phone……Heard it all before!!!! Chile boooo…Stick to what ya know

Trickin, Strippen and Suckin dick and pussy lips…..Get Money Biiiiiitch!!!!!


Letter B- Beyonce: Fuck this hoe………Can Kelly Rowland make a little bit of MONEY???? We all seen Kelly on the EBT card awards shut that shit down and here you come making Jay Z call in all of his favors to put you on the TV screen with that TIRED, THROUGH and DELAYED performance. We ALL could have passed on that! Imma a fan, true enough but we really sick of looking at you! Give Solange a chance or give your husband Jay Z some children cuz he getting ole as Methasulem and his time is running OUT!! Who runs the world? Girls…..Girls!


Letter C- Chris Brown: Oooooooooooo Hoooooooney…… How many records you sold????Cuz the sissy’s and punks all around the world saw ALLLLLLLL your bizness With your “Who told Harpo to beat me,” Blonde hair, Dick down to ya knees….. Redirect your anger please!! Looks like another Dennis Rodman to me….. I aint the one to gossip so you aint heard it from me!


Letter K-Katrina Laverne Taylor and Kimberly Denise Jones: I done let Lil Kim have it on my single “Fix Your Face,” available on I-tunes, so we gone dedicate the letter K to Katrina Harbor, who done gave all


these niggas and bull daggers HIV, Lupus and Grave’s Disease loosing hair and weight, with eyes and thyroids bulging out of the socket! Katrina Harbor has been killing niggas and bull-daggers for a whole decade…… When is yall niggas gone tell the truth? The hood already knows dis…..Easy E aint the only one who went out with a BANG… So glad I didn’t Juuuuuump on that dirty Diiiiiiiiiiick!!!!!!!


Besides, I have already let the world know on the “Hit Er Up” diss that Katrina Harbor’s DURTY, ROTTEN and CORODED ass can’t have no babies…..Weezy aint been the same since he left your ass!!!! Aint no need to tweet about you NOT being PREG! When you don’t take your meds you shrink like a prune and when you do, you big as 2 Burger Kings!!!! Keep it real hoe!!!!!


I hear CVS has a new Minute Clinic but the problems you have with your PUSSIE pussy, you gotta go to the free CLINIC for that!!!!! Bobble Head Biiiiiiiitch!!!!!


Letter Z-Kim Zolciak: Kim you finally dropped Big Poppa like a bad habit because he couldn’t keep the rent and lights on at Shannon Mall in Union City! We all knew that you’s a gold digging, money hungary ass whore with no talent! Kandi wrote you a national hit and you couldn’t even perform it live because you were too busy trying to keep that synthetic wig in place that Derrick been sewing and stitching for years.Its funny how Kandi can write everybody else a hit…Opps, well enough of that back to the subject at hand..You finally struck gold with that young and tender football player after knowing him for only 90 days, you hit a home run with his first born son!!! Get Money Bitch………


Toss every poetry book in the library and replace them with a copy of this! I wish my life was like an episode of Herman's Head and I wish Khia was one of my emotions. Click here to read even more musings from the Shakespeare of Philadelphia.


via Crunk + Disorderly



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