Buy Now – Creative Marketing that Gets Customers to Respond to You and Your Product

<p>Prologue: The Secret to Our Success xi</p>
<p>CHAPTER 1 Why Buy Now ? 1</p>
<p>The Direct Response Solution 4</p>
<p>Carnival Beginnings 6</p>
<p>Why Direct Response? 7</p>
<p>Liar, Liar, Pants on Fire 10</p>
<p>CHAPTER 2 The Geeks Inherit the Earth 17</p>
<p>Why Is Direct Response a Great Value? 22</p>
<p>Why Doesn t Everyone Try Direct Response? 24</p>
<p>What Is a Brand and Why Do I Need One? 27</p>
<p>CHAPTER 3 They Don t Teach This in College: Rick s Story 33</p>
<p>The Pitch 36</p>
<p>My Story 37</p>
<p>From Real Estate to Infomercials 38</p>
<p>How to Make a Million 43</p>
<p>CHAPTER 4 Juicing for Dollars 49</p>
<p>The Power of PR 54</p>
<p>Live Seminars 56</p>
<p>CHAPTER 5 Building the Juiceman&reg; Brand 61</p>
<p>Explosive Growth 65</p>
<p>Retail Strategy 66</p>
<p>CHAPTER 6 Expanding the Brand: The Breadman&reg; 71</p>
<p>Validating the Model 75</p>
<p>Selling the Business 77</p>
<p>CHAPTER 7 Sonicare&reg;: The $150 Toothbrush 79</p>
<p>Problem/Solution 82</p>
<p>Credibility: The Key to a Successful Infomercial 84</p>
<p>Rolling Out a Campaign 86</p>
<p>CHAPTER 8 The Biggest Knockout in History 91</p>
<p>How a Champion Boxer and a Failed Taco</p>
<p>Maker Created Sizzling Success 93</p>
<p>The Price of Celebrity 102</p>
<p>Grilling Up Some Big Numbers 105</p>
<p>CHAPTER 9 OxiClean&reg;: Powered by the Air You</p>
<p>Breathe, Activated by the Water You Drink 107</p>
<p>The Ubiquitous Billy Mays 111</p>
<p>The Rise of OxiClean 117</p>
<p>Unique Packaging Strategy 118</p>
<p>CHAPTER 10 The Customer Is No Dummy 123</p>
<p>Positioning Your Product: The Next Niche 129</p>
<p>Get to Your Unique Selling Proposition 132</p>
<p>CHAPTER 11 Channel Explosion: The Next Paradigm Shift 139</p>
<p>Direct Demographic Media Messaging 143</p>
<p>Messaging versus Demographic 145</p>
<p>What Are You Going to Grow Today? 148</p>
<p>The Intersection of the Internet 149</p>
<p>CHAPTER 12 Free Advertising? 153</p>
<p>Is My Idea Direct–Response Worthy? 156</p>
<p>Why Are the COGs So Important? 159</p>
<p>Long Form or Short Form? That Is the Question 162</p>
<p>CHAPTER 13 Anatomy of an Infomercial 165</p>
<p>Show Styles or Formats 168</p>
<p>Long–Form Elements 171</p>
<p>Show Outline 175</p>
<p>CHAPTER 14 Offer Is King 179</p>
<p>Why Is Everything Priced at $19.95 and $39.95? 183</p>
<p>How Do Long Form and Short Form Work Together? 185</p>
<p>CHAPTER 15 Beyond Television: Integrating Radio, Web</p>
<p>Advertising, and More 189</p>
<p>Online Marketing Is Direct Response 195</p>
<p>The Backend of Direct Response 198</p>
<p>CHAPTER 16 Conclusion 205</p>
<p>Brass Tacks: What Does This Cost? 207</p>
<p>Index 211</p>