Rick Cesari (@cesaridrtv)\u00a0\u00a0is a regular guy who did what every businessperson is supposed to do and talks about doing but rarely does.\u00a0 He spotted a trend, turned it into an opportunity and created millions in sales.\u00a0 And now, he\u2019s 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\u2019s team and also had the opportunity to chat with Rick and ask him a few behind the scenes questions. \u00a0I found him to be\u00a0extremely\u00a0engaging \u00a0and fun to talk to; he was full of ideas and stories that made it hard to hang up! How Rick Cesari\u2019s Story Changed Direct Marketing Rick\u2019s story begins like many of ours.\u00a0 He went to college and got a summer job as a lifeguard.\u00a0 One of the ways he could make extra cash as a lifeguard was to sell suntan lotion.\u00a0 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.\u00a0 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.\u00a0 Rick produced real estate seminars that ended up making more money for the real estate gurus than their real estate strategies ever did.\u00a0 And when Ronald Reagan deregulated television in 1982, this changed everything.\u00a0 Before 1982 advertisers could only purchase 8 minutes of advertising an hour.\u00a0 But after deregulation, they could purchase an hour of advertising time!\u00a0 Cesari knew he was on to something.\u00a0 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.\u00a0\u00a0 Just because you have no intention of creating an infomercial doesn't mean that you have nothing to learn from this book.\u00a0 In fact,\u00a0 the core principles behind each and every example such as SoniCare Toothbrushes\u00a0 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, \u201cThe Offer Is King.\u201d\u00a0 If you think that the price level drives the offer, you would be wrong.\u00a0 Selling product is more about the offer than the price. \u00a0Rick recommends\u00a0having a variety of different offers to test.\u00a0 "You will always be tempted to test an offer that makes YOU the most money upfront.\u00a0 That\u2019s not smart and it\u2019s not accurate." Cesari goes on to share a powerful story of a piece of exercise equipment that was in the $200 price range.\u00a0 Of course they had a payment plan.\u00a0 First they tried three payments of $79.\u00a0 They couldn\u2019t break even.\u00a0 Then they tried six payments of $39 \u2013 that did even worse.\u00a0 Finally they did something completely different.\u00a0 They offered a trial payment of $14.95 for the first 30 days.\u00a0\u00a0 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 \u2013 and didn\u2019t buy.\u00a0 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\u2019t true \u2013 it just seems that way! After running many tests, Cesari found that consumers see product price in terms of $20 increments;\u00a0 $19.95, $39.95, $49.95 and $59.95.\u00a0 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.\u00a0 Consumers just didn\u2019t see that much of a difference in price \u2013 but you bet your bottom line will.\u00a0 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.\u00a0 This is a book you will want to read with pen and paper by your side.\u00a0 My copy already has plenty of dog-eared highlights and underlines. \u00a0The Cesari Direct website contains a video with a quick introduction to the book by Rick himself. Cesari\u2019s 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.