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Rick Cesari shares his twenty-five years of insights and methods as a guide that will help readers make the most of direct response marketing. Rick is the man behind the marketing campaigns that put the Juiceman Juicer, the Sonicare Toothbrush, the George Foreman Grill, and OxiClean into the minds of millions of consumers. In today's highly competitive, non-stop, global marketplace, businesses have to do more than just advertise their products. By taking advantage of the best that direct response marketing has to offer, businesses can improve their bottom lines, build brands, and develop lasting relationships with legions of satisfied customers. Business owners, executives, and inventors will learn the secrets behind the successful campaigns that catapulted these products into millions of homes. Rick provides readers with a one-of-a kind manual that reveals how to: Conduct a profitable direct response campaign Build a product's reputation by providing helpful information and research and allowing a product to sell itself Use "high touch" direct response marketing to build brands