519: 4 Timeless Marketing Lessons That Always Work w/ Rick Cesari

ABOUT THIS EPISODE

In this episode we talk to Rick Cesari, Founder and CEO of Cesari Ignite.

Are you struggling to come up withoriginal content, weaken and weak out start a boncast interview, your idealclients? Let them talk about what they care about most and never run out ofcontent ideas again: Learn more at sweetfish media DOLCOM, you're. Listening to the B Ta b growthshow a podcast dedicated to help him bee to be executive, achieve explosivegrowth, whether you're looking for techniques and strategies or tools andresources. You've come to the right place, I'm James Carburry and I'mJonathan Green. Let's get into the show, welcome back to the B to be growth showtoday we are joined by Rick Saseri Rick is the founder in CEO of CESARIAC Niht,and he's also the author of the upcoming book building a Billion DollarBrands. Rick Welcome to the show hey great to be here. Jonathan, that'sgreat. To have it's to hear on the show. We were jamming a little bit offlineback and forth H, trying to sort of hone in on today's topic and you'd runthis idea by me that I I loved immediately because I think, on theshow we always you know, there's always like the latest, the newest, thetrendeas, the flashiest sort of thing that people wan to talk about, which Ithink is great, there's, definitely always that room for growth andimprovement in the way that things evolve. But today I love the fact thatwe're going to g be getting back to this idea of timeless marketing lessonsthat always work. You know, and it's it's really kind of this idea ofgetting back to basics and before we get into today's topic, which I'mexcited for Rick, maybe you can tell our listeners a little about what you wyou're up to and a little about what you and this Iarini media team are upto. Oh, that sounds great, so I'm excited too. I I love sharing. When Icall my timeless marketing tips. I started my marketing Caree, I'm adirect response. Marketer and I started way back when I'm going to age myselfnow when we were using newspaper ads to...

...drive people to seminars all the waythrough one of our latest campaigns, which was for the Gopro Camera, whichwas obviously mostly online and digital and between them, have helped buildmany prominent brands like the George formand grill oxi clean SonicareClarsonic, but all of them have used basic direct response principals, andso what I've found is you know, marketing can be very complicated. Itlike what you just said: Jonathan you're, looking at always the latestand greatest, and I should be here and social meedy or doing it but t, but Ithink a lot of people missd out on on a basic layer of foundational things thatthey should be doing in all of their marketing. And that's why I puttogether this list of of eleven tips. Yeah. You know certainly you're you're,revealing your age talking about using newspaper ads to to sort of drive that traffic, but I think it's soimportant because you have, I think you have perspective. You know that givesyou and that it can be that can be sorely lacking because there's so manythings that are just to flash in the pan there's so many things that havethe Rassel dazzle but you've seen it through. So many different iterationsyou've seen the evolution and you're bringing that perspective to bear onlessons and techniques that that still have that are still afpletible today, butyou've got that perspective. So that's why I'm very excited to have you on theshow. You actually have eleven of these timeless marketing tips, we're growingyour business, we're not going to have time to get through all eleven todays,so we're going to focus on on sort of the top one that you've got and wellprovide our listeners of the link after the episode so that they can check outthe list in its entirety but rick. Why don't you take it away? Where are westarting today? Al Rit? Well, no first one on our list on my list and it's alesson I learned when I was very young. I I was a lifeguard in Daytona Beach,Florida and the only way I could make money. I would sell Sontan motion tothe tourists when they came down, and...

...so the first one on the list is alwaysupcell and what I learned when I was doing that was, I would spend just asmuch time selling one bottle for eight dollars to people laying by the pool,as I did, if I put together a system of Pretaner Cana after Tan that might sellfor eighty dollars, and so it was a very early lesson, but I actually tookthat information and abused it through all of my direct response, marketingand a lot of Oline. If you're, looking at online impul marketing courses thesedays, all of hem have like a ladder of Amenco whole ladder of success or aladder of sales where they might start with a free bulk and then y. You end upH, purchasing a course, and then you might get a Webanar and then it mightget personal coaching, but it all started back with always keeping inmind that whatever you have, if you have loyal customers, there's alwayssomething else that that should be sold to them and I'm not saying it intoterms of. Let's just sell anything to make money. It needs to fit in withsomething that can help the people and it will be beneficial to them, butalways keep in mind that you should always be upselling once you've createdthat initial sale, yeah and- and I think at makes a lot of sense for for acouple of reasons. I think that number one today people's time is such avaluable commodity and that you're going to be. You know if you're, ifyou're able to get someone's time. Like you said it's it's going to be just asmuch AF an investment to sort of explain. You know one service offering,as it will be too, to offer sort of a upcell. It's a sort of the you know,premium service or whatever it is. I think that's one thing is that it'slike you said it's the same amount of time, investment and number two youknow up, so I think for me upcell sometimes, if I'm it can have anegative connotation t just you know it feels like. Oh, you know someone's justtrying to get more money out of me, but I think that in reality, upselling is,is also really about finding the right...

...fit for your client. You have a clientyou that that wants to do business with you. You have a service or a product oran offering that they want they're going to get value out of, but maybethere's something that they're going to get even more value out of- and I thinkthat's you know- that's a big part of upseing. It shouldn't necessarily havethis negative. Oh I don't. I don't want to just try and get more money out ofsomeone. No, I want to provide this person with the maximum amount of valuepossible. Absolutely and- and that's really the key to it is not justlooking at it like. Oh, how can I make an extra dollar, but how can I delivermore value to the customers that are responding to my marketing message? Soabsolutely o? I said that's number one, always upsail. What have we got for anumber to in skip the number four on my list, one of my favorites there's, anold saying, features, tell and benefits cell and again it's something that youlose sight of, but I learned this lesson my brother Steve and I who arepartners in sysaricniht. We started a company called trillium health productsand one of the main products we marketed with the juice man, juice,extractor and at the time the two companies that were the biggest in thatfield were two German engineering companies brodand crops and becausethey were German engineering companies, they focused on the features of theirmachines. We had a stainless teel blade and we have a powerful motor and wehave dishwashers, safe plastic and they were marketing them. Like an applianceand my brother Stepe End, I came in and really started the trend or concept ofmarketing the benefits of the Jews. If you drink the juice from this machine,you can lower your cholesterol, lower your blood pressure, you can have moreenergy, you can help live longer and we struck a cord and we were with theright product with the right message at the right time, and our sales grew fromzero to seventy five million and a little over three and a half years, butreally the foundation of that was focusing on the benefits of the whatour product provided and not the...

...features yeah, and I think that interms of the marketing world, that is a l such a valuable lesson because you'reputting the you're thinking about the client you're thinking about what isthat real painpoint? You know I'm not here talking about like. Oh all, thegreat things that you know I'm doing or we can do or all these amazing. It'slike what? What is your painpoint? What are you trying to whati the clienttrying to accomplish, and so the the benefits is more client centric thanthe features? Absolutely absolutely- and you know the these things I'mmentioning I'm mentioning on what they are, I'm giving a real life example andagain it B. I call hem timeless because it worked many years ago, but it itworks current with whatever you're marketing give you another example thenext one on the list. A marketing tip is always educate the consumer, and bythis I mean a lot of people, try to quote unquote, sell a product or sell,and I've always been a big believer in selling through education, and you cango all the way back to. When I was selling Suntan lotion person to person.I would explain the benefits of why they needed this and what would happenif they didn't use it but len, to give you a better example: the Sonicaretoothbrush they were having. It was a hundred D, fifty dollar toothrush. Theywere having trouble getting it just distributed at retail, and so what wedid is what was unique about the sonicare tooth broget used sonictechnology and it had the ability to clean beyond the Bristles, and that wasa really powerful, unique selling proposition, but still to the consumer.That really didn't mean anything. So we had to educate the consumers about thecause of gum disease and then show that the sonecare technology was thesolution to the problem. The cause of gun disease was the bacteria that wouldhide in the nooks and crannies of your...

...teeth. Well, here's a product now thatwould clean beyond the bristles and help eliminate gum disease, and wewould guarantee people that they would get a better dental check up and saleson that product took off as well. So again, it's a basic foundationalmarketing concept, but it's one that we use regardless of the product, we'remarketing we're. Always thinking like how can we educate the consumer so thatthey're making a decision to buy the product based on the information theyhave? And- and it's really I always like to think of it as like. Justcommon sense like why, wouldn't they buy the product after they have thisinformation yeah well and- and I think that it's so easy to to W- you know youthink about your your company, you're, offering you know the benefits insideand ow. You know that it's you know that it's valuable. I think it's easyto default too, like look at all these great features like I know that this isa great service. I know that this is a great product like look at all. Thethings that we can do is is an easy thing to default, and it's a little bittougher to think to stop and say: No, you know what or the ultimate benefits.What are the problems that I'm really solving for the end client. You know,let's, let's think about them and put them front and center and and and thisidea of always educating the consumer, I think is valuable as well. I meanthat is another area in which you are putting them first you're you're,offering this this value, educating them and that can sort of you know thatcan get wrapped up and everything else that you're doing so y. So those aresome great lessons rick. What are we what's? What's the next lesson thatwe're going to be talking about Aright, the next one is one of my favorite andh. It really shows you how things as much as things change they really staythe same, so the tip is always use key opinion, leaders or a better term ornewer term for those are influencers and I'll give you two examples: an oldone and a new one. Going back to the...

...sonicare thing. We got the SONI CAREtoothbrush in the hands s as many dentists and Periodantis, as we can,because they had the ability to influence their clients into buying theproduct, and why that what I call professional market wasn't very largefrom a sales perspective, the impact it had on the consumer market was huge.Now, let's fast forward to go pro camera, the foundation of the GOPRO wasgetting that camera into the hands of the influencers, that for thedemographic that they were after, which was extreme athletes, so surfers andmountain bikers and skiers and snow boarders. They would h get the camerasout to these people. These people would make amazing videos post 'em online.The videos would go foviral and that helped you know, build that that brandtremendously, and so it's always a good idea which would whathever product orservice you're marketing to see if there's a way of leveraging the keyopinion leaders the influencers to help build your brand and the secondarybenefit that you get from. That is really that these people bringcredibility to your product. It's almost like an implied endorsement whenthey're using your product and again that's something that before people aregoing to buy something they're looking for that, who else is using it? If so,and so is using it. I can trust that product that it really works. So it's areally powerful marketing tip that we always try to utilize whenever we'rewe're marketing a product or service, yeah and reck. I know a lot of the Mexamples that you've given me are great examples. The examples th the worldthat you're in is can be sometimes B to s focus, but I think that thesemarketing tifps are still relevant. I mean and you Wou D. maybe you wouldagree that these marketing tepts are still very, very relevant in the B to bspace, especially as the B T B world. I...

...think embraces some of the lessons thatbe to see marketers have known for years. Oh AB, absolutely Um! You hitthe nail right onthehead. These concepts can be used not give ou anexample the next one right after the key opinion, leaders is always useauthentic, testimonials and how powerful again it's a basic thing, butyou'd be surprised at how many people don't do this onder website or whatever,if you're a B To v business again, if you get testimonials from happycustomers- and you really use them liberally, sprinkle them throughoutyour website throughout your communication. Again, it's people thatare kicking the tires and are thinking about using your product or service.They want to see that other people have had a good experience, and so that'ssomething that all of these really apply both to be to see R or be to B.and it's really. What I like to point out is just make sure that you'relooking at some of these fundamental things when you're doing your marketingand and trying to get as many of them in place and and it will definitelyboost the results that you're looking for we reck. This has been sometremendous content. We actually manage to make it through five of the elevenwhich I think is is even slightly better than what we were expecting tomake it through. If anyone that's listening right now wants to follow upwith you, they wan to find out more about szarri ignite. They want to findout more about your upcoming book building a Billion Dollar Brands, orthey want to find out even more about you know the other six timelessmarketing tips. What's the best way for them to go about doing that great well,the best they can download the eleven timeless marketing tips. I put togethera nice little ebooklet for them that they could download and they can getthat at sesarignite. It's CES, Ari, ignit, ignite, dtcom, forrd, slash,branding and they'll, be able to download that and my book- that'scoming, outill be coming out in October...

...of this year, two thousand andseventeen and anybody there'll be information about that on our websiteand just a real, quick, the title building billion dollar brands. Imarketed like hundreds of different products over my lifetime, but two ofthem, the George Forman Grill and the Goprocramera both went to zero to abillion dollars in sales, and that's where the title of that book came fromfantastic e reck, thanks Yagain, so much for your time today, it was a realpleasure having you on the show Tay thanks Fonton as great if you're a beautty marketer. We wantto feature you on sites like the Huffington Post, social mediae, examineeart and chief marketer. Every week we seen that a question reallated to be tobemarketing. We use the responses to those questions to feel the content. Wewrite for really popular websites so head over to sweetfish, medy com, slashquestions and sign up today. Thank you so much for listening until next time.

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