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.

... a podcast, interview your ideal clients, let them talk about what they care about most, and never run out of content ideas again. Learn more at sweet fish Mediacom. You're listening to the BAB growth show, a podcast dedicated to helping be to be executives achieve explosive growth. Whether you're looking for techniques and strategies or tools and resources, you've come to the right place. I'm James Carberry and I'm Jonathan Green. Let's get into the show. Welcome back to the be to be growth show. Today we are joined by Rick Cesare. Rick is the founder and CEO of Cesareag nite and he's also the author of the upcoming book building a Billion Dollar Brands. Rick, welcome to the show. Hey, great to be here. Jonathan, that's great to have you's to hear on the show. We were jamming a little bit offline back and forth, trying to sort of hone in on today's topic, and you'd run this idea by me that I loved immediately because I think on the show we always, you know, there's always like the the the latest, the newest, the trendiest, the flashiest sort of thing that people want to talk about, which I think is great. There's definitely the always that room for growth and improvement and the way that things evolved. But today I love the fact that we're going to get be getting back to this idea of timeless marketing lessons. That always work, you know, and it's really kind of this idea of getting back to basics. And before we get into today's topic, which I'm excited for, Rick, maybe you can tell our listeners a little about what you what you're up to and a little about what you in necessary ig night media team are up to. That sounds great, so I'm excited too. I love sharing what I call my timeless marketing tips. I started my marketing career. I'm a direct response marketer and I started way back, when I'm going to age myself now, when we were using newspaper ads to...

...drive people to seminars, all the way through one of our latest campaigns, which was for the Gopro Camera, which was obviously mostly online and digital, and between then have helped build many prominent brands like the George Form and grill, oxy clean, sonic are Claire Sonic, but all of them have used basic direct response principles. And so what I've found is, you know, marketing can be very complicated. It like what you just said, Jonathan. You're looking at always the latest and greatest and I should be here and social media or doing it, but at the but I think a lot of people missed out on on a basic layer of foundational things that they should be doing in all of their marketing, and that's why I put together this list of of eleven tips. Yeah, you know, certainly you're you're revealing you're a aged talking about using newspaper ads to to sort of drive that traffic. But I think it's so important because you have, I think you have perspective, you know, that gives in that it can be that can be sorely lacking, because there's so many things that are just the flash in the PAN. There's so many things that have the razzle dazzle, but you've seen it through so many different iterations, you've seen the evolution and you're bringing that perspective to bear on lessons and techniques that that still have, that are still applicable today. But you've got that perspective. So that's why I'm very excited to have you on the show. You actually have eleven of these timeless marketing tips for growing your business. We're not going to have time to get through all eleven today, so we're going to focus on sort of the top ones that you've got and we'll provide our listeners with the link after the episode so that they can check out the list and its entirety. But Rick, wanting to take it away. Where are we starting today? All right, well enough. First one on our list, on my list, and it's a lesson I learned when I was very young. I was a lifeguard and Daytona Beach Florida, and the only way I could make money I would sell Suntan lotion to...

...the tours when they came down, and so the first one on the list is always upsell. And what I learned when I was doing that was I would spend just as much time selling one bottle for eight dollars to people laying by the pool as I did if I put together a system of precan or Tanna aftertan that might sell for eighty dollars. And so it was a very early lesson, but actually took that information and abused it through all of my direct response marketing and a lot of online if you're looking at online info marketing courses these days, all of them have like a ladder of I mean called ladder of success or a ladder of sales, where they might start with a free book and then you end up purchasing a course and then you might get a Webinar and then it might get personal coaching, but it all started back with always keeping in mind that whatever you have, if your have loyal customers, there's always something else that that should be sold to them. And I'm not saying it into terms of let's just sell anything to make money. It needs to fit in with something that can help the people and that will be beneficial to them. But always keep in mind that you should always be upselling once you've created that initial sale. Yeah, and I think it makes a lot of sense for for a couple of reasons. I think that number one, today, people's time is such a valuable commodity and that you're going to be if you know, if you're if you're able to get someone's time. Like you said, it's going to be just as much an investment to sort of explain, you know, one service offering, as it will be to to offer a sort of a up cell, so it's a sort of the you know, premium service or whatever it is us. I think that's one thing, is that it's good, like you said, as the same amount of time investment. And number two, you know, upsell. I think for me upsell sometimes, if I'm it can have a negative connotation. It just if, you know, it feels like, Oh, you know, someone's just trying 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 client, you that that wants to do business with you. You have a service or a product or an offering that they want. They're going to get value out of, but maybe there's something that they're going to get even more value out of, and I think that's, you know, that's a big part of upselling. It shouldn't necessarily have this negative I don't I don't want to just try and get more money out of someone. Know, I want to provide this person with the maximum amount of value possible. Absolutely, and and that's really the key to it, is not just looking at it like Oh, how can I make an extra dollar, but how can I deliver more value to the customers that are responding to my marketing message? So absolutely all right. So that's number one. Always upsell. What do we got from number two? I'm going to skip the number four in my list, one of my favorites. There's an old saying features tell and benefits cell and again it's something that you lose sight of. But I learned this lesson my brother Steve and I, who are partners in Cesarea. Night we started a company called trillium health products and the 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 that field were two German engineering companies, brawn and crops, and because they were German engineering companies, they focused on the features of their machines. We had a stainless steel blade and we have a powerful motor and we have dishwashers, safe plastic, and they were marketing them like an appliance and my brother Steve and I came in and really started the trender concept of marketing 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 more energy, you can help live longer, and we struck a cord and we were with the right product, with the right message at the right time and our sales grew from zero to seventy five million in a little over three and a half years. But really the foundation of that was focusing on the benefits of the what our product provided, and not...

...the features. Yeah, and I think that in terms of the marketing world, that is at such a valuable lesson because you're putting the you're thinking about the client, you're thinking about what is their real pain point. You know, I'm not here talking about like, Oh, all the great things that you know I'm doing or we can do or all these amazing it's like what, what is your pain point? What are you trying to was the client trying to AC comblish? And so the benefits is more client centric than the features. Absolutely, absolutely, and you know these things I'm mentioning, I'm mentioning of what they are. I'm giving a real life example and again it be I call him timeless because it worked many years ago, but it works current with whatever you're marketing. I give you another example. The next one on the list. Marketing tip is always educate the consumer, and by this 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 can go 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 happen if they didn't use it. But let me give you a better example. The sonic care toothbrush. They were having it was a hundred fifty dollar toothbrush. They were having trouble getting it just distributed, it retailed. And so what we did is what was unique about the sonic care toothbrush. It use sonic technology and it had the ability to clean beyond the Bristles, and that was a really powerful, unique selling proposition. But still to the consumer that really didn't mean anything. So we had to educate the consumers about the cause of gum disease and then show that the sonic care technology was the solution to the problem. The cause of gum disease. These with the bacteria that that would hide in the nooks and crannies of your teeth. Well,...

...here's a product now that would clean beyond the bristles and help eliminate gum disease and we would guarantee people that they would get a better dental check up, and sales on that product took off as well. So again, it's a basic foundational marketing concept, but it's one that we use regardless of the product we're marketing. We're always thinking like how can we educate the consumer so that they're making a decision to buy the product based on the information they have, and it's really I always like to think of it, it's like just common sense, like why wouldn't they buy the product after they have this information? Yeah, well, and and I think that it's so easy to to what you know. You think about your your company, you're offering, you know the benefits inside and now you know that it's you know that it's valuable. I think it's easy to default to like look at all these great features, like I know that this is a great service, I know that this is a great product, like look at all the things that we can do. Is a is an easy thing to default and it's a little bit tougher to think, to stop and say no, you know what are 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 I and and this idea of always educating the consumer, I think is valuable as well. I mean that is another area in which you are putting them first. You're offering this this value, educating them, and that can sort of you know, that can get wrapped up in everything else that you're doing. So yeah, so those are some great lessons, Rick. What are we what's the next lesson that we're going to be talking about? All right, the next one is one of my favorite and it really shows you how things, as much as things change, they really stay the same. So the tip is always use key opinion leaders, or a better term or newer term, for those are influencers. And I'll give you two examples, an old one and a new one. Going back to the sonic care thing.

We got the sonic care toothbrush in the hands is as many dentists and periodontist as we can, because they had the ability to influence their clients into buying the product. And why? That what I call professional market wasn't very large from 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 go pro was getting that camera into the hands of the influencers that for the demographic that they were after, which was extreme athletes, so surfers and mountain bikers and skiers and snowboarders. They would get the cameras out to these people, these people would make amazing Vig Deos, post them online, the videos would go viral and that help, you know, build that that brand tremendously, and so it's always a good idea, which would whatever product or service your marketing, to see if there's a way of leveraging the key opinion leaders, the influencers, to help build your brand. And the secondary benefit that you get from that is really that these people bring credibility to your product. It's almost like an implied endorsement when they're using your product, and again, that's something that before people are going to buy something, they're looking for that who else is using it. If so andso is using it, I can trust that product that it really works. So it's a really powerful marketing tip that we always try to utilize whenever we're marketing a product or service. Yeah, and Rick, I know a lot of the examples as you've given me, are great examples. The examples, though, the world that you're in is it can me sometimes be Toc focus, but I think that these marketing tips are still relevant. I mean, and you would buy, maybe you would agree, that these marketing tips are still very, very relevant in the Bob Space, especially as the beat to be world, I think, embraces some...

...of the lessons that be Toc marketers have known for years. Oh, absolutely, you hit the nail right on the head. These concepts can be used. I give you an example. The next one right after the key of opinion leaders is always use authentic testimonials. and how powerful. Again, it's a basic thing, but you'd be surprised at how many people don't do this on their website or whatever. If your bet be business again, if you get testimonials from happy customers and you really use them liberally, sprinkle them throughout your website, throughout your communication, again it's people that are 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's something that all of these really apply both to be Toc or be to be, and it's really what I would like to point out is just make sure that you're looking at some of these fundamental things when you're doing your marketing and trying to get as many of them in place and and it will definitely boost the results you're looking for. Well, Rick, this has been some tremendous content. I we actually managed to make it through five of the eleven, which I think is even slightly better than what we were expecting to make it through. If anyone that's listening right now wants to follow up with you, they want to find out more about Cesare Ignite, they want to find out more about your upcoming book building billion dollar brands, or they want to find out even more about, you know, the other six timeless marketing 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 together a nice little e booklet for them that they could download and they can get that at caesare ignite. It's CES ARI IGNITE IG and ipecom forward slash branding, and they'll be able to download that and my book that's coming out. I'll be coming out...

...in October of this year, two thousand and seventeen, and anybody. They'll be information about that on our website. And just a real quick the title building billion dollar brands. I've marketed like hundreds of different products over my lifetime, but two of them, the George Foreman Grill and the go pro Cramera, both went to zero to a billion dollars in sales and that's where the title of that book came from. Fantastic. Well, Rick, thanks again so much for your time today. It was a real pleasure having you on the show. Hey, thanks, Jonathan. It's great. If you're a BEDB marketer, we want to feature you on sites like the Huffington post social media examiner and chief marketer. Every week we send that a question related to be to be marketing. We use the responses to those questions to feel the content we write for really popular websites. So head over to sweetfish MEDIACOM questions and sign up today. Thank you so much for listening. Until next time,.

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