704: Video Persuasion: Storytelling, Brand Building, Demonstration Videos, and Psychological Principles with Rick Cesari

Rick Cesari is a pioneer in the direct-to-consumer marketing industry, with over 25 years of experience. He has been involved in the growth of several iconic brands, including the Juice Man, Sonicare, the George Foreman Grill, OxiClean, and GoPro. Cesari is the author of the book "Building Billion Dollar Brands" and his latest book, "Video Persuasion," which focuses on using video in online marketing to drive sales, conversions, and brand building. Today, Rick discusses the key elements of effective video marketing, including the importance of having a clear call-to-action, incorporating psychological principles of persuasion, and leveraging customer feedback to create compelling content. Topics Discussed: Rick Cesari Career Overview Using Video in Online Marketing 4 steps in Creating a Good and Effective Marketing Video 2 Negative Practices of most Companies His book called: Video Persuasion How to come up with the best marketing strategy and great ideas? His website: rickcesari.com How did his career start? Rick Cesari has been in the marketing business for 25 years. His first few years in the marketing business was greatly spent in helping to promote Real Estate Seminars- trying to get people attend this real free Real Estate Seminars. Real Estate is one of the few businesses who started using television as a medium of marketing to promote their business. He is considered as a pioneer of infomercial industry. In 1990, Rick Cesari started his own company, Juiceman Juicer, along with his brother. Juiceman Juicer was one of the first products and brands to be sold and built through infomercial format. It was later on sold to a company in Chicago called Salton Housewares which later on came up with the product George Foreman Grill. Among his successful products are Sonicare, Oxiclean, Rug Doctor, and a lot more. Using Video in Online Marketing Creating videos that are interesting, engaging, and watchable with proven direct response marketing strategies. What is the secret to Video Marketing? Understanding the direct response marketing and principles. It is not only about making videos that are shown on the internet or television but these videos should generate more revenue, sell more products, grow your business and create a good reputation brand. 4 steps in Creating a Good Marketing Video (effective for television and e-commerce channels such as Amazon) Introduce your Product Demonstrate your Product Focus more on the Benefits of the product rather than its features (if possible include product reviews and testimonials) Always have a call to action: Instructing viewers to go to their website and check out their products and BUY them! These steps are similar to the AIDA (Awareness, Interest, Desire and Action) Marketing Model. 2 Negative Practices of most Companies Most companies forget that the most powerful marketing tool is the "Word of Mouth" of customers or product testimonials in other words. Companies fail to ask for product reviews of the direct consumers Most companies fail to include a call to action in their marketing videos. For example, they don't tell their viewers to visit their website, check out their products or any stimulants that will generate product revenue. A book called Influence: The Psychology of Persuasion by Robert Cia...