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This is a continuation of my previous blog post about marketing CBD products and working as a consultant for a CBD company called, Zuna Brands.

I have always had great success in my marketing campaigns by following a simple premise — if you have a good product and you can educate the consumer about that product, they normally make a decision to buy without any “hard selling” involved.

Right now there is a lot of interest and a lot of confusion when it comes to CBD products. I thought it would be a good idea to answer some of the same questions I initially had about CBD, as well as some questions I frequently get asked when talking to people about this subject. …

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This will be a multi-part blog exploring my experiences with marketing a CBD product line. If you’ve ever wanted the “in depth” scoop on CBD then read on. I will be covering how I got involved with a CBD brand, the challenges I encountered, how I am overcoming them and I’ll even answer some of the most commonly asked questions about CBD with the help of a doctor who is a CBD expert that uses these CBD in her practice.

After turning down many opportunities of the last several years, I finally agreed to help market a new line of CBD products called Zuna Brands. …

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I have some friends that own a high-end clothing brand. They do all the designing, manufacturing and marketing themselves. Prior to Covid they were doing very well, selling their clothing line in nine high-end brick and mortar boutique stores that they owned, up and down the west coast. Life was good!

Then Covid hit. Like many other small businesses when the pandemic started their store sales were decimated. Life wasn’t so good or fun anymore. Luckily for them, in just a few months they were able to bring their stores online and sales are doing better than ever. This was not an easy “pivot” for them to do since they are both in their early sixties. …

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We have never seen anything like this in our lifetime. Both from a public health standpoint and ultimately the effect it will have on businesses and the economy. Many people have been touched by this crisis, either from the virus itself or the resulting business shutdowns. If you were affected by the virus in any way, you have my sympathy. States are starting to loosen up their quarantine restrictions, so what will life be like post Covid-19? I’m not here to talk about how this crisis has been handled, what has been done right or wrong, but only how it has affected me. Keep in mind, that I am self-employed and was already working from home. …

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In my previous blog, Write a Book, Build Your Brand, Part 1: Leverage your Authority, I talked about my book-writing experience over the past 30 years and how a book can enhance your overall marketing strategy. I shared that I’d written and self-published a short workbook that had the positive effect of boosting my credibility on the seminar circuit back in the mid-80s, while also generating additional income. Ten years later, I saw the benefit of including books in my overall marketing strategy at Trillium Health Products, which added to the credibility of the company spokespeople (also the authors) and generated new opportunities for our business. …

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In today’s competitive marketplace, there’s no one-size-fits-all marketing strategy for producing a desired result. One thing that remains timeless, however, is that customer loyalty increases when your customers feels connected to your brand — to your story. For the past 30 years, I’ve concentrated my marketing efforts around building authentic brands through a variety of marketing channels, starting with Direct Response TV. Today I utilize numerous channels in marketing each new product — all of them focused on telling a story and fostering trust.

But most marketing channels are limited in the amount of content you can include when developing your story. The aim is to grab the customer’s attention in as few choice words as possible, with a focus on the benefits of the product (why you can’t live without it!) and a persuasive call to action. …

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“Doing well is the result of doing good.” ~ Ralph Waldo Emerson

In 2011 I had my first open heart surgery, something I never imagined could happen to me, especially after being diligent about diet and exercise. I had reason to be cautious after my father died young of a heart attack. He was only 46 years old. My dad’s premature death led to my passion for good health, including conscientious lifestyle choices and regular check-ups. It was during one of these routine check-ups nearly a decade ago that my doctor discovered something abnormal and requested further tests. Soon thereafter I learned I had a large aneurysm on my ascending aorta. They call this condition the “widow-maker” because there are seldom apparent symptoms and, undetected, the condition often leads to a fatality. …

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I recently read an article about DRTV’s staying power and it got me thinking about my own involvement in direct response marketing — specifically about what has changed over the years and what has stayed the same. Over the past 30 years, I’ve created direct-to-consumer campaigns using television for products like the Juiceman juicer, Sonicare toothbrushes, the George Foreman Grill, and GoPro cameras. The marketing fundamentals for each of these campaigns continue to share many of the same basic principles — authentic testimonials, a compelling offer, and a specific call-to-action. However, the expanded ways in which video can now be experienced by consumers has necessitated a more comprehensive marketing strategy — one that fosters trust and loyalty with your customer base across numerous distribution channels. It’s not just enough to have a great product. …

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According to a 2018 Forbes report, more video content is uploaded in 30 days than the major US television networks have created in 30 years. In today’s society, with growing demand for tailored answers — fast — video marketing is the biggest way to reach people and best way to sell products and services. But with 5 billion videos watched on YouTube every single day, how can you make your video stand out from the pack?

While technology has changed in unimaginable ways since I started marketing direct-to-consumer over 30 years ago, people’s behavior remains the same. We are all looking for ways to improve our lifestyle, and we are constantly seeking answers for our own set of every-day problems. Whether you’re creating content for a 15-second video or a 30-minute product demonstration, authentic content that solves a problem head-on will outperform videos that are over-produced and too slick every time. …

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For more than 30 years I’ve been using video to build winning brands, and while the delivery mechanisms by which video was delivered then have changed dramatically over the years, the relevance of video as a powerful direct marketing tool is more prevailing today than ever before. In my previous blog on Creating Targeted Videos That Sell (Part 1), I talked about the ways in which video ads help build brands on two popular social media platforms because of the authentic and immediate way that video engages people — especially in today’s culture of instant gratification. …

About

Rick Cesari

Pioneer in the Direct Response #advertising & #videomarketing. http://rickcesari.com/

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