Rick Cesari has helped major brands from GoPro to George Foreman build billion-dollar brands through Brand Response advertising and strategic video marketing. His newly-released book, Building Billion Dollar Brands, aims to put valuable knowledge of the big brands into the hands of inventors, small business owners, entrepreneurs, Amazon sellers and others to help create innovative, successful marketing campaigns. A bestselling author, speaker, consultant, and marketing & brand strategy guru, Rick is bringing his expertise to us today to talk branding, video marketing and more.   Key Takeaways: [0:22] Today’s episode of Franchise Euphoria is brought to you by The Franchise 5 package. Head over to franchiseeuphoria.com/franchise5 to learn more! [1:01] Josh introduces today’s guest, Rick Cesari, author of Building Billion Dollar Brands. [2:08] Josh welcomes Rick Cesari back to Franchise Euphoria. [3:28] Rick gives us a recap of some of the businesses he’s worked with over the years. [5:02] Rick’s new book is really about the lessons he learned from working with these companies over the years, and how he identified patterns of tactics that many of them used to grow their brand. [6:32] The first tactic is what Rick calls “always upsell,” which may seem obvious, but is often overlooked when people are faced with customers. [8:12] Josh chimes in that the easiest way to make a sale is to go to people who have already purchased. [9:55] For the second tip, Rick suggests it’s important to learn from other people’s experiences, specifically through books published by people who have achieved the success you want to see. [12:05] Tactic three covers the “Blue Ocean” strategy, which is one that Josh used himself when developing his law practice. [14:56] “If you try to please everybody, you end up pleasing no one.” [15:38] Josh introduces tip four as “the number one rule in sales.” [17:45] Tactic five covers the concept of educating your consumer, which is something Rick really focuses on when launching a new product or service. [21:16] The sixth tactic is establishing credibility with your target audience, the underlying reason for which is being people will always be skeptical of advertising until you give them a reason to trust you. [24:05] Tip seven, using key opinion leaders and influencers, goes hand in hand with the sixth tactic as it is a great way to help establish the credibility of your business. [24:13] Josh notes that tip eight, knowing your customer, is one of the most important things a business owner can do. [25:09] One of the first things Rick does with new clients is set up interviews with proven clientele that usually ends up being testimonial collateral for their business. [26:14] A timeless strategy Rick has employed over the years, which is his tenth tip is having powerful before and after demonstrations. This stems from Rick’s background of using direct response television ads. [28:20] For Rick’s final tip, he suggests the importance of “making the customer the hero.” [32:27] If you want to learn more about Rick Cesari or purchase his book, you can visit www.RickCesari.com. [33:03] Thanks for listening, and please, reach out to Josh anytime through email at josh@franchiseeuphoria.com. If you enjoyed this interview, please leave us a review on iTunes.   Mentioned in This Episode: josh@franchiseeuphoria.com www.franchiseeuphoria.com www.franchiseeuphoria.com/franchise5 rickcesari.com rickcesari.com/euphoria franchiseeuphoria.com/building-brand-rick-cesari