“You Need This Book!” – From the Marketing Pioneer Behind Direct-to-Consumer Hits

I just received this Amazon review, and I’m honestly floored:

“I thoroughly enjoyed the book, ‘I Need That.’ My background is marketing direct to the consumer, products like Sonicare, OxiClean, The George Foreman Grill, GoPro and many more. I have worked with many inventors and product developers over the years and I feel like they would all benefit from reading this book. It will act as a great guide to bringing a product to the market, and saving them much time and money in the process. I highly recommend this book.”

—Rick Cesari, 5-stars on Amazon (US store)

If you’re not familiar with Rick Cesari, you’ve definitely seen his work.

He pioneered direct-response marketing in the 1990s, helping create the blueprint for what we now call infomercials.

His expertise lies in crafting compelling product demonstrations that educate consumers about innovative solutions to everyday problems.

When you see a product demo that makes you think “I need that!” there’s a good chance Rick’s techniques influenced it.

The products he’s helped market are household names:

  • Sonicare transformed how we think about dental care
  • OxiClean revolutionized stain removal
  • The George Foreman Grill made healthy cooking accessible

These went beyond marketing successes. They were products people genuinely needed, presented in ways that made that need instantly clear.

And Rick’s work made them into household words.

That’s exactly what I explore in I Need That — how to create products that fulfill genuine needs, and how to communicate that value effectively.

Rick’s endorsement means so much because he’s seen thousands of products succeed or fail. He knows what separates the winners from the ones that never make it.

He’s also the author of several bestselling books himself, including Buy Now and Building Billion Dollar Brands.

Demonstrations cut straight to the buyer’s influential “dog brain,” by conveying the value visually. What product demonstrations have made you reach for your wallet?

Laurier

p.s. If you’ve read or listened to my book, please leave a review too. It’s still brand new, and every bit of input means a tremendous amount to me!