No B. S. Marketing to the Affluent: The Ultimate, No Holds Barred, Kick Butt, Take No Prisoners Guide to Getting Really Rich

No B. S. Marketing to the Affluent: The Ultimate, No Holds Barred, Kick Butt, Take No Prisoners Guide to Getting Really Rich

by Dan S. Kennedy




Here it is: no warm ‘n fuzzies—just hard-core strategies from real world trenches…for successfully repositioning your business, products, services and yourself to attract customers or clients for whom price is NOT a determining factor in their purchasing. The TRUTH is it takes no more work to attract customers/clients from the explosively growing Mass-Affluent, Affluent and Ultra-Affluent populations eager to pay premium prices in return for exceptional expertise, service and experiences. This is the fastest and surest path to prosper in tough times (selling to those least affected by recession) and to get rich in good times! • Understand the explosive growth of the affluent customer population—where there is LESS competition and much MORE profit • Practical Strategies Revealed: Lamborghini, Disney, the famous J. Peterman catalogs, Wal-Mart, Starbucks, $2,995 lobsters, Cold Stone Creamery, gourmet pizza, fashion-designer golf bags, and over 50 other fascinating and diverse true-life examples • E-FACTORS: 10 surprising Emotional Buy Triggers the affluent find irresistible • MILLION-DOLLAR MARKETING SYSTEM: Step-by-step blueprint comparable to those developed for six-figure clients, ready for do-it-yourself use • THE MAGIC LANGUAGE OF “MEMBERSHIP”: applied to any business for the affluent…from pizza shops and medical practices to retail stores and pet hotels

Product Details

ISBN-13: 9781599181813
Publisher: Entrepreneur Press
Publication date: 06/04/2008
Pages: 304
Product dimensions: 5.50(w) x 7.50(h) x 1.40(d)

About the Author

Dan Kennedy is provocative, irreverent and sarcastic-but most important, he's effective. His unmatchable advice to entrepreneurs has earned him the moniker “Millionaire Maker.” Every year, he and his network of consultants help more than a million business owners succeed!

Table of Contents

Foreword: How to Easily Attract the Affluent by Joe Vitale     xi
Preface: How to Use This Book to Get Very Rich     xv
Who are These People Who Have All the Money?
Who ARE These People, Anyway?     3
The Ultra-Rich: Different Than You and Me     9
The Question Freud Couldn't Answer     19
Late-in-Life Divorce as a Spending Event     21
The Growing Population of "Cougars"     22
Stigmas Gone     23
Legal Discrimination     24
It Isn't Simple     25
Boys Will Be Boys, No Matter Their Age     31
Status     32
Men and Their Toys     34
Marketing to Affluent Gay and Lesbian Consumers Is Out of the Closet     37
The Travel Industry Goes into New Territory     39
Affluent Boomers' Spending Boom     43
The Big Wave     44
What Do They Want? What Will They Buy?     49
One of the Toughest Challenges for Marketers (The Death of Age-Based Advertising)     51
A Look at the Attitudes Governing Boomers' Spending     52
Sales Strategies, Tactics, and Tools     57
Big Opportunities and How Businesses Will Adapt to Boomers in Coming Years     62
Those Who've Gone from Poor to Rich     77
Selling to the Self-Employed Affluent     79
The 3/4-Full Glass     93
Peer Deep into Their Souls     101
What the Gates Really Are     104
The Affluent E-Factors     109
Recognition Does Matter     113
What are They Spending Their Money On?
"They" Are Trying to Figure It Out     119
What Are You a Merchant Of?     123
What It Is Needn't Determine What It Is     126
Value in the Eye of the Beholder     131
Stop Selling Products and Services     137
A Great Ad Campaign Can Last Forever     138
Products and Services for the Affluent Go Mainstream Mass-Affluent     143
How Dare the Uncouth Heathens Invade Our Citadels     145
How the Mass-Affluent Trade Up     149
Their Little Indulgences Equal Big Profit Improvements     150
Thanksgiving Dinner Grandma Doesn't Make     155
Money Spent on Passions     159
Money Spent Collecting     167
Money Spent on Kids and Grandkids     173
Money Spent on Pets     177
Money Spent on Women     185
Money Spent on Bling     189
Money Spent at Home     193
Money Spent Dining Out      199
Money Spent on Experiences     203
Money Spent on Liberty     211
How to Make Yourself Magnetic to the Affluent     216
How Can I Get Them to Give Me Their Money?
No Boundaries Anymore     221
The Internet as Great Liberator     224
Recession-Proofing Your Business     231
Affluent Consumer Entrapment     239
Problems and Solutions     249
We Know Where They Live     257
How Much Do We Know?     264
You Need to Choose Your Words Carefully     273
Out of the Mouths of...     281
The Language of Membership     303
You Need to Get Client Referrals on Purpose, Not by Accident     309
Peer Recommendations Rule     312
Banish the Ordinary     319
How to Create Unique Value from Thin Air     325
Illustrate Your Process     325
Elevate Your Status     326
Make Your Clients Qualify to Do Business with You     328
Every Marketer to the Affluent Should Be in the Information Business     333
Get Published or Publish Yourself     335
Promote Yourself as Author and Expert     336
Publicity     336
Who Can Have the Highest Price?     341
Price, Profits, and Power     345
Stop Striving for Lower Prices     348
How to Raise Prices without Raising Prices     357
Price Strategies     361
The Secret of Selling Big-Ticket Items     361
The Slack Adjuster     363
Ascension     364
The 20% Factor     365
Upsells     365
Charge for What Was Free     366
The Trouble with Having Money     371
Personal Confidence     387
Political Commentary, In Defense of the Affluent     395
If You Eat the Rich, You Will Soon Starve     398
How to Set the American Economy Back to the Stone Age Almost Overnight     400
Refuse to Be "Played" with Guilt by the Socialists     402
Sources of Information in This Book and Other Resources of Interest     407
Websites about Boomers     412
Magazines to Read-To Better Understand the Affluent     412
TV to Watch     413
Places to Go-To Better Understand the Affluent     413
Resources to Better Understand the Philosophy of the Affluent     413
Reference Books     414
Other Books   Dan S. Kennedy      415
About the Author     417
Partial List of Authors, Business Leaders, Celebrities, etc. with Whom Dan Has Appeared on Programs with as a Speaker     418
Index     421
The Most Incredible Free Gift Ever     429

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No B. S. Marketing to the Affluent: The Ultimate, No Holds Barred, Kick Butt, Take No Prisoners Guide to Getting Really Rich 4.3 out of 5 based on 0 ratings. 4 reviews.
Creatingsuccess More than 1 year ago
I enjoy Dan's straightforward approach to business and how he reminds us that success is there for everyone; you simply need to change your thinking, be proactive and follow a good roadmap. This book is a good roadmap.
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Guest More than 1 year ago
Fred Marks received an advanced copy of 'No B.S. Guide to Marketing to the Affluent' and this book is a lifesaver for those looking to target customers who are 'last and least affected' by economic downturns. This book is a must read if you like marketing, Dan Kennedy, or are just plain looking HOW to increase your average transaction size. Want more profits? Then Fred Marks says read Dan Kennedy's No B.S. Guide to Marketing to the Affluent'. Fred Marks gives this book a '10'!