Description
Book SynopsisTHE SCARY TRUTH: The middle-class consumer population—and their buying power—is massively shrinking. Customers are buying less and in fewer categories.
THE SILVER LINING: It takes no more work to attract customers from the explosively growing Mass-Affluent, Affluent, and Ultra-Affluent populations eager to pay premium prices in return for exceptional expertise, service, and experiences.
In this new edition of No B.S. Marketing to the Affluent, millionaire maker Dan S. Kennedy shows you how to re-position your business, practice, or sales career to attract customers or clients for whom price is NOT a determining factor. Learn how to sell to those who will always be spending as Kennedy shines the spotlight on the practical strategies used by The Ritz-Carlton, Disney, Harrah’s Entertainment, Dove, AARP, Dr. Oz, Starbucks, Williams-Sonoma, DeBeers, the health and wellness industry and many other fascinating and diverse true-life examples. You'll also discover how to:
- Use 10 surprising emotional buy triggers the affluent find irresistible
- Stop selling products and services and learn how selling aspirations and emotional fulfillment is more profitable
- Use Kennedy's Million-Dollar Marketing System. A step-by-step blueprint comparable to those developed for six-figure clients, ready for do-it-yourself use
- Apply the magic language of “membership” to any business for the affluent... from pizza shops and medical practices to retail stores and pet hotels
Table of ContentsCONTENTS
Book I: Who Are These People Who Have All the Money?
Chapter 1: Why You MUST Move—Now Chapter 2: Who ARE These People, Anyway? Chapter 3: The Ultra-Rich: Different From You and Me Chapter 4: The Question Freud Couldn’t Answer Chapter 5: Boys Will Be Boys, No Matter Their Age Chapter 6: Marketing to Affluent LGBTQ Consumers Chapter 7: Affluent Boomers’ Spending Boom Chapter 8: Those Who’ve Gone From Poor to Rich Chapter 9: The ¾-Full Glass Chapter 10: Peer Deep into Their Souls Chapter 11: The Affluent E-Factos Book One Summation Book II: What Are They Spending Their Money On?
Chapter 12: What Are You a Merchant Of? Chapter 13: Value in the Eye of the Beholder Chapter 14: Stop Selling Products and Services Chapter 15: Indulgences Chapter 16: Spending on People Chapter 17: Money Spent on Bling Chapter 18: Money Spent at Home Chapter 19: Entertainment Spending and the Experience Economy Chapter 20: Money Spent on Liberty Book Two Summation Book III: How Can I Get Them to Give Me Their Money?
Chapter 21: Connecting with the Affluent Customer You Want Chapter 22: Affluent Consumer Entrapment Chapter 23: Using Direct Mail to Reach the Affluent Chapter 24: Using Social Media to Reach the Affluent Chapter 25: Using Authority to Attract the Affluent: The Seven Pillars of Authority Marketing Chapter 26: Using Client Hero Stories Chapter 27: You Need to Choose Your Words Carefully Chapter 28: You Need to Choose Your Prices Carefully Book Three Summation Book IV: Examples
Book Four Preface: You Have to See It to Believe It Chapter 29: How a Dentist Transformed His Office Into a Hot Spot for Affluent Patients Chapter 30: How an Orthodontist Rose Above All Competition Chapter 31: How an Asset Management Company Increased Revenue 300% Using Information to Attract, Convert, and Retain Affluent Clients Chapter 32: Money Spent and Education Chapter 33: How an Optician Repositioned His Business to Attract the Affluent About the Author
Index
