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Full Description
THE 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
Contents
CONTENTS
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
