No B.S. Marketing to the Affluent

358 pages, 2019

Dan S. Kennedy

business & management

1082 books

Takeaways

Description

The middle-class consumer population―and their buying power―is shrinking. Customers are buying less and in fewer categories. The shift to a younger, wealthier clientele means that it takes no more work to attract customers from the exploding 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 jewelry and many other fascinating and diverse true-life examples. "

Understanding the Affluent Market

Dan S. Kennedy emphasizes the importance of understanding the affluent market. He suggests that marketers should research and explore the needs, wants, and habits of affluent customers. This will help you tailor your marketing strategies to meet their specific needs.

Value over Price

Kennedy points out that affluent customers are more interested in the value of a product or service than its price. So, instead of focusing on price, focus on the value you're providing. This could be a game-changer for your business.

Building Trust

Trust is a key factor when marketing to the affluent. Kennedy suggests that businesses should work on building trust with their customers. This can be achieved by being transparent, reliable, and delivering on your promises.

Personalization is Key

In 'No B.S. Marketing to the Affluent', Kennedy highlights the importance of personalization. He suggests that businesses should tailor their products, services, and marketing messages to meet the individual needs of their affluent customers. This can help you stand out from the competition.

Leveraging Social Proof

Kennedy encourages businesses to leverage social proof when marketing to the affluent. This could be testimonials, reviews, or endorsements from other affluent customers. This can help build trust and credibility with your target market.

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