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How to Market to People Not Like You: "Know It or Blow It" Rules for Reaching Diverse Customers Hardcover


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How to Market to People Not Like You: "Know It or Blow It" Rules for Reaching Diverse Customers + Crafting the Customer Experience For People Not Like You: How to Delight and Engage the Customers Your Competitors Don't Understand
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Product Details

  • Hardcover: 240 pages
  • Publisher: Wiley; 1 edition (March 22, 2011)
  • Language: English
  • ISBN-10: 0470879009
  • ISBN-13: 978-0470879009
  • Product Dimensions: 9.1 x 6.4 x 0.9 inches
  • Shipping Weight: 14.4 ounces (View shipping rates and policies)
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (40 customer reviews)
  • Amazon Best Sellers Rank: #359,421 in Books (See Top 100 in Books)

Editorial Reviews

From the Inside Flap

If you could grow your business simply by marketing to your existing customers, making money would be a cakewalk. But to generate new revenue, you have to win over the customers you're not getting. Who are these mystery customers? How are they different from your current clientele? Most importantly, how do you forge a bond with them across these differences?

Using real-world examples from successful business owners, How to Market to People Not Like You demonstrates how to create a deep, emotional connection between your products and new consumers. Forget "spray and pray" promotion. It's time to narrowcast, get to know, and then deliver a welcoming message to a specific group. You have to research new customer segments and learn what they need. Then modify your product offerings to communicate that you value that customer. You say to them, "I see you, I value you, and I want you. I'm putting out this welcome mat just for you."

This book can take you from tentative newcomer to trusted name among any community. You'll learn: The do's and don'ts of marketing to women, immigrants, Hispanics, African Americans, and Asians; How to identify the key value differences according to political views, sexuality, hobbies, rural vs. metro areas, military vs. civilian cultures, vegetarians vs. omnivores, and much more; How to tweak your product or service to be relevant to a new customer group; Communicate in a relevant manner by showing respect for others' cultures, values, language, and priorities; Create messaging that resonates with each generation's unique values; and Make sure you're operationally ready and operationally friendly, meaning that you can make a customer feel comfortable throughout a transaction

Understanding your customers' values is the key to truly reaching them on an emotional level, because who you are is not defined by your age, your country of origin, or the color of your skin—it's about your values. Understand that, and you will reach new customers' hearts, minds, and, ultimately, their wallets.

From the Back Cover

"In our business, we need to build the brand, but we need to generate sales day in and day out, too. Kelly understands this and knows how to target consumers with marketing strategies that drive sales."
—Mark Barnes, COO, Volkswagen of America

"Kelly was my boss at my first job after college and taught me how to put into action the marketing principles I learned in school. I still use the marketing strategies I learned from her to move Nike's business forward."
—Marc Patrick, North America Brand Director,Athletic Training/Field Sports, Nike

"We use Kelly's company to guide our marketing efforts to the U.S. Hispanic market—a market critical to our future. Kelly and her team have a keen sense of the important cultural and business nuances that resonate with this customer segment."
—Roberto Martinez, Senior VP, Marketing and Strategy,Cash America International

"Kelly's understanding of customers today—and customers tomorrow—is impressive. She takes a complete look at business and helps business owners identify the steps they need to take to keep their companies healthy and relevant to the different needs of diverse customers. That's what is required for business survival today."
—Harry Hall, North America Sales Manager, DuPont Performance Coatings

"We've hired Kelly to speak at our convention four times in four years. I have yet to encounter another speaker who is as fluent in her area of expertise and able to share insights any better, or with more humor. Kelly has the extremely unique ability to personally connect with an audience and help them see what makes us all the same, but wonderfully different."
—Jay Kassing, President, Marquis


More About the Author

What does a blond haired, blue-eyed Irish girl know about diversity?

Kelly McDonald is a marketing and communications expert who specializes in multicultural and diversity marketing. But Kelly's definition of diversity goes way beyond racial and ethnic diversity. Her philosophy is that any way you can be different from another person is "diversity". In fact, what makes us different from each other usually has very little to do with race, age, gender or any of the other demographic criteria that marketers traditionally use. Kelly's premise is that when you market to people's values, you reach their heart, mind and wallet.

Kelly speaks to organizations of every size about how to grow business with effective marketing techniques and how to connect with others to form relationships that are constructive and effective in business.

*She was named one of the "Top 26 Hottest Speakers" by Successful Meetings magazine

*She's been featured on CNBC, in BusinessWeek, on CNNMoney.com and on Sirius/XM Radio

*Her company, McDonald Marketing, has twice been named one of the top ad agencies in the U.S. by Advertising Age

*Inc Magazine has twice ranked her company one of the fastest-growing, independently owned companies in the U.S.

*She is a nationally recognized expert on changing demographics, generational differences, multicultural marketing and Hispanic marketing

In addition to her writing and speaking, Kelly is president of McDonald Marketing, a marketing and advertising firm in Dallas, TX. www.mcdonaldmarketing.com

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Customer Reviews

4.8 out of 5 stars
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This book is an easy read and the information is very helpful.
Eyebrow Energy
I would HIGHLY recommend this book for new marketing ventures and even more so to more "experienced" marketing professionals.
JessLemieux
In the book Kelly does a great job of using examples and real-world stories to make a point.
J. Levin

Most Helpful Customer Reviews

7 of 7 people found the following review helpful By J. Levin on March 6, 2011
Format: Hardcover
This book is a fast-read with some great example of how companies, big and small, have made minor changes to their marketing message. These minor changes resulted in major results. In the book Kelly does a great job of using examples and real-world stories to make a point. She transferred the art of story-telling that she has mastered in her speaking career to her writing.

The information in the book is simple and practical. There are new markets that can be tapped into and if you take the time to understand your target market and what matters to them, you can gain their trust and their business. I see a lot of organizations that focus on niche marketing without really ever understanding the PEOPLE inside the target group. Many times marketers understand the business or personal needs of the market and often have a good solution for their problem. Many times, the trouble that businesses run into is that, even though they really do offer solid solutions, they have trouble reaching the audience. This book is a great reminder that marketers and businesses need to invest the time to understand the people-factor that composes their target market.

One of the things that I liked best about this book was the examples. To be honest, I would buy from any of the businesses that are profiled in the book because of their unique selling approaches. These examples made me realize that with a little thought and creativity, businesses can create real opportunities by learning how to market to people not like them. And if you aren't taking advantage of these opportunities, your competitors just might be.

So, if you are a marketer searching for a few ideas on how to create new opportunities or to tap into new niches, check out How to Market to People Not Like You by Kelly McDonald.
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3 of 3 people found the following review helpful By Robert Manley on March 4, 2011
Format: Hardcover
As a marketing professional, I can tell you that today's audience is more diverse than ever before. Reaching these growing segments in a meaningful way can be complicated, especially when relying on outmoded approaches using the old-school demographic paradigm . How to Market to People Not Like You is like a GPS for navigating the complexities of the modern marketplace. Kelly McDonald's book offers valuable and substantive insights, as well real-life examples of what works, and more important, why it works. ¡Recomiendo este libro!
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2 of 2 people found the following review helpful By Rich Benjamin on November 3, 2012
Format: Hardcover Verified Purchase
I have been a marketing professional for over 20 years. In that time, I have worked with almost every market segment imaginable. I have found Kelly's Book refreshing and invigorating; her approach to each individual market segment starts with the person and focuses on their values. As a Digital Marketer, my team and I have to reach invisible market segments in much the same way. We have to think of a person and their core values; who we are trying to reach - not just to make an impression but to form a relationship with. Kelly is so very likeminded in her writing - a relationship in sales has always produced the greatest results. Kelly goes farther than making a relationship with this book. She demonstrated to the marketers how they should build a market segment blueprint for the construction of a segmented marketing plan. She clears the clutter, digs the footers, and pours great foundations that any program can be built upon, grow, and thrive from. If I had to surmise her marketing principle in one word, no matter what segment she was approaching, it would be "Forethought". Think about your customer, research the customer, and know your product intimately. Kelly McDonald will be a legend in our business, her name will be mentioned in the same ranks as Marketing Pioneers Bill Bernbach, Lee Clow, Jim Durfee, George Louis & Hal Rainey.
Way to go Kelly, I already recommend this book to all groups, associations, & clients that I consult or work with as a MUST read. I cannot wait to read your next book "Crafting the Customer Experience For People Not Like You"
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2 of 2 people found the following review helpful By Jerry Burns on June 1, 2011
Format: Hardcover
We own a small business. We work very hard at giving our customers the best quality and service possible. When it comes to marketing ourselves, I guess we get a little lazy and do what everyone has done for decades with less than good results. We have had the pleasure of attending Kelly's Presentations. Wow! This book is as engaging as her presentations are. It breaks down marketing into real life experiences and makes it feasible for everyone to market themselves efectively with great results. You have to know your market (remember we all serve in very diverse markets), be creative and get out of the marketing comfort zone. This has been a great resource for our business. Are you up to the Challenge?! You need this book if you want great results! Thank you Kelly! Liz B
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2 of 2 people found the following review helpful By Marketing Consultant on March 5, 2011
Format: Hardcover
Kelly McDonald's book "How to Market to People Not Like You" is brilliant! It's about time someone writes about this subject with such ease and in such down-to-earth language. The author's experience comes through in every page and makes you feel as if you're having a conversation with a great mentor. As a Hispanic marketing consultant myself, I find this book to be extremely helpful in so many ways. Her real-life examples gave me great ideas and new tools for my business. Highly recommend this book!
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