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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.
"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
This book is an easy read and the information is very helpful.
If you're not yet excited by the opportunities offered by marketing to people not like you, you will be after you read this book.
I would HIGHLY recommend this book for new marketing ventures and even more so to more "experienced" marketing professionals.
Your customer is not like you. No matter how many times you might hear that piece of wisdom, it is still remarkably easy for most marketers to forget. Read morePublished 3 months ago by Rohit Bhargava, bestselling author of Likeonomics
When I first started reading this book, it was because I had to for my International Marketing class. Read morePublished 17 months ago by Quincy Johnson
I am a member of a Marketing Development Committee for a senior non-profit organization that is hoping to expand its membership, not only geographically to cover more cities, but... Read morePublished 18 months ago by Cheryl
I bought this book, because I'm a marketer from Europe, who will work in US and I was interested in the special diversity of the US population. Read morePublished 21 months ago by Felicia Lazaar
The consumer landscape is changing and forward-thinking marketers are gearing up for this shift. Kelly McDonald has crafted an extremely useful guide to the consumers/demographics... Read morePublished on February 25, 2013 by Mojo
I purchased this book a few months ago and found it to be a super easy read with marketing tips that are easy to apply for anyone. Read morePublished on November 30, 2012 by Lisa E Sample
I have been a marketing professional for over 20 years. In that time, I have worked with almost every market segment imaginable. Read morePublished on November 3, 2012 by Rich Benjamin
Whether you're in charge of promoting your own business, a product line, a service, a cause, an idea or even that most important brand of all--the brand that is YOU--you need this... Read morePublished on February 27, 2012 by Keith Dickinson