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Product Details

  • Series: No B.S.
  • Paperback: 432 pages
  • Publisher: Entrepreneur Press; 1 edition (June 1, 2008)
  • Language: English
  • ISBN-10: 1599181819
  • ISBN-13: 978-1599181813
  • Product Dimensions: 7.5 x 5.7 x 1.4 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 4.3 out of 5 stars  See all reviews (58 customer reviews)
  • Amazon Best Sellers Rank: #37,638 in Books (See Top 100 in Books)

Editorial Reviews

About the Author

Dan Kennedy is provocative, irreverent and sarcastic-but most important, he's effective. His unmatchable advice to entrepreneurs has earned him the moniker “Millionaire Maker.” Every year, he and his network of consultants help more than a million business owners succeed!

More About the Author

Dan S. Kennedy is the provocative, truth-telling author of seven popular No B.S. books, thirteen business books total; a serial, successful, multi-millionaire entrepreneur; trusted marketing advisor, consultant and coach to hundreds of private entrepreneurial clients running businesses from $1-million to $1-billion in size; and he influences well over 1-million independent business owners annually through his newsletters, tele-coaching programs, local Chapters and Kennedy Study Groups meeting in over 100 cities, and a network of top niched consultants in nearly 150 different business and industry categories and professions.

As a speaker Dan has repeatedly appeared with four former U.S. Presidents; business celebrities like Donald Trump and Gene Simmons (KISS, Family Jewels on A&E); legendary entrepreneurs including Jim McCann (1-800-Flowers), Debbi Fields (Mrs. Fields Cookies), and Nido Qubein (Great Harvest Bread Co.); famous business speakers including Zig Ziglar, Brian Tracy, Jim Rohn, Tom Hopkins, and Tony Robbins and countless sports and Hollywood celebrities. Dan has addressed audiences as large as 35,000....for more than ten consecutive years, he averaged speaking to more than 250,000 people per year.

Dan lives in Ohio and in northern Virginia, with his wife, Carla, and their Million Dollar Dog. He owns, races and drives professionally in about 100 harness races a year at Northfield Park near Cleveland, Ohio, accessible at http://www.NorthfieldPark.com and frequently televised on the TVG cable network.

For more information check out my blog at www.dankennedy.com/blog/

Customer Reviews

Buy this book, read it and listen to the cd over and over!
Mariana Cooper
It has made me money so is probably the cheapest investment I have ever made.
Mark the Home Watch Guy
I read it cover to cover twice and it's now covered in yellow highlighter.
Michael Spatola

Most Helpful Customer Reviews

55 of 57 people found the following review helpful By John Chancellor TOP 500 REVIEWERVINE VOICE on July 23, 2008
Format: Paperback Verified Purchase
The very important message of this book is there is a growing number of affluent, mass-affluent and super affluent consumers that are not confined by or do not let price be the major determining factor in their purchases.

Almost anyone selling products or services to the general public will benefit from the valuable lessons contained in this book.

The book is divided into three parts. Part one describes the affluent. Part two discusses what they spend money on and part three talks about how to get them to do business with you.

This is a typical Dan Kennedy no B. S. book. It is straightforward, full of great information and well written, a bit humorous at times. Dan also, as any great marketer would, provides some information about his own products. There is no point in letting this upset you. Learn from what he does.

The central theme of the book is that it is foolish to spend your time, money and energy struggling to get money from people who have very little of it. It is much more productive to concentrate on those where price is not necessarily a major issue.

Another lesson is the more affluent the customer, the more he is looking for expertise, relationship and most of all understand. He wants, actually demands respect. The quickest way to lose an affluent customer is to show disrespect for him and his position. They want and are willing to pay for respect and special privileges.

You need to make owning your product or using your service be of significance to the user. He wants to feel that he is gaining something exclusive.

Most business owner link price to product and feel they must try to justify the price based on the intrinsic value of the product.
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Format: Paperback Verified Purchase
I grew up working class - my Mom cleaned houses, my Dad managed mailrooms and warehouses - and so I grew up with a lot of negative stereotypes about the affluent. That isn't helpful at all when the product you are selling is geared towards the affluent, and is even less helpful when thinking about becoming affluent yourself!

Dan's books, especially Wealth Attraction for Entrepreneurs and this book, are helping me really understand the folly of my previous attitudes and thoughts towards money and the affluent, and to actually change them by replacing old negative thoughts with more accurate ones.

Not only do I now truly like and admire the people who I am working with, but I understand a lot better the stereotypes which they are most sensitive to, the ways in which they view themselves and their wealth, and the worldviews and marketing "hooks" which particularly appeal to them.

My old attitudes and lack of understanding of my clients was really holding me back, and I credit Dan with helping me understand and change in the ways necessary to really be successful in my business and become rich one day myself.

Every single book I have of Dan's has a permanent place on my bookshelves. I have reread all of them at least once and find some new info to put to use each time. You won't regret buying this book - I have read at least one business book per week for the last year, and these are among the VERY best.

I also liked The Four-Hour Workweek by Ferriss and The E-Myth for Contractors by Gerber.
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23 of 24 people found the following review helpful By John Hinds on August 3, 2008
Format: Paperback Verified Purchase
After having read most of Dan's previous books, I found this one to be one of the most valuable ones written.

What separates this book from his other works was the amount of research that went into this book to back up the claims that he makes about the characteristics of affluent people. It's not that his other books were poorly researched, it's just that the research for this book was excellent in comparison.

One of the most telling statistics was the fact that 2/3 of the middle class moved up to become the maass affluent and only 1/3 of the middle class moved down. That's key because it contradicts the message from the media about a "recession." Are there people struggling? Sure. But there is a major segment of the population that is doing well financially and they represent a great source of clientele if you understand some of their buying habits and implement effective strategies to communicate with them.

Why would a business owner target someone who is spending 100% of their earned income on living expenses vs someone who is using maybe 2 - 10% of their earned income on living expenses? It makes no sense but a vast majority of business owners are fighting for scraps among the former group. Dan cleverly states that business owners who are apprehensive about marketing to mass affluent consumers because they themselves aren't affluent have some deeper psychological issues.

The book covers some other key topics such as transaction size, raising prices without raising prices, and some of the often overlooked segments of the affluent consumer population.

The accompanying CD was really valuable as well. I've listened to it many times and I found Dan's insight on how the giant [...
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