No B.S. Marketing To the Affluent [Paperback]

Dan S. Kennedy (Author)

Book Description

Publication Date: June 1, 2008 | Series: No B.S.

Here it is: no warm ‘n fuzzies—just hard-core strategies from real world trenches…for successfully repositioning your business, products, services and yourself to attract customers or clients for whom price is NOT a determining factor in their purchasing. The TRUTH is it takes no more work to attract customers/clients from the explosively growing Mass-Affluent, Affluent and Ultra-Affluent populations eager to pay premium prices in return for exceptional expertise, service and experiences. This is the fastest and surest path to prosper in tough times (selling to those least affected by recession) and to get rich in good times! • Understand the explosive growth of the affluent customer population—where there is LESS competition and much MORE profit • Practical Strategies Revealed: Lamborghini, Disney, the famous J. Peterman catalogs, Wal-Mart, Starbucks, $2,995 lobsters, Cold Stone Creamery, gourmet pizza, fashion-designer golf bags, and over 50 other fascinating and diverse true-life examples • E-FACTORS: 10 surprising Emotional Buy Triggers the affluent find irresistible • MILLION-DOLLAR MARKETING SYSTEM: Step-by-step blueprint comparable to those developed for six-figure clients, ready for do-it-yourself use • THE MAGIC LANGUAGE OF “MEMBERSHIP”: applied to any business for the affluent…from pizza shops and medical practices to retail stores and pet hotels

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!

Product Details

• Paperback: 432 pages
• Publisher: Entrepreneur Press; 1 edition (June 1, 2008)
• Language: English
• ISBN-10: 1599181819
• ISBN-13: 978-1599181813
• Product Dimensions: 5.5 x 1.3 x 7.5 inches
• Shipping Weight: 1 pounds (View shipping rates and policies)
• Average Customer Review: 4.3 out of 5 stars  See all reviews (49 customer reviews)
• Amazon Best Sellers Rank: #38,549 in Books (See Top 100 in Books)
  • #15 in Books > Business & Investing > Marketing & Sales > Marketing > Research
  • #29 in Books > Business & Investing > Small Business & Entrepreneurship > Marketing

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/

Most Helpful Customer Reviews

46 of 48 people found the following review helpful

5.0 out of 5 stars To gain wealth, you must target the wealthy July 23, 2008

By John Chancellor TOP 500 REVIEWERVINE™ VOICE

Format:Paperback|Amazon 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.... If you are going to sell for higher margins, you must cut the link between product and price. You do this by always discussing price in context - delivering what the customer values.

The book is a study in marketing. The biggest lessons in the book are that you must get out of your own mind and understand what the customer values. You are not your customer. Focus on the experience of the customer.

And if you are going to be successful in marketing, you must have a marketing system. Random acts of marketing are of little value.

A real education in marketing. There is also a valuable CD included with the book. Read more ›

46 of 51 people found the following review helpful

5.0 out of 5 stars This landscaper thanks Dan from the bottom of her heart July 3, 2008

By Gen of North Coast Gardening TOP 500 REVIEWERVINE™ VOICE

Format:Paperback|Amazon 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.

21 of 22 people found the following review helpful

5.0 out of 5 stars Dan has outdone himself with this latest book! August 3, 2008

By John Hinds

Format:Paperback|Amazon 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 [......] is now going after this mass affluent population since they have lost some market share to [...] in the deep discount sector to be very enlightening. If Wal-Mart is having difficulty sustaining its position as the lowest price provider, why should you, the small business owner, even bother??

This book ranks right up their with Dan's Time Management Book and Dan's Wealth Attraction book. I recommend you walk...no check that...run and grab a copy of this book, read it, and implement his advice into your business or practice to target the mass affluent consumer.

Happy Hunting!

John Hinds
Author of "What's In Your Water?" Read more ›