Top critical review
36 people found this helpful
on May 25, 2011
I was disappointed in this book. It seemed to contain disjointed thoughts and ideas. I would have been pleased to walk away with one profitable idea but I didn't.
Moreover, it looked like the author used product placement all throughout the book. He had links everywhere and short ads, or what looked like ads, for all sorts of businesses --- some of these lists took up pages. Perhaps he calls them resources. I don't. And, of course, not unsurprisingly, he had ads for his own products and business and offers to sell the readers various products.
In all fairness, I think he may have been trying to show how a number of online businesses were or are marketing to the affluent. But he was all over the board. He covered far too many different businesses and used too many links. The reader buys the book to learn how to market to the affluent and all those links and long copy that reads like ads about hundreds of online businesses isn't a good way to do that.
He laid out several groups as if their affluence was different than other affluent groups. For example gays. Yes, it's a very affluent demographic. But it's not separate from any other affluent group.
What a book like this needs to do is to address what affluent means and how they buy. Then, it needs to help the reader know how to market to the group. Yes, there are levels of affluence to be sure. But selling to them should have a few basic guidelines rather than everyone having different motivations as the author lays it out.
He's presented the topic in a way that gives you no real guidance and he contradicts himself in a number of places. He also used the book to beat the drum for himself and his wealth. To some extent, that's acceptable. But some authors don't handle it in a way that's appealing to the reader. In fact, the less an author inserts himself into what he writes, the better in many, not all, cases.
The author even included one full chapter from "Peterman Rides Again: Adventures Continue with the Real J. Peterman through Life and the Catalog Business" which really had little to do with the topic of the book and was a waste of pages.
In discussing fees and pricing -- the most important topic --- he writes a few words in a short chapter and recommends you take his one-day seminar for full details and instructions!
The bottom line: This book offers a few tips that are somewhat valuable. They are not, however, new or exciting. They are mere rehash of what's fairly well-known.
The author also inserts his own political views, quite strongly. While I tend to agree with those views, I don't think this book is the place for them. He also devotes the last chapter of the book to a political commentary. Again, it's one with which I agree. I just don't think it should be inflicted on the readers who are paying for something else --- not politics.
-- Susanna K. Hutcheson