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No B.S. Marketing To the Affluent: No Holds Barred Kick Butt Take No Prisoners Guide to Getting Really Rich Paperback – June 1, 2008
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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!
Top customer reviews
He also provides detailed information on the "customer persona" of the wealthy customer, including hidden fears and insecurities. This, in and of itself, is what makes this book valuable because without understanding how your customer thinks you can't understand what makes them buy.
Using the information in this book I successfully re-targeted a product I'm selling, including raising the price, and entered the market of the wealthy.
Half of the information in this amazing book is also useful for selling to the general marketplace.
This book gets a fast "Yes" vote from me!
I stopped marketing my services to smaller fish - freelancers, new businesses, small home businesses....
I'm making more money, from bigger and more interesting clients...and it having more fun doing it. :)
I've been reading and obtaining information from Dan Kennedy since way back when you got invited by postal mail, paid and then waited for the mail delivery to show up with the goods. Today's tech now provides instant access. Thank the stars for technology when it comes to getting Dan Kennedy's information. It's worth more than gold.
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.
To coin the the saying "No B.S." just clear straight down the line good advice on marketing and how to look for a better class of clientele.
This book is for anyone in business, sales and marketing, it will show you how to recognize your best most affluent customers for your products.
How they think.
What they are looking for.
Where to find them.
And how to target your marketing straight at them.
This is one of the best books I have read on marketing to date and highly recommend reading it.