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Dan Kennedy

No B.S. Marketing to the Affluent

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THE SCARY TRUTH: The middle-class consumer population—and their buying power—is massively shrinking. Customers are buying less and in fewer categories.
THE SILVER LINING: It takes no more work to attract customers from the explosively growing Mass-Affluent, Affluent, and Ultra-Affluent populations eager to pay premium prices in return for exceptional expertise, service, and experiences.

In this new edition of No B.S. Marketing to the Affluent, millionaire maker Dan S. Kennedy shows you how to re-position your business, practice, or sales career to attract customers or clients for whom price is NOT a determining factor. Learn how to sell to those who will always be spending as Kennedy shines the spotlight on the practical strategies used by The Ritz-Carlton, Disney, Harrah’s Entertainment, Dove, AARP, Dr. Oz, Starbucks, Williams-Sonoma, DeBeers, the health and wellness industry and many other fascinating and diverse true-life examples. You'll also discover how to:

Use 10 surprising emotional buy triggers the affluent find irresistible
Stop selling products and services and learn how selling aspirations and emotional fulfillment is more profitable
Use Kennedy's Million-Dollar Marketing System. A step-by-step blueprint comparable to those developed for six-figure clients, ready for do-it-yourself use Apply the magic language of “membership” to any business for the affluent… from pizza shops and medical practices to retail stores and pet hotels
Эта книга сейчас недоступна
375 бумажных страниц
Дата публикации оригинала
2019
Год выхода издания
2019
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Цитаты

  • emeraldfleurцитирует3 года назад
    The mass-affluent also have their own special E-Factors:

    • the aspirational acquisition

    • I own therefore I am

    • knowing the secret handshake and having those who know it know you know it
  • emeraldfleurцитирует3 года назад
    Recognition Does Matter

    Should you, for a moment, think the affluent are not motivated by this seeking of recognition, you should familiarize yourself with the fundraising modus operandi of the Republican and Democratic parties and candidates. Much of it revolves around motivating affluent individuals to be bundlers and bring together groups of maximum donors, thus raising $50,000.00 to $100,000.00, or more in clumps, for which the bundler is rewarded with invitations to special events like cocktail receptions at the Vice President’s home or dinners with a Congressman
  • emeraldfleurцитирует3 года назад
    Generic E-Factors that Apply to Everybody

    Fear

    Guilt

    Pride

    Greed

    Love

    In addition to the E-Factors affecting everybody, the affluent have a particular set of E-Factors to consider, some of which may surprise you:

    • insecurity

    • fear of being found fakers

    • desperate desire not to commit a faux pas

    • today, not passé

    • feeding emotional emptiness

    • giving selves gold stars

    • after all, what’s the point of being rich
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