Authors: Dan S. Kennedy
ISBN-13: 9781599181813, ISBN-10: 1599181819
Format: Paperback
Publisher: Entrepreneur Press
Date Published: June 2008
Edition: (Non-applicable)
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!
Book Synopsis
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“Follow the money!”
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
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!
Table of Contents
Foreword: How to Easily Attract the Affluent by Joe Vitale xi
Preface: How to Use This Book to Get Very Rich xv
Who are These People Who Have All the Money?
Who ARE These People, Anyway? 3
The Ultra-Rich: Different Than You and Me 9
The Question Freud Couldn't Answer 19
Late-in-Life Divorce as a Spending Event 21
The Growing Population of "Cougars" 22
Stigmas Gone 23
Legal Discrimination 24
It Isn't Simple 25
Boys Will Be Boys, No Matter Their Age 31
Status 32
Men and Their Toys 34
Marketing to Affluent Gay and Lesbian Consumers Is Out of the Closet 37
The Travel Industry Goes into New Territory 39
Affluent Boomers' Spending Boom 43
The Big Wave 44
What Do They Want? What Will They Buy? 49
One of the Toughest Challenges for Marketers (The Death of Age-Based Advertising) 51
A Look at the Attitudes Governing Boomers' Spending 52
Sales Strategies, Tactics, and Tools 57
Big Opportunities and How Businesses Will Adapt to Boomers in Coming Years 62
Those Who've Gone from Poor to Rich 77
Selling to the Self-Employed Affluent 79
The 3/4-Full Glass 93
Peer Deep into Their Souls 101
What the Gates Really Are 104
The Affluent E-Factors 109
Recognition Does Matter 113
What are They Spending Their Money On?
"They" Are Trying to Figure It Out 119
What Are You a Merchant Of? 123
What It Is Needn't Determine What It Is 126
Value in the Eye of the Beholder 131
Stop Selling Products and Services 137
A Great Ad Campaign Can Last Forever 138
Products and Services for the Affluent Go Mainstream Mass-Affluent 143
How Dare the Uncouth Heathens Invade Our Citadels 145
How the Mass-Affluent Trade Up 149
Their Little Indulgences Equal Big Profit Improvements 150
Thanksgiving Dinner Grandma Doesn't Make 155
Money Spent on Passions 159
Money Spent Collecting 167
Money Spent on Kids and Grandkids 173
Money Spent on Pets 177
Money Spent on Women 185
Money Spent on Bling 189
Money Spent at Home 193
Money Spent Dining Out 199
Money Spent on Experiences 203
Money Spent on Liberty 211
How to Make Yourself Magnetic to the Affluent 216
How Can I Get Them to Give Me Their Money?
No Boundaries Anymore 221
The Internet as Great Liberator 224
Recession-Proofing Your Business 231
Affluent Consumer Entrapment 239
Problems and Solutions 249
We Know Where They Live 257
How Much Do We Know? 264
You Need to Choose Your Words Carefully 273
Out of the Mouths of... 281
The Language of Membership 303
You Need to Get Client Referrals on Purpose, Not by Accident 309
Peer Recommendations Rule 312
Banish the Ordinary 319
How to Create Unique Value from Thin Air 325
Illustrate Your Process 325
Elevate Your Status 326
Make Your Clients Qualify to Do Business with You 328
Every Marketer to the Affluent Should Be in the Information Business 333
Get Published or Publish Yourself 335
Promote Yourself as Author and Expert 336
Publicity 336
Who Can Have the Highest Price? 341
Price, Profits, and Power 345
Stop Striving for Lower Prices 348
How to Raise Prices without Raising Prices 357
Price Strategies 361
The Secret of Selling Big-Ticket Items 361
The Slack Adjuster 363
Ascension 364
The 20% Factor 365
Upsells 365
Charge for What Was Free 366
The Trouble with Having Money 371
Personal Confidence 387
Political Commentary, In Defense of the Affluent 395
If You Eat the Rich, You Will Soon Starve 398
How to Set the American Economy Back to the Stone Age Almost Overnight 400
Refuse to Be "Played" with Guilt by the Socialists 402
Resources
Sources of Information in This Book and Other Resources of Interest 407
Websites about Boomers 412
Magazines to Read-To Better Understand the Affluent 412
TV to Watch 413
Places to Go-To Better Understand the Affluent 413
Resources to Better Understand the Philosophy of the Affluent 413
Reference Books 414
Other Books Dan S. Kennedy 415
About the Author 417
Partial List of Authors, Business Leaders, Celebrities, etc. with Whom Dan Has Appeared on Programs with as a Speaker 418
Index 421
The Most Incredible Free Gift Ever 429
Subjects