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(More customer reviews)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.
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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
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