Dan S. Kennedy

Who Are These People That Have All The Money?
AND WHERE ARE THEY SPENDING IT?

You demand to know! And this book has the answers. Applying his candid advice and direct-response expertise to the affluent communities you’re dying to earn money from, millionaire maker Dan S. Kennedy presents No B.S. Marketing to the Affluent.

Packed with real-world stories from businesses who’ve come before you and made it—plus tried-and-true tactics from experts like Cindy Cyr and Craig Simpson—Kennedy shows you how to attract the customers and clients for whom price is not a determining factor. You’ll learn how to:

• Create marketing magic inspired by strategies from Ritz-Carlton, Disney, Dove, AARP, Dr. Oz, Starbucks, Williams-Sonoma, and DeBeers, to name a few
• Harness E-Factors—the surprising emotional “buy” triggers that today’s affluent find irresistible
• Craft million-dollar marketing systems with step-by-step instructions and actionable techniques
• Leverage the power of membership programs that apply to any business…from pizza shops and medical practices to retail stores and pet hotels

The time is now to sell to those who will always be spending!

Transform Your "Ordinary" Business into an
EXTRAORDINARY MONEY MACHINE

Most "ordinary" businesses advertise and market like the big brand-name companies, so they spend (waste) money on image, brand, and presence. But copycatting the big brand-name companies is like a rabbit behaving like the lion. It makes no sense.

Direct marketing expert Dan Kennedy and his team of elite consultants—all successful at borrowing strategies from pure direct marketing businesses like QVC, J. Peterman, Zappos, and Publishers Clearinghouse—deliver the fundamentals of direct marketing as it can be applied to any business, sales career, or professional practice. Then, they take you behind the scenes of exceptionally successful non-direct marketing businesses and show you how to cash in using their unorthodox direct marketing strategies.

You'll learn the customer-getting, sales-boosting tactics you never knew existed and master Dan's 10 No B.S. Rules of Direct Marketing for Non-Direct Marketing Businesses:

• Rule #1: There Will ALWAYS Be an Offer or Offers
• Rule #2: There Will Be Reason to Respond Right Now
• Rule #3: You Will Give Clear Instructions
• Rule #4: There Will Be Tracking, Measurement, and Accountability
• Rule #5: Only No-Cost Brand-Building
• Rule #6: There Will Be Follow-up
• Rule #7: There Will Be Strong Copy
• Rule #8: It Will Look Like Mail-Order Advertising
• Rule #9: Results Rule. Period
• Rule #10: You Will Be a Tough-Minded Disciplinarian and Put Your Business on a Strict Direct Marketing Diet

SELL TO THOSE WHO SPEND: Market to the Affluent

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.

Millionaire maker Dan S. Kennedy, joined by branding experts Nick Nanton, J.W. Dicks and team, show 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.

• Practical Strategies Revealed: 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
• E-Factors: 10 surprising Emotional Buy Triggers the affluent find irresistible
• Stop Selling Products and Services: Learn how selling aspirations and emotional fulfillment is more profitable
• StorySelling™: Learn how to scale the affluents’ “sales wall”
• 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”: How to apply to any business for the affluent... from pizza shops and medical practices to retail stores and pet hotels