These seven tips can help you differentiate your boomer and senior marketing message from all the other messages flooding the marketplace.
5 min read
Publication DateMay 2016
No B.S. Guide to Brand-Building by Direct Response
By Dan S. Kennedy & Chip Kessler
BUILD YOUR BRAND TRIBE. DON'T BUY IT.
Millionaire maker Dan S. Kennedy, joined by successful franchisor Forrest Walden and brand strategist Jim Cavale, debunk the brand-building lies and myths shared by small business owners and entrepreneurs and deliver a heavy dose of reality—YOUR BRAND SHOULD BE A HAPPY, FREE BY-PRODUCT OF DIRECT MARKETING—NOT PURCHASED OUTRIGHT.
Kennedy and his co-authors don't offer a strategy for creating a company logo, writing a slogan or issuing a press release. You won't learn how to follow in the footsteps of big brand advertisers (and thus, brand-build your business into bankruptcy). This book isn't about buying brand power. It's about getting a highly valuable brand—FREE.
Learn how to:
Sell to customers to build the brand (Don't build the brand to sell to customers)
Direct the relationships between Front-End ROI, Back-End ROI, and Your Brand
Acquire and leverage the hands-down best lead generation tool: Referrals
Avoid giant audiences and determine who the right audiences are (hint: those ready to do business with you)
Merge, integrate, and cross-breed direct response with a brand message
Make your brand about a movement—stop marketing to customers and start involving them
Discover the principles behind power-house brands that didn't pour oceans of money into branding their business. Then, master these truths for yourself, put them into practice, and gain your own brand tribe—customers who believe in, promote, and buy your brand.
No B.S. Guide to Marketing to Leading-Edge Boomers and Seniors
By Dan S. Kennedy & Chip Kessler
Go Where the Money Is…
Boomers and Seniors:
Hold over 50% of the nation’s wealth and more of its discretionary spending
46% have net worths exceeding $2-million
Hold $1 out of every $2 available to advertisers, marketers, merchants, and service providers
This is not a book about social good or business excellence or broad, big, sweeping ideas. It is a manual about getting money from those who have it and are, given reason and their interests met, very willing to spend it - on just about everything, and more of it, at higher average prices than any other consumers.
What leading-edge boomers and seniors buy and why they buy it: the diversity and amount of their spending will surprise you.
Opportunities with The Affluent and The Still-Working: while 10,000 retire every day, 72% of boomers plan to keep working past age 65.
The power of profiling: learn how to sub-divide this market, develop the profile of your ideal customer within this demographic, and use it profitably.
The New American Family: 2 and 3 generations under one roof: what does this mean to your business?
The 10 best advantages of marketing to boomers and seniors and how to leverage them: Capitalize on conditioned behaviors and imbedded commands.
How to incorporate the power of…frame of reference, familiarity, classic credibility, fear and stress reduction, aspirations, and ambition in your advertising, marketing, and selling.
Lessons from and secrets of: AARP, Disney, Playboy, psychics and mentalists, 7-figure income financial advisors, dentists and lawyers, the mattress store with prices starting 6X the national price average, the J. Crew Co., Facebook, Coke vs. Pepsi, and others.