No B.S. Marketing To the Affluent

426 Pages·2008·8.23 MB·English

by  Dan S. Kennedy

Jere L.
Publisher
Cover Design: David Shaw
Production and Composition: Eliot House Productions

© 2008 by Entrepreneur Media Inc.
All rights reserved.
Reproduction or translation of any part of this work beyond that permit-
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Division, Entrepreneur Media Inc.

This publication is designed to provide accurate and authoritative informa-
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Library of Congress
Data

Kennedy, Dan
1954-

No B.S. marketing to the affluent/by Dan S. Kennedy.
p.
B.S. series)

978-1-59918-181-3
paper)

(alk. paper)

1. Affluent
States. 2.
States.
I. Title. II. Title: No BS marketing to the affluent.

2008

2008015785

Printed in Canada

13 12 11 10 09 08
10 9 8 7 6 5 4 3

Contents

Foreword

How to Easily Attract the Affluent by
Vitale
Preface

How to Use This Book to Get Very Rich

B O O K
O N E

W H O A R E THESE P E O P L E W H O

H A V E A L L T H E M O N E Y ?

C H A P T E R 1

Who ARE These People, Anyway?

C H A P T E R
2

The Ultra-Rich: Different Than You and Me

C H A P T E R
3

The Question Freud Couldn't Answer

Divorce as a Spending
21
The Growing Population of "Cougars," 22
Stigmas Gone, 23

M a r k e t i n g t o t h e A f f l u e n t

C H A P T E R
7

Those Who've Gone from Poor to Rich
77

Selling to the
Affluent, 79

C H A P T E R
8

Glass
93

C H A P T E R
9

Peer Deep into Their Souls

What the Gates Really Are, 104

CONTENTS

Legal Discrimination, 24
It Isn't Simple, 25

C H A P T E R
4

Boys Will Be Boys, No Matter Their Age

Status, 32
Men and Their Toys, 34

C H A P T E R
5

Marketing to Affluent G a y a n d Lesbian

Consumers Is Out of the Closet
37

The Travel Industry Goes into New Territory, 39

C H A P T E R
6

Affluent
Spending Boom
43

The Big Wave, 44
What Do They Want? What Will They
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

M a r k e t i n g to t h e Affluent

C H A P T E R
1 0

The Affluent E-Factors

Recognition Does Matter, 113

B O O K
T W O

W H A T A R E T H E Y S P E N D I N G THEIR M O N E Y O N ?

C H A P T E R 1 1

Are Trying to Figure It Out

C H A P T E R
1 2

What Are You a Merchant Of?

What It Is Needn't Determine What It Is, 126

C H A P T E R
1 3
in the Eye of the Beholder

C H A P T E R
1 4

Stop Selling Products and Services

A Great Ad Campaign Can Last Forever, 138

1 5

Products and Services for the Affluent

Go Mainstream Mass-Affluent
How Dare the Uncouth Heathens Invade Our Citadels, 145

1 6

How the Mass-Affluent Trade Up

Their Little Indulgences Equal Big Profit Improvements, 150

C H A P T E R
17

Thanksgiving Dinner Grandma Doesn't Make

C H A P T E R
1 8

Money Spent on Passions

CONTENTS

vi
M a r k e t i n g to t h e Affluent

How to Make Yourself Magnetic to the Affluent, 216

B O O K
THREE

H O W C A N
G E T T H E M T O G I V E M E THEIR M O N E Y ?

C H A P T E R
2 8

No Boundaries Anymore
221

The Internet as Great Liberator, 224

C H A P T E R
2 9

Recession-Proofing Your Business

CONTENTS

C H A P T E R
1 9

Money Spent Collecting
167

C H A P T E R
2 0

Money Spent on Kids and Grandkids

C H A P T E R
2 1

Money Spent on Pets

C H A P T E R
2 2

Money Spent on Women

C H A P T E R
2 3

Money Spent on

C H A P T E R
2 4

Money Spent at Home

C H A P T E R
2 5

Money Spent Dining Out

C H A P T E R
2 6

Money Spent on Experiences
203

C H A P T E R
2 7

Money Spent on Liberty

M a r k e t i n g to t h e A f f l u e n t

via

C H A P T E R
3 0

Affluent Consumer Entrapment
239

Problems and Solutions, 249

C H A P T E R
3 1

We Know Where They Live
257

How Much Do We
264

C H A P T E R
3 2

You N e e d to Choose Your Words Carefully
273

Out of the Mouths
281

C H A P T E R
3 3

The Language of Membership
303

C H A P T E R
3 4

You N e e d to Get Client Referrals on

Purpose, Not by Accident
309

Peer Recommendations Rule, 312

C H A P T E R
3 5

Banish the Ordinary
319

C H A P T E R
3 6

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

C H A P T E R
3 7

Every Marketer to the Affluent Should Be

in the Information Business
333

Path 1: Get Published or Publish Yourself, 335
Path 2: Promote Yourself as Author and Expert, 336

CONTENTS

viii
M a r k e t i n g to t h e A f f l u e n t

Path 3: Publicity, 336

C H A P T E R
3 8

Who C a n Have the Highest Price?
341

C H A P T E R
3 9

Price, Profits, and Power

Stop Striving for Lower Prices, 348

345

C H A P T E R
4 0

How to Raise Prices without Raising Prices
357

C H A P T E R
4 1

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

C H A P T E R
4 2

The Trouble with Having Money

C H A P T E R
4 3

Personal Confidence

C H A P T E R
4 4

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

CONTENTS

HO
M a r k e t i n g to t h e Affluent

CONTENTS

B O O K
F O U R

R E S O U R C E S

Sources of Information in This Book and

Other Resources of Interest
407

Websites about Boomers, 412
Magazines to
Better Understand the Affluent, 412
TV to Watch, 413
Places to
Better Understand the Affluent, 413
Resources to Better Understand the

Philosophy of the Affluent, 413
Reference Books, 414
Other Books by 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

The Most Incredible Free Gift Ever
429

F O R E W O R D

How to Easily Attract

the Affluent

BY JOE

30
c a r ,

nothing. I struggled in virtual poverty for a decade after that.
As I worked on my business and my self, I became an inter-
net celebrity, a movie
and the author of numerous best-
selling books. All of this brought me increased wealth. I'm in the
kindergarten category of knowing true affluence, but after pay-
ing off my debt, here's some of what I've done with my money:

• bought two exotic hand-made limited edition luxury
sports cars, including one previously owned by a rock star
(Steven Tyler of Aerosmith) who autographed the engine.

• bought two of the rarest guitars ever known, including
one hand carved out of Hawaiian koa wood by one of the
greatest luthiers on the planet (Robert Taylor).

• paid for professional auto racing instruction, which
allowed me to roar around the Atlanta-Sebring racetrack
in a fire suit and a helmet (and paid for a friend to attend
with me).

S.S. M a r k e t i n g t o t h e Affluent

• given a staggering amount of money to the mother of a lit-
tle boy who needed a special machine to help him recover
from a pediatric stroke (a boy and a mother I've yet to
meet in person).

I'm not bragging or showing how frivolous I am. I can easily
justify my expenses and even deduct them from my taxes. The
truly affluent do far more than this, of course. They have private
jets, more than one mansion, and servants to cook for them and
their pets, and they spend money on diamond-enhanced cell
phones.

But I'm making a point here. I'm declaring that the affluent
spend money on two things. Two things that you can provide.
What are they?
Experience and Exclusivity.
As I wrote in my book on circus promoter
There's
A Customer Born Every Minute, people will spend almost any
amount of money on something, anything, that will change their
internal state. They want
feel something. Provide it and get rich.

People also want to feel they are unique. If they can buy that
uniqueness, they will. Owning something you've
a
collectible version of whatever you sell that few others
one way to accomplish this sense of individuality.

There's more, of course. That's where Dan Kennedy comes in.
Dan's book is the first one to reveal the direct route to the
affluent's bank vault. He shows you how to open it and with-
draw bags of loot, legally and joyfully. He talks about Experience
and Exclusivity and a whole lot more. His branded No B.S.
approach is a simple
system for getting
more than your fair share of the wealth the affluent are willing
and even eager to spend.

FOREWORD
H O W TO EASILY ATTRACT THE AFFLUENT

M a r k e t i n g to t h e Affluent

Dan is a living genius at marketing, a copywriting legend,
my all-time favorite marketing author, and glaringly brilliant at
teaching you to think differently about your marketing efforts.
He shows you how to get one thing: results.

To begin, stop thinking there are any limitations to becoming
affluent yourself, and start reading this book. You'll then start to
attract the
their money.

Go for it!

JOE VITALE, star of the movie The Secret and outrageous internet marketing celebrity, is

the author of way too many books to list here, including Buying
Hypnotic

Factor, and The Key. His main website is www.JoeVitale.com.

FOREWORD
H O W TO EASILY ATTRACT THE AFFLUENT

How to Use This Book to

Get Very Rich

I've
all

business owners transition to entrepreneurs, turn ordinary
businesses into extraordinary ones, break free of boundaries
limits, and make many more millions of dollars faster than

hey ever thought possible. I've chronicled the strategies used
and their
histories" in 11 books, beginning with How to
Make Millions with Your Ideas, first published in 1996, through to
No B.S. DIRECT Marketing for NON-Direct Marketing Businesses,
first published in 2006, to this book, as well as in my monthly

and the PHENOMENON™ DVD, which
be found
at www.InNextl2Months.com. Nothing I've ever done has
matched the impact of my most recent guiding, pushing, prod-

and nagging of entrepreneurs and marketers to reinvent
themselves as needed in order to focus on marketing to the afflu-
ent. THIS book summarizes those five years of guiding, pushing,
prodding, and nagging.

This book has three purposes.

XV

M a r k e t i n g to t h e Affluent

PREFACE
H O W TO USE THIS BOOK TO GET VERY RICH

First, to sell you on transforming your business to market
to, appeal to, and attract the affluent, thereby transforming your
income, security, and business life. I use the word transform
deliberately. I try not to fool around with things of minor signifi-
cance. What you can do for yourself by combining price elasticity
with marketing to the affluent is, in fact, life altering. You will
have to buy this premise before anything else here has value to
you. You will have to take ownership of this idea and be
no,
work on it every day. There's a canyon-sized gap
between whatever curiosity brought you to this book and the
commitment required to fully move to being a marketer to the
affluent as your chief role in your business, as your personal pro-
fession, as your greatest area of study, knowledge, and expertise.
Getting that commitment in just 430 pages is a tall order. But
that's what I have set out to do, and I want to be completely trans-
parent about that objective. I am here to sell you something. To
sell you on making a major shift in every aspect of your business.

Imagine that you own a shop on a main street in a part of town that is losing its well-to-do

residents, its closest major employers closing their doors. Poverty is setting in. Sunny days

stop; gloom and doom descend. People walk stoop shouldered rather than upright, shuffle

rather than stride. Studiously avoid the displays in store windows like yours. From your shop

doorway, you see your entire world, and it is in decay. Only three streets away from the rear

of your store, out of your sight, is a community booming with new office buildings and lots

of jobs, its street's shops and restaurants busy all day with the area's workers, equally busy

in evening with the residents of the shiny, new high-rise condominium complexes at the

street's end. Golden sunlight makes the diamonds and gold bricks in the street sparkle.

This is exactly the position so many business owners, profes-
sionals in practice, sales professionals, and marketers are in.

HO
B.s. M a r k e t i n g to t h e Affluent

What they can't see and are unaware of is not literally a place a

streets away; instead it is a segment of the market immediately
before them and all around them. A unique myopia blinds so

from seeing these people so eager to spend so much on so
many goods and services, with little concern over price.

If you would like to get very, very rich, you need to see where
most money is and then go there to get it. Sounds foolishly
simple, I suppose, yet I daily see the vast majority of marketers
wasting valuable resources struggling mightily to get money

people who have little of it to part with.
The second purpose, to give you new understanding of
who the affluent customers and clients are, where they are,
what they buy, why they buy, and how to get out of your own
way and get in sync with them.

is this old story of some avid hunters who seek out and hire a highly recommended

guide to lead them to hidden herds of giant elk. Guns over shoulders, they hike, following

this guide through woods, up mountains, through rivers, into snow, for hours and hours,

until they gradually realize they've been hiking in circles. "Hey," one hunter says, "you've

got us lost. thought you said you were the best hunting guide in the United States?"

"I did, sir," the guide said ruefully, "but believe we are now lost in Canada."

To market to the affluent, you must know where they are and
how to find them. In this book, I will guide you directly to them.
If you'll forgive, one more hunting story

A man who regularly suits up and goes off with the other guys into the woods for days on

end, suffering wet, cold weather, to hunt, leaving his wife a weekend widow, is finally con-

fronted by
wants to go along and see what is so exciting. Grudgingly, fearing the

worst, but wary of endless alimony, he gets her a camouflage outfit, boots, a gun, and

PREFACE
H O W TO USE THIS BOOK TO GET VERY RICH