No B.S. Marketing To the Affluent: No Holds Barred Kick Butt Take No Prisoners Guide to Getting Really Rich

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.

I was disappointed in this book. It seemed to contain disjointed thoughts and ideas. I would have been pleased to walk away with one profitable idea but I didn't.Moreover, it looked like the author used product placement all throughout the book. He had links everywhere and short ads, or what looked like ads, for all sorts of businesses --- some of these lists took up pages. Perhaps he calls them resources. I don't. And, of course, not unsurprisingly, he had ads for his own products and business and offers to sell the readers various products.In all fairness, I think he may have been trying to show how a number of online businesses were or are marketing to the affluent. But he was all over the board. He covered far too many different businesses and used too many links. The reader buys the book to learn how to market to the affluent and all those links and long copy that reads like ads about hundreds of online businesses isn't a good way to do that.He laid out several groups as if their affluence was different than other affluent groups. For example gays. Yes, it's a very affluent demographic. But it's not separate from any other affluent group.What a book like this needs to do is to address what affluent means and how they buy. Then, it needs to help the reader know how to market to the group. Yes, there are levels of affluence to be sure. But selling to them should have a few basic guidelines rather than everyone having different motivations as the author lays it out.He's presented the topic in a way that gives you no real guidance and he contradicts himself in a number of places. He also used the book to beat the drum for himself and his wealth. To some extent, that's acceptable. But some authors don't handle it in a way that's appealing to the reader. In fact, the less an author inserts himself into what he writes, the better in many, not all, cases.The author even included one full chapter from "Peterman Rides Again: Adventures Continue with the Real J. Peterman through Life and the Catalog Business" which really had little to do with the topic of the book and was a waste of pages.In discussing fees and pricing -- the most important topic --- he writes a few words in a short chapter and recommends you take his one-day seminar for full details and instructions!The bottom line: This book offers a few tips that are somewhat valuable. They are not, however, new or exciting. They are mere rehash of what's fairly well-known.The author also inserts his own political views, quite strongly. While I tend to agree with those views, I don't think this book is the place for them. He also devotes the last chapter of the book to a political commentary. Again, it's one with which I agree. I just don't think it should be inflicted on the readers who are paying for something else --- not politics.-- Susanna K. Hutcheson

Great book

und das macht es auf Dauer schwer, seine Bücher zu lesen. Aber was er inhaltlich vermittelt, ist bodenständig, "down to earth", praktibabel. Ein bischen ist er Schlitzohr, aber no bulls*** trifft es schon. Und so wie der Anzug den Manager macht, macht es auch das Auftreten. Große Klappe ist auch ein Werkzeug, auch, wenn viele das nicht wahrhaben wollen. Die Umsetzung für eigenen Zwecke wird in Deutschland allerdings schwierig, weil der rechtliche Rahmen hier vieles nicht mehr zulässt (Email Verteiler, Brief schreiben etc).

Soy un gran fan de Dan Kennedy y este es uno de sus mejores libros, con muchísima información y muchas enseñanzas. Mientras que otros de sus libros son un poco "sosos", en este se ha esforzado bastante y ha venido con muchos datos, experiencias, ejemplos y observaciones de la industria. Me lo compré para Kindle y después como libro físico porque me gustó bastante.

If you are a business owner. Or want to go into business this book is a must! I learned something with every page. If your english isn't good get it in German. Don't waste time thinking about it. Dan is straightforward and gives allot of business marketing tools that work. 5 star business and marketing book. I was recommended by a online millionaire to read this book. He said this book explains the fastest way to get rich in todays world. Not my words - His words. And I tend to agree!

This book is one of the best and most useful books I have ever read.