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Dan Kennedy – Marketing to the Affluent 2.0

I think we have to be very, very careful and thoughtful about investing — money, time, our own businesses’ aims — into either end or the middle of this economy. By either end, I mean the very young or the old. I am invested in retirement and medical related stocks, companies and real estate, but constrained, and less confident about it this year vs. even three years ago, because even peak, accelerated growth of need, desire and demand (i.e. willingness to buy) can’t triumph over the stopped income and low or no net worth (i.e. ability to buy) of the majority of the would-be buyers. By middle, I mean middle income and middle-class focused businesses. This leaves the bottom, the Wal-Mart and Dollar Store space, and the top: individuals, families and businesses with high income and high net worth, who can and will be self-indulgent. This is, of course, another way of making the case for being at my 2018 June Training, come hell or high water.* You are going to NEED self-indulgent customers.

r. So, let’s just admit it: advertising, marketing and selling to affluent customers or clients is difficult. It is. For many reasons including the one I opened this Issue with. So? Such difficulty is what preserves relative exclusivity and high value of opportunity. Without the difficulty stopping most people from getting in, what would be the point of gaining entry yourself? By the way, as I write this, there might still be a few – probably fewer than two handfuls – of open seats, if any, at my June Training on Advertising, Marketing & Selling to Your High(est) Value Customers. You can ask, via fax, 602-269-3113.
You should be constantly re-considering your Price Strategies, subject of the 3rd Day/Bonus Day of my June Training. What people pay and will pay, i.e. price and price elasticity, can be substantially affected by when they pay and how they pay.
On the reverse side, a full-page ad from The Robb Report, from a relatively new, “hot,” very pricey golf club maker. They are selling golf clubs, but by selling something quite different. More complicated, too. At my upcoming, now fast approaching June 2018 Dan-Only Training*, we will be looking at every which way to sell an “X” by selling something quite different, usually, also, something more complicated. This is a fiendishly clever way of creating differentiation, interest, and magnetic attraction with especially affluent customers for whom price matters little – but boredom and complacency matter a lot, in retarding response. A re-read of The Great Gatsby, or even a viewing of the rather dreadful movie made from it, reveals that the rich are desperately seeking to relieve their already have-that, been-there, done-that boredom.
*Time IS running out to get into this Training. You can only get info by FAX request: 602-269-3113
In my June event – all about: Advertising, Marketing and Selling to (Your) Highest Value Clients, Customers or Patients/ PLUS/Marketing to the Affluent 2.0*, this is a goal: to have you leave without even a smidgen remaining of hesitancy or intimidated-ness about advertising, marketing or selling to them.
The question is: which side of the cash register will you stand on? It’s a question few understand, ponder or ever act on. If past that, you next consider how golden your cash register will be – which is largely, often determined by who is lined up in front of it. That, a subject of my June 2018 Training. Incomes rising at all levels is good news, for more money in peoples’ pockets tends to trickle up to marketers. (Never really trickle down to the poor ‘n needy.