No B.S. Marketing to the Affluent , livre ebook

Cindy Cyr
and with Guest Chapters from Craig Simpson, Adam Witty, and Conor Heaney
Entrepreneur Press
Publisher: Entrepreneur Press
Cover Design: Andrew Welyczko
Production and Composition: Eliot House Productions
2019 by Entrepreneur Media, Inc.
All rights reserved.
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ebook ISBN: 978-1-61308-401-4
Contents
BOOK ONE
WHO ARE THESE PEOPLE WHO HAVE ALL THE MONEY?
CHAPTER 1
Why You MUST Move-Now
The Two Requirements for Your Prosperity
How Bad Did This Get? How Bad Will It Get?
A Look at Comparative Ability to Buy
Your Choice
CHAPTER 2
Who ARE These People, Anyway?
CHAPTER 3
The Ultra-Rich: Different from You and Me
Higher Education Predicts Affluence-But There Are Plenty Who Defy the Norms
Married, with Children
Age and Affluence Still Go Together
WHERE Are the Rich?
CHAPTER 4
The Question Freud Couldn t Answer
Late-in-Life Divorce as a Spending Event
Stigmas Gone
It Isn t Simple
CHAPTER 5
Boys Will Be Boys, No Matter Their Age
Status
Men and Their Toys
CHAPTER 6
Marketing to Affluent LGBTQ Consumers
The Facts of This Market
How to Match Media with This Market
Can Outright Target Marketing Work?
Careful Message-to-Market Matching
CHAPTER 7
Affluent Boomers Spending Boom
The Big Wave
Where Are They Going?
What Do They Want? What Will They Buy?
One of the Toughest Challenges for Marketers (The Death of Age-Based Advertising)
A Look at the Attitudes Governing Boomers Spending
Sales Strategies, Tactics, and Tools
Big Opportunities and How Businesses Will Adapt to Boomers in Coming Years
Experiences
CHAPTER 8
Those Who ve Gone from Poor to Rich
Selling to the Self-Employed Affluent
CHAPTER 9
The -Full Glass
CHAPTER 10
Peer Deep into Their Souls
What the Gates Really Are
CHAPTER 11
The Affluent E-Factors
Recognition Does Matter
Book One Summation
BOOK TWO
WHAT ARE THEY SPENDING THEIR MONEY ON?
CHAPTER 12
What Are You a Merchant Of?
What It Is Needn t Determine What It Is
CHAPTER 13
Value in the Eye of the Beholder
CHAPTER 14
Stop Selling Products and Services
A Great Ad Campaign Can Last Forever
CHAPTER 15
Indulgences
Their Little Indulgences Equal Big Profit Improvements
Money Spent on Passions
Money Spent Collecting
CHAPTER 16
Spending on People
Money Spent on Kids and Grandkids
Money Spent on Women
Money Spent on Pets (Pets Are People, Too!)
CHAPTER 17
Money Spent on Bling
CHAPTER 18
Money Spent at Home
CHAPTER 19
Entertainment Spending and the Experience Economy
Money Spent on Experiences
Money Spent Dining Out
Money Spent on Travel
CHAPTER 20
Money Spent on Liberty
How to Make Yourself Magnetic to the Affluent
Book Two Summation
BOOK THREE
HOW CAN I GET THEM TO GIVE ME THEIR MONEY?
CHAPTER 21
Connecting with the Affluent Customer You Want
The Power of UN-Obvious Place
Circumvent Search
No Boundaries Anymore
We Know Where They Live
How Much Do We Know?
The Online Equivalents
CHAPTER 22
Affluent Consumer Entrapment
Problems and Solutions
CHAPTER 23
Using Direct Mail to Reach the Affluent by Craig Simpson
Example #1: The Medical Field
Example #2: Financial Investing
Example #3: Real Estate Investing
Summary
CHAPTER 24
Using Social Media to Reach the Affluent by Cindy Cyr
Who Should You Be Targeting?
Know Which Social Media Networks Your Audience Uses and How They Use Them
Setting Up Social Media for Success
What Should You Post on Social Media
Build and Leverage Your Reputation as an Expert
Design a Photograph-Worthy Space
Product Placement by Affluencers
The Wealthiest Customers Want Service on Social Media
CHAPTER 25
Using Authority to Attract the Affluent: The Seven Pillars of Authority Marketing by Adam Witty
Affluent People Have Big Libraries. Poor People Have Big TVs
Accelerate Trust in the Affluent Market Using the ACE Formula
People Buy from People, Not Corporations
What Should Your Book Be About?
How to Leverage the Seven Pillars of Authority Marketing to Reach the Affluent Market
How to Build Your Own Authority Marketing Blueprint
CHAPTER 26
Using Client Hero Stories by Cindy Cyr
Start with the End in Mind
Identify Your Hero
Getting Affluent Clients to Agree to an Interview
Writing Your Client Hero Story
CHAPTER 27
You Need to Choose Your Words Carefully
Sample 1
Sample 2
Sample 3
Out of the Mouths of
CHAPTER 28
You Need to Choose Your Prices Carefully
Price, Profit, Power
Book Three Summation
BOOK FOUR
EXAMPLES
Book Four Preface: You Have to See It to Believe It
CHAPTER 29
How a Dentist Transformed His Office Into a Hot Spot for Affluent Patients
CHAPTER 30
How an Orthodontist Rose Above All Competition
Display Profound Expertise
Relieve Your Affluent Clients of Hassles
Be Discriminatory on Who You Will Spend Money Marketing To
CHAPTER 31
How an Asset Management Company Increased Revenue 300% Using Information to Attract, Convert, and Retain Affluent Clients
CHAPTER 32
Money Spent on Education
CHAPTER 33
How an Optician Repositioned His Business to Attract the Affluent by Conor Heaney
The Reason Why Most Opticians Struggle
A New Sales Process That Eliminates the Headaches of Retail
A Unique Eyewear Style Consultation
There Must Be Sales Choreography
Crafting Effective Sales Scripts
Everything Matters!
More Money with Less Work
How Much Is an Expensive Frame?
The Law of Contrast
How an 895 Frame Was Perceived as Not Expensive,
Avoid Price Comparison
How We Attract Properly Prepared Prospects
Showing Up Differently
Make Your Business about Something
Make Your Business for Someone
Constant Testing
Expect a Few Bumps in the Road
About the Author
Index
BOOK ONE

Who Are These People Who Have All the Money?
Understanding Mass-Affluent, Affluent, and Ultra-Affluent Buyers
CHAPTER 1

Why You MUST Move-Now

C HARLES B ARSOTTI /T HE N EW Y ORKER C OLLECTION /T HE C ARTOON B ANK . A LL RIGHTS RESERVED .
M ost businesses have historically made them selves for middle-income, middle-class consumers. This began post World War II, with the great rise and expansion of the middle class in America. This was the keeping up with the Joneses majority, so it made perfect sense to tailor advertising, marketing, businesses, products, and services to the move-to-the-suburbs, get-a-house-with-a-white-picket-fence, a new-car-on-view-in-the-driveway crowd. And a crowd it was.
But, in more recent times, while the economic facts of American life went through great changes that hollowed out the middle class, business didn t catch on or catch up to this, essentially continuing to gather around a watering hole that was drying up fast.
Everything about the availability of consumer spending capability was changing much faster and much more dramatically than most businesses acknowledged.
It wasn t a difficult prophecy. In 2007, I first showed, publicly, the new economy pyramid, in the first edition of No B.S. Ruthless Management of People and Profits (now in the second edition). A few years before then, I began describing it to private clients and talking about it in closed-door mastermind meetings and seminars. I forecasted a literal genocide of the American middle class. And I meant: genocide, for I view a lot of it as intentional, deliberate, and orchestrated by political and certain corporate interests. But with or without that, the evolutionary disappearance of the middle class was certain. This was not difficult to foresee. The writing was on the wall, in big letters and numbers, in blood red ink. Many refused and still refuse to see it. There were denialists-in government, in media, on Wall Street. There were the ignorant, eyes wide shut. But I saw everything there was to see and made my dire prediction. Here it is, in the same visual:

This prophecy has come to pass, but it is not yet done. There is a lot more carnage to come. Temporarily, President Trump has introduced new dynamics, pulling the middle class-particularly its blue-collar members-back from the cliff s edge. As of this writing, he has an agree