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

by Dan S. Kennedy, Martin J. Fischer

Overview

Millionaire maker Dan S. Kennedy and Martin J. Fischer reveal the unsettling truth: the middle-class consumer population—and their buying power—is rapidly diminishing, leading to reduced spending.

However, amidst this challenging landscape lies a compelling opportunity. Kennedy and Fischer unveil that it takes no more effort to attract customers from the explosively growing Mass-Affluent, Affluent, and Ultra-Affluent populations, who are willing to pay premium prices for exceptional expertise, service, and experiences.

In this updated 4th edition, Kennedy and Fischer provide a comprehensive guide on how to reposition your business, practice, or sales career to appeal to these affluent customers, for whom price is not a determining factor. Discover how to:

• Use 10 surprising emotional buy triggers the affluent find irresistible
• Stop selling products and services and learn how selling aspirations and emotional fulfillment is more profitable
• Use Kennedy's Million-Dollar Marketing System. A step-by-step blueprint comparable to those developed for six-figure clients, ready for do-it-yourself use
• Apply the magic language of “membership” to any business for the affluent... from pizza shops and medical practices to retail stores and pet hotels

Drawing on practical strategies used by industry giants such as The Ritz-Carlton, Disney, Harrah’s Entertainment, and Starbucks, Kennedy and Fischer demonstrate how to sell to those who will always be spending.

Product Details

ISBN-13:	9781613084939
Publisher:	Entrepreneur Press
Publication date:	06/10/2025
Series:	No B.S.
Sold by:	Barnes & Noble
Format:	eBook

About the Author

Dan S. Kennedy is the provocative, truth-telling author of the popular "No B.S." book series; a serial, successful, multi­ millionaire entrepreneur; trusted marketing advisor, consultant and coach to hundreds of private entrepreneurial clients running businesses from $1-million to $ 1-billion in size. He influences over 1-million independent business owners annually through his newsletters, tele-coaching programs, local chapters and Kennedy Study Group meetings in over 100 cities, and has a network of consultants in nearly 150 different business and industry categories and professions. Dan lives in Northfield, OH.

 Martin J. Fischer thrives off helping Entrepreneurs build successful and thriving businesses. He is the founder and creator of Waiternomics, a Direct Marketing Company. Over the years, Martin extracted invaluable marketing lessons from his career in hospitality, which he applied to both his online and offline consulting business

Table of Contents

CONTENTS
Book I: Who Are These People Who Have All the Money?

Chapter 1: Why You MUST Move—Now

Chapter 2: Who ARE These People, Anyway?

Chapter 3: The Ultra-Rich: Different From You and Me

Chapter 4: The Question Freud Couldn’t Answer

Chapter 5: Boys Will Be Boys, No Matter Their Age

Chapter 6: Marketing to Affluent LGBTQ Consumers

Chapter 7: Affluent Boomers’ Spending Boom

Chapter 8: Those Who’ve Gone From Poor to Rich

Chapter 9: The ¾-Full Glass

Chapter 10: Peer Deep into Their Souls

Chapter 11: The Affluent E-Factos

Book One Summation

Book II: What Are They Spending Their Money On?

Chapter 12: What Are You a Merchant Of?

Chapter 13: Value in the Eye of the Beholder

Chapter 14: Stop Selling Products and Services

Chapter 15: Indulgences

Chapter 16: Spending on People

Chapter 17: Money Spent on Bling

Chapter 18: Money Spent at Home

Chapter 19: Entertainment Spending and the Experience Economy

Chapter 20: Money Spent on Liberty

Book Two Summation

Book III: How Can I Get Them to Give Me Their Money?

Chapter 21: Connecting with the Affluent Customer You Want

Chapter 22: Affluent Consumer Entrapment

Chapter 23: Using Direct Mail to Reach the Affluent

Chapter 24: Using Social Media to Reach the Affluent

Chapter 25: Using Authority to Attract the Affluent: The Seven Pillars of Authority Marketing

Chapter 26: Using Client Hero Stories

Chapter 27: You Need to Choose Your Words Carefully

Chapter 28: You Need to Choose Your Prices Carefully

Book Three Summation

Book IV: 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

Chapter 31: How an Asset Management Company Increased Revenue 300% Using Information to Attract, Convert, and Retain Affluent Clients

Chapter 32: Money Spent and Education

Chapter 33: How an Optician Repositioned His Business to Attract the Affluent

About the Author
Index