By Kelly McDonald

ISBN-10: 0470879009

ISBN-13: 9780470879009

Achieve new and numerous buyer teams and extend your industry shareThe common method of advertising and marketing is to appear for as many of us as attainable who healthy one middle purchaser profile. tips to industry to humans unlike You demanding situations this conventional wondering center buyer bases, providing you with a brand new method of extend your purchaser base and your business.Arguing for concentrating on purchaser values instead of demographics, find out how to industry to humans in contrast to You unearths how one can develop enterprise and gains via focusing on people who find themselves diverse out of your center viewers, instead of those that proportion similarities.Reach unusual new marketplace segments along with your productsLearn how one can interact micro-segmented consumer groupsAuthor's corporation was once named one of many most sensible advert corporations within the US by means of advert AgeFind out tips to industry to humans unlike You, comprehend the desires and values that distinguish diversified shoppers, and succeed in their hearts, minds, and wallets.

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It will shape lifestyles and habits. It will present smart businesses with a wide-open playing field and a serious competitive edge. Tap into this diverse marketplace and find your high-potential customer now. Learn how to market to people not like you and watch your business grow and prosper. You can do it. Part One Seven Steps for Selling to New and Unfamiliar Customers Chapter One Get Out of Your Comfort Zone to Grow Sales “Spray and Pray” versus Broad Thinking and Narrowcasting Marketers are lazy.

How did it work? Sales went up 19 percent during the campaign and calls to the company's dedicated Spanish-language 800 number increased 22 percent. What we did was quite simple: We talked to our target customer. We found out a few important things that helped us create a message that was relevant to them. We provided a solution for them (education about a topic they didn't fully understand). And we “put the welcome mat out” for them by creating a tagline that was positive and made them feel good about themselves instead of making them feel bad.

Library of Congress Cataloging-in-Publication Data: McDonald, Kelly, 1961- How to market to people not like you: “know it or blow it” rules for reaching diverse customers / Kelly McDonald. p. cm. Includes index. ISBN 978-0-470-87900-9 (hardback); ISBN 978-1-118-01498-1 (ebk); ISBN 978-1-118-01499-8 (ebk); ISBN 978-1-118-01500-1 (ebk) 1. Marketing. 2. Consumer satisfaction. I. Title. 8–dc22 2010039794 To Jennifer Martin, for being a better friend than I thought was possible. To John, para siempre.

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How to Market to People Not Like You: by Kelly McDonald


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