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How to Market to People Not Like You: Know It or Blow It Rules for Reaching Diverse Customers

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Reach new and diverse customer groups and expand your market share The standard approach to marketing is to look for as many people as possible who fit one core customer profile. How to Market to People Not Like You challenges this traditional thinking about core customer bases, giving you a new approach to expand your customer base and your business. Arguing for focusing o Reach new and diverse customer groups and expand your market share The standard approach to marketing is to look for as many people as possible who fit one core customer profile. How to Market to People Not Like You challenges this traditional thinking about core customer bases, giving you a new approach to expand your customer base and your business. Arguing for focusing on customer values rather than demographics, How to Market to People Not Like You reveals how you can grow business and profits by targeting those who are different from your core audience, rather than those who share similarities. Reach unfamiliar new market segments with your products Learn how to engage micro-segmented customer groups Author's company was named one of the top ad agencies in the US by Ad Age Find out How to Market to People Not Like You, understand the needs and values that distinguish diverse customers, and reach their hearts, minds, and wallets.


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Reach new and diverse customer groups and expand your market share The standard approach to marketing is to look for as many people as possible who fit one core customer profile. How to Market to People Not Like You challenges this traditional thinking about core customer bases, giving you a new approach to expand your customer base and your business. Arguing for focusing o Reach new and diverse customer groups and expand your market share The standard approach to marketing is to look for as many people as possible who fit one core customer profile. How to Market to People Not Like You challenges this traditional thinking about core customer bases, giving you a new approach to expand your customer base and your business. Arguing for focusing on customer values rather than demographics, How to Market to People Not Like You reveals how you can grow business and profits by targeting those who are different from your core audience, rather than those who share similarities. Reach unfamiliar new market segments with your products Learn how to engage micro-segmented customer groups Author's company was named one of the top ad agencies in the US by Ad Age Find out How to Market to People Not Like You, understand the needs and values that distinguish diverse customers, and reach their hearts, minds, and wallets.

30 review for How to Market to People Not Like You: Know It or Blow It Rules for Reaching Diverse Customers

  1. 5 out of 5

    Meaghan McCormack

    Not only is Kelly McDonald a fantastic speaker - she is a friendly person and a phenomenal writer. I first met Kelly about a month ago, when she came to the Loyola University New Orleans campus to speak and gave out some copies of her books. The entire time she was presenting, Kelly kept students actively engaged by adding relatable anecdotes to her slideshow and making us laugh...something that's not easy to do. Kelly's marketing acumen and expertise shines like night and day in this book. I ca Not only is Kelly McDonald a fantastic speaker - she is a friendly person and a phenomenal writer. I first met Kelly about a month ago, when she came to the Loyola University New Orleans campus to speak and gave out some copies of her books. The entire time she was presenting, Kelly kept students actively engaged by adding relatable anecdotes to her slideshow and making us laugh...something that's not easy to do. Kelly's marketing acumen and expertise shines like night and day in this book. I can not get over how she beautifully weaves relevant statistics in with descriptions and interpretations of the numbers so it's easy for any person (or aspiring marketing professional) to comprehend. I was also impressed with how clearly her passion for the field comes through in her work, but now in a showy or braggy type of way. I wholeheartedly have and continue to recommend this book to all people looking to understand our ever-changing world even just a little bit better. Whether you're in the marketing industry or not, everything we do can be done better if we understand how it impacts those around us. And as Kelly mentions in the book, chances are, that person is not like you. To be a better marketer, salesperson, professional or friend, read this book.

  2. 4 out of 5

    Tamara

    Lots of anecdotes, which I like. Most useful chapter: Different Ages Want Different Things. Matures born before 1946: -Guaranteed -Safe and secure -Familiarity -Everything you need -In control -Companionship -Like-minded Baby Boomers born 1946-1964 -Quality -Choices -Appeal to indulgence Gen X born 1965-1981 -Develop products aimed right at them -Use humor -Authenticity -Avoid status marketing -Stress value and consider pricing Gen Y born 1982-1994 -Cheap cost -Good quality -Fast service -An "experience" Gen Z born 1 Lots of anecdotes, which I like. Most useful chapter: Different Ages Want Different Things. Matures born before 1946: -Guaranteed -Safe and secure -Familiarity -Everything you need -In control -Companionship -Like-minded Baby Boomers born 1946-1964 -Quality -Choices -Appeal to indulgence Gen X born 1965-1981 -Develop products aimed right at them -Use humor -Authenticity -Avoid status marketing -Stress value and consider pricing Gen Y born 1982-1994 -Cheap cost -Good quality -Fast service -An "experience" Gen Z born 1995-2004 -Online shopping -Speed and solution marketing that provides instant answers and fast purchasing -No phone or "in-store" necessary to purchase -Environmentally friendly -Electronic communication -Humor -Mobile messaging

  3. 4 out of 5

    Ariel Cummins

    The best parts of this book were the examples of successful and unsuccessful marketing campaigns. Some of the advice was helpful, but also fairly commonsensical -- like making sure your business isn't just ready to serve a customer population, but that it's friendly toward that population, too. The chapter on different generations kind of made me roll my eyes, though. I've definitely never heard any of the teens I work with use the slang McDonald claims as "cool". Overall, a pretty fast read with The best parts of this book were the examples of successful and unsuccessful marketing campaigns. Some of the advice was helpful, but also fairly commonsensical -- like making sure your business isn't just ready to serve a customer population, but that it's friendly toward that population, too. The chapter on different generations kind of made me roll my eyes, though. I've definitely never heard any of the teens I work with use the slang McDonald claims as "cool". Overall, a pretty fast read with some good information in it -- I especially enjoyed the chapters that seemed very Texas focused!

  4. 4 out of 5

    Brian Berrett

    I listened to Kelly McDonald speak and she was a fantastic presenter so I was excited to read the book. The book was good, but, in my opinion, she is not as dynamic an author as a speaker. I am not a marketing professional so perhaps this book wasn't as interesting to me as it would be to so done who is. However, the book does cover a wide variety of groups and does seems to give some good ideas on how to reach them. There are also a lot of examples that are interesting. I will pass this book on I listened to Kelly McDonald speak and she was a fantastic presenter so I was excited to read the book. The book was good, but, in my opinion, she is not as dynamic an author as a speaker. I am not a marketing professional so perhaps this book wasn't as interesting to me as it would be to so done who is. However, the book does cover a wide variety of groups and does seems to give some good ideas on how to reach them. There are also a lot of examples that are interesting. I will pass this book on to our marketing department. No doubt they will get more out of it than I did.

  5. 5 out of 5

    Westerville

    "Lots of anecdotes, which I like. Most useful chapter: Different Ages Want Different Things." - Tamara, Web Content Librarian Reserve a library copy! "Lots of anecdotes, which I like. Most useful chapter: Different Ages Want Different Things." - Tamara, Web Content Librarian Reserve a library copy!

  6. 5 out of 5

    Amaris (amarisafloria)

    McDonald uses great examples to illustrate her points, but nothing she mentions is really ground-breaking.

  7. 5 out of 5

    Vinny Minchillo

    Very useful, practical information that you can put into practice right away.

  8. 4 out of 5

    Natalie Dovel

  9. 5 out of 5

    Ivo Stoykov

  10. 5 out of 5

    Jennifer Fairweather

  11. 5 out of 5

    Danny Herrle

  12. 4 out of 5

    Travis Rue

  13. 4 out of 5

    Karen

  14. 4 out of 5

    Randy J

  15. 5 out of 5

    Maciek Słodyczka

  16. 4 out of 5

    Chris

  17. 5 out of 5

    Rene

  18. 4 out of 5

    Xinjie Ma

  19. 5 out of 5

    Tim

  20. 4 out of 5

    Jessa

  21. 5 out of 5

    Lauren

  22. 4 out of 5

    Chris Frye

  23. 5 out of 5

    Anne

  24. 5 out of 5

    Kenja

  25. 4 out of 5

    Lorin Yeater

  26. 5 out of 5

    Michelle Harding kreinbrook

  27. 4 out of 5

    Celyta

  28. 5 out of 5

    Sunny

  29. 5 out of 5

    Emily Verbeke

  30. 5 out of 5

    Corinne Crawford

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