Outline For Proposed Marketing Book

By Christopher Zoukis

Introduction:  Goals of the Book

  1. Attracting and appealing to affluent customers
  2. Understanding the psychology of affluent customers
  3. Marketing aimed at the psychology of affluent customers

PART ONE:  The Affluent Customer

Chapter 1:  Identifying Affluent Customers  Photo courtesy of pmba.econsultant.com

  1. The moneyed customer
  2. The rich customer
  3. The ultra-rich customer
  4. What the rich do differently
  5. Goods, services, and products the affluent buy

Chapter 2:  Affluent Women

  1. Appealing to the affluent female psychology
    1. how to sell to women
    2. the opportunity of “women only” marketing

2.  Selling beauty

Chapter 3:  Affluent Men

  1. Appealing to the affluent male psychology
    1. emotion-based purchases
    2. status-based purchases
  2. How to sell to men

Chapter 4:  Affluent Same-Sex Customers

  1. Appealing to the affluent same-sex psychology
    1. travel:  cruises, casinos, hotels
  2. Restaurants, clothing, furniture

Chapter 5:  Older Affluent Customers

  1. Appealing to the affluent baby-boomer psychology
  2. Marketing designed for affluent baby-boomers
    1. language
    2. nostalgia
    3. what alienates baby-boomers
  3. What affluent baby-boomers want
    1. to buy time so they can save time
    2. responsive to services previously offered to the rich and ultra-rich
    3. a better experience
    4. service that caters to their on-the-go lifestyle
    5. new experiences

Chapter 6:  The Self-Made Affluent

  1. Appealing to the psychology of the self-made affluent
  2. What the self-made affluent want
    1. independence
    2. value
    3. status

Chapter 7:  Opportunity and the Affluent Customer

  1. Affluent customers read reviews before buying luxury goods
  2. Affluent customers like to shop online
  3. Those who shop online spend more:  $114,632 versus $22,813 for those who shop in stores
  4. 89-percent of affluent customers work full-time

Chapter 8:  The Affluent Psychology of Elitism

  1. Affluent people like to associate with affluent people
  2. Affluent people like to live with affluent people
  3. Affluent people are very competitive

Chapter 9:  The Affluent Psychology of Impulsive Buying

  1. What impels the affluent to buy
    1. “you can’t take it with you”
    2. rewarding self
    3. filling emotional emptiness
    4. status (recognition)
    5. fear of being left out or left behind:  belonging
    6. basic human insecurity

Chapter 10:  The Affluent Customer and the Psychology of “Feeling”

  1. The price is relative
  2. Perception, image, and feeling

Chapter 11:  The Affluent Customer and the Psychology of “Special”

  1. Feeling “special” is emotional
  2. Feeling “special” involves indulging oneself

Chapter 12:  The Affluent Customer and Status

  1. Status is psychological
  2. Goods, products and services can confer status
  3. Selling status to the affluent means:
    1. selling more than goods, products and services
    2. selling an abstract idea
    3. selling to emotions

Chapter 13:  Affluent Customers and Luxury Items

  1. Luxury goods, services and products are fleeting
  2. Affluent customers want exclusivity
  3. Exclusivity tends to trickle down
  4. To retain affluent customers a business must change
  5. Affluent customers are always looking for newer, more exclusive items

Chapter 14:  The Affluent Customer as Aficionado

  1. Targeting areas of zeal
  2. Niche marketing for male and female aficionados

Chapter 15:  The Affluent Customer as Collector

  1. Marketing to affluent collectors
    1. limited editions
    2. selling information to collectors

Chapter 16:  Targeting the Children of Affluent Customers

  1. Affluent Customers as competitive parents
  2. Children provide status for affluent customers
  3. Status through elite schools

Chapter 17:  Targeting the Pets of Affluent Customers

  1. Pets valued as children
  2. What affluent customers buy for their pets
  3. Selling luxury items for pets

Chapter 18:  Targeting Affluent Single Men

  1. Affluent men spend lavishly on sports, vacations, jewelry, and cars
  2. Niche marketing
  3. What affluent men want in personal indulgences

Chapter 19:  Affluent Customers and Home

  1. Some affluent people own multiple homes

a.  selling real estate to the affluent

  1. What the rich buy for their homes

a.  selling luxury décor to the affluent

Chapter 20:  Affluent Customers and the Restaurant Industry

  1. Statistics about America’s passion for eating out

a.  targeting your cuisine to the affluent

  1. Destination restaurants and marketing

Chapter 21:  The Lifestyle of the Affluent

          Defining what the affluent want as a lifestyle

  1. approbation
  2. make their own rules
  3. want to be perceived as distinct
  4. want a stress-free environment outside of work
  5. want the best service, products and information
  1. The affluent are willing to pay for this lifestyle
  2. How to package and sell to preferred lifestyle of the affluent

PART TWO:  Selling to the Affluent Customer

Chapter 22:  Attracting the Affluent Customer

  1. Provide genuine approbation
  2. Provide professional expertise
  3. Provide ease and convenience

Chapter 23:  Marketing Directly to the Affluent

  1. Global marketing is a must
  2. Use the internet
  3. Define your niche and market to it globally
  4. The affluent respond to humor, gimmicks and alternative marketing

Chapter 24:  Fine-tuning Direct Marketing to the Affluent

  1. Takes expertise and lots of work
    1. must be systematic and flexible
  2. Requires thinking outside the box
  3. Requires communication, which leads to word of mouth advertising

Chapter 25:  The Doorway to the Affluent

  1. Targeted mailing lists
  2. Mailing lists make your  business visible to the affluent
  3. Where the affluent live

Chapter 26:  Packaging Is Everything

  1. It is not the product, it is the idea that sells
  2. Selling the idea involves semantics
  3. Selling the idea is an art not a job
  4. Effective selling to the affluent requires training
  5. The semantics of privilege

Chapter 27:  Word-of-Mouth Advertising Rules

  1. Good is never enough
  2. Marvelous leads to referrals
  3. The affluent trust word-of-mouth recommendations from other affluent people
  4. Affluent “connectors” and recommendations

Chapter 28:  Making Your Business Unique

  1. Boring is the kiss of death to your business
  2. Presenting your business as “experts”
    1. promotion
    2. publicity
  3. The higher the price, the more the publicity

Chapter 29:  Pricing Strategies for the Affluent Customer

  1. Appealing to status with enhanced packages
  2. The 20 percent rule
  3. Memberships

Chapter 30:  Financial Recessions and the Affluent

  1. Statistics on how a recession impacts the spending habits of the affluent
  2. The one-percent rule
  3. Selling to the affluent makes a business recession-proof

Chapter 31:  Seller Psychology

  1. Selling to the affluent is a choice
  2. Believe in yourself and be meticulously professional
  3. The affluent are people:  the golden rule

Chapter 32:  How to be a Successful Seller

  1. Appearance does make an impression
  2. Communication implies accommodation
  3. Confidence

Appendix