Marketing Book: Introduction and Goals

By Christopher Zoukis

There has been an explosion of wealth over the last twenty years. Not just in the United States, but throughout the world.  Millionaires are everywhere. They have lots of disposable income, and are looking for goods and services to purchase. The individuals and companies that identify, target, and market to these millionaires will profit handsomely. Indeed, they will become millionaires themselves. To be successful in this undertaking, these individuals and companies will have to position themselves correctly. Correct positioning equals attraction, and is similar to becoming a flower. Pretty flowers that smell sweet attract the bees. In the case at hand, the objective is not the most bees but the most prosperous bees. This book explains the ins and outs of becoming the flower that attracts the affluent bees. In other words, this book spells out how to attract and keep wealthy customers.

This book has three goals.  Photo courtesy tower.com

The first goal is to tell you how to attract and appeal to affluent customers. Make no mistake attracting affluent customers is very different than attracting multitudes of customers, who regularly shop at malls and department stores.  Affluent customers rarely visit the average mall, and they don’t shop at Penney’s or Wal-Mart.  Thus attracting and appealing to the affluent involves a whole new way of thinking. Which means a whole new way of engaging customers. For affluent customers are a segment of the populace that is almost invisible, simply because they are such a small part of the populace. To appeal to this niche market means using a new way of selling and marketing.

The second goal of the book is provide insights into the psychology of the affluent customer. Wealthy customers purchase goods and services for different reasons than the average customer. Affluent people have a distinct attitude toward money. It is the attitude that comes from having money. This unique attitude is part of the affluent customer’s psychology, which explains why they buy, and what they want to buy. Knowing how they think, which in turn means knowing how they make the decision to buy also means knowing what they don’t want to buy, what prevents them from buying.

The third goal of this book is to provide marketing strategies aimed directly at the psychology of affluent customers. Marketing to the wealthy involves an entirely different approach than mass marketing. It is much more than merely advertising a product or a service, and then hoping they will come and buy. Instead, marketing to the affluent customer means knowing where they are, what they aspire to own, what services they need, and then appealing directly to them. This kind of marketing can be done systematically. But any system is only as good as its foundation, which is the information on which it is built.

This book endeavors to provide the newest and most accurate information so that any individual or company can sell and market to wealthy customers.