Marketing to the Affluent

The New York Times bestselling author of The Millionaire Next Door shares proven strategies and expert advice on successfully entering the affluent market. No one knows the rich like the author and business theorist Thomas Stanley. In this book, Stanley explains what it takes to reach, persuade, and market to this highly targeted audience. Stanley discusses the unique perspectives of wealthy individuals, revealing the needs and desires any marketing campaign needs to address in order to be successful with them. Stanley then outlines several highly effective ways to meet those needs, including how to attract wealthy customers through word-of-mouth recommendations from their friends, family, and business associates. Marketing to the Affluent covers: Myths and realities about the affluent Understanding what the affluent want Finding “overlooked” millionaires Positioning yourself as an expert “No one better illuminates the who, where, and how of the affluent market than Tom Stanley.”—J. Arthur Urciuoli, Director of Marketing, Merrill Lynch No one knows the rich like Thomas Stanley. In this book, the bestselling author of The Millionaire Next Door defines the traits of the wealthy-and what It takes to reach, persuade, and market to this highly targeted audience. Stanley discusses the real needs and desires of the rich, discussing their divergences from the needs of less-affluent consumer audiences-and outlines several highly effective and proven ways to meet those needs, including how to attract wealthy customers through word-of-mouth recommendations from their friends, family, and business associates. This book provides a powerful and proven road map to successful marketing for the rich, and is required reading for anyone tasked with marketing to an affluent audience