No B.S. Marketing to the Affluent

This book highlights the reality of a shrinking middle-class consumer population and the rise of the Mass-Affluent, Affluent, and Ultra-Affluent populations. No B.S. Marketing to the Affluent provides practical strategies for attracting customers or clients for whom price is NOT a determining factor, with real-life examples from companies such as The Ritz-Carlton and Starbucks. Learn how to use emotional buy triggers, sell aspirations and emotional fulfillment, and apply the magic language of "membership" to any business for the affluent. A step-by-step blueprint is provided for do-it-yourself use.