"Entrepreneurs and small business owners are given a succinct, no B.S. education on today's affluent market. Kennedy groups the affluent into three segments - the ultra-affluent, affluent, and mass-affluent - and offers pragmatic sales strategies and tools guaranteed to cash in on each one. Case studies are sourced from hundreds of successful Glazer-Kennedy Insider's CircleTM clients. This revised edition in the popular No B.S. series is the fastest and surest path to successfully reposition businesses, products, and services to attract customers who don't consider price as a determining factor for purchases. Topics covered include: marketing strategies that attract the 20 percent of the U.S. population that holds 70 percent of the affluence; the three chief wants of affluent boomers: life made easy, time saved, not being ripped off; how to tap into the boom in affluent boomers' spending and investing; implementing the ten emotional buy triggers the affluent buyer finds irresistible; developing a high-level, sophisticated positioning and marketing strategy that attracts the one in five households with the highest concentration of discretionary spending power; using direct mailing lists; using the power-language of membership to transform any product and service from ordinary to extraordinary; and increasing referrals with deliberate word-of-mouth marketing"-- Provided by publisher. "An unprecedented 28 percent of the U.S. population, patrons aged 40 and older with discretionary income of $50,000 or more, are coming into their peak earning and spending years with a willingness to consume. Kennedy invites entrepreneurs to take notice and then delivers a plan for taking advantage"-- Provided by publisher.