Phil Risher recommends Dan Kennedy's No B.S. Marketing to the Affluent, arguing wealthy customers spend more and complain less. The key insight: affluent buyers choose based on who you are, not just what you do. Reputation and status signals matter more than service details.
In 2023, one of the best books that I read about marketing is a book that's written specifically for marketing to people that have a lot of money. The reason that this is important is because everyone that we speak to, they say, I want to market to high affluent people, people that are willing to spend money. Because people that spend money are not the people that are nickel and diming me and complaining. They pay and they're happy with the service that I'm providing. And so the book that I would highly recommend is called no BS Marketing to the Affluent. The reason, and it's by Dan Kennedy, the reason that this book is so good is because the one principle that I took away from this, there's a bunch of different things, but the number one thing is people work with people based off of who they are, not what they do. And the more money that you make or the more money that you charge, people care more about who you are and opposed to what you do. For example, just because you clean carpet doesn't mean that people are going to work with you. If you're the best carpet cleaner, what they want to say is, this person is the best carpet cleaner. They clean the carpets out of the White House. They have a YouTube channel with a million views. That's what they.
