This book has few real insights. Some of the material was moderately interesting with many examples of successful business models. Much of the material was timely, and it was poorly edited in a rush to get printed. I usually overlook this if the material is particularly useful. Unfortunately, this wasn't the case, at least for me. There was too much of Kennedy's opinion and currently popular anecdotal evidence, and too few researched truths, though he presented much as fact. And, of course, the reader is bombarded by the up-sell attempts throughout the book. Like any book of this sort, the reader can pick out some useful information, but I'd recommend saving your money by leaving this one on the shelf.

Dan has done it again in writing in such a way to get inside the minds of the affluent. There is no guessing who they are, what they want and how to tap into this market. What I enjoy the best is Dan's REAL LIFE examples that pin point how others have succeeded. You do have to roll up your sleeves and take inspired action which will lead to success. For what you pay for the book it is a real bargain to get the full story on how to enter and thrive in these markets to the rich. I Love his saying about go ahead and "Get Rich Quick"! who wants to get rich slow? You will be amazed at the power of this book, Thanks Pete

I have been a fan of Dan's since 1996 when I saw him at a live presentation in Chicago. I own many of his books and tapes, and also his Magnetic Marketing kit. This is one of Dan's best. The information will be quite helpful, in this failing economy, to bring in and retain many more clients that can afford my services. I read it cover to cover twice and it's now covered in yellow highlighter. This info is going to make me some good money.

After having read most of Dan's previous books, I found this one to be one of the most valuable ones written.

What separates this book from his other works was the amount of research that went into this book to back up the claims that he makes about the characteristics of affluent people. It's not that his other books were poorly researched, it's just that the research for this book was excellent in comparison.

One of the most telling statistics was the fact that 2/3 of the middle class moved up to become the maass affluent and only 1/3 of the middle class moved down. That's key because it contradicts the message from the media about a "recession." Are there people struggling? Sure. But there is a major segment of the population that is doing well financially and they represent a great source of clientele if you understand some of their buying habits and implement effective strategies to communicate with them.

Why would a business owner target someone who is spending 100% of their earned income on living expenses vs someone who is using maybe 2 - 10% of their earned income on living expenses? It makes no sense but a vast majority of business owners are fighting for scraps among the former group. Dan cleverly states that business owners who are apprehensive about marketing to mass affluent consumers because they themselves aren't affluent have some deeper psychological issues.

The book covers some other key topics such as transaction size, raising prices without raising prices, and some of the often overlooked segments of the affluent consumer population.

The accompanying CD was really valuable as well. I've listened to it many times and I found Dan's insight on how the giant Wal-Mart is now going after this mass affluent population since they have lost some market share to Target and Costco in the deep discount sector to be very enlightening. If Wal-Mart is having difficulty sustaining its position as the lowest price provider, why should you, the small business owner, even bother??

This book ranks right up their with Dan's Time Management Book and Dan's Wealth Attraction book. I recommend you walk...no check that...run and grab a copy of this book, read it, and implement his advice into your business or practice to target the mass affluent consumer.

Happy Hunting!

As usual Dan reminds us to target our market as specifically as possible. And then he shows us how to do it in practical ways. I strongly recommend this book if your market is to the affluent.

In these uncertain economic times business owners need to know how to put themselves, their products and services in front of customers/clients who are in a position to buy willingly and happily!
In this book Dan Kennedy does his usual brilliant job of "drilling down" and giving you all the nuts and bolts, facts and figures you need to both keep the affluent customers you may already have, plus attract more of them to your business.
A big two thumbs up!

This book is full of research into this new and emerging niche of buyers in America. Kennedy's insights really made sense to me and helped me understand some things in my own life and business that had previously eluded my complete understanding. To say the least, I think he hit the nail on the head. This book also made me start reading his other works, all of which are splendid reads so far. Thanks, Dan.

I read a book a week. Most of the time I hope to find 2-3 things I can use. This book would number in the hundreds! If you follow it...it will make you wealthy. PERIOD.
I've give it 6 stars if I could. If you are in business...run...don't walk to get your copy. I'm on my 3rd read. Maybe the best business book I've read since Think & Grow Rich.

Well written, very detailed, information packed book on understanding and marketing to the affluent. Caused me to really think beyond the box and expand my market and business.

The very important message of this book is there is a growing number of affluent, mass-affluent and super affluent consumers that are not confined by or do not let price be the major determining factor in their purchases.

Almost anyone selling products or services to the general public will benefit from the valuable lessons contained in this book.

The book is divided into three parts. Part one describes the affluent. Part two discusses what they spend money on and part three talks about how to get them to do business with you.

This is a typical Dan Kennedy no B. S. book. It is straightforward, full of great information and well written, a bit humorous at times. Dan also, as any great marketer would, provides some information about his own products. There is no point in letting this upset you. Learn from what he does.

The central theme of the book is that it is foolish to spend your time, money and energy struggling to get money from people who have very little of it. It is much more productive to concentrate on those where price is not necessarily a major issue.

Another lesson is the more affluent the customer, the more he is looking for expertise, relationship and most of all understand. He wants, actually demands respect. The quickest way to lose an affluent customer is to show disrespect for him and his position. They want and are willing to pay for respect and special privileges.

You need to make owning your product or using your service be of significance to the user. He wants to feel that he is gaining something exclusive.

Most business owner link price to product and feel they must try to justify the price based on the intrinsic value of the product. If you are going to sell for higher margins, you must cut the link between product and price. You do this by always discussing price in context - delivering what the customer values.

The book is a study in marketing. The biggest lessons in the book are that you must get out of your own mind and understand what the customer values. You are not your customer. Focus on the experience of the customer.

And if you are going to be successful in marketing, you must have a marketing system. Random acts of marketing are of little value.

A real education in marketing. There is also a valuable CD included with the book.

I would make a little different comment here. For those of us, who own 1 or more Dan's books, the question may rise - well, what new here can be, since actually, the Sales & Business books somewhat repeats each other (but not much), and also same does other books of this IMHO, most genius writer about marketing ever.
Then let me tell you - this is a best ever book wrote by Kennedy till now, and it's absolutely unique and new content now. So, what's inside?
In fact - 2 in 1! It will not give you only brilliant tips of how to detach commodity from it's price, but also will give the most perfect till now I saw insight of life and habits of affluent.
Since, what we read till now in a books, covering the topics, what are differences between the rich & poor, we saw a books similar to Rich Dad, where mostly get out of debt & buy real estate are covered - but here Dan gives fantastic layout of daily habits, and thinking of rich, it's dazzling if not say more!

Geat information if you want to understand the buying habbits of the affluent.A must read!

I grew up working class - my Mom cleaned houses, my Dad managed mailrooms and warehouses - and so I grew up with a lot of negative stereotypes about the affluent. That isn't helpful at all when the product you are selling is geared towards the affluent, and is even less helpful when thinking about becoming affluent yourself!

Dan's books, especially Wealth Attraction for Entrepreneurs and this book, are helping me really understand the folly of my previous attitudes and thoughts towards money and the affluent, and to actually change them by replacing old negative thoughts with more accurate ones.

Not only do I now truly like and admire the people who I am working with, but I understand a lot better the stereotypes which they are most sensitive to, the ways in which they view themselves and their wealth, and the worldviews and marketing "hooks" which particularly appeal to them.

My old attitudes and lack of understanding of my clients was really holding me back, and I credit Dan with helping me understand and change in the ways necessary to really be successful in my business and become rich one day myself.

Every single book I have of Dan's has a permanent place on my bookshelves. I have reread all of them at least once and find some new info to put to use each time. You won't regret buying this book - I have read at least one business book per week for the last year, and these are among the VERY best.

I also liked The Four-Hour Workweek by Ferriss and The E-Myth for Contractors by Gerber.

Great book, maybe Dan's best ever. Valuable information on marketing to the affluent and especially the affluent boomer.

Dan Kennedy strikes again! Fred Marks says this book is a MUST if you are into marketing, direct mail, or if you just want to see higher transaction prices. Why? As Dan says, sell to those "least and last affected". This book and the advanced copy I picked up in South Florida is the best purchase under $20.00 you can ever make. Talk about Return-On-Investment, it will be nearly unmeasureable over the course of my lifetime. Today is my 26th Birthday and I thank you Dan Kennedy for writing the book for the ages. What a great timing wiht the recession talk on TV. Bravo Dan, Bravo!