• List Price: CDN$ 29.95
  • You Save: CDN$ 5.69 (19%)
FREE Shipping on orders over CDN$ 35.
In Stock.
Ships from and sold by Amazon.ca. Gift-wrap available.
+ CDN$ 0.00 shipping
Used: Like New | Details
Condition: Used: Like New
Comment: Our books ship from the USA and delivery time is 2 to 3 weeks.  Straight spine with no creases. Cover has no damage and pages show little wear. With pride from Motor City. All books guaranteed.
Have one to sell?
Flip to back Flip to front
Listen Playing... Paused   You're listening to a sample of the Audible audio edition.
Learn more
See all 2 images

How to Market to People Not Like You: "Know It or Blow It" Rules for Reaching Diverse Customers Hardcover – Mar 22 2011


See all 6 formats and editions Hide other formats and editions
Amazon Price
New from Used from
Kindle Edition
Hardcover
CDN$ 24.26
CDN$ 20.53 CDN$ 1.49

Oscars 2018

click to open popover

No Kindle device required. Download one of the Free Kindle apps to start reading Kindle books on your smartphone, tablet, and computer.

  • Apple
  • Android
  • Windows Phone
  • Android

To get the free app, enter your mobile phone number.



Product details

  • Hardcover: 240 pages
  • Publisher: Wiley (March 22 2011)
  • Language: English
  • ISBN-10: 0470879009
  • ISBN-13: 978-0470879009
  • Product Dimensions: 16.3 x 2.3 x 23.6 cm
  • Shipping Weight: 408 g
  • Average Customer Review: Be the first to review this item
  • Amazon Bestsellers Rank: #1,106,441 in Books (See Top 100 in Books)
  • Would you like to tell us about a lower price?
    If you are a seller for this product, would you like to suggest updates through seller support?

  • See Complete Table of Contents

Product description

From the Inside Flap

If you could grow your business simply by marketing to your existing customers, making money would be a cakewalk. But to generate new revenue, you have to win over the customers you're not getting. Who are these mystery customers? How are they different from your current clientele? Most importantly, how do you forge a bond with them across these differences?

Using real-world examples from successful business owners, How to Market to People Not Like You demonstrates how to create a deep, emotional connection between your products and new consumers. Forget "spray and pray" promotion. It's time to narrowcast, get to know, and then deliver a welcoming message to a specific group. You have to research new customer segments and learn what they need. Then modify your product offerings to communicate that you value that customer. You say to them, "I see you, I value you, and I want you. I'm putting out this welcome mat just for you."

This book can take you from tentative newcomer to trusted name among any community. You'll learn: The do's and don'ts of marketing to women, immigrants, Hispanics, African Americans, and Asians; How to identify the key value differences according to political views, sexuality, hobbies, rural vs. metro areas, military vs. civilian cultures, vegetarians vs. omnivores, and much more; How to tweak your product or service to be relevant to a new customer group; Communicate in a relevant manner by showing respect for others' cultures, values, language, and priorities; Create messaging that resonates with each generation's unique values; and Make sure you're operationally ready and operationally friendly, meaning that you can make a customer feel comfortable throughout a transaction

Understanding your customers' values is the key to truly reaching them on an emotional level, because who you are is not defined by your age, your country of origin, or the color of your skin—it's about your values. Understand that, and you will reach new customers' hearts, minds, and, ultimately, their wallets.

From the Back Cover

"In our business, we need to build the brand, but we need to generate sales day in and day out, too. Kelly understands this and knows how to target consumers with marketing strategies that drive sales."
—Mark Barnes, COO, Volkswagen of America

"Kelly was my boss at my first job after college and taught me how to put into action the marketing principles I learned in school. I still use the marketing strategies I learned from her to move Nike's business forward."
—Marc Patrick, North America Brand Director,Athletic Training/Field Sports, Nike

"We use Kelly's company to guide our marketing efforts to the U.S. Hispanic market—a market critical to our future. Kelly and her team have a keen sense of the important cultural and business nuances that resonate with this customer segment."
—Roberto Martinez, Senior VP, Marketing and Strategy,Cash America International

"Kelly's understanding of customers today—and customers tomorrow—is impressive. She takes a complete look at business and helps business owners identify the steps they need to take to keep their companies healthy and relevant to the different needs of diverse customers. That's what is required for business survival today."
—Harry Hall, North America Sales Manager, DuPont Performance Coatings

"We've hired Kelly to speak at our convention four times in four years. I have yet to encounter another speaker who is as fluent in her area of expertise and able to share insights any better, or with more humor. Kelly has the extremely unique ability to personally connect with an audience and help them see what makes us all the same, but wonderfully different."
—Jay Kassing, President, Marquis

See all Product description

Customer reviews

There are no customer reviews yet.
Share your thoughts with other customers

Most helpful customer reviews on Amazon.com

Amazon.com: 4.6 out of 5 stars 49 reviews
Randi Neilson
5.0 out of 5 starsExcellent Tool for Any Business Looking to Excel
July 25, 2017 - Published on Amazon.com
Verified Purchase
One person found this helpful.
Ginger Bratzel
5.0 out of 5 starsNiche marketing guide to improve your marketing
August 8, 2015 - Published on Amazon.com
Verified Purchase
One person found this helpful.
Rich Benjamin
5.0 out of 5 starsKiller Advice that Translates into Web Marketing as well as Conventional Marketing
November 3, 2012 - Published on Amazon.com
Verified Purchase
2 people found this helpful.
Felicia
4.0 out of 5 starsWorth a read - it will make you more culturally aware - lots of tips for smaller businesses
May 25, 2013 - Published on Amazon.com
Verified Purchase
One person found this helpful.
Quincy Johnson
5.0 out of 5 starsReal World Approach to Innovative Marketing Strategy!!!
September 17, 2013 - Published on Amazon.com
Verified Purchase
One person found this helpful.

Where's My Stuff?

Delivery & Returns

Need Help?