Now is the time to embrace our diversity and recognize that to create efficient and effective marketing you must leverage messages and media that appeal specifically to the narrow target audience ideal for your services.  Do not waste your precious time or money on broad mass marketing methods that do little to advance you to your goals.

Here are the four reasons why mass marketing is no longer effective… especially for small businesses:

1. Mass marketing is not targeted to the people most likely to buy what small businesses sell. Marketing messages are most effective when in a contextual environment.  Relevancy is important because consumers are ready and willing to receive the messages sellers are offering when and where they are expected.  For example, have you ever tuned into TV to learn more about a life coach?  Or turned on the radio to find a business consultant?  These messages are out of sync and irrelevant in a mass marketing setting and as such, have little or NO impact.
2. Mass marketing rarely creates quick sales. When was the last time you picked up a phone after watching a commercial on the TV or an ad in a magazine?  Generally speaking, mass marketing is more effective at creating general awareness for a brand or changing people’s perception.  Most methods are limited in generating immediate and urgent action.
3. Mass marketing can be expensive and suck up your resources. Mass marketing is designed to reach A LOT of people (hence the name) and as such its price is based on the cost per thousand it reaches.  Why would you pay good money to reach thousands when only a small fraction is truly a potential customer? It’s a complete waste.
4. Mass marketing is difficult to design to appeal to a target market. A narrow or niche target market has specific words and visuals that are going to appeal to it based on its wants and needs.  While these triggers will strongly impact the appropriate target, they will have little or no affect on a much broader group.  For example, consider someone seeking a personal chef.  The ideal audience will react positively to phrases like, “convenience for an executive” or “world renowned cuisine in your home”.  To the middle class consumer who cannot afford such a luxury, these words and the images they summon fall flat.

It doesn’t seem possible in this economy does it? But it’s TRUE. I’m so excited to finally announce all the incredible details of The Marketing to Millionaires Retreat.  At this event, I will teach you how to get ahead of the economic challenges facing us ALL with my success-driven system to reach affluent clients who are incredibly loyal, willing to pay premium prices and grow your business with high-potential referrals.

Check out my video to learn more!

Don’t Just Listen to Me, Check Out These Client Testimonials!

This event promises to be three days that are all about YOU, and helping you to reshape your business so it works for you, instead of you slaving for it. Here are the details you NEED to know:

• When: October 22 – 24, 2009

• Where: The luxury Renaissance Hotel at LAX in Los Angeles, California

• How: Register at www.marketingtomillionairesretreat.com

• Why: We are pulling out ALL the stops for this retreat and going bigger than we ever have ever gone before including throwing a VIP Gala and hosting a Celebrity Guest!

You’ll leave this AMAZING event with the tools, resources, support and advice you need to take your business to the next level. Don’t wait to become part of it!  Our $750 early-bird pricing discount on admission is expiring in on April 30th. Don’t miss out on big savings!  Visit www.marketingtomillionairesretreat.com to learn all the details and sign-up today.

Understanding the advantages of marketing to the affluent and leveraging them throughout your promotional efforts is critical to business success. In addition to the huge monetary benefits (typically, ‘the affluent’ are defined as individuals earning income greater than $150,000 and with a combined $1 million in total assets), this market offers other rewards that must not be overlooked. Here’s an important one to be aware of.

The Affluent Are Exceedingly Loyal. Once the affluent consumer makes his choice and as long as you continue to deliver value and exceptional customer service, they are your client for the long term. Their time is money and they likely do not want to spend it researching and trying other competitors who may not meet expectations even if they come with a lower price tag. For this reason, it is critical to reward your affluent customer on a regular basis. And, because of their steadfast brand loyalty and conviction in their choices, they will tell their friends and contacts over and over again about you. Don’t miss out on the opportunity to ask your affluent client for these sought after referrals so that you may proactively market too them. Converting a referral is MUCH easier than making a cold call.

Uplevel your approach by reaching for the affluent today. Their loyalty adds value beyond just their bank books.

It’s the 80/20 rule again; twenty percent of the population (or those whom we marketing-types term as “the affluent”) account for eighty percent of the wealth. If you are a “glass is half empty” person, restricting yourself to a narrow audience like what 20% represents seems much too limiting to achieve success. If you are a “glass is half full” type of person, like me, 80% of the combined wealth (read: more discretionary income to spend on your services) seems like a HUGE opportunity–one you cannot afford to miss out on.

Has this value proposition convinced you to turn your sight toward the affluent market? If not here are 3 more reasons: