Ep #226: Dan Kennedy – Making More from Less – Marketing to the Affluent

Changes within the middle class and the markets will have a big impact on dental practices, so Dan Kennedy is on the show today to explain the shift that needs to happen. A best-selling author, successful entrepreneur, and highly regarded marketing advisor, Dan has a lot to share when it comes to marketing to the right clients in order to improve your profit, pricing, and growth for the long term. He talks in detail about the destructive forces and changes that will affect your business and what you can do to guard against them.

Most professionals are held hostage by their need for quantity, but Dan will explain why it is really worth the extra time to make a shift regarding who you intend to target. Listen in to hear his detailed advice on how to tell the right story that appeals to the affluent market and truly demonstrates an understanding of their wants and needs. You’ll learn the common mistakes made when shifting client bases, how you can recession-proof your business, and the key components that will impact your business and help you get where you want to go—no matter what the economy and market are doing.

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Minute Markers:

2:49 – Dan’s background in marketing, business, and dentistry.
4:15 – Who the affluent are and why marketing to them is important.
5:47 – The biggest reason why the affluent consumer is better for your business.
11:34 – The problem with being dependent on the middle market.
12:33 – Common mistakes when shifting from one client base to another.
15:47 – The changes that need to be made and why they are worth it.
20:46 – The difference in the buying preferences of the affluent.
27:08 – What direct response is and what’s it all about.
31:04 – The difficulty of having a hybrid marketing model.

Featured on the Show:

Dan Kennedy: Site | Twitter | Facebook | LinkedIn | YouTube
No B.S. Marketing to the Affluent by Dan Kennedy

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