No B.S. Guide to Marketing to Leading Edge Boomers & Seniors: The Ultimate No Holds Barred Take No Prisoners Roadmap to the Money

No B.S. Guide to Marketing to Leading Edge Boomers & Seniors: The Ultimate No Holds Barred Take No Prisoners Roadmap to the Money

by Dan S. Kennedy


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For the next 20 years, roughly 10,000 citizens will hit medicare eligibility each and every day. Understanding their attitudes, interests, spending patterns, buying preferences and the emerging opportunities for profiting by targeted development and marketing of products and services to them is vital to the forward thinking entrepreneur and marketing executive. There is no product, service, industry or profession category unaffected by this demographic sea-change. The leading-edge boomer and senior population quietly controls the majority of the deiscretionary spending and investing capability, so this is the roadmap to the money.

Product Details

ISBN-13: 9781599184500
Publisher: Entrepreneur Press
Publication date: 11/13/2012
Series: No B.S.
Pages: 240
Sales rank: 648,436
Product dimensions: 6.00(w) x 8.90(h) x 0.60(d)

About the Author

Dan Kennedy is a multi-millionaire, serial entrepreneur now directly influencing more than one million business owners annually as an advisor and business coach. His clients own companies in financial services, health care, retail, direct marketing, and many other fields target marketing to boomers and seniors.

Chip Kessler is the leading marketing consultant to the nursing home, assisted living, and in-home health care fields.

Table of Contents

Preface Dan Kennedy xi

Section 1 Who Are These People?

Chapter 1 Meet the LEB/S Market Dan Kennedy 3

It's Complicated 5

Convergence of LEB/S and Affluent Consumers 6

The New Senior 7

How Will You Prosper Embracing the Opportunities Presented by the LEB/S Markets? 9

A Note About the Rest of the Wave 10

Chapter 2 LEB/S in the Workforce Chip Kessler 13

What Does the Workplace Age Wave Mean to Marketers? 19

Chapter 3 "Dad, Mom, I'm Home!" Chip Kessler 23

Emotional Reasons Fuel Growing Acceptance by Parents of Supporting Adult Offspring 26

The Squeeze Play 28

When They Flock Together, New Opportunities Arise 29

Marketing to "The New Family," 31

Chapter 4 The Good OI' Days Chip Kessler 33

What Marketers Must Keep in Mind About the Great Depression 35

Chapter 5 In Many Ways, We Are Still Disappointingly Predictable Dan Kennedy 39

How Conservative Are LEB/S Consumers? 42

Chapter 6 Mars and Venus Dan Kennedy 49

Chapter 7 The Exceptionally Affluent LEB/S Dan Kennedy 57

Section 2 Strategies

Chapter 8 The Power of Profilling Dan Kennedy 63

Chapter 9 Advantages in Marketing to LEB/S Dan Kennedy 73

Classic Credibility at Work 74

Because I Said So 75

They Have Good Attention Span 76

Subject to "Good Guilt," 78

On Their Good Behavior 79

Their Charitable Nature, Your Opportunity 81

Cloning of Good Customers 82

Chapter 10 Avoid the Hazards with Frame-of-References Marketing Dan Kennedy 85

Who Are Their Heroes? 86

Oops, You Missed It by That Much! 87

Did You Hear What He Said or What He Meant? 91

I Don't Get No Respect 93

I'd Rather Fight Than Switch 94

Chapter 11 The Power of the Right Media Strategy: The Online vs. Offline Debate and the LEB/S Market Dan Kennedy 101

"You Can't Fix Stupid!" Ron White 105

Chapter 12 The Power of Print Media and Direct Mail Dan Kennedy 109

The Power of Mail-Order Catalogs 113

You Can't Tear a Page Out of an iPad 114

Authorship Has Impact 116

The Mandate 116

Chapter 13 The Power of Fear Dan Kennedy 117

The Power of the Hidden Fear and Benefit 117

On the Other Hand, There Are Fears in the Way 122

Chapter 14 The Power of Familiarity Dan Kennedy 123

Chapter 15 The Power of Stress Reduction Dan Kennedy 129

Chapter 16 The Power of Differentiation Charles W. Martin 135

Refuse to Be Commoditized 136

Differentiation with Lead-Generation Marketing for LEB/S 140

Chapter 17 The Power of "For Me": Customization, Exclusivity, and Membership Dan Kennedy 147

The Power of Customization 148

The Power of Exclusivity 151

The Power of Membership 154

Chapter 18 The Power of Special Occasion Marketing Dean Killingbeck 161

It's Easy to Invite LEB/S Consumers to Events 162

Special Occasion Marketing 101 162

Use Holiday and Special Occasion Marketing as Your Personal ATM 163

Cause-Oriented Occasion Marketing 168

Create Your Own Occasions 170

Chapter 19 The Power of Aspiration and Ambition Dan Kennedy 173

Afterword Dan Kennedy 189

Section 3 Businesses Built for LEB/S

Chapter 20 Challenge of Selling What No One Wants: Case History: Nursing Home and Assisted Living (Health Care) Chip Kessler 195

A Tough Marketing Challenge 196

Trust 197

Specialized Health Care for the Aging 199

Hospital Marketing 200

T-R-U-S-T 201

Why Price Doesn't Matter in Health Care and Shouldn't in Your Business or Practice 203

Privately Speaking 205

Baby Boomers, Seniors, and the Power of Fear 206

Chapter 21 A Creative Approach to Products vs. Services: Case History: Elder Law Practice Julieanne E. Steinbacher Adrianhne J. Stahl 219

Choosing to Present Services or Tangible Products 220

Avoidance of Pain 221

Protection 223

The Power of Credibility and Affinity 230

The Power of Nostalgia 231

Care Taken with Language 231

Chapter 22 Overcoming LEB/S Skeptics and Stress Ben McClure Jeff Giagnocavo 233

Section 4 Resources

About the Authors 245

Other Books by the Authors 247

Special Guest Contributors 248

Sources and Resources 249

Experts in Marketing to Boomers and Seniors 249

Other Important Expert Resources 251

Publications and Websites 252

Books Specific to Marketing to LEB/S 253

Books-General Marketing 253

Index 255

Free Offer 264

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