What group of consumers is least price resistant? What group makes their buying decisions the quickest?
What group of Americans spends the most money, on the best quality (and most profitable) stuff?
Who are these people?
Salivating yet?
“The Mass Affluent”
Not the super-rich. The Mass Affluent. The fastest growing segment of our population.
We are in the middle of a Demographic Revolution. With the peak of the Baby-Boomer population (of which most of us are included) and the shrinking of the so-called middle class, we are seeing the emergence of a new Spending Class. These people need to be understood and targeted. Did you know that 22% of our households have over 55% of all the earned income? Yup. Think about this…over half of all income goes to a fifth of the homes in the USA.
It must be easier to sell to that 22% than to any other segment of the population. After all, they are spending most of the money!
Want more? Try this;
This one-in-five group is 200% more likely to own at least one brand new car. They are 200% more likely to own laptops.
They read twice as much as the rest of the group, & watch less TV.
Hmmm…. Philosopher Jim Rohn said that the average home worth over $300,000 has a giant Library. The average mobile home has a giant screen TV.
The Mass Affluent invest in real estate other than their own home. They invest at a rate 4 time that of the rest of the population.
Over 25% of this group owns more than one residence. That means they have to buy twice as much stuff for their homes.
Two thirds of this group shop online & a third never will. They tend to buy more out of trust for the dealer than price.
This group averages $1,303 a year (2006) in new furniture.
This Is A Fantastic Opportunity To Multiply Your Income By Catering To The Emerging Mass Affluent Population.
You have the opportunity to upgrade your business, products, and prices to attract this growing profitable “Free-Spending” market segment.
This is the antidote to Big Box competition. Your antidote to price cutting local competitors.
Your best customer is one where price just isn’t the issue. Of course, price matters. It just isn’t the determining factor.
How would you like to never hear “Oh, we can’t afford it?” Market to the people who never..ever say that.
“But Claude…My customers don’t have the money”. That’s because you are attracting the kind of buyer without money.
“Mass Affluent” is making $85,000 (total household income) a year or more. Not Rich….just Comfortable.
Frankly, an average two income family is pretty close to that.
In our store, all our ads are directed to this group, and no other. Of course, we want everyone to buy from us. We like everyone, but if you are going to pay for an ad, don’t you want it to be profitable?
I’ve included a sample ad we run every month. The ad costs us $240. It generates from $3,000 to $12,000 in high profit sales every month. Enjoy.
By the way, I have several subscribers that will be resistant to selling to the well healed. Mostly because they believe that in their town…these people simply don’t exist. I assure you, they do.
The average millionaire drives a Ford truck. A Red Ford truck. They own a non-descript home in an average neighborhood.
And they don’t talk about money.
Sound like anyone you know?
22% of the people in your town have enough money that it’s not a factor in their lives. They just aren’t telling you about it.
Sell to them.
Related Articles
What is your Store Personality?
By: Claude Whitacre | 28/09/2007 | Advertising
When people talk about your store, what do they say?
When one person says to another “Oh, the Vac Shack? Yeah, that’s the guy that……” or “They’re the guys that…..” . How are people going to finish that sentence?
How to Use a Guarantee in your Headline to Force Increased Profits
By: Claude Whitacre | 01/10/2007 | Advertising
“Try the new ___ Risk Free for 30 days! Keep the ____even if you return the _____ for a full refund”
That’s the template for the ad.
Fill in the blanks.
How about ;
“Try our new 8 pound upright vacuum cleaner Risk Free for 30 days! Keep the $69 Air Purifier even if you return the vacuum cleaner for a full refund”
Your Unique Buying Advantage; and How to Use it to Skyrocket your Store’s Sales
By: Claude Whitacre | 01/10/2007 | Advertising
If you read marketing books; almost any marketing book, it will talk about your USP or Unique Selling Proposition. This is the one thing that the customer sees that sets you apart from your competition. Usually this is a Huge Promise of some sort.
The most well known example is this; “Fresh hot pizza delivered in 30 minutes or it’s free”. That promise propelled Domino Pizza to world pizza dominance. Notice it didn’t say “World’s Greatest Pizza”.
The secret is...
The Real Reasons Customers Buy, and How to Use That Information to Send your Sales Straight Up!
By: Claude Whitacre | 01/10/2007 | Advertising
There was recently a survey done with retail customers. They were asked what they considered important when deciding who to purchase from.
Most retailers would jump on Price as the most important.
Nope. Price came in number five. There were many considerations listed after number five, but here are the top five, with number one being most important;
Who is your Market and Why are They Different?
By: Claude Whitacre | 01/10/2007 | Advertising
“My customers are different. My market is different. That won’t work in my market!”
Listen closely while I show why this is absolutely wrong.
I have a friend who tells me constantly “That idea will work fine in your area. But my market is different. My customers won’t go for that.”
Using Exclusivity in your Ads to Skyrocket Response
By: Claude Whitacre | 02/10/2007 | Advertising
One of the most important parts of marketing is deciding who you want to attract to your business. Please don’t say everyone. Do you want shoplifters? People who regularly return everything they buy? The people who only buy the very cheapest thing & then complain when they break it because “We paid GOOD money for that!” ? Think about your most profitable customers…..
“is This Headline so Compelling That it Forces you to Read the Rest of the Article?”
By: Claude Whitacre | 02/10/2007 | Advertising
OK, I admit it, that was my attempt to be cute.
Do you want to create ads that really sell?
The one glaring mistake that I see over and over again is that the headlines don’t make the reader want to read the rest of the ad.
Here is the main reason your ad fails.
“the Most Incredible Marketing Lesson I Learned…i Got From Nasa”
By: Claude Whitacre | 02/10/2007 | Advertising
I was reading the other day about the space probes sent to Mars. The article told about the distance to Mars, the timing of the launch, and how accurate the math had to be. Mars is about 35 MILLION miles from Earth at it’s closest. (I’m doing this from memory. I may be off a little).
Latest Advertising Articles
During Shaky Tmes, Be Careful What You Cut
By: Robert Schumacher | 19/08/2008
When the going get rough, small business owners and managers correctly cut expenses. Advertising should not be one of those cuts. A shaky economy offers an ideal opportunity for the small business to gain market share if they hang in and continue to advertise.
Grow Your Online Business With These Offline Marketing Tips
By: Deep Arora | 19/08/2008
Starting an online business is easy, but attracting ever increasing traffic is not!
Making the Right Choice to Save Thousands on Your Mortgage
By: Jim Thornton | 18/08/2008
When you are thinking about refinancing or renewing you mortgage the first thing that comes to mind is the interest rate. The lowest rate is not always the the cheapest or the best choice. The right mortgage specialist can give your options to make the right .
Everybody Talks About The Demise Of Advertising Agencies. But Are We Seeing The Demise Of Brands?
By: Gad Romann | 15/08/2008
Explore new ways to glean brand meaning and new ways to create brand narrative
Hollywood Stars As The Brand Promoters
By: Victor Epand | 15/08/2008
The above article explains how manufacturers use Hollywood stars to promote their respective brands. It also tries to assess how much they influence the customers or the buyers.
Why Should Customers Trust Your Online Company? Marketing Tips from Owner Builder Loans
By: Chris Esposito | 14/08/2008
For small businesses, online marketing can be the primary means of finding new customers. But, potential customers have grown more skeptical of online companies as it has become almost too easy for anyone to maintain a website. Use these tips from successful online marketing of owner builder construction loans to design your business's website in such a way to build trust with your customers.
Learning How To Sell Online
By: Jerry Work | 13/08/2008
When it comes to online selling, two options make up the bulk of online sales: online auctions and online classified ads. Both markets are quite effective for used goods, and most auction sites allow the seller to start an Internet store on the site as well.
Internet Marketing 101 for Beginners
By: Chris Simpson | 13/08/2008
Internet marketing knowledge is an essential if you want to take your business in the virtual world, and actually succeed at it. Internet marketing, simply put, is the process of advertising online.
More from Claude Whitacre
“the Biggest Single Advantage you Have Over All your Competition…and How to Use it to Send your Profits Straight Up!”
By: Claude Whitacre | 03/10/2007 | Advertising
How To Create A Celebrity Public Personality…
What do Donald Trump, Dave Thomas, Richard Branson, and that crazy guy on TV that sells cars have in common?
“the Most Incredible Marketing Lesson I Learned…i Got From Nasa”
By: Claude Whitacre | 02/10/2007 | Advertising
I was reading the other day about the space probes sent to Mars. The article told about the distance to Mars, the timing of the launch, and how accurate the math had to be. Mars is about 35 MILLION miles from Earth at it’s closest. (I’m doing this from memory. I may be off a little).
“is This Headline so Compelling That it Forces you to Read the Rest of the Article?”
By: Claude Whitacre | 02/10/2007 | Advertising
OK, I admit it, that was my attempt to be cute.
Do you want to create ads that really sell?
The one glaring mistake that I see over and over again is that the headlines don’t make the reader want to read the rest of the ad.
Here is the main reason your ad fails.
Using Exclusivity in your Ads to Skyrocket Response
By: Claude Whitacre | 02/10/2007 | Advertising
One of the most important parts of marketing is deciding who you want to attract to your business. Please don’t say everyone. Do you want shoplifters? People who regularly return everything they buy? The people who only buy the very cheapest thing & then complain when they break it because “We paid GOOD money for that!” ? Think about your most profitable customers…..
Who is your Market and Why are They Different?
By: Claude Whitacre | 01/10/2007 | Advertising
“My customers are different. My market is different. That won’t work in my market!”
Listen closely while I show why this is absolutely wrong.
I have a friend who tells me constantly “That idea will work fine in your area. But my market is different. My customers won’t go for that.”
The Real Reasons Customers Buy, and How to Use That Information to Send your Sales Straight Up!
By: Claude Whitacre | 01/10/2007 | Advertising
There was recently a survey done with retail customers. They were asked what they considered important when deciding who to purchase from.
Most retailers would jump on Price as the most important.
Nope. Price came in number five. There were many considerations listed after number five, but here are the top five, with number one being most important;
Your Unique Buying Advantage; and How to Use it to Skyrocket your Store’s Sales
By: Claude Whitacre | 01/10/2007 | Advertising
If you read marketing books; almost any marketing book, it will talk about your USP or Unique Selling Proposition. This is the one thing that the customer sees that sets you apart from your competition. Usually this is a Huge Promise of some sort.
The most well known example is this; “Fresh hot pizza delivered in 30 minutes or it’s free”. That promise propelled Domino Pizza to world pizza dominance. Notice it didn’t say “World’s Greatest Pizza”.
The secret is...
How to Use a Guarantee in your Headline to Force Increased Profits
By: Claude Whitacre | 01/10/2007 | Advertising
“Try the new ___ Risk Free for 30 days! Keep the ____even if you return the _____ for a full refund”
That’s the template for the ad.
Fill in the blanks.
How about ;
“Try our new 8 pound upright vacuum cleaner Risk Free for 30 days! Keep the $69 Air Purifier even if you return the vacuum cleaner for a full refund”
Advertising 
