How to Market to People Not Like You: "Know It or Blow It" Rules for Reaching Diverse Customers

Introduction: You Can’t Reach a Customer You Don’t Understand.

PART I: SEVEN STEPS FOR SELLING TO NEW AND UNFAMILIAR CUSTOMERS.

1 Get Out of Your Comfort Zone to Grow Sales.

2 Get to Know the Customer You’re Not Getting but Should Be.

3 What Do They Need? Tweak Your Product or Service Offerings.

4 Make Your Sales and Customer Service Friendly: Little Things Make a Big Difference.

5 Communicate in Their ‘‘Language’’: Develop Marketing Messages Based on Their Values.

6 Use Technology to Reach Your Prospects: Micro Targeting.

7 Deal with Naysayers: What If Your Employees or Your Core Audience Don’t Like Seeing Their Product Marketed to Other Groups?

PART II: KEY CUSTOMERS WHO COULD DRIVE YOUR BUSINESS GROWTH.

8 Different Ages Want Different Things.

9 Women: Singles, Heads of Household, Working Moms and Stay-at-Home Moms, Home-Schooling, and More.

10 Immigrants: It’s About Acculturation, Not Assimilation.

11 Hispanics/Latinos: North America’s Fastest-Growing Ethnic Minority.

12 African-Americans: A Large and Lucrative Customer Base.

13 Asians and Asian-Americans: The Highest Household Income of Any Racial or Ethnic Group.

PART III: OTHER IMPORTANT MARKET SEGMENTS.

14 Political Views.

15 Sexuality: Gay, Lesbian, Bisexual, and Transgendered.

16 Hobbies and Special Interests.

17 Rural versus Metro.

18 Military versus Civilian.

19 Vegetarians versus Meat Eaters.

Conclusion.

Index.