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

Q&A with Kelly McDonald, author of “HOW TO MARKET TO PEOPLE NOT LIKE YOU”

• Why is thinking about diversity so important now?

Because the new Census numbers are going to show that the U.S. population is the most diverse that it has ever been. Not only have we had major increases in some minority populations such as the Hispanic population, but we are also more tolerant of other cultures. 

• What is the key take-away from this book?

This book shows that what makes us different from each other is more about our values than the color of our skin or our age, etc.  When you tap into people’s values, you’ll reach their hearts and minds and, ultimately, their wallets.

• Do you need to be a marketing expert to utilize the tactics described in this book?

Absolutely not. This book is an easy to read, step by step guide with tactics that can be implemented just as easily by the owner of a small “mom and pop” business or the V.P. of Marketing of a fortune 500.

• Does this book focus only on marketing?

We like to look at marketing from a 360 degree perspective. Customer service is not traditionally thought as part of marketing. Operations are not traditionally thought of as part of marketing. But whenever your company is coming in contact with a current or prospective consumer, you are building your brand. Because of that, this book touches on those processes to make sure you see your company the way your consumer sees your company.

Talking Points:

• “The U.S. changing demographics and what this means for business”
• “Tactics for selling to new and unfamiliar customers”
• “Surviving the economic downturn by tapping into new consumer segments.”
• “Women: The 51% Minority. How to tap into this group’s purchasing power and influence.”
• “Hispanics: What this group’s explosive growth means to marketing and business”
• “What is Diversity? Going beyond ethnicity and gender to truly reach your target demographic.”
• “How to grow business catering to Boomers”
• “Customer service tactics to keep the I-need-it-now younger buyers happy”
• “How being operational ready to serve a diverse marketplace can make or break marketing efforts.”