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

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Table of Contents

Whats it say, Margaret? Im still not used to these bifocals.

Henry Martin/The New Yorker Collection/www.cartoonbank.com. All rights reserved.

Preface

Dan Kennedy

Its a simple thing.

An expensive, elegant gift from a client. A good-sized, yet compact, magnifying glass, with anodized steel frame, black, soft leather, fold-out handle, and a tiny button that makes it light up.

It is not entirely welcome. Appreciated but not welcome. I dont imagine it a gift anyone really wants, because it is a reminder of age. Oh, Ive needed glasses since I was a child, as many people do. But the difficulty of reading what I now think of as impossibly small print that I once thought others grousing about embarrassing, well, this is a revolting development! The light-up magnifying glass is a bitter pill. Even a well-lit glimpse at mortality. There is no way to replace bulb or battery, perhaps on the assumption that the bulb and battery will outlive me. The little brochure accompanying the glass says the LED bulb will last 10,000 hours. I am not reassured by this. I take it personally.

These are the kind of thoughts a leading-edge boomer or senior has, although he usually keeps them private.

This book is rich in research and well-stocked with examples of astute advertisers, marketers, merchants, and professionals selling to boomers and seniors. The established ruling class of experts in this subject has focused on big corporations, where big money flows to thought leaders and researchers and trend wizards. Ive chosen to stay with my small-business compatriots.

And this book is not just research and case histories. Just as with the little magnifying glass, this work was, for me, personal. I am a boomer with senior in sight. In many ways, a classic one. I am growing anxious and irritable, resistant to disruptions to my preferred way of living, reaching backward to nostalgia rather than leaning forward to the unfamiliar, resentful of being thought out of it, but not eager to be in it, increasingly concerned with security, safety, and convenience. I am able to indulge my preferences, as I have grown modestly rich, from scratch, entirely through my efforts (like many affluent boomers). So, for example, I have, and in random rotation drive, three classic automobiles including a Rolls-Royce convertible previously owned by Dean Martin that I bought precisely because it was previously owned by Dean Martin.

I am far from the rocking chair: I own a stable of Standardbred racehorses and even drive in 200+ harness races a year myself, professionally competing with drivers who do nothing but that for a living, akin to the late actor Paul Newman becoming a respected professional auto racing driver late in his life. But unlike Paul, I have arranged to live a short distance from the home racetrack. I prefer Florida for vacation, and am considering it for retirement, the traditional migratory path of Ohioans. I am married, many years. We have two homes, adult children, grandchildren, and a dog, over which we both dote and worry.

As we progress through this book, looking closely at leading-edge boomers and seniors, Ill be seeing myself in many places. I bring all this to this book. I know how I want to be sold to. Rather than taking a from-on-high academic approach, Im quite willing to display my own biases, preferences, foibles, and frustrations. If you can figure out how to successfully sell to me and satisfy me as a customer, you can open the vault to all the boomer and senior gold, and as youll learn, theres a lot of it.

The other thing I bring: I know how to sell, and I know how to sell to these customers. Not as a research-driven, theoretical exercise, conducted in corporate environs, in plush conference rooms in Madison Avenue ad agencies and boardrooms in skyscrapers high in the clouds, but down on Main Street, in dentists offices, in retail shops, in restaurants, in auto repair facilities, in financial advisors free workshops. Facing the leading-edge boomer business owner across his well-battered, stacks-cluttered desk. Or, with the boomer couple at their kitchen table. Literally, physically, and through every direct marketing media: mail (the best), print magazines and newspapers, radio, TV, online media.

In my very hands-on consulting and copywriting, I rarely work with the big, brand-name financial services corporation; I work with a group of the financial advisors on their small businesses, on their local advertising and marketing, on their selling. I rarely work with the giant pharmaceutical companies or big hospitals. I work with groups of chiropractors, dentists, and hearing-aid dispensers in their small businesses, their local advertising and marketing, and their selling. My co-author here, Chip Kessler, is much the same; his clients in the elder care, nursing home, and assisted-living industries are predominately small businesses. We live where you likely live.

I have been at this, very successfullythis being increasing sales for small businessesfor just a tiny tick shy of 40 years. Over time, Ive built a global network of leading marketing consultants in more than 200 different product, service, and profession categories, and through them, along with the entrepreneurs association built around me, GKIC, I directly influence more than one million business owners annually. My co-author, Chip Kessler, is one of those niche consultants, working inside one particular industry. He is its go-to guy for marketing that works, and I have built a reputation, because I have a time-proven, practical approach that works. Weve gotten our hands dirty doing it, and we still do. You can trust this book as real, not theoretical.

Small business has been confronted with some very tough challenges in these recent years. Money stopped pouring out of idiotically appreciating real estate and running uphill right around 2008. As I write this, the full emergence of the New Economy is still delayed, tortured, and impeded by government interference, mismanagement, and malfeasance. It is critical to go where the money is. To make your businessforthose with money and the willingness to spend it. Meandering round, youll either starve or be run over. This book is your GPS to the money. Its as crass as that. It is not a book about social good or business excellence or broad, big, sweeping ideas. It is a manual about getting money from those who have it and are, given reason and their interests met, very willing to spend it. (That, as much as anything, distinguishes todays seniors from previous generations of seniors. The prior group stopped spending and obsessed with turning as much as possible over to their kids and grandkids. This group is not so obsessed. Many reject the idea altogether, from the very rich, like Buffett and Gates, to the ordinary millionaire, even to the retired blue-collar worker. T-shirts emblazoned with Im Spending My Kids Inheritance are popular items in cruise ship gift shops.)

Even in the worst economy, there is money to be gotten in exchange for goods and services, pinpoint targeted and well-marketed. The most barren and brutal desert has cacti, forbidding perhaps because of their thorny spikes, but full of life-giving water. So what if it is a barren economy? There

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