How to Market to People Not Like You

Reach the Customers You’re Not Getting, But Should Be

The world is more diverse than ever before. Diversity is not a fad. It’s here to stay and tapping into new market segments means big business. Learn the 7 steps that will help you grow your sales and profits and build loyalty with new customers, today and tomorrow.

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Why do you need “How to Market to People Not Like You”?

Diversity marketing is the new norm, and this doesn’t simply mean racial diversity. Diversity comes in many forms: gender, race, age, lifestage, language preference, religion, sexuality, and hobbies or special interests are all ways in which people’s differences are recognized.

This book will show you, step by step, how to:

  • Identify the customer group you’re not getting, but should be,
  • Research that group and learn what it needs,
  • Adapt your product, your service or your marketing message to reach a new group in a meaningful way and how to avoid the mistakes that careless companies make.

You will learn exactly how to cultivate new and diverse customer segments with confidence. Do’s and don’ts are covered in detail. Hundreds of real life, real world examples – good and bad – are shared so that you better understand how others have done this successfully.

What Business Leaders Are Saying About How to Market to People Not Like You

The word is out about Kelly’s uniquely effective approach to reaching diverse customers. See what other leaders in the industry are saying...

Mark Barnes, COO, Volkswagen of America

“I’ve known Kelly for more than two decades and she has always provided strong, sales oriented marketing insights. In our business, we need to build the brand, but we need to generate sales day in and day out, too. Kelly understands this and knows how to target consumers with marketing strategies that work and drive sales.”

Mark Barnes, COO, Volkswagen of America

Marc Patrick, North America Brand Director, Athletic Training/Field Sports, Nike

“Kelly was my boss at my first job after graduating from college. She taught me how to put into action the marketing principles I’d learned in school, to generate real results for our clients. Today, I still use the strategies and approaches I learned from her to move Nike’s business forward.”

Marc Patrick, North America Brand Director, Athletic Training/Field Sports, Nike

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