How to Market to People Not Like You demonstrates how to create a deep, emotional connection between your products and new consumers. Forget "spray and pray" promotion. It's time to narrowcast, get to know, and then deliver a welcoming message to a specific group. You have to research new customer segments and learn what they need. Then modify your product offerings to communicate that you value that customer. You say to them, "I see you, I value you, and I want you. I'm putting out this welcome mat just for you."This book can take you from tentative newcomer to trusted name among any community. You'll learn:The do's and don'ts of marketing to women, immigrants, Hispanics, African Americans, and AsiansHow to identify the key value differences according to political views, sexuality, hobbies, rural vs. metro areas, military vs. civilian cultures, vegetarians vs. omnivores, and much moreHow to tweak your product or service to be relevant to a new customer groupCommunicate in a relevant manner by showing respect for others' cultures, values, language, and prioritiesCreate messaging that resonates with each generation's unique valuesMake sure you're operationally ready and operationally friendly, meaning that you can make a customer feel comfortable throughout a transaction Read Less