Have you seen How To SELL Anything?

This incredible sales handbook distils an expert's lifetime of sales and marketing experience and hands it to you on a platter, in a simple, easy-to-follow format. With existing customers being the most valuable source of income for any business, this book will teach you how to increase your return business and make more profit from your most loyal customers - and even how to reduce the costs of dealing with your least profitable customers.

Get it on Amazon (Kindle/Print)

Marketing conundrum: Millennials vs Boomers

Some 80 million Millennials will soon reach peak buying power. At the same time, 77 million Baby Boomers are entering new lifestyle stages - retirement, second career, empty nester - and so in many retail categories, brand loyalty is up for grabs.

It's a seemingly impossible choice: try to matter most to a 65-year-old retiree and the brand risks compromising cachet and 'cool' in the mind of someone as young as 18, but solely target the 18-34 age range and risk alienating an older demographic group with real spending power (40% of total consumer demand) that is simply too big to ignore.

"We wanted to answer some arguably elusive questions facing specialty retailers today: Does cool matter? Does it actually drive purchase? How does a specialty brand define itself without limiting itself?" said Lee Peterson, executive vice president of client services for WD Partners. "So we sought to find out how relevant brands act and communicate with consumers in the marketplace."

The company's research report, entitled 'The Continuum of Cool', explored the changing attitudes and emotional needs among America's Baby Boomers and Millennials, and this generation's vital subgroup: Hispanic Millennials. Among the key findings and recommendations from the study:

• Identify and Prioritize Emotional Needs of Both Generations
  Brands that help them express and define identity; Boomers value specialty brands that make life better, but don't need brands to define who they are. Millennials use brands more intimately at this stage in their lives.
• How Millennials Define Cool: It's All About Identity
  Cool is a social construct: Millennials seek peer approval through the brands they choose and find aspirational specialty brands most appealing. They want brands that allow them to create a personal style; products that signal a lifestyle to others or denote membership in a distinctive social tribe. Technology no longer serves as a way for this generation to signal difference; its ubiquity and thorough lifestyle adoption defines the entire generation, so it no longer serves as a way to define identity.
• How Boomers Define Cool: It's All About Relevance
  As people age, they don't become less concerned about fashion, trends, and what's considered cool; it's just these kinds of constructs become less relevant to how they structure and create identity. Boomers still want to try the latest cup of coffee; dabble in the freshest fashion trends; and stay up-to-date on the technological change. Yet, unlike Millennials, it's less about identity-formation and more about making life easier or empowering communication with family and friends.
• The Common Ground: Health, Wellness and Good Works
  The research showed that broader consumer trends surrounding organic food, local buying, healthier lifestyles, and corporate philanthropy, appeal to both generations. It's the most robust area of cross-generational appeal. Brands that communicate with messages of health, wellness and good works resonate most deeply with consumers of all generations.

Have you seen How To SELL Anything?

This incredible sales handbook distils an expert's lifetime of sales and marketing experience and hands it to you on a platter, in a simple, easy-to-follow format.

With existing customers being the most valuable source of income for any business, this book will teach you how to increase your return business and make more profit from your most loyal customers - and even how to reduce the costs of dealing with your least profitable customers.

You'll learn to sell yourself, sell your products, and sell your brand on the internet, writing high-conversion landing pages, social media posts, and more. You'll start attracting customers you didn’t even know existed, and learn the top trade secrets for customer retention.

You'll become a lean, mean selling machine. See how the experts do it and learn to adapt what they've done for your own profit. You'll learn to write strong, powerful, effective sales copy, whether it's for a sales script, sales letter, flyer, insert, advert or just about anything else.

You'll learn how to sell whether you're selling by telephone, by mail, or even meeting prospects face-to-face. You'll find out how to size them up, present yourself, nail down their true needs, close the sale, and learn to tackle the tricky ones.

You'll discover the biggest secrets of successful direct mail sellers, sales letter writers, and how to segment and choose the right prospects for each campaign.

Get it on Amazon (Kindle/Print)