The Affluent Are Different -except in this one important way

Those of us that market to the wealthy understand that they are different from the masses in many ways (and not just because they have more money).

More so than other segments of the population, the affluent are highly skeptical and distrustful. While they enjoy the process of buying as much as anyone else, they absolutely hate anything that smacks of obvious salesmanship.

Which is why, trying to sell your services before a relationship has been established is a waste of time.

Which brings us to the next question…

Is there something we should be doing that will accelerate the trust building process?

I was brainstorming this question with a small group of clients on zoom, and the consensus was that the more you can communicate that their problems are heard and understood-the more effective the message.

Ok..but what’s the best way to do that?

Just saying “I feel your pain” seems a bit…well, obvious.

Sally O’Neil who is a high end personal trainer, said that what worked for her, was using quotes from her other clients.

“Rather than me saying ‘I understand the problem’…it’s a lot more effective when it comes from someone who is similar to the prospective client you’re trying to attract.”

Larry Sommerset, who builds high end custom homes commented that he split-tested two messages.

“One was me communicating that they weren’t alone in their frustrations about dealing with contractors. It did well, but when I swapped it our with quotes from some of my clients stating the exact same frustration, the open and response rates significantly improved.”

We all want to be heard. To be assured that whomever we choose to work with sincerely understands the pain and frustration we feel.

And in this way the wealthy are similar to everyone else.

So, while you’re thinking about this, take a look at the copy on your website…sales letter…any other marketing materials that you send out.

Is the message that “You understand” clearly communicated?

A simple adjustment in your copy can pay huge dividends

Especially if you’re marketing to the affluent

Talk soon

Mark

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