Velvet Rope Playbook

A retired Fortune 500 executive, a tech founder who just sold a company, a professional athlete and a wealthy widow may have similar net worths—but almost nothing else about the way you market to them is necessarily the same.
In this episode of The Velvet Rope Playbook, I explain why choosing the right affluent niche can make everything from your positioning and advertising to referrals and lead generation dramatically easier.
You’ll discover the five questions I’d use to evaluate an affluent niche, why access can matter more than market size, how to identify the trigger events that create buying opportunities, and why your best niche may already be hiding inside your existing client base.
Because the goal isn’t simply to find people with money.
It’s to find the affluent people for whom what you do is particularly relevant.
Visit getwealthyclients.com for more ideas on attracting affluent clients.

#AffluentMarketing #WealthyClients #NicheMarketing #LuxuryMarketing #HighNetWorthClients

Here's something most professionals selling to affluent clients misunderstand: Wealthy people aren't necessarily impressed by what you sell. They're interested in what you can make go away.
An exceptional architect, financial advisor, physician, or luxury service provider isn't particularly difficult for someone with money to find. So why should they choose you?
In this episode of The Velvet Rope Playbook, I tell the story of Jonathan Mercer, an affluent homeowner whose experience reveals the difference between selling a service and solving a problem that actually matters.
You'll discover why emphasizing your credentials, features, and capabilities often misses the mark, how to uncover the deeper problems affluent clients are willing to pay to eliminate, and how to reposition your business around outcomes rather than services.
You'll also learn a simple way to evaluate your own marketing and identify what your ideal clients are really buying.
The big idea: Stop telling affluent prospects how good you are at what you do. Start showing them why their lives will be better because of what you do.
For more strategies to attract affluent and high-net-worth clients, visit getwealthyclients.com.
#AffluentMarketing #WealthyClients #LuxuryMarketing #BusinessPositioning #HighNetWorthClients

Why does someone who could have afforded concierge medicine for years suddenly decide to join a practice now?
That question may be considerably more valuable than simply defining your ideal patient.
In this episode of The Velvet Rope Playbook, I tell the story of David Emmerson, a successful 61-year-old business owner who isn't looking for a new doctor—until one frustrating Tuesday morning causes him to reconsider the way he's been receiving healthcare.
You'll discover why marketing the features of concierge medicine may not be enough, how to uncover the circumstances that cause prospective patients to start looking for an alternative, and a simple question you can ask new patients that could give you months of highly relevant marketing ideas.
We'll also look at how patient frustrations, physician retirement, life changes, convenience, health priorities and other circumstances can become useful marketing topics—without resorting to fear-based medical marketing.
Because “How did you hear about us?” tells you where a new patient came from.
“Why now?” tells you why they moved.
For more affluent-marketing strategies and information about my books, programs and ways to work with me personally, comment MORE.
And be sure to subscribe to The Velvet Rope Playbook wherever you listen to podcasts.
#ConciergeMedicine #AffluentMarketing #PrivatePractice #MedicalMarketing

How do you get access to affluent prospects when you don't move in their circles?
You may be starting in the wrong place.
In this episode of The Velvet Rope Playbook, you'll meet Michael Brennan, a successful business owner who spends a year attending networking events, charity dinners and business organizations trying to meet larger, wealthier clients—with very little to show for it.
Then one lunch with a longtime client reveals something Michael had completely overlooked: he was already one relationship away from exactly the people he was trying to meet.
You'll discover how to uncover the hidden network inside your existing client base, why “Do you know anybody who needs what I do?” is usually a terrible referral question, what to say instead, and how to identify the handful of people who can provide access to an entire affluent community.
We'll also look at how to ask for introductions without making people uncomfortable, why creating a reason for an introduction can work better than asking for a referral, and what to do once somebody finally opens the door.
Because you may not need a bigger network.
You may need to understand the one you already have.
For more practical affluent-marketing strategies and information about my books, programs and ways to work with me personally, comment MORE.
And subscribe to The Velvet Rope Playbook wherever you listen.
#AffluentMarketing #Networking #HighNetWorthClients #ClientAttraction

There's one question many successful professionals have a surprisingly difficult time answering:
What problem do you solve?
Ask what they do and the answer comes easily. Wealth management. Architecture. Consulting. Interior design. Concierge medicine.
But those are services—not problems.
In this episode of The Velvet Rope Playbook, you'll meet Richard Fallon, a successful advisor who thinks he knows exactly what he provides until one simple question forces him to look at his business from his client's perspective.
You'll discover how to separate what you do from why someone needs it, a simple exercise for uncovering the problems your best clients actually pay you to solve, and why your clients' own words may be more useful than the polished marketing language on your website.
Because your prospect shouldn't have to translate your service into a reason to care.
That's your job.
For more affluent-marketing strategies and information about my books, programs and ways to work with me personally, comment MORE.
And be sure to subscribe to The Velvet Rope Playbook wherever you listen to podcasts.
#AffluentMarketing #Positioning #MarketingStrategy #ClientAttraction