Marketing To The Affluent!
There is a widespread misconception, especially in the golf, resort, and real estate industries, that the affluent are somehow a different type of human being than the average Joe!
They seem to think the affluent are so much more educated and sophisticated that they will work out their cryptic headlines themselves.
It is so much more worldly that the prospect will turn a few pretty pictures from overpriced brochures or websites into orchestrated sales pitches in their head. They are so telepathic that they can turn a list of worthless features into stimulating benefits to act now!
All you need to do to validate these statements is look at the print marketing material of almost any high-end golf resort or real estate development, most are a $50,000-$100,000 exercise in futility.
Look at the websites of most high-end golf properties or resorts, big on style, short on substance, and completely lacking in any sales pitch.
Why?
Because someone in management thinks the rich are concerned only with style, design…
