If you could grow your business simply by marketing to your existing customers, making money would be a cakewalk. But to generate new revenue, you have to win over the customers you’re not getting. The 2010 Census reveals that one in three Americans is not White. Now, more than ever, it’s important to reach diverse market segments to grow your business.

Diversity marketing is the new norm, and this doesn’t simply mean racial diversity. Diversity comes in many forms: gender, race, age, lifestage, language preference, politics, religion, sexuality, and hobbies or special interests are all ways in which people’s differences are recognized. By recognizing these differences and tailoring your product, message or marketing efforts to reflect consumers’ values, you are validating the importance of a consumer group. It’s about marketing to values, not demographic profiles.

Using real-world examples from successful businesses, “How to Market to People Not Like You” demonstrates how to create a deep, emotional connection between your products or service and new consumers.

You’ll learn:

The do’s and don’ts of marketing to women, immigrants, Hispanics, African Americans, Asians, gays and lesbians and different generations
How to tweak your product or service to be relevant to a new customer group
How to communicate in a relevant manner by showing respect for others’ cultures, values, language and priorities
How to create messaging that resonates with each generation’s unique values
How to make your business or product operationally ready and operationally friendly, meaning that you can make a customer feel comfortable throughout a transaction
Understanding your customers’ values is the key to truly reaching them on an emotional level, because who you are is not defined by your age, your country of origin, or the color of your skin—it’s about your values. Understand that, and you will reach new customers’ hearts, minds, and, ultimately, their wallets.