Millionaire maker Dan S. Kennedy and Martin J. Fischer reveal the unsettling truth: the middle-class consumer population—and their buying power—is rapidly diminishing, leading to reduced spending. However, amidst this challenging landscape lies a compelling opportunity. Kennedy and Fischer unveil that it takes no more effort to attract customers from the explosively growing Mass-Affluent, Affluent, and Ultra-Affluent populations, who are willing to pay premium prices for exceptional expertise, service, and experiences. In this updated 4th edition, Kennedy and Fischer provide a comprehensive guide on how to reposition your business, practice, or sales career to appeal to these affluent customers, for whom price is not a determining factor. Discover how to: * Use 10 surprising emotional buy triggers the affluent find irresistible * Stop selling products and services and learn how selling aspirations and emotional fulfillment is more profitable * Use Kennedy's Million-Dollar Marketing