“I’ve known Kelly for more than two decades and she has always provided strong, sales oriented marketing insights. In our business, we need to build the brand, but we need to generate sales day in and day out, too. Kelly understands this and knows how to target consumers with marketing strategies that work and drive sales.”

— Mark Barnes, COO, Volkswagen of America

“Kelly was my boss at my first job after graduating from college. She taught me how to put into action the marketing principles I’d learned in school, to generate real results for our clients. Today, I still use the strategies and approaches I learned from her to move Nike’s business forward.”

— Marc Patrick, North America Brand Director, Athletic Training/Field Sports, Nike

“I’ve lived and worked all over the world, conducting business internationally for years. We use Kelly’s company to guide our marketing efforts to the U.S. Hispanic market – a market critical to our success and our future. Kelly and her team have a keen sense of the important cultural and business nuances that resonate with this customer segment given their deep operational and marketing expertise.”

— Roberto Martinez, Senior VP, Marketing and Strategy, Cash America International

“Kelly’s understanding of customers today – and customers tomorrow – is impressive. She takes a complete look at business and helps business owners identify the necessary steps they need to take to keep their companies healthy and relevant to the different needs of diverse customers. That’s what is required for business survival today.”

— Harry Hall, North America Sales Manager, DuPont Performance Coatings

“We’ve hired Kelly to speak at our convention three times in three years. I have yet to encounter another speaker who is as fluent in her area of expertise and able to share insights any better, or with more humor. Kelly has the extremely unique ability to personally connect with an audience and help them see what makes us all the same, but wonderfully different.”

— Jay Kassing, President, MARQUIS

“Kelly’s knowledge about diverse market segments is unparalleled. We’ve brought her in time and again for corporate training, video and e-learning, and numerous presentations to our agents in the U.S. We are deeply committed to reaching diverse customer segments and Kelly knows exactly how to help us do that.”

— Iris Chavez-Boland, Corporate Marketing Relations & Planning, State Farm  Insurance

Kelly Mcdonald’s book, How To Market To People Not Like You: Know It Or Blow It, is a must read for all 21st Century professionals. Kelly provides proven strategies and techniques to reach new audiences’ hearts, minds and checkbooks! Her perspective about focusing on niche customer values rather than their demographics is a sure-fire way to grow your organization. Put this on your reading list now!

— Jeff Hurt

This book is a fast-read with some great example of how companies, big and small, have made minor changes to their marketing message. These minor changes resulted in major results. In the book Kelly does a great job of using examples and real-world stories to make a point. She transferred the art of story-telling that she has mastered in her speaking career to her writing.

The information in the book is simple and practical. There are new markets that can be tapped into and if you take the time to understand your target market and what matters to them, you can gain their trust and their business. I see a lot of organizations that focus on niche marketing without really ever understanding the PEOPLE inside the target group. Many times marketers understand the business or personal needs of the market and often have a good solution for their problem. Many times, the trouble that businesses run into is that, even though they really do offer solid solutions, they have trouble reaching the audience. This book is a great reminder that marketers and businesses need to invest the time to understand the people-factor that composes their target market.

One of the things that I liked best about this book was the examples. To be honest, I would buy from any of the businesses that are profiled in the book because of their unique selling approaches. These examples made me realize that with a little thought and creativity, businesses can create real opportunities by learning how to market to people not like them. And if you aren’t taking advantage of these opportunities, your competitors just might be.

So, if you are a marketer searching for a few ideas on how to create new opportunities or to tap into new niches, check out How to Market to People Not Like You by Kelly McDonald.

— Jessica Levin

I met the author at a marketing conference and liked her presentation style so much that I found the money in our budget to bring her to my company to do some marketing consultation. It was the most well-received consultation that my company has ever had! Kelly McDonald is wonderful in helping a business get started in diversity marketing, from planning to roll-out. So if you have the money to bring her out, I heartily recommend it.

But if you don’t have the money for that, at least get her book. The book is wonderfully laid out, and includes great examples from some of the best diversity marketers in the business. The writing style is much like Kelly herself–sometimes provocative, sometimes funny, but ALWAYS informative.

The time of marketing to the general public in the same way we always have has come and gone. If we aren’t trying to segment market to people not like us based upon their unique value system, we are missing the boat completely!

Based upon Kelly’s Harley Davidson marketing to women example, my company (which is financial in nature) decided to hold a meeting targeting women and investing. It turns out that quite a few women have money to invest, and are looking to invest, but may feel a little overwhelmed and intimidated by the topic of investing and where they should start. So we held a free women’s beginning investment meeting and had a great response!

Get this book today, and don’t miss another opportunity to market to those not like you.

— Kenja Purkey

Not only will How to Market to People Not Like You teach you how to do “it” in the business world, but this book is also a useful tool for social situations in life…understanding and communicating to and with people not like you.

— Melinda Fishman

Kelly McDonald’s book “How to Market to People Not Like You” is brilliant! It’s about time someone writes about this subject with such ease and in such down-to-earth language. The author’s experience comes through in every page and makes you feel as if you’re having a conversation with a great mentor. As a Hispanic marketing consultant myself, I find this book to be extremely helpful in so many ways. Her real-life examples gave me great ideas and new tools for my business. Highly recommend this book!

— Claudia Gonzalez Kindler

I recommend this book for both marketing professionals and for people who are not even sure what marketing means. Why? Because it is filled with so much intelligence and common sense, it is meaningful to both experts and newbies.

Diversity marketing makes sense, both for the bottom line and because it’s the right thing to do. This is the definition of a “win-win” — and this is the book that shows you how!

There is no other book on the market like this. Kelly McDonald has written a true original, an important contribution to the field. And because it is filled with real world examples, people of all professions will find it immensely useful.

A smart book that’s fun to read — now that’s a “win-win”!

— Stuart Gaffney

First of all, let me express my gratitude to Kelly for allowing me to contribute to such an insightful book. I had the honor of being apart of the GLBT chapter. What an amazing experience! Kelly actually walks the walk and talks the talk of Marketing to People Not like You! She lives her business and personal life in accordance with the principles in this book. This is not just another “marketing book”, it is a no nonsense approach to building your companies thought processes and receivables! I highly suggest Marketing to People not Like You to anyone who is looking for new ways to increase revenue in their business and maybe along the way just how you see the world around you.

— Melissa Timmerman

As a marketing professional, I can tell you that today’s audience is more diverse than ever before. Reaching these growing segments in a meaningful way can be complicated, especially when relying on outmoded approaches using the old-school demographic paradigm . How to Market to People Not Like You is like a GPS for navigating the complexities of the modern marketplace. Kelly McDonald’s book offers valuable and substantive insights, as well real-life examples of what works, and more important, why it works. ¡Recomiendo este libro!

— Robert Manley

I have had the pleasure of attending Kelly’s speeches twice. Both times, I was astonished at the amount of knowledge and expertise she can share within a limited time slot. Charismatic, charming, humorous and professional are adjectives that fit her well, but she’s so much more than words; she’s a force in the marketing world.

Kelly McDonald is to diversity marketing as Buddha is to Buddhism. Plain and simple.

It’s quite obvious that within the past three decades, diversity has taken over. The lines everywhere have begun to blur, meld and join. Changes like these have a tendency to cause havoc, confusion and chaos for marketing professionals in any field. How is one supposed to keep with the changing times? How is one to know how to adequately and correctly market to people not like one’s self? Fellow marketing professionals, the answers reside within this book. With a great amount of confidence, I implore you to trust your instincts, read the reviews and purchase a copy for yourself. You’ll be happy you did.

Pages rich with detailed descriptions, spot-on examples, questions, answers and insights, guide you through the various avenues of diversity marketing. Rather than a rollercoaster ride of quick remarks and quotes as some authors utilize, you’ll be taken on a guided tour through the rights, wrongs and methods of perfect marketing execution in all pertinent areas.

As a nationally-recognized and respected expert in her field, Kelly presents need-to-know information in a straightforward manner, leaving no questions unanswered. In order to reach your target audience more effectively, you must study their demographic details, cultural information and generational differences. With so many combinations and options when handling this data, it’s important to know where to apply your marketing strategies and which methods are more effective. I found that no matter which area I was researching, this book contained a chapter answering my very questions.

No matter the field of marketing in which you specialize, this book touches all angles, all levels of diversity marketing in no way that I’ve found before. How to Market to People Not Like You will be a staple on my shelf for years to come. It’s invaluable.

And no, you may not borrow my copy. You must buy your own.

— Joel Benjamin Griffin

Kelly’s book offers a concise and well-organized presentation on how to market to a widely diverse group of clients. One of the key components to building a good relationship with a client is to value thier product and philosophies and Kelly understands that 100 percent! Kelly hits the nail on the head time and time again in her book on how to deal with clients with clientele from every social group and strata. It’s all about people and Kelly gets that. If you’re a marketing professional, or a professional who is not in marketing, I suggest you run- don’t walk to get this book. If you take too long, they might just be sold out!

— Iris Goldfeder

My friend and I purchased our books together to take advantage of the complimentary shipping from Amazon. Here are both our reviews since only one review is allowed per order:

Trace’s Review:

Reviews are supposed to be about the book, right? Well, in this case, you should know about the Author. Kelly McDonald is an amazing person. You have people in business who squeak by, pretending to know a lot about their field, when they really don’t. You’ve witnessed them, I’m sure. Well, Kelly is not that person. She is a highly intelligent marketing professional who has taken her consistent message of marketing to people who are not like you, finally, into book format! I’ve had the fortune to witness her presentation(s) many times and not only is she top notch at presenting, but after getting to read her book, you will, I’m sure, leave your reading feeling like you were in her energetic and attention grabbing seminars. This book is not just for marketing professionals. Kelly brings true-to-life situations to life in this book to help us non-marketing professionals, “get it.” I totally believe that you will enjoy your purchase and hopefully will give these as gifts!

Cliff’s Review:

Any marketing related book that is more than about one month old is most likely out of date the way the marketing game works. However, when looking to market to a new diverse group of customers everyone needs a starting point when working on how to best promote your organization, product or service. This book is a great starting point. Working with other successful business owners from many industries Kelly McDonald has made paving the way into these new marketing areas easy.

How to Market to People Not Like You is quite comprehensive and helps guide you on how to get the most out of your marketing efforts. Throughout the book, the author uses real-world examples showing that these guiding principles do work. Having been introduced to Ms. McDonald in person and talking with her, you can tell that she practices what she teaches; otherwise the information would not be within the book.

— Trace Symonds

Kelly holds the unique distinction of having spoken at four – or is it five now? – of our annual client conferences, and with each repeat engagement (with different topics each year that are fresh, relevant, exciting and meaty) she receives rave reviews. That said, this book is sure to be a “best seller.” Kelly undoubtedly knows her Ps and Qs regarding marketing, as you will see when you read her book. She gets it. She wants YOU to get it. She’s done the research, and presented her data in a very informative, entertaining and always easy-to-understand fashion.

— Robert Swafford

There was a time in America when marketers could just aim for the broad (white, middle-class, suburban) center and meet most of their goals. But that big bullseye is shrinking, and for many companies, it might not represent their best prospects. Big companies need to reach a wider spectrum of people, and smaller companies need to make sure they’re targeting their efforts to the most responsive audience.

I liked how this book goes beyond the typical, traditional way of looking at customers and asks readers to connect with real values — the things that really define who we are. By tapping into these values, marketers can begin to understand the real desires and motivations of their potential customers and see some surprising business growth.

In this book, you’ll find abundant examples of how forward-thinking marketers have found striking similarities between people who are different when defined by traditional demographics, but remarkably similar when you examine their values. For instance, new moms share many desires and traits that have nothing to do with their race or age.

How to Market to People Not Like You can open your eyes to new ways of seeing your customer, developing offers and communicating in ways that are truly relevant. Whether you’re marketing a service to your local neighborhood or overseeing marketing for a Fortune 500 company, this book is well worth your time and attention.

— Eric Bolt

Building a business is tough, expanding into markets that you don’t understand is even tougher.

Marketing To People Who Aren’t Like You is that rare business book that lays out the theory and then backs it up with practical examples and concrete advice. There are groups of potential customers you haven’t even considered and the author shows you simple, smart, commonsense ways to reach those people and make your business more attractive to these new markets. You will put tips from this book into practice before you even get to the last page.

Kelly’s created a quick, smart read that will make a difference in your business tomorrow.

— Vinny Minchillo

Competition for our prospects is fierce. Their money and attention are scattered across the marketing spectrum. Ms. McDonald’s book will give you the tools you need to garner more market share for segments you may not have considered.

I heard Ms. McDonald speak at several advertising conferences over the past years, hired her as a keynote for my organization, and hired her to collaborate on a client project. She is a consummate professional with an engaging command of her subject matter. As a busy professional, I don’t have time to waste with typical marketing books. This book has a valued place on my shelf now.

— Lynne Swihart

This book is a highly interesting read whether you’re a business owner or a consumer who wants to be a smarter one. Kelly McDonald is an expert in marketing to an increasingly diverse population and has an engaging style that grabs the reader’s attention and holds it throughout. Highly recommended!

— Frances Gannon

This book is a simple, easy to follow guide for everybody that needs to market to a new target. As the census results are now showing us, the United States is changing rapidly, and it’s now more diverse than ever. As a result, the content of this book extremely relevant right now. And you don’t need to be a marketing expert to reap the benefits! This book is full of tactics that can be implemented just as easily by the owner of a small “mom and pop” business or the V.P. of Marketing of a fortune 500.

In addition to giving you a “how to” plan, it also shows you how to avoid mistakes and pitfalls when marketing to these new customer groups. The author does this by providing easy to understand examples of best and worse practices making the material very easy to digest. She also gives good basic information on key diversity groups, but I wish she would have gone into more detail.

Anybody that needs to market consumer goods or services should read this book.

— Liliana Ramirez

What impressed me most about this book is that it is applicable at many different levels. Kelly McDonald’s enjoyable, accessible analysis is valuable for marketing professionals as well as business owners, executives or entrepreneurs who may not have formal marketing training. Addressing both of these audiences is a difficult task, and this book makes it work with compelling examples, statistics and suggestions that apply to many business contexts.

The author is a recognized expert in marketing to diverse audiences, and her analysis of different groups is insightful, respectful and forward-thinking. Her tone is engaging as well as educational — this book will help you with your business, but it’s also a fun, quick read.

I finished this book inspired, and have since booked two meetings to discuss some new ideas it helped me generate.

— Katie Hollar

I’m just about finished reading your book. As a National Account Manager for Univision, I’m planning to keep a copy handy in my briefcase when I go on client visits. I wish more client and agency people would read it! I would make my job a little easier.

— Scott Dumon