Chapter Summaries for a Proposed Marketing Book

By Christopher Zoukis

Introduction

The introduction presents three primary goals of the book. Each of the three goals is briefly examined. The importance of understanding the psychological make-up of potential customers is discussed.

Chapter 1: Identifying Affluent Customers

This chapter defines three different affluence levels. The levels are based on yearly income: $200,000 +, $1 million +, $5 million +. The chapter also explains that affluent customers use their money differently than the middle class. Goods, services and products commonly purchased by the affluent are presented. 

Chapter 2: Affluent Women

This chapter tells why affluent women purchase luxury goods. The psychology of female customers is different than that of male customers. Therefore, selling to women requires a different approach. How to sell to affluent women is discussed, along with the vast opportunities of targeting female customers. For example, women are more adept at perceiving emotions in people’s faces. Women are also better at multi-tasking because they are less channeled into one way of thinking than men. Men are better at reading maps, according to research presented in Newsweek. Which means both genders are emotional and spontaneous in making purchases. The difference lies in communication. These differences will be discussed. BMW was one of the first auto manufacturers to recognize and capitalize on this gender difference. Chapter two also delineates ‘beauty’ as a product that can be packaged as an idea and sold. How selling status to women is different than selling status to men.

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Write A Killer Book Proposal

By Christopher Zoukis

Every non-fiction writer needs to know how to write a killer book proposal, because that’s how you get a publishing contract and a nice advance.  A book proposal is composed of seven sections.  Three of those seven sections make up the ‘killer’ elements of your book proposal, so those three sections must be fabulous.

The seven sections are:  

1.  The introduction, which is a one paragraph summary of your book.  The introduction needs to pique the editor’s interest, so he wants to read more.

2.  Purpose, which some writers call “the book hook.”  This is one of the three ‘killer’ parts of your proposal, so make it dazzling.  The Purpose of your book is a one-sentence summary of your book that hooks the editor like a fish.  For example:  Queen of L.A. examines the extravagant life of Gladys Root, one of the first feminists, and the most successful female attorney in U.S. history.

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