A Closer Look Radio – President of McDonald Marketing, Kelly McDonald: May 5th, 2011

I’m crazy about out guest this week. Kelly McDonald, the CEO of McDonald Marketing wrote a game-changing book called How to Market to People Not Like You… and if there is only one book on expanding your business that you buy this year – make this one it! And if there is only one interview you listen to this year – may I suggest this one?! Learn how to market to women, the Hispanic market segment, military personnel and more.

Click on the player below to hear the conversation with Kelly and Pam

The standard approach to marketing is to look for as many people as possible who fit one core customer profile. How to Market to People Not Like You challenges this traditional thinking about core customer bases, giving you a new approach to expand your customer base and your business.

Arguing for focusing on customer values rather than demographics, How to Market to People Not Like You reveals how you can grow business and profits by targeting those who are different from your core audience, rather than those who share similarities.

  • Reach unfamiliar new market segments with your products
  • Learn how to engage micro-segmented customer groups
  • Author’s company was named one of the top ad agencies in the US by Ad Age

Find out How to Market to People Not Like You, understand the needs and values that distinguish diverse customers, and reach their hearts, minds, and wallets.

About Kelly McDonald:

KELLY MCDONALD is the president of McDonald Marketing, which Advertising Age named one of the top ad agencies in the United States across all disciplinesin 2009. She worked in top positions for global ad agencies before starting her own marketing company in 2002. Her agency’s clients include Toyota, Sherwin-Williams, Miller Coors, Harley-Davidson, and State Farm Insurance.

To find out more about How to Market to People Not Like You, click here:  www.marketingtopeoplenotlikeyou.com

Here’s a great article that quotes Kelly:



  1. […] The interview was with Kelly McDonald the author of How to Market to People Not Like You. Kelly’s message was simple: If you really, truly want your business to succeed you need to market to cultures other than your own. Don’t assume you know what people want because you don’t. Simply translating your advertisements into Spanish will not help you gain more Hispanic customers and making something small and pink does not mean more women will buy your product. She recommended doing your research and showing an honest interest in the people, culture and communities you’re trying to reach. In other words, know your audience. To hear the interview click here. […]

Speak Your Mind