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About the Book

Kelly McDonald’s new book, “Crafting the Customer Experience for People Not Like You”, shows how companies, brands and products struggling to differentiate themselves in a “sea of sameness” can foster long-term loyalty and brand preference with exceptional and customized customer service.

A “one-size fits all” approach to customer service is no longer viable. Businesses competing on service need to understand and cater to customers’ racial, ethnic, religious, generational and geographic differences in order to meet or exceed customers’ service expectations.


This book is a detailed guide to core customer groups including women, the five generations (Matures, Boomers, Gen X, Gen Y and Gen Z), racial and ethnic segments, such as Hispanics and African-Americans, as well as those who are defined by key lifestyle and life-stage attributes. It includes consumer insights that will help business leaders deliver a better business experience with every customer.


You cannot control the economy, the stock market or the costs of goods and labor. But you can control your organization’s customer experience. It’s an empowering thought. Customer service is 100% in your control at all times and it’s more important than ever.

The #7 Bestselling Business Book of 2011!


"How to Market to People Not Like You"is a 2011 Business Book BestsellerAfter frequent appearances on the monthly list, the book came in at #7 on the 2011 ranking by Inc. magazine and leading business book reseller 800-CEO-READ. The annual rankings are based on total sales numbers, as well as length of time and rank on the monthly list.

Meet Kelly McDonald


Kelly McDonald is president of

McDonald Marketing, named one

of the top ad agencies in the U.S. by

Advertising Age.  Despite her

blond hair and blue eyes, Kelly

is an expert in multicultural marketing and marketing to consumer values.  She has been featured on CNBC, in BusinessWeek, on and on Sirius/XM Radio.

About How to Market to People Not Like You




Want to read the first chapter of

“How to Market to People Not Like

You”? Click below to take a peek


Look Inside

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