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The Money Goes to Those Who Know How to Generate It

I need to be very careful in writing this blog post because it deals with a highly controversial topic that could be seen as politically incorrect.

And the last thing I’d want is to be labeled as elitist, because no one is more tolerant towards the world than me and loves everyone regardless of how much money they have.

This blog was born with the aim of creating a new breed of entrepreneurs and businesses that truly care about people and see them as human beings with dreams to fulfill and problems to solve, not just sales figures.

Yes, exactly, I’d like to revolutionize the world and ensure that love and respect for others (along with respect for the environment and animals) reign supreme even in business.

Maybe I’m a bit naive, but since it costs me nothing, I’ll give it a shot.

However, this blog also deals with economics and business, so it deals with money.

And if I didn’t explain how a business could make more money, it would be a serious omission and my blog would have no reason to exist.

So while it’s true that an entrepreneur’s primary goal should be the well-being of others, it’s equally true that the well-being of others must lead to substantial profits for our businesses.

Now, for some businesses, the principles I’ll explain in this blog post may not apply, and I’ll also explain the reasons why.

But there are some unwritten universal laws that are always true.

One of these is the concept that money moves from person to person based on universal principles that never change.

These principles are not religious, political, or ethical in nature.

Money doesn’t favor one person or company over another; it flows only to those who know how to generate it, whether they use worthy methods or criminal ones.

If your competitor is richer than you, evidently they know how to generate money better than you.

It’s not a criticism; I would never dare.

It’s just an observation you need to be aware of in order to successfully apply the principles I’m about to explain.

Consider that if ethics really mattered and money rewarded the best people, the main mafia bosses who ruled half of Italy from the 1960s to the 1990s would be penniless.

Just like the business scammer-trainers who sell meaningless courses.

The Wealth Pyramid

The Wealth Pyramid

What you see is called the “Wealth Pyramid.”

This representation is inspired by various research and studies on economics and wealth distribution, showing the top 1% of the world’s wealthiest people at the pinnacle and the majority of the poor at the base.

It’s a universally recognized symbol of economic inequality.

Behind the wealth pyramid lies the fundamental idea of Pareto distribution, also known as the “80/20 principle,” introduced by the Italian economist Vilfredo Pareto in the late 19th century.

Pareto observed that about 80% of the wealth in Italy was owned by only 20% of the population.

Since then, this principle has been applied in different contexts to describe the unequal distribution of various economic factors.

The imagery of society divided into a pyramid with the richest 1% at the top has gained importance and visibility through the work of contemporary economists and reports from international organizations like Oxfam, which regularly publishes findings on global inequality.

These studies and reports vividly illustrate how a small fraction of the world’s population controls a significant portion of global wealth, leaving the vast majority with only a fraction to live on.

The pyramid has been statistically divided into the following percentages:

🟡 The first part in yellow represents only 1% of the world population.

This small fraction of the global population consists of the wealthiest entrepreneurs on Earth who are part of Forbes’ special ranking that I’ve mentioned countless times in this blog.

It’s interesting to note that they are often first-generation billionaire entrepreneurs who come from humble backgrounds and have had to make huge sacrifices while praying incessantly to the Lord for help in realizing their projects.

They work 24/7 and are overly confident, rather irritable, impatient, and categorical.

🔴 The second part in red, slightly larger than the first, represents 4% of the world’s population.

This part of the pyramid includes very wealthy individuals who are usually the children and heirs of the 1% mentioned above, such as Ivanka Trump, Paris Hilton, and Rashed Saif Belhasa.

They are often bored, idle individuals who enjoy their parents’ properties and are frequently the undisputed kings of social media or television, where they flaunt their lavish lifestyles.

They can buy expensive items simply out of boredom.

Or, worse yet, create reality shows to “find a best friend,” just as Paris Hilton did.

Save yourself if you can.

🔵 The third part in blue, slightly larger than the second, represents 15% of the world population.

In this section of the pyramid, you’ll find millionaire entrepreneurs who have built successful businesses and earn a few million dollars a year.

These are typically referred to as “the rich.”

A quick aside to counter those who teach hypnotic sales techniques or “magic phrases to sell ice to Eskimos.”

I was fortunate to deal with some of the millionaires in this third part of the pyramid when I worked as a real estate agent selling luxury villas in Forte dei Marmi, and I challenge anyone selling sales courses to use their psychological techniques or linguistic tricks with these individuals (and those in the top two parts of pyramid).

I don’t believe any of these so-called gurus have ever dealt with individuals of this financial availability.

First of all, during negotiation stages, they don’t want you to say anything.

All those fancy sales techniques that have always been touted as the most advanced psychological techniques the human mind has ever conceived (but which are all reinterpretations of David Sandler’s Submarine) don’t work because if you open your mouth with one of these individuals to try to monopolize the negotiation, they look at you as if you burped in church during a funeral.

These people have their team of lawyers and financial advisors.

I learned that my part with these people was just to smile like an idiot, accommodate them, show myself respectful and kind, open the door lock for them, and let them see the house without interfering.

In practice, I earned an absurd commission on the sale of multi-million euro villas, without anyone asking me for a discount and without doing practically anything and without needing to apply any psycho-something sales technique.

End of aside.

Forgive me, I had to get something off my chest.

🟢 In the fourth part in green, much larger than the third, resides 40% of the world population.

Here you can find ordinary people leading a comfortable life without extravagance.

They are neither rich nor poor but are the typical employees with honest jobs who rely on pension savings to live in retirement.

Occasionally, they can indulge, but they have to plan it well in advance.

⚫️ The fifth and final part in black houses the remaining 40% of the population.

These are the individuals who, unfortunately, struggle to make ends meet and are referred to as “the poor.”

Reflections on the Last Two Levels of the Pyramid

I know the graphic representation is flawed because the fifth and fourth parts are the same; you’ll need to use your imagination.

However, what’s important is understanding the concept of the Pyramid.

It’s a tool to identify yourself as an entrepreneur and to understand what you want your future career to be.

As I’ll emphasize repeatedly, I want entrepreneurs who read my books and content to genuinely aspire to change the world.

But I also want them to become wealthy and afford unlimited luxuries.

Becoming billionaires by improving people’s lives and the planet is, in my opinion, achieving happiness.

There are two ways to do this: helping people in the first three levels of the pyramid or helping the last two levels.

Dan Kennedy – and I hate him for this – always advises avoiding people in the last two levels like the plague because they’re problematic, broke, and doing business with them is a disaster.

There are no links from Dan Kennedy proving these claims because he doesn’t have a blog or publications; just read his books on Amazon to confirm.

I’m not agree with him.

Okay, if you have a Ferrari dealership, it’s obvious you should target the first three levels, let’s not kid ourselves.

But there are many other businesses that can lend a hand to poor people.

Amazon, for example, is an ecommerce platform whose slogan is: If you find a product on another site at a lower price than ours, let us know, and we’ll match that price.

This means helping poor people.

And it seems I read somewhere that Amazon is one of the richest companies in the world.

Yes, I think I heard that.

So, dear Dan, you and Al Ries should reconsider your arguments.

I myself have provided free access to business and marketing information on my blog that’s typically quite expensive, because I understand not everyone can afford to pay large sums or attend a top-notch university focused on economics and marketing.

Of course, to become wealthy with such a business, you have to work hard and try to expand your business as soon as possible using the methods I’ve explained in the blog post about common elements of successful companies.

But don’t leave behind the last two levels of the pyramid just because some random guy like Dan Kennedy – who isn’t an entrepreneur and has never published a balance sheet or a demonstration that his theories worked – suggests being snobbish and disregarding these people.

How to Target the Wealthy Segment of Your Market

Let’s finally delve into the topic of this blog post: how can you target wealthy individuals?

Unfortunately, it’s not a walk in the park, especially if you’re just starting your business.

Obviously, if you’re new to the market, you can’t just say, “I only work with the wealthy,” because you wouldn’t be credible.

Someone with significant financial means, before turning to you as a newcomer, will thoroughly vet you.

What are your credentials?

Which other wealthy clients have you satisfied who could speak well of you?

Why should someone choose you when your competitor has been assisting various wealthy individuals for years?

These are the questions you need to answer, and unfortunately, no one ever tells you.

Everyone assumes that in business, 2+2 equals 4, but unfortunately, in business, there are the intangible aspects that aren’t mathematical.

Often, 2 + 2 equals 5 or even 10.

There’s no precise formula to follow; otherwise, we’d all be billionaires.

However, there are some principles and common elements among all wealthy individuals that could help you create marketing campaigns that truly capture the interest of them.

The insights that follow, as always, stem from my studies and personal experience as a real estate agent (I’ve had the privilege of working with very affluent individuals).

We’ll explore their desires and what motivates them to choose one provider over another.


Wealthy individuals desire respect and recognition for the level of personal and financial success they have achieved.

In most cases, these people have made numerous sacrifices and received no assistance from anyone along their entrepreneurial journey.

It’s likely that a wealthy person has been abandoned by friends during their rise when they were nobody because they were seen as “different”.

“Well… we go to the pub, and he stays home studying… who does he think he is? Let’s forget about him; we won’t call him anymore.”

They might have been ridiculed by the opposite sex for a long time and even hindered by family members who didn’t approve of their deviation from the ordinary in their attempt to become rich and influential (this is likely happening to you too just because you want to become rich and you’ve realized you have to step out of the ordinary life if you want to achieve your goals… keep going and don’t let anyone influence you).

These are mental sacrifices, which can be more demanding than physical ones.

Having unsupportive parents is not a pleasant situation.

So, this particular clientele dislikes wasting time and hates being contradicted, criticized, or not tolerated.

That’s why they often prefer to collaborate with other wealthy individuals like themselves because they recognize that many people with average or lower economic status fail to appreciate them.

So, how should you behave?

In your content marketing, it’s crucial to acknowledge the sacrifices made by your wealthy target clientele.

You should praise their tenacity and intelligence. You can explicitly state:

“Because I understand the sacrifices you’ve had to endure to reach your current position – sacrifices I’ve experienced myself – my product/service will help you reduce the time needed to achieve your goal […].”

Competence and Dedication

As I’ve just illustrated, successful individuals – excluding those who’ve inherited wealth or won the lottery, situations where ultimately everyone loses what they’ve gained – have achieved wealth through their abilities, significant sacrifices, and unwavering dedication to their work.

Note that I’m not referring to academic degrees or credentials, although nearly all have attended university.

Instead, I’m pointing to the competence and ingenuity inherently and significantly linked to their success, often separate from academic credentials.

These are people who had an insight and dedicated their entire lives to realizing that idea.

This is precisely why, as I mentioned earlier, affluent individuals prefer to work with those who’ve achieved success through their abilities and sacrifices.

Consequently, to align yourself with them, it’s crucial to share your story of dedication and sacrifice so that when a wealthy client reads it, they’ll think, “This person is just like me.”

You’ll need to develop a strong ability for personal storytelling, but I’ll assist you with that in the marketing section on my blog.

Exclusive Stories

This is a crucial point that I’ll often emphasize in my future blog posts.

When engaging with wealthy clients, it’s crucial to keep in mind that their perception of you is key.

They don’t assess you solely on the product, but rather on their individual criteria, which can vary significantly from person to person.

However, there’s a principle that unites all wealthy individuals: the ability to boast about their successful choices.

You see, what few entrepreneurs understand (and some even ignore) is that wealthy clients have their own circle of peers, just like everyone else: friends and acquaintances with whom they socialize and spend time.

The peer circle of a wealthy individual often includes other affluent individuals.

Now, think about what happens when you socialize with your friends.

You share stories about work, home life, gym experiences, outings, newly discovered restaurants, shops, and most importantly, successful deals you’ve closed.

The wealthy do the same: they share stories, particularly stories of exclusivity.

The wealthy have an unconscious tendency to portray themselves in their narratives as “hunters” exploring the world in search of the top experts in any field to do business with.

It’s essential for a wealthy individual to boast to their friends about their successes, for example:

“I’ve discovered the world’s leading expert in [INDUSTRY] and secured an exclusive deal with them!”


“Only a dozen people had access to that renowned chef’s restaurant, and I was one of them!”

A wealthy individual doesn’t just visit a store to buy a glass.

After purchasing it, a wealthy individual should be able to tell stories about the distinctive design of the glass they’ve just bought.

They should be able to state that the glass replicates the chalice used by a famous king in 1260 and was made using sophisticated and exclusive materials.

These are the narratives they share: stories of exclusivity.

These “cocktail party stories” are of immense importance.

And you need to know them because these are the stories you should incorporate into your content marketing to attract your affluent clients.

The purpose of marketing is to sell your narrative.

The more exclusivity you can infuse into your products, the more likely you are to attract wealthy clients.

No Problems

Wealthy individuals aim to avoid problems or anything that might waste their time.

They tend to – right or wrong, our task isn’t to judge but to recognize certain truths – quickly assess those they encounter.

If they perceive that you might be a problem rather than a solution, they could dismiss you in less than ten seconds:

“This person isn’t fit to be my provider or to work with me.”


“It’s better not to do business with this person.”

A quick note: I’ve noticed that those who frustrate them the most are those who respond like this:

“Yes, but…”

That “but” implies that there’s a problem, and the wealthy don’t like that.

“But if there’s a problem, wouldn’t the wealthy want to know?”

Of course, they should know… the key is how we communicate it to them. If a wealthy person asks, “Is it possible to do this?” we, if there’s an issue, shouldn’t respond with “Yes, but…”.

The correct way to respond is:

“Certainly, it can be done, just be mindful of [POTENTIAL ISSUES] and there won’t be any problems.”

End of the aside, let’s get back to the point.

In short, the wealthy desire smooth operations and have no inclination to waste time solving problems.

This truth emphasizes that a wealthy individual rarely risks being involved in something they don’t have complete control over.

So, your task is to vouch for any problems or obstacles that may arise during conducting business (whatever it may be, based, of course, on your business model) and communicate through your marketing that if any problems arise, you and your team will take responsibility for resolving them firsthand, so that your clients don’t have to worry about anything.

Let me give you an example: while regular folks explore various vacation destinations worldwide, hoping not to encounter unpleasant surprises like deceased rodents in their beds, wealthy individuals prefer to have two or three luxury destinations they’re familiar with and are confident won’t pose any problems.

The same principle applies to restaurants, bars, social gathering places, and so on.

The only time they might consider trying a new destination is when it’s enthusiastically recommended by one of their peers.

The Best Option

They often do business exclusively with other wealthy individuals because they recognize that common, less affluent people don’t have much sympathy for the wealthy.

And who among us would engage in business with someone who harbors an innate dislike for us, without even taking the time to get to know us, solely because of the contrast between our prosperity and theirs?

I believe no one would.

Let me share an anecdote with you.

Before learning the true mechanisms of marketing and managing to acquire the wealthiest clients in Italy who came to buy villas with pools in Forte dei Marmi, these wealthy individuals used to visit a longstanding agency in Versilia: Agenzia Azzurra (Azzurra Real Estate).

This agency had sold villas to Italian footballers and celebrities and was highly regarded in the luxury scene.

When someone wanted to buy a villa with a pool, they would go directly to Agenzia Azzurra, bypassing all other agencies, including mine.

Now, in real estate, there isn’t one product better than another because the houses being put up for sale are the same from agency to agency.

So why choose one agency over mine if the villas they had for sale were the same as the ones I offered?

The answer is simple: because the perception that the wealthy had of that agency was that it was the top choice in Versilia, as many wealthy individuals had already successfully relied on them for their needs.

Based on this example, how should you behave?

In your content, you need to showcase your experience working with the wealthy.

For example, you could express something along the lines of:

“I’m delighted to collaborate with clients who appreciate quality and strive to get the best for themselves and their business.”

Refresh your communications, especially on platforms like YouTube, with positive testimonials from wealthy individuals, demonstrating that you’re the best option on the market.

If you don’t have experience or testimonials from wealthy people, you can make up for it by offering your product or service in exchange for one or two testimonials.

You’ll lose some money, but these testimonials will turn your business around.

I understand I’ve reiterated many concepts in this narrative, but I want to emphasize: as you climb the wealth pyramid, it becomes even more essential for you to exude exclusivity.

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