I read more books in this serie. And I love this one for pointing out so clearly, how to market to boomers and seniors. The No BS is part of Dan's style, and I like it. The book provides good tips to implement straight away, and also gives food for thought to enhance your own concept. Definitely aimed at businessowners and entrepreneurs who take marketing seriously.
If you're looking at marketing the boomers and seniors this book nails it right on the head. Like all of the BS books he gets right to the point and makes lots of valid points that makes me repeatedly return to this book as a reference whenever I'm stuff for marketing ideas.