how to sell to rich people

Today, we’re breaking down @kensingtoncopy

Dani is a London based copywriter for premium and luxury brands, and she does something in her content most brands never learn how to do.

She only speaks to the exact people she wants to work with.

She’s not speaking to “founders” in general or “anyone needing copy.”

She makes content for a niche audience of one: luxury and premium brands

That level of specificity is her advantage.

1. What’s the story?

She built a studio designed for premium and luxury brands, and her content matches that positioning.

Every post is about taste, restraint, and the psychology of high-end buyers.

She’s not trying to teach “copywriting” or “marketing”

She’s teaching you how wealthy people make decisions and what premium communication actually feels like.

[the irony of this… by positioning herself as an expert for brands, she built a ~87k follower base and now also runs a masterclass teaching other copywriters]

2. How does her brand narrative feed this?

Her POV is the thing her audience keeps coming back for.

Luxury isn’t about price or aesthetic minimalism; It’s about restraint, seduction, and identity.

“Expensive ≠ Luxury.”
“Identity is the new luxury.”
“The absence of persuasion is the real persuasion.”

When she speaks, it feels like she already understands the internal world of someone running a high end brand. That is what makes her content resonate.

3. What are the content pillars?

⬛️ Luxury POV and Education
Short, clear statements about premium buying behavior, taste, and emotional drivers. These videos are simple but impactful mindset shifts for people selling high-end products.

“How to speak to rich people”

🟥 Brand and Cultural Commentary
Takes news and campaigns from the luxury world and breaks them down through her lens. This proves her POV applies in the real world, not just in theory.

“Vogue is about to make the biggest mistake”

Both pillars reinforce the same narrative: premium brands win through clarity and restraint.

4. What are the formats?

She keeps two simple formats:

⬛️ Low-fi talking head with sharp title hooks
🟥 Green screen commentary

There are no cinematic edits or fancy transitions.

The low-fi production supports her worldview: words carry weight.

5. What You Can Steal

• Craft a POV your ideal customer already believes but cannot articulate yet.

• Speak directly to your audience of one.

• Use simple formats you can repeat daily.

• News-jacking works (find relevant industry/cultural news and add your POV)

• Clear is better than clever.

Specificity and a compelling POV will take you further than any trend.

Start there and everything else becomes simpler.

Hope this helps,

—Dodds