Hot Button Marketing

 

'For the first time...

The 16 HOT BUTTONS
that determine ALL Purchase Behaviors'

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Hot Button Marketing:

Push the Emotional Buttons That Get People To Buy

by
Barry Feig

 

WHAT’S THE STORY?

 

Consumers buy products or services for two reasons—the rational reason, such as “I want to buy a new car”, and the real reason—“I want a top-of-the line car.” The real reason fulfills emotional and physical needs such as owning a prestigious car, storing tons of music on an iPod, or quenching thirst with upscale bottled water.

Consumer behaviorist and author Barry Feig shows marketers and salespeople how to identify and push the right hot buttons that will get consumers to purchase in HOT BUTTON MARKETING: Push the Hot Buttons that Get People to Buy.

WHAT DOES IT MEAN FOR YOUR AUDIENCE?

This book brings consumer behavior down to a practical level by explaining the 16 hot buttons that drive consumer behavior:

the need to have the best   

sex and love

nurturing 

reinvention

status

self-achievement      

family value

knowledge and intelligence

control  

excitement of discovery

pleasure

power and influence

the need to belong  

revaluing  

lack of time

wish fulfillment

 
We buy things to improve our lives but periodically are willing to overlook how we emotionally feel about an issue. For instance, most of the time, if you ask consumers about disposable products and packaging, they’ll say they won’t buy a product that pollutes the environment. However, more often than not, a nonpolluting product offers a Nice-to-Have benefit, especially when the product moves into the Want-to-Have category.

Read about this example…

Campbell’s Soup Company held focus groups for its new microwave soups and immediately ran into opposition from people who swore they would not buy a product that polluted the environment. Then they were shown the microwave soup in a form container with the disclaimer that it would pollute the environment. However, people in the focus groups still wanted the product—it was a quick way to get a hot meal for their kids and themselves. It solved the lack of time bind (hot button) they considered themselves facing. Microwaveable soup in a cup was not only “nice to have” it was a “want-to-have.” The end benefit was more important than polluting the environment.

WHO IS THE AUTHOR?

Barry Feig is a leading consumer behaviorist with two decades of experience developing new products and marketing strategies for companies such as American Express, Colgate-Palmolive, and First Brands. He has also developed marketing strategies for familiar products such as Glad Lock Storage Bags, Kellogg’s Smart Start Cereal, and Ralston Purina’s Kibbles & Chunks. He founded the Center for Product Success and lives in Santa Fe, New Mexico.

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Barry Feig is available for interviews.

Contact him at feig@barryfeig.com

 


HOT BUTTON MARKETING:
Push the Emotional Buttons That Get People To Buy

by Barry Feig and Joan Marie Moss


 

 

 

 

Telephone                 505-231-1529
Postal address           Santa Fe, NM  87508
E-mail                       feig@barryfeig.com

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