Tell me (the consumer) in a single sentence-- one clear, concise selling proposition aimed straight at my heart, then my head will follow. The book, Hot Button Marketing, by Barry Feig discusses this -- and presents hot buttons. Feig defines hot buttons as the cue that triggers an emotion in a prospective buyer. It's a cue that causes a person to buy something or to execute some type of action. It's the emotional pull. There are two reasons someone buys ... the rational reason and the real reason, according to Feig.
For example, don't just sell me a camera, sell me the art of making memories (George Eastman of Kodak said this!) Don't just sell me a car, sell me a car that makes a statement about how I care about the environment. (Toyota is doing this with the Prius.) Think about bottled water. We use to get water free, but now it is something special in an upscale bottle.
Feig discusses 16 different hot buttons -- I'm going to list a few and, without a doubt, you'll begin to see how hot buttons may influence buying behavior.
The desire for control -- control of their own environment, security, personal well-being -- insurance, security systems, extended warranties, vitamins
Family values -- ready-made, packaged fun for families seems to be the trend like craft projects you can do together--or turn adult products into family products -- good example of this is when AOL added special sections just for kids
Fun is its own reward -- break from day-to-day, boredom is negative emotional pull -- travel, games tied with products, sweepstakes, blogs
Reinventing oneself -- makeovers, weight loss, trips, moving, kicking habits -- diet foods and supplements, cosmetics, skin care,
Desire to be the best you can be -- health supplements, nutritious foods, skin care, self-help books, health club membership
Many more hot buttons to check out in Hot Button Marketing by Barry Feig. Find it at Barnes & Noble, our Quixtar Partner Store. Read it and let us know what you think! What consumer hot buttons do Nutrilite, Artistry, and Ribbon products trigger? Tell us what you think!