“Hot Button Marketing” – by Barry Feig

“People don’t buy products and services. They buy the satisfaction of unmet needs.” – Barry Feig – Introduction of “Hot Button Marketing”.

“With Hot Button Marketing you’ll identify the sixteen consumer hot buttons and, more importantly, learn how to push them to get your product sold.” – Back cover of “Hot Button Marketing”

Barry Feig’s reveals the secrets behind consumer’s purchasing mechanism in his book “Hot Button Marketing”, published by Adams Media (www.adamsmedia.com). Barry has over 20 years of experience in developing marketing strategies for companies like: Colgate-Palmolive, American Express and First Brands.

Prior to establishing the Center for Product Success, Barry Feig owned 2 advertising agencies – Ad Ventura and Feig Communications and he is the author of over 100 articles.

“Hot Button Marketing” is a powerful, concise and very useful book for all marketers out there. It covers 16 hot buttons from “The Desire for Control” to “Wish Fulfillment”. It has definitely given me lots ideas on how I can use the information to reach more customers and produce more sales. Other hot buttons include:

• I’m Better than You
• The Excitement of Discovery
• Revaluing
• Family Values
• The Desire to Belong
• Fun is its Own Reward
• Poverty of Time
• The Desire to Get the Best
• Self-achievement
• Sex, Love, and Romance
• The Nurturing Response
• Reinventing Oneself
• Make Me Smarter
• Power, Dominance, and Influence

Once you read this fabulous book you’ll want to keep on reaching for it whenever you need closer understanding as to why prospects or buying a certain way.  There are lots of “ah-ha!” moments throughout the book and the examples presented are full of insight giving you a great understanding on why consumers buy.

Most marketing people use psychological triggers to motivate others, conduct business successfully or get things done. “Hot Button Marketing” unveils these triggers so you can put this powerful force to work as you sell. The author brings you into the promotional strategies used by government, advertising agencies, business firms and Madison Avenue. Each chapter describes one of the 16 “hot buttons” that motivate your customers.

Because of its plentiful examples, this book is a smart, refined and entertaining to read. It invites you to use your imagination and discover unexpected relationships in the market. This is an extremely useful material for making marketing strategy and I highly recommend it.