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In This Issue:Golden Hot Buttons
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Dear Reader,
If your customer thinks your product works better or
tastes better, then it does work and taste better. The
hottest hair products are those that were originally
created for horses. Yes, horses! It seems that 80% of
the sales of Equine Shampoo is sold to women of the
human kind. The message is that if it's strong enough
for horses and is made by a well-known company, it
must be pretty good.
In an impulse product, the whole rationality of the
purchase decision is short-circuited. The consumer has
no time to think, only react. This is especially true in
direct response television and radio. An impulse item
must sell itself ONCE-and effectively. You have to grab
your customer with a searing emotional hook.
There Are NO Low Interest Products-Only Boring Marketers
Consumers have to make a decison about every
product they buy, for a brief ten seconds your product
is the most important thing in that person's life. In most
cases there is a need for your product, rather it is the
use of your tools-packaging, research, promotion, and
technology-which can differentiate you from the
competition. And what is the most powerful tool you
have to effectively sell your product? The use of
emotion or appropriate Hot Buttons.
Here is the recipe for a successful sale-1/4 cup of
reality and 3/4 cups of perception and stir until
blended. Most companies will find a product, identify
the cusomer's perception, and create a position around
it. It makes more sense to find out what the
consumer's hot buttons are according to their
PERCEPTION of a product catagory-then find the
product and create the positioning. Dreams represent
what we can be or want, and that can be more
appealing than what is at hand today.
Selling the qualities your customers aspire to as if your
product already has them is the key. There are many
psychological needs that people aspire to fulfill-but the
following Hot Buttons have worked time and again.
They can open up the electronic goldmine for you.
1. Desire for Control.
2.Revaluing
3. The Excitement of Discovery
4. I'm Better Than You.
5. Family Values
6. Need For Belonging
7. Fun, Novelty, Stimulation
8. Time
9. The Desire To Be The Best You Can Be
10.The Desire To Get The Best Than Can Be Got
11. Sex Sells
12. Nuturing Response
13. Start Over With A Clean Slate
14. Reason And Intelligence
15. Ageless and Immortal
Find out more....
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Desire For Control, Revaluing, Excitement of Discovery |
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Desire For Control: People equate loss of control with
loss of power over their own destiny or the destiny of
their loved ones. Supply your customer with control,
even if it's an automatic Kitty Litter Box.
Revaluing: People are looking for products that supply
contentment and familiarity. Especially the baby
boomers, however they want products with a
contemporary twist. This "comfort" boom will last for
the next 10-20 years.
Excitement of Discovery: "Introducing"-"At Last"-"New"-
these are the magic words of direct response, and
products that draw attention to the chance of
discovering something unique, new, and different.
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Read on... »
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I'm Better Than You, Family Values, Need For Belonging |
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You are what you buy. People are willing to pay dearly
to enhance themselves in the eyes of their peers.
Prestige or status sales cut through all income levels.
Most people have a basic human need to stand out
from the crowd. People buy Mercedes cars because
they think such a car gives them prestige, and they
justify the expense by talking about engineering.
You must market to the dream because Leave It To
Beaver and The Brady Bunch are dead. Consumers want
to close their eyes to reality-family togetherness is
more media treatment of the fantasy than the reality of
a two-paycheck family. The only reason The Osbournes
are together is because dad is a wealthy rock-star who
can afford to take his whole clan with him wherever he
goes, plus he can be at home during the week! The
family unit is NOT DEAD, but rather evolviong however
marketers must sell a vision as consumers wish it to be.
We want to be among people who are like ourselves.
Developing an affinity group is an effective way to
market your product. If you have a group, you have a
targetable audience. The stronest affinity is AGE-
everyone in your affinity group should be screened for
the right age profile.
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Fun-Novelty-Stimulation, Time, Desire To Be The Best You Can Be |
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The whole reason for adding fun to a product is to
enhance the buyer's perception of pleasure and satisfy
the need to be stimulated. With all of the bad news on
the front newspaper pages-the sports page, crossword
puzzles, and comics still reign supreme! Fun is its own
escape and motivation, besides who doesn't like magic
added to life?
Convenience products are really time-managment tools.
If your product can save time and deliver quality, then
you have a hit on your hands. "Ready Crisp Fully
Cooked Bacon" delivered bacon in 5 seconds, however
the product had a window so you could see the 20
slices of product you were buying, added tempting
photos on the packaging, and reassured the buyer they
were getting their monies worth. It worked!
Self-achievement is a major goal for most people. Your
product can be positioned to make consumers the best,
whether its on the job, sports, or at home. God bless
the BEST cake mix! You can also break bad habits
which prevent our achievements-diet, smoking,
character imperfections. All of this is pointed to improve
ourselves.
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Sex Sells, Nuturing, Start Over With A Clean Slate |
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Sex sells.
The desire to give care is strong, probably stronger
than getting care. The baby boomers are a prime target
for a "grandma or grandpa" purchase. Products that
teach are nourishing to the mind, and expensive toys
beyond the budgets of parents, are perfect gifts to
satisfy this need.
A product that helps a person start over-credit cards
that allow people with a negative credit history to start
again, weight loss products to create a new you,
cosmetic products that enhance a new you each day,
home businesses that overcome glass-ceilings and
capped salaries in a job.
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Reason and Intelligence, Ageless and Immortal |
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People want to think they are smart, and although the
thrust of any sale is based on appealing to emotions-
don't forget the intellect! "The Other White Meat" or
pork was hurting until they decided to educate the
consumer. Pork was repositioned as a light meat with a
great deal of protein which over-rode the fatty bacon
and greasy spareribs perception-it works!
The older crowd is more willing to spend money on
things that make them feel good about themselves.
They also have more disposable income. Offering
improvments in the mental, physical, and biological
aging process will always be effective. Just don't make
your consumer "feel" old! It is not so much about being
young, rather maintaining a certain lifestyle.
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Power To Fly |
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The Power To Fly means the ability to upgrade one's
lifestyle for greater rewards. It can mean to do one's
job better. It can mean the ability to get just a little
more out of life. There are a great many emotional
needs you can satisfy when you look BEYOND the
basics of your product. People build their lives around
consumer products, and use them to reinforce their
entire emotional foundation. When you push the right
emotional hot buttons and the USP (Universal Sales
Proposition) of your company satisfies those needs-
then you have created the chance for consumers to
FLY with your products and services.
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