Discover the 16 hot buttons that drive consumer behaviour. This work brings consumer behaviour down to a practical level, showing readers how to identify and 'push' consumer hot buttons. Consumers buy products for two reasons, the rational reason and the real reason. "Hot Button Marketing" shows marketers and salespeople how to identify and push the hot buttons that will get consumers to prefer and purchase their products over a competitor's, even if it's a so-called parity product.
Hot Button Marketing
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Book Description
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About the Author
Barry Feig is a leading consumer behaviorist. He has over two decades of experience developing new products and marketing strategies for companies such as American Express, Colgate-Palmolive, and First Brands. He has developed marketing strategies for familiar products such as Glad Lock Storage Bags, Kellogg's Smart Start Cereal, American Express' Gift Cheques, and Ralston-Purina's Kibbles & Chunks. Prior to founding the Center for Product Success, Mr. Feig owned two New York advertising agencies, Ad Ventures and Feig Communications. His clients included IBM, Schenley Distillers, and Curtis Instruments. He lives in Santa Fe, NM.
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Most Helpful Customer Reviews
5 of 5 people found the following review helpful:
5.0 out of 5 stars
Hands down the most interesting and useful marketing book I own,
By
This review is from: Hot Button Marketing: Push the Emotional Buttons That Get People to Buy (Paperback)
Finally...the mechanism of purchasing decisions revealed in a concise, powerful, and immediately useful manner. The book is far underpriced and I bought two..one in my office and one that travels with me. Up there with E-Myth as a modern small business classic. No-brainer, must-read. (no, I don't work for the author)
4 of 4 people found the following review helpful:
5.0 out of 5 stars
A must read for anyone selling anything,
By
This review is from: Hot Button Marketing: Push the Emotional Buttons That Get People to Buy (Paperback)
Barry Feig was on my radio show [...]. He delivered some wonderful insight. The interview is available until May 15, 2007 on the website.
The book is fabulous. I was missing some detailed understanding about emotional selling and understanding what emotions customers buy with. This filled in those blanks plus gave me ideas on how I can use the information to reach more customers and produce more sales. If you are a copywriter, as I am, you will want to use this material for writing better copy. This is a shelf keeper that you want to reach for whenever you need closer understanding as to why prospects or buying a certain way. I look forward to keeping my copy of the book on my shelf for a long time to come. Catherine Franz, Producer and Host, Let's Talk Marketing Radio Show on WEBR in Fairfax, Virginia [...]
3 of 3 people found the following review helpful:
5.0 out of 5 stars
A Must Own for Any Marketer,
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This review is from: Hot Button Marketing: Push the Emotional Buttons That Get People to Buy (Paperback)
If you're looking for insights into what makes people tick in order to sell something to them, this is worth your consideration as that's what it's all about. Some of the information you may read and say to yourself "I knew that," but there will be just as many "ah-ha!" moments mixed in as well.
I believe every marketer should own this book and keep it in their library for future reference.
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Inside This Book
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Key Phrases - Statistically Improbable Phrases (SIPs):
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button marketers, hot button marketer, hot button for marketers, smarter hot button, hot button principle, control hot button, button marketing, quintessential product, marketing insight, nurturing response, hot buttons, status appeal Key Phrases - Capitalized Phrases (CAPs): (learn more)
American Express, United States, Best Buy, America Online, Aunt Ethel, Bank of America, Club Med, New York Times New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
button marketers, hot button marketer, hot button for marketers, smarter hot button, hot button principle, control hot button, button marketing, quintessential product, marketing insight, nurturing response, hot buttons, status appeal Key Phrases - Capitalized Phrases (CAPs): (learn more)
American Express, United States, Best Buy, America Online, Aunt Ethel, Bank of America, Club Med, New York Times New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
Citations (learn more)
This book cites 3
books:
- Word Power: An Entertaining Way to Enrich Your Language Skills by Reader's Digest Editors on page 227
- The Power of Positive Thinking by Norman Vincent Peale on page 220
- The Power of Positive Thinking by Norman Vincen Peale on page 220
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