Hot Button Marketing: Push the Emotional Buttons That Get People to Buy (Paperback)

~ (Author)
Key Phrases: button marketers, hot button marketer, hot button for marketers, American Express, United States, Best Buy (more...)

Editorial Reviews

Product Description

Consumers buy products for two reasons-the rational reason and the real reason. While your customer may say they want your product because of its features and benefits, their decision to buy is based on emotion-not intellect.
Hot Button Marketing shows you how to identify and push the hot buttons that will prompt consumers to purchase your product over a competitor's-even if it's a parity product! Filled with tips and insights that can be applied at every stage of marketing-from product development to one-to-one selling-Hot Button Marketing shows you how to hit the sixteen hot buttons and get your product sold.

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.

Product Details

• Paperback: 256 pages
• Publisher: Adams Media (August 8, 2006)
• Language: English
• ISBN-10: 1593375166
• ISBN-13: 978-1593375164
• Product Dimensions: 7.5 x 5.3 x 0.8 inches
• Shipping Weight: 10.6 ounces (View shipping rates and policies)
• Average Customer Review: 4.2 out of 5 stars  See all reviews (6 customer reviews)
• Amazon.com Sales Rank: #114,718 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

4 of 4 people found the following review helpful:

5.0 out of 5 stars Hands down the most interesting and useful marketing book I own, November 25, 2006

By	R. M Zeitman "randzman" (Philadelphia, PA) - See all my reviews (REAL NAME)

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)

3 of 3 people found the following review helpful:

5.0 out of 5 stars A must read for anyone selling anything, April 29, 2007

By	Catherine Franz (Arlington, VA) - See all my reviews (REAL NAME)

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 [...]

2 of 2 people found the following review helpful:

5.0 out of 5 stars A Must Own for Any Marketer, January 31, 2007

By	Roger Bauer "http://smbconsultinginc.com" (Louisville, KY) - See all my reviews (REAL NAME)

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.