In this “Insight Series” every day we will be sharing one of these 19 different techniques. If at any time you decide you don’t want to wait and would like to access the entire series all at once you can just click this link
SERIES KICK-OFF
#13 HOT-BUTTONS-
This is imagery and issues that are particularly relevant to the prospect.
We use Hot-Buttons throughout our CyberFunnels™ campaigns to increase the emotional state of the person watching the videos. These “Hot Buttons” are specific issues such as fierce marketplace competition, reduced profit margins on their products, feeling like a commodity, not being able to differentiate oneself from their competitors, unable to attain next level success, etc.
The reason that we know what our clients prospects “Hot-Buttons” are is because we begin every campaign with a “Discovery” session using a technique called RDA (Results-Desires-Analysis) to profile prospects and determine pain points and desires. Where it would be easy to generalize the Hot-Button issues every company faces, we want to cater them to your product and services specifically.
The Hot-Button issues for a roof repair company are going to be vastly different from those of an auto warranty provider. During the initial Discovery Session, we give you the floor to describe what your specific company is facing and what you think is a general concern of similar businesses. We also want to know the common complaints you hear from your prospective clients about specific products and how it may have affected their lives.
Knowing the Hot-Buttons of your industry, we can better get them to an elevated emotional state, which is an essential step in gaining their trust and getting them to purchase through you.
Generalized advertising is that annoying frat guy who propositions every girl he sees, figuring at least one of them will go out with him. It succeeds - occasionally – just because of the law of averages. Doesn’t your business deserve better than that?
Hot-Button Advertising connects with your prospects in a personal way, based on their needs and what is important to them.Hot-buttons amplify a person’s emotional state, create action, offer concrete reasons for purchasing what you sell and define the real benefits customers get from your product or service.
For example, hot-buttons for a business owner may include specific issues such as fierce marketplace competition, reduced profit margins on their products, the feeling of being a commodity, an inability to differentiate themselves from their competitors, the inability to attain next-level success, or the feeling they are being left behind.
What do you currently do to comprehend the needs and wants of a new client or prospect? How do you determine why they’re sitting across the table from you? What will inspire them to say, “Wow...I’m glad I went with them instead of their competition?” If you don’t truly understand this, then how will you know when you truly have a satisfied client? If you aren’t hitting the hot buttons, you’re firing in the dark.
This solution is simple – turn on the light so you can see where you’re aiming. If you have no idea what your prospect’s hot-buttons are, it’s time to find out.
Identify hot-buttons by profiling your prospects to determine their pain points and desires. Whatever your customers’ hot buttons, your business can address them by emphasizing ways your product will benefit them, by neutralizing their objections or concerns, and by highlighting your ability to do those things better than your competition. If you hit these points during your presentations and advertising, you are already setting yourself up for success, but you can’t address your prospect’s major concerns until you fully understand them.
For example, obesity is at epidemic proportions in the US. However, obesity is only a symptom of an underlying condition, which may include immobility, medications, lack of exercise, poor diet, injury or poor health. With a little research and some brainstorming, you can clearly see how a company in the weight loss industry could gain a competitive advantage by putting together multiple campaigns that speak to prospects in a very personal way.
Their campaign might go something like this: “Are you gaining weight because your back injury is preventing you from exercising? If so, we can help! Here are 7 ways to maintain health and lose weight for those who cannot exercise.” Or perhaps: “Is that new medication adding pounds you simply can’t shed? Here are some ideas to help!”
Imagine someone with a bad back, frustrated because they can no longer exercise, reading that Hot-Button headline.What would it mean to someone whose required medications put on unwanted pounds and inches?It would speak to them in a personal way much more likely to get their attention than generic text which makes no connection.
So how is your company making that connection?Are your sales people simply reading from a script that highlights your product or service?Are they spouting technical jargon that does nothing but confuse the layman?Or are they analyzing and focusing on the prospect’s hot button needs so they can offer specific strategies to address specific needs?No more firing blindly in the dark – to conquer this enemy, make sure you see and understand your target.
CONCLUSION
The purpose of this content is to provide businesses various tools and resources that can help them address challenges that their company may currently be facing. These tools and resources cover many topics related to driving new growth and getting a company to the next level. So if you thought this insight was helpful and would like to learn more about how it can be incorporated and used as part of an overall Done-For-You marketing system called a
CyberFunnel. . . just click here below.