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COMPANY KILLER # 3 - Not Using Hot-Button Advertising

Updated: Apr 26, 2019

Do you know that there may be 12 company crushing killers roaming loose inside

your business right now! It’s true!

We call them the Deadly Dozen and it doesn’t matter if you’ve been doing

business for 5, 10, 20, 30 years or more, and have been getting what most people

would consider pretty good results—I’m here to tell you that these CULPRITS are

costing you a lot of money in lost opportunity and lost business.

The Deadly Dozen is a 12 part business insight series


In this “Insight Series” every day we will be sharing one of the company crushing

killers we have identified and then will provide a simple solution for ridding the

culprit from your business. 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

COMPANY KILLER # 3 - Not Using Hot-Button Advertising

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.


Systematized marketing defeats fragmented marketing every time. Fragmented marketing is marketing with no cohesive message or comprehensive system. Systematized marketing dictates the content of your advertisements, no matter what form they take. It dictates the sequence and content of the messages your prospects receive as they are led right to your door. It actually facilitates the prospect’s decision-making process by providing a clear picture of what you offer and why they should buy from you and not your competitor.

A systematized marketing plan considers and develops the message first. It then incorporates the message into a comprehensive marketing system which drives the prospect’s decision- making process. Finally, it chooses the best media (radio ads, television spots, video, email, etc.) to get those messages in front of prospects, actively generating leads into your business rather than relying on a scattershot approach.

You paid to have an advertisement produced or designed. You paid for the space or the airtime. Did you pay for the content, or was it just thrown together by the designer, production team, or your sales staff? The message - your message – is the most important part of your marketing campaign, and it needs to be specific, coherent, and based on your knowledge of your industry and company. Most importantly, it needs to function as part of a cohesive strategy to demonstrate your superiority to prospective customers regardless of medium.

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.

So if you thought this insight was helpful and would like to learn more and see how

it is actually part of an overall Done-For-You marketing system called

a CyberFunnel . . . just CLICK BELOW to watch a short 5 minute video to learn more.

Otherwise be on the lookout for the next company crushing killer tomorrow.

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