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Seven Emotional Hot-Buttons...
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In the past, I've used the "7 emotional hot-buttons" which I learned from Denny Hatch's books and writings. I even have them memorized... They are... anger exclusivity fear flattery greed guilt salvation These came from studies of direct mail controls - to try to find patterns of what kinds of appeals regularly worked... Most of these are due to marketer Bob Hacker, while the late Axel Andersson (who was a Swede who ran a very successful direct response marketing business from Germany) added "flattery"... For men's fashion bracelets... going through the list... I would say... exclusivity - they want something their next-door-neighbor doesn't have, and even better, can't get! flattery - they want to feel stylish, superior, look good greed - if you can plausibly argue that the bracelets will go up in value over time, then you can also bring in "greed" as a motivational factor too... Just some "off the cuff" thoughts...! - Dien P.S. Here's an article by Denny Hatch about these, which is also about Axel Andersson - https://web.archive.org/web/20190826...ordinaire/all/ P.P.S. Here's another more recent article covering this by Denny Hatch... http://dennyhatch.blogspot.com/2020/...-flattery.html
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Last edited by Dien Rice : October 29, 2020 at 10:53 PM. |
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