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. 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.