Marketing Straight to the Heart by Barry Feig

By Barry Feig

All agents try to accomplish a fit share-of-market for his or her items. yet particularly clever agents know the way to accomplish "share-of-heart" for lasting shopper loyalty. during this interesting booklet, readers how one can construct "emotion" into each part of the promoting plan -- from product improvement to positioning to packaging to ads. A product with emotion says to the client: "I be aware of who you're. I understand what you want." those heart-tug items attract shoppers' self-image, ego, and their wish to consider specified. (And the place the middle leads, the brain follows.) Chock filled with real-world tales, the e-book indicates find out how to: ** use confirmed "hot buttons" that paintings for many items ** improve a product so that you understand (in strengthen) that it has a industry ** revive a stagnating model through "rekindling fires"

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They're what people respond to every day of their lives. If you can't create a simple ad around your product on a board, you won't be able to communicate the benefits to consumers in the real world. If you can't communicate your idea simply and convincingly, you don't have a product. Study the concept boards in Figure 3-1. They include: • The product, fully packaged • Possible physical benefits • Possible emotional benefits • Lifestyle imagery • Possible product names These add up to your product's positioning.

If I am beautiful, I'd always fear that you loved me only for my looks. That kind of love I do not want. " They were to meet at noon today. She was to wear a red rose on her coat. When the plane pulled in, the first woman out was a woman of classic beauty, with golden tresses. She was resplendent, beautifully dressed in a green coat and suit. She turned to the soldier. " she asked. He wanted to. But then a matronly woman, about fifty—much older than he—followed her. Plump and grey, she wore a rose on a dowdy, moth-eaten coat.

Uh, oh," the Colgate team thought. " Finally, to Charlotte, North Carolina. " the respondents asked. The product idea was shelved fast. Right after that, Procter & Gamble launched Gleem toothpaste with calcium. Paranoia set in. Had something been missed in the study? It hadn't. The product was a dud. Yes, there will be wondering. You'll think that your answer was too simple. The key to the consumer's heart is almost always disarmingly simple. It's so simple that you'll try to make your product or message more complicated than it really is.

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