Hot buttons

“It’s in there somewhere.”

product hot buttons

Hot buttons are the particular elements within a proposition that directly link “want” with a tangible usage experience of the product. The usage experience and therefore the button will vary according to the market and Head Purchase Category. The hot button should penetrate the Selective Perception of the target.

You do not need to be the sole possessor of a hot button. Others in your market may also possess it. It’s choosing how and when to press the button that provoke the critical variables. Your competition may not even be aware of the button or instead embark on more generic positioning; usually market trend positioning.

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