Tell me (the consumer) in a single sentence-- one clear, concise selling proposition aimed straight at my heart, then my head will follow. The book, Hot Button Marketing, by Barry Feig discusses this -- and presents hot buttons. Feig defines hot buttons as the cue that triggers an emotion in a prospective buyer. It's a cue that ...

Most people like you and me want to feel as if they add value when they’re involved in something … personally and professionally.  I don’t know about you, but when I feel like I don’t add value or others think I don’t enhance or improve a project or event or sales conversation, it bothers me immensely. So, ...