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 ...

To be remembered and called by name. To feel special. To be treated with respect. To know they can trust you. Customers want it. We all want it. When you run into someone you haven't seen for awhile and they genuinely smile, shake your hand or touch your arm, call you by name, remember you love to fish or work out, paint or write or cook or ...