Hate & Hot Buttons
Hate and hot buttons, this is a fun exercise, it's called data mining. It's not new, I did not invent this, but it's very helpful. Biggest thing, that we struggle with as marketers, sometimes we're so caught up in our own perspective, it's hard to communicate and know which words in the syntax and all those things to really dive in and understand our customers. Well, technology has made that really easy today and so, here's what you do. Go ahead right now and everybody do this in real time, list out your three biggest competitors, or if you don't call them competitors, just list out three people who are similar to you, kind of do what you do. Maybe they're a couple of steps ahead though, maybe they're a couple of steps ahead, maybe not competitors, maybe it's collaborative. Everybody at home, do it too, if you're just sitting there watching, but you're not actually doing anything, you're doing yourself a disservice, you're just really wasting time. Then you definitely need to buy it be...
cause then you've gotta do it later. That's that. So, what happens is once you do that, you can search for Yelp reviews on them and you can search for Amazon reviews on them. If it's a product, or something similar or you can even do Google reviews and what you look for on this. Let me see if I can go here, is people will start to tell you things. So, for example, hot and hate buttons is what we call them, but you can just see this whatever company, we don't have to go into their names, but you can see here on March 29 someone says okay, so just about two hours ago, I was outside on our patio and decided to enjoy the weather and have lunch outside, I went to retrieve the patio furniture cushions from the large storage box, we use to keep them protected from the elements, and after pulling out a couple of cushions, I noticed a bunch of leaves, snails and ripped cushion foam. I pulled one more cushion out in curiosity and I swear it all, that this is holy, a dozen hamster-size rats fly out and almost ripped my face off. (audience laughing) I ran inside slam the patio door, closed and locked all the doors and windows, pulled out my phone, got searching on Yelp for an exterminator. Less than an hour after I called Pablo was at my door with the supplies and safely and quickly removed the disgusting box of vermon, infested, nasty, horrifyingness, out of the patio and off the property immediately without bringing it inside the home, which I begged for while discussing my issue with the dispatcher at the office. I'm absolutely thrilled with how professional but the lady on the phone and Pablo, our technician, was. I highly recommend them to anyone who needs pest control services. (audience laughing) She's passionate. (audience laughing) "Oh, there was 12 horrendous rats, "Oh my God, right?" (audience laughing) So, say an exercise, hot, hate. This was a good testimonial. So, you'll find hot buttons. When I say hot buttons, I'm referring to reasons why people would want to buy your product or service. So, if I had Billy Jean's Pest Control Service, I could go on Yelp or Amazon, I can do this exact exercise and immediately in two seconds, I see the things she cares about. Anybody pick up on them? What were they? What were they? [Audience Member] Customer service.
She cared about customer service. Number, two is speed. Three, I also caught is doing what they said they do, right? They said they wouldn't bring it in the house. She mentioned it twice, like yeah, they didn't actually bring it in the house, right? So, simple examples. So, now, when I'm writing my ad copy and I don't know what to say, they can do the problem with solution. I can literally, just use these problems, right? Hey, I've used, if you currently aren't getting your house inspected regularly for rats, well, you probably should. Because, I live in this mile radius on Facebook targeting, this close to you and I just had mine inspected, they were there in two hours, and was able to clear out 12 rats that were hiding in my back yard. Do you want to have them come check out your house too? To play it safe or do you wanna wait until they show up inside of your child's crib? Cuz I knew that, cuz I was advertising to women with children. (audience laughing) See what I'm saying? You can get so creative with these things. Well, look how there's urgency built into that now too. At first it was like, ah, you had rats, I probably don't have rats, to wait, what if it was in little Johnny's crib? See what I'm saying? So, hot buttons, hate buttons. Now, here's the cool thing. How long will that take you guys to do? How long? 15 minutes. It's fast. It's fast. When you have a process that actually works, it's fast. And then there's hate buttons. These are all positive, we want to keep this positive. But, you guys can imagine what people say on the hate buttons. (audience laughing) Same thing. You just write them out and at the end you say, P.S. we promise to not blank, blank and blank. That's a real tactic, literally, that's your P.S. Or that's your description in the Facebook ad. Address their objections. Part of sales is anticipating all the bad stuff that someone's going to say. So, if you can say it before them, like Eminem in 8 Mile, I don't know if you guys remember that scene. You take away all their ammo, right? So, hot buttons and hate buttons. Good exercise, it works, you should use it. Now actually writing the ad copy.