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This post is kind of an “in addition too” post to Darren Rowse‘s recent article about the book “Hot Button Marketing” by Barry Feig.

It’s a decent book for rookie marketers to start learning about the psychology of words, phrases, and environments that get people to buy your products. However, I think Barry missed one of the most important buyer triggers.

It’s the one that REALLY defines HOT button marketing in my eyes…

What Is Hair On Fire Marketing?

First let me give props to the guy I learned this from, my good friend and mastermind partner Travis Sago from BumMarketingMethod.com.

Now imagine you had your hair on fire, what is the only thing you care about at that moment? Putting the fire out right! If you had your hair on fire and some rushed to you with a bottle of water and said “I’ll pour this bottle of water on your head for $5″ wouldn’t you pay it?

That “hair on fire” element is what you need to find in your market. For example Travis found his in the relationship niche with people wanting to know how to get back with their ex lover. These people want nothing more in life then to just get back with the person that just broke up with them.

They are willing to buy just about anything that looks at all like it will help them.

The best part about these hair on fire markets isn’t only that they will buy from you, but that you can really help them. I spent some time in the Anxiety niche for awhile having been a past sufferer of severe anxiety. I ran an unofficial hotline for helping people get out of panic attacks (until I learned just how legally stupid of me it was to run something like that! haha).

When you market to people who have their hair on fire you are often providing a solution that can change their lives. There’s nothing better then getting to make money and change lives at the same time. there is no adrenaline rush like when you get an email from someone telling you that you were responsible for changing their lives for the better.

Plus when you market to hair on fire niches, you don’t have to sell very hard. You really only need to just make yourself visible. They’ll grab the bottle of water!

Here’s a couple different elements that hair on fire niches have. Use these to inspire your own research to find hair on fiar markets that you can become a hero in.

Embarrassment

Imagine the woman, or worse the man, who has to walk into the local drug store to buy yeast infection cream. That is incredibly embarassing! The last thing they want to do that day is walk up to the counter with a tube of Monistat.

Same thing with the enema bottle…

People are looking online FIRST for any possible solution that gets them out of buying something that so visibly says “hey I’ve got a problem with nether regions.” You can then use that fear of embarassment against them in your marketing messages.

Imagine if Monistat ran a commercial where the 18yr old kid at the counter snickered when he saw the tube, then turned around to show it to one of his buddies, finally asking for a “price check on Monistat isle 3.” Then right after that a screen came up saying “Now buy it online in the privacy of your own home at www.monistat.com/privacy.”

Heck I bet you could even go out and buy a bunch of cases of that stuff yourself, start your own website like it, and then easily charge 5x the retail price. I don’t know the legalities on that so please check before you do anything. But I know that people scared of embarassment would much rather pay more then have to face their fears.

Intense Unrelenting Pain

Have you ever had a migraine? If you have would you have paid $20 to make it stop?

People that are in severe pain will practically trade you a boddy part in exchange for making the pain stop. One of the things that pushed me towards working from home was that I have bad ankles. I’ve had them my whole life, I can’t stand for more then 3-4 hours without starting feel severe pain in my ankles.

I’ve been to over 20 different specialists and the diagnoses ranged from rheumatoid arthritis, to cancer, to faking it, to bone spurs. Not a single one of those ever proven true. When I worked construction I spent hundreds of dollars on new ideas or things that might help lessen the pain.

After working two 8 hour days in a row I would literally have to crawl around at night if I was alone or have someone else wait on me like a cripple. If you knocked on my door with a cure on one of those nights I would have probably traded you a kidney if you asked for it!

Wrap Up

Take what you’ve learned here and expand on it. What other emotions, problems, or symptoms have you had in your life that would have lead to you willing to instantly buy any cure that presented itself?

What problems have your family members had? What about friends?

Think about the real life examples of people who have had their hair on fire about something and then create or find the solution for those people. From there all you really need to do is get your solution in front of those that need it and you’ll have as many sales as you could ever want.

Questions and compliments go down below… For complaints please press ALT + FX

Tagged as: conversion, niche marketing