How to Use Hot Button Topics
Why are we so eager to react so explosively to such situations? It’s all connected to the brain’s reward center, the nucleus accumbens.
This is the area of the brain that gives us those satisfying feelings about eating good food, having good sex, making money, or gaining social acceptance.
This is how our brain tells our body to survive. But in the modern world we tend to abuse this survival mechanism.And that abuse is called addiction.
When we become dependent on something, it is because we are replacing something else in our life. If you are addicted to alcohol and drugs, play the role of good social relationship with alcohol. They give you the same sensations.
Facebook is like alcohol.It gives you those good feelings that normal social experiences give you. When you post something and get likes or comments, your brain rewards you.
When your brain rewards you with feel-good chemicals (hormones), you want more feel-good chemicals. So head back to social media to find out more. This is what we call a feedback loop.
How to Use Shortcut Button Arguments for Marketing
Shortcut button arguments bring feedback into the social media addiction feedback loop. The more exciting and controversial the topic, the more excited people get. And emotions are directly connected to our brain’s reward center.
You can use these hot topic buttons to your advantage in social media marketing. But how?
There are two types of hot topics. There are hot topics with restraint and hot topics with charms.
Hot Topics are topics that interest your audience or potential customers. As a marketer, your goal is to fill a need in a customer’s life. We call this the need for a sore spot.
A burning theme of resentment is the controversy that highlights the pain. Those are the things your customers want to get away from.
top attractions are controversial things your potential customers want. These are the things that will solve their pain point problem.
Basically you have to decide how to deal with the hot button problem.How to press customer buttons (like Facebook did in 2014).
For example, if you’re a water filtration company, you might raise an overly controversial issue in Flint, Michigan, where the water wasn’t as safe. It would be a hot topic of resentment.
Let people think about their problems and soon people will start looking for solutions. Those are the solutions you propose.
