psst.. Did that four letter word brought you in to the post? Easy catch? Not really, it’s just the application of what marketers know of consumers.
Few things draw people’s attention as a secret, a tiny bit of information that lets her discover a whole new reality; or a new product-brand even.
As Barry Feig writes in his ‘Hot Button Marketing’ book, the drive to discover new things, whether it be a new restaurant, a new 
product, or a new brand for a known product is outstanding in all consumers. If you don’t believe him (or me), just take a look around…How many times have your friends or family members come talk you up on a new product they bought right out of Walmart? or to brag about the great new exotic (and cheap) restaurant they found on their own?
The fact of the matter is that as consumers and human beings we enjoy being first. Perhaps it has been wired into our consciousness by the competitive culture we live in, or maybe it’s just a natural action we (animals) have. Being first not only gives you bragging rights, but gives you the “Discoverer” title; and trust me, it’s nothing to belittle in today’s super connected and reputation-driven world.
As with every real life action we take, there is risk. Risk in being a discoverer can mean a couple different things. Let’s take a brief look at them:
- Financial Risk. By buying into a new brand that no one has heard of you might end up disappointed by it not fulfilling your expectations.
- Social Risk. When you’re recommending the new brand or product to your social group, remember they might have a different opinion than you do. If you are open and courageous enough this shouldn’t be a problem. Just be able to listen a negative review on your new beloved brand.
Some key words into getting consumers to willingly discover a new brand or product are: New, innovative, discover, at last, finally, psst, secret, find, now, etc…. These words trigger the “discovery hot button” in consumers; hence, making them take action.
Barry Feig gives much more examples, and even great ways in which stores like Walmart, Target, Costco, Flea Markets and Theme Parks create situations where consumers can -discover- new stuff.
By the way, if you thought blogs like Engadget, TechCrunch, Fimoculous.com, and other -new- stuff blogs have great traffic is just by pure luck, think again! They keep pushing the Discovery hot button over and over again, it’s like a discovery daily fix for consumers.
By the way, if you want to get Barry Feig’s “Hot Button Marketing”, you can get it here.
[...] Proof of it is the big amount of websites dedicated (100%) on letting users rate and review products, that go as wide as travel destinations, food joints, computer and hi-tech accessories, and even rave parties. Consumers are turning on to themselves to discover new things (read my previous post on the important Discovery has for consumers here) and try them out. [...]
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