The book Hot Button Marketing by Barry Feig, lists the number one hot button as the need to control one’s life.
What if I wanted to make my hair blue? … zip, aqua locks! Or, What if I wanted to take off 50 pounds in an instant? … poof, Oprah in a microsecond! Maybe, today, I’d like to be a nine foot tall Amazonian Princess with a nose ring and body tattoos …. OK, toooo far! How is this all possible? Check out any of the Role Playing Games (RPGs) your kids are playing online. Some examples: World of Warcraft, Runescape, Guildwars, Virtual magic Kingdom, Ragnarok Online, Second Life, etc.
Isn’t it obvious what’s going on here? Players can control EVERY aspect of their virtual life, even if they have very little control over their “real” life. Mr. Feig is right on with his Control Hot Button assessment … especially with the youth demographic.
Take the opportunity to give your customers more control in the buying process to see what impact it has on your bottom line.