It’s not that they are buttons.
It’s that they’re hot.
They’re hot because they get pressed all the time. They’re hot because they’re seductive. It’s an easy button to push, so people push it all the time.
And that can get you burned.
It can short circuit the point you were trying to make.
It turns out that there are plenty of other buttons, often ignored, that people are eager to activate. Plenty of topics and fears and dreams and beliefs that are just waiting to be seen and engaged with.
We don’t need the risky shortcut of the hot button. It’s not going to work anyway.
from Seth Godin's Blog on marketing, tribes and respect https://feeds.feedblitz.com/~/611466648/0/sethsblog~The-thing-about-hot-button-issues/
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