Unlike other marketing books, Marketing Straight to the Heart offers a refreshing alternative to by-the-number solutions. Feig explains that pushing your customers' emotional hot buttons is the most powerful selling tool of all. He shows you how to define those hot buttons and address them in every stage of product development and marketing. Backed by dozens of examples from success stories like Thera-Flu and Toilet Duck to anonymous failures that sit in cold, dark warehouses, he illustrates the power of creative problem solving. Feig not only teaches the overall concepts behind "share of heart" marketing, but the importance of researching and honing the correct emotional impact for your new or established product. From the controversy behind blue M&Ms, to the late-night success of home shopping networks, Barry Feig discusses emotional marketing in a humorous style - free of jargon. Smart, clear, and very effective, the advice in this book will be cherished by anyone involved in the marketing process, from the veteran CEO to the first-time marketing assistant. Ultimately, Marketing Straight to the Heart proves that no company, no matter how seemingly invincible, can ignore the reality of their customers' emotions. Remember New Coke?