Have you ever noticed that there always seems to be some topic every day that everyone is talking about? They talk about it at the dinner table, in bars with friends over beers, around the water dispenser at work, etc.

“Hey, did you see the Super Bowl last night?“And so on.

“Man, did you hear what Apple did with iPhone prices?“And so on.

“Who do you think it will be? Hillary or Obama?“And so on.

We as humans are social animals, we tend to follow the herd. When we get the impression that a topic is important and that everyone knows about it and talks about it, we must also be “in the know.” We don’t want to feel abandoned and, frankly, uneducated, unsophisticated and stupid. So when a hot topic hits the news and the masses find out, we ALL have to know about it. Everyone wants to know more about it, at least to appear “smart” to their friends and have something to contribute.

I’m going to show you how to capitalize on this obsession in your creativity.

You see, what reveals a hot topic is what is at the forefront of people’s minds. People want to absorb as much of that hot topic as possible about a hot topic – a subconscious force drives us to collect as much information as possible.

So… if we as marketers learn to harness that automatic conditioned response, we can easily attract people to our marketing.

So when you write your creative (your ads, headlines, etc.), think about what’s going on in the world today; You don’t even have to directly relate to your market (you’ll work it into your creative to make it relate to your market). Think about what’s hot in the news, what people are talking about in the coffee shop, what’s a topic that’s dominating people’s minds.

For example, right now, the hot topics could be Ron Paul, American Idol, Heath Ledger, Britney Spears, the election, etc. You can get a sense of what’s on people’s minds by paying attention to what the media is reporting, and also by looking at what people are searching for the most online.

Websites like:

http://www.google.com/trends/hottrends

http://www.google.com/press/zeitgeist.html

[http://buzz.yahoo.com/toptrends2007/]

All can help give you an idea of ​​what people have been and are looking for. Do a quick search on your favorite search engine that returned the “most searched terms” or variations of it to find other sites that give you more statistics.

Now the challenging and fun part is incorporating a hot topic into your creativity. Some examples include:

“American Idols who don’t make it and hate flipping burgers just wish they could qualify for this golden opportunity.”

“Do you think iPhones will make you popular? Wait until you find out about this. All your friends will be jealous of you!”

“Prospect and recruit endless leads for your MLM business like there’s no tomorrow – this is more powerful than Hurricane Katrina!”

You get the idea. Go crazy!