You need to pull your mental triggers to fully reach your audience.
But how to do it?
Before entering that field, what exactly does that concept mean?
It is an excellent question that deserves an excellent answer.
This is how you will see it throughout this article.
Truth be told, managing to arouse the interest and attract the attention of consumers, without sounding forced can seem like a complicated task.
However, due to the high competitiveness of the market, it is a commitment that must be assumed.
And it is then that mental triggers appear on the scene, of which I am going to talk to you at this very moment.
You will learn different ways to penetrate the mind of your audience, not only to remember you, but mainly, to lead them to a specific action.
As the very term “trigger” indicates, your strategy should focus on serving as a fuse for your audience to make the decision you expect.
It is time for the consumer to step out of the comfort zone.
Do you want to understand how to take advantage of that moment?
Climb aboard and find out!
What are mental triggers?
Mental triggers are psychological weapons used by marketing to “turn on” in the receiver, the need to perform an action.
Just as its name suggests, it is something that impacts the recipient so much that it makes them react.
And why is this?
If you try to think about it, it will not be difficult for you to understand why.
Have you already noticed that when we are tired our brain works automatically?
What happens is that he was educated to perform certain routine actions, and therefore, to some extent we act unconsciously.
It is a way to avoid mental exhaustion, when we are faced with countless choices that we must make on a daily basis.
On that, by the way, it is worth remembering that the brain of each person responds at a certain speed, which is classified as fast thinking or slow thinking.
Something like fast or slow reasoning.
And what do mental triggers have to do with it?
Absolutely everything, since that is its main function.
Mental triggers internalize behaviors and actions.
They filter what is most important and guide you to act quickly in front of something that arises as a need.
This avoids all the work of pondering before deciding.
It is not the same as acting on impulse, although it is still a kind of momentum.
But the difference is that the trigger only awakens a demand that was already in a “waiting room” located in some corner of the consumer’s mind.
The decision had already been made.
The only thing missing was the perfect opportunity.
What are they for?
As I told you before, mental triggers facilitate the most important decision making automatically.
In short, they serve to make us respond.
There is no way to run away from them.
It is completely normal for us human beings to react in a certain way when we are exposed to an external factor.
Even the triggers are activated through our five senses.
Marketing itself makes use of this resource practically all the time.
For example, through our sense of hearing and sight.
Sometimes mental triggers go unnoticed in the eyes of the untrained.
They are stimulating without you even noticing.
Surely we have all already seen an advertisement that transported us to the past.
It is like a trip back in time that takes us to a good experience that we live related to that advertisement.
Did something come to mind?
When this happens, we can say that the mental trigger was activated and the strategy was very well structured.
But pay close attention.
Your trigger must be ethical.
In addition to this, it must provide a positive experience, with good feelings, joy and motivation.
Avoid causing otherwise.
10 mental triggers and how they work in marketing
To give you a full idea of the power of mental triggers, I separated the top ten to which we are subject.
You are going to see how marketing works them and makes the public think or act, even without realizing it.
Have you ever valued something only when you realized that you had lost it?
Or what you are about to lose?
Virtually everyone goes through it at some point in life.
It happens because our collective unconscious associates value with scarcity.
In other words, the more difficult it is to achieve something, the more valuable we feel it.
The mental trigger of scarcity is widely used by virtual stores to instigate that perception of “rare” in relation to a certain product.
Strategists identified that the nearly empty stock represents a great opportunity to sell more.
Highlight phrases such as: “Upcoming offers. New offers. Every day. Discover our Offers of the day, Flash offers and many more promotions for a limited time”.
If those offers are really something the visitor wants, he automatically says to himself: “I can’t miss that opportunity.”
In other words, the idea of not having that product leads him to act, to decide.
But I remind you once again that the trigger must be done with integrity.
No lying to your consumers just to increase your income.
The trigger for urgency follows a line quite similar to that for scarcity.
The difference is that the urgency is determined by the time factor.
In other words, the product or service has an explicit and specific period to be purchased.
It is that trigger that makes you think the following: “I better buy it now, before I regret it and am left with the doubt that it would be really useful for me.”
A clear example of the emergency trigger is the famous Black Friday, originally produced in the United States and extended to other countries.
After all, you have only one Friday a year (explicit and specific day) to buy the products at the best prices.
Also, sites that offer discounts on group purchases, such as Group on, use this trigger extensively.
The fact of seeing the time passing, causes the anxiety of not being able to lose that offer.
Have you ever started to think about what leads us to always be looking for news?
According to data from a UCL University survey, when we are exposed to novelties, our brain receives a higher load of dopamine, the hormone responsible for the sensation of reward.
This trigger is widely used as a marketing strategy for the launch of a new product or service in a brand’s portfolio.
That’s why smartphone and car manufacturers apply that trigger on a large scale.
In this way, they instigate the curiosity of consumers and stimulate them to have an attitude towards the offer.
A great example of that trigger is evident in Apple’s annual product launches – especially with the iPhone.
Huge lines form outside company stores on the eve of launch.
A new iPhone, with new features and superior in quality, is a good reason for the consumer to check the offer and satisfy their desire.
The launch of the iPhone X, carried out this year, caused excitement and lines in various stores around the world.
And it was not an isolated situation.
It is definitely a scene that repeats itself year after year.
4. Social Proof
We, as human beings who live in society, are influenced positively or negatively, by what people in the social circles that we frequent do and consume.
And that idea of knowing that everyone is doing something arouses our curiosity, points our gaze towards a certain product or service.
You know that old dictation that says “go with the flow”? That is where the thing goes.
Well, social proof is a strategy that is always related to numbers.
How many people have already seen such a movie?
How many people downloaded your eBook?
Those are some insights from the mental trigger of social proof.
When you visit a page on the internet to find out the details of a solution X that you want to buy, such as a software or a training, it is common to come across testimonials.
In it you find people who have already tried that product or service and show they are satisfied with their purchase.
The purpose of these testimonials is to fully prove the usefulness of the solution.
Also, check that a lot of people are using it.
As an almost immediate consequence, you gain more confidence and reaffirm the idea of not wanting to lose it.
Even that trigger is widely used in the entertainment industry for people to go to the movies.
It’s a bold trigger that must be carefully planned to avoid unwanted effects.
To activate it, you must first position your business in a leadership position in the market that you act.
But that’s only part of the challenge ahead. You also need to keep your team focused on positioning the company for the trigger to work properly.
It is important to remember that to gain authority, you need to earn the trust of your customers.
And for this, you have to show that you know what you are doing and that your solution is the most appropriate for what the consumer needs.
This trigger is widely used in the cosmetics and wellness industry.
Products made with innovative technologies or produced by specialists in the field are advertised.
All this information reaches the public in a correct way.
They cause a kind of positive surprise.
Therefore, it arouses wide interest in the offer.
The mental trigger of reciprocity serves so that, in a certain way, companies deliver value to those who add value to them – that is, to their customers.
Therefore, it fits perfectly with the methodology of inbound marketing (attraction techniques so that the visitor becomes a lead).
It is a way to generate the feeling of gratitude.
For example, the production of relevant content for the public and email marketing strategies is an excellent way to make a company deliver value to its customers, naturally, free and with a good heart.
Reciprocity must have the objective of making life easier for the client and not of obtaining profit from such actions.
That is a long-term result.
In other words, it doesn’t come without effort, dedication, and persistence.
Free samples are a frequent example of the reciprocity trigger.
These cause the customer the feeling of having to return that “favor” later.
Following this same thought, a mental trigger for reciprocity would be to offer a free trial of the product for a specified period of time.
For the launch of its streaming service, Amazon Prime offered a free trial and a subscription discount for the first few months.
Nothing too different from its main competitor, Netflix, also uses that tactic to deliver value to its audience.
People tend to do better favors when they know why.
This trigger is interesting, since it explains the reason behind the offer, giving meaning to what is being asked for.
Therefore, when you go to argue in favor of your business, be sure to use honest fundamentals and maintain your integrity, in order to guarantee the success of the strategy.
Have you already noticed that planning our future is generally something that worries us, for not knowing what is to come?
It’s just what the mental trigger of anticipation does in the audience.
It helps to create expectations about what is to come.
In order to fully activate it, you need to set the stage for the launch of a new product or new functionality.
So, you must make it clear how these novelties will make life easier for those who consume them.
It is a company that invests heavily in the trigger of anticipation.
The annual exclusive event, which is held to publicize brand news, often leaves the public eager to know what is to come.
Its strategists create a mystery around new products and features.
The desire for launch day to come is intense.
A clear example was the Apple Watch ad, exhibited at that event in 2014.
Its launch was made in April 2015, only in some countries.
But it created enormous anticipation.
Check out this video.
Mental triggers start from the premise “less means more.”
In other words, persuasive actions and arguments must be harmonious and simple for them to be successful.
It’s a challenging trigger, requiring cutting unnecessary things – and it’s not always an easy process.
The truth is, it rarely is.
On the other hand, the impact can be great when we speak only what is necessary.
So, it is worth the effort to reach that condition.
Again I am going to refer to Apple as the master in the use of mental triggers.
The trigger for simplicity is expressed by the fact that the brand managed to transform technology into something intuitive and easy to use.
When Steve Jobs assumed the presidency of the company, he made an unusual decision: to stop the production of hundreds of products that were static on the shelves.
It reduced its products to just four computer models: two laptops and two desktops.
That decision to simplify the product portfolio was what saved it from failure at one time and made it possible to grow, until it became one of the most valuable companies in the world.
10. Relationship between pain and pleasure
You must have noticed by now that people have a greater tendency to turn away from pain than towards pleasure.
Why will it be?
The lack of pain and suffering itself generates a certain feeling of pleasure that helps us maintain emotional balance.
Then, for this trigger to activate and achieve its purpose, it is necessary that you somehow touch the wounds of your consumer.
Exactly what you heard.
You have to highlight their pain and needs, so that later you present your product as the best solution to their problems.
Ryan Gripper revolutionized the cooler market and created the Coolest (which in its free translation is something that is presented as the best). This illustrates how the product offers the customer the solution, giving them pleasure.
The Coolest is part of the concept of a cooler created for the 21st century.
It includes various functionalities: integrated blender, USB input for devices and loudspeakers with Bluetooth connection.
It was a great success in sales.
It was what the public needed, even before they met him.
Start capturing leads with Klickpages today
There is no mental trigger that works, without having an audience ready for your business to conquer it once and for all.
But first you have to seduce and captivate him.
If you still don’t use your site or blog to capture leads, you are missing an important opportunity.
This is accomplished by sending an invitation to subscribe to a newsletter, receive news by email, download an eBook, or enroll in a free course.
Whatever the action, strive to create an attractive landing page, since with it you can multiply your chances of conversion.
At that time, Klickpages is the ideal tool for you.
Check out the three steps to create yours:
- Choose your model: know the high conversion alternatives proven by tests.
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Do not miss it, it is really fantastic!
Mental triggers are very good strategies to optimize the results of your marketing campaigns.
Aspects such as scarcity and urgency can be decisive for the consumer.
It is a way of persuading him to step out of his comfort zone and buy what you have to offer.
It is not worth using arguments that are false or intended to mislead the public.
Being ethical is essential for everything to go well for you and your planning to work.
To do this, follow the advice I gave you in this article.
Find among the mental triggers, those that best adapt to the reality of your business, and those that have the most to do with your people, their habits and interests.
Don’t forget to have Slippages and their excellent landing pages.
We will meet here very soon. I hope!