Triggers in marketing, or how to manipulate the buyer

In today’s world, there are the most effective means to attract attention – the so-called triggers in marketing. Yes, modern people are like children who want a bright, juicy, and colorful picture. Therefore, whether a lead remains on your site directly depends on the successful or unsuccessful landing page design. 3-4 seconds. That’s how much a person needs to appreciate anything. On a subconscious level, he has already decided everything and either moves his cursor to the cross in the upper corner of the screen, which is very bad for you, or scrolls down to find out more about the product. Of course, we need him to choose the second option.

What are triggers in marketing?

In fact, a trigger is a stimulus that evokes vivid emotions in a person and encourages action. In marketing, this is the manipulation of fears and more often the desires of a person. It all depends on the product you sell. If, for example, you promote a “security firm”, then your target audience’s trigger is fear. You must use video and photos to prove to the person that he is now in danger and that your product will be able to cover his need for safety.

In affiliate marketing, triggers are used for lead generation. This encourages the lead to desire the product. Yes, it is desire that prompts you to click on the button and follow the link to the advertiser’s website. According to statistics, 70% of customers are guided by emotions and only 30% – rationally think about a purchase. That is, you need to evoke a pleasant emotion that will keep the lead on the site and encourage him to take the action that will bring you profit. To do this, you have to evoke certain emotions in the buyer.

• Fear. When a person is afraid for his health or life.
• The desire for uniqueness when the lead wants to stand out from the crowd. This is more true for “luxury goods” such as cars, expensive clothes, and other branded goods.
• The desire to “not stand out from the crowd.” People like being in a group, and most want to have what a neighbor/friend has. This applies to mass-market products.

Exactly. Our brain processes gigabytes of information that happens to it in a second, and it is so spoiled for beautiful photos that you have to try very hard to surprise it. This does not mean that you need to use “acidic” colors that cause an attack, but still, you will have to “play with fonts”. We talked in detail about color combinations in one of our articles and will not repeat ourselves.

How to deliver a trigger message to the lead?

We figured out what triggers are in marketing. Now we should talk about traffic channels. You need to understand how to deliver your message to the future lead with a specific trigger. How to do lead generation successfully?

• Pop-ups that appear on sites where it may be interesting to your target audience.
• Push notifications, or “push” can pop up unexpectedly. But here the message should be short, and the main trigger must be clear and strong enough. You can read more about “push” in our article.
• Email. One of the very effective ways to deliver a trigger message to a future lead. There is an important detail here – you need to choose the subject of the letter very carefully.

Triggers in marketing – popular tricks

If your product is a smartphone, the trigger will be the desire to succeed. It would help if you showed a picture where the clients could see themselves. They should want to be the persons in the picture holding your product. They must understand that only with this smartphone will they be able to feel the emotions they see on the screen. “Draw” them a fairy tale. Prove that it will bring them happiness. This is precisely what Apple did. After all, everyone believes that the iPhone is a status symbol and any Android phone is just a good and high-quality device. Now go to the site and look at the price of the Samsung flagship. It is the same as on the new iPhone.

So why do we have stereotypes about the pathos of Apple products? It’s simple. Apple marketers were just able to draw that very “desired” picture. They don’t sell a product. They sell a new life. And every person who wants to look “status” will buy Apple. And EVERY year will wait for the September presentation of a new model and buy a new device!

Main categories of the triggers by meaning:

• Intrigue. This method is usually used for pre-sales. It could be a book, a course, or a new mixer, it doesn’t matter. The main thing is to tell, that sales will be opening in a week, and there will be an incredible product. One that has never been introduced to the market before. But here you need to be careful because you can be banned because of deceiving a client. Therefore, describe correctly and observe all the subtleties prescribed in affiliate programs.
• Bestseller. This stamp refers to the desire to “not stand out from the crowd”, which we talked about above. A person sees the inscription “Top of the week” or “Hit of the month” and understands that this product is worth paying attention to.
• Status. We considered this option using the iPhone as an example. But this technique can be used only with branded goods. Without a “status” product, you will not achieve the desired result.
• Understanding pain. First, you must find the problem that your product solves, and then prove to the lead that you understand his “pain” and that you have something that will help him.

Simon Sinek Theory

Simon Sinek, a British writer and marketer who studied Apple’s strategy very deeply, came up with the “Golden Circle rule”.

To find the triggers, you’ll have to answer three questions:

• What? What are you selling? What does your product look like, and what emotions does it evoke?
• How? How exactly does the product help the customer, and what “problems” does it solve?
• Why? A person needs to understand the reason why he should want to buy your product. And this reason should be more global. This is where triggers come into play.

Sinek says that many ignore the third point because they consider it is unimportant. But the marketer insists that the question “Why?” should be revealed the most. Believe me, if you “hooked” the buyer and found his “nerve”, he himself will find a thousand reasons to buy your product precisely.

Marketing triggers that work

The lion’s share of marketing is based on knowledge of psychology. Of course, you can say that it is unethical, but only if you are lying about the product you are promoting. Otherwise, you are just looking for the right approach to the future lead. Let’s share some tricks.

• Artificial shortage of the product. “10 vacuum cleaners left”, “The promotion is valid until the end of the week” – we see all these phrases on every site. In the eyes of the buyer, this increases the value of the product. If it runs like that, it means it’s high-quality.
• Paradoxes. Making fun of yourself is a good trick. A good and simple example: “Be careful with this application. You can hang out for two days.” Here, it would seem, a negative message, but it will interest your lead.
• Comments and stars. Of course, this is not a completely ethical option, but more than one arbitrator uses this technique.
• Feature and special conditions. This is more for mailings. You send a letter with a personal offer, where you indicate the name of the person. By the way, we have a great tool – SD Sender, which will help you make cool personalized mailings.

Register! Create a cool landing page using our comparison site constructor! Pour traffic with SalesDoubler and remember: “Big goals are achievable!”