You need to promote mental triggers to fully reach your target audience.
But how do you do that?
Or, even before, what exactly does this concept and strategy mean?
These are excellent questions that deserve answers, as you will see throughout this article.
The truth is that being able to arouse interest and attract consumers’ attention without pushing the bar can seem like a complicated task.
But due to the high competitiveness of the market, this is a commitment that needs to be faced.
That’s where the mental triggers come in, which is the topic we’re going to talk about from now on.
You will learn different ways to enter your audience’s mind not only to generate memory, but mainly an action.
As the term “trigger” itself indicates, your strategy must be centered on serving as the trigger for an expected decision making.
It is time for the consumer to leave the comfort zone.
Do you want to understand how to take advantage of this?
All you have to do is continue reading this article until the end.
What are mental triggers?
Mental triggers are psychological stimuli used by marketing to ignite the need for action in those who receive the message. It is, as the name implies, something that impacts the receiver’s mind in such a way that it arouses his reaction.
But why does this happen?
Have you noticed that, when we are tired, our brain works as in an automatic mode?
What happens is that he was educated to perform certain routine actions and, therefore, we ended up acting unconsciously.
It is a way to avoid mental exhaustion in the face of the countless choices we have to make on a daily basis.
About this, incidentally, it is worth remembering that each person’s brain responds with a certain speed, which is classified as fast thinking or slow thinking.
It is something like quick or slow thinking.
But what do mental triggers have to do with it?
Absolutely everything, because that is its main function.
They internalize behaviors and actions, filtering out what is most important and guiding us to act quickly in the face of something that arises as a need.
This avoids any work of reflection before making a decision.
It is not the same as acting on impulse, although it does have a bit of impulsiveness.
But the difference is that the trigger only arouses a demand that was already on standby in some corner of the consumer’s mind.
The decision was made.
Only the perfect opportunity was missing for her.
What are worth for?
As I mentioned in the previous topic, mental triggers make it easier to make the most important decisions automatically.
That is, they serve to make us act.
There is no way to get away from them.
It is completely normal for us human beings to react when we are exposed to some external factor.
In fact, the triggers are activated through our five senses.
Marketing itself makes use of this feature practically all the time.
This happens, for example, through our hearing and vision, in order to influence our actions.
Sometimes, triggers go unnoticed by less trained eyes.
They are there, stimulating you, but you don’t even notice.
For sure, you have seen an advertisement that transported you to the past.
It is like a time travel, that comes to some good experience that we had and that is related to that ad.
Did something come to mind at this point?
When this happens, we can say that the mental trigger has been activated and the strategy behind it has been well structured.
Your trigger needs to be ethical.
In addition, it should provide people with a positive experience, with good feelings, such as joy and motivation.
Avoid evoking traumatic experiences or bad feelings, such as anxiety and negative thoughts.
When and where to use mental triggers
Now that you have understood what mental triggers are and what they are for, it is time to know when and where to use them in a practical way.
Mental triggers can be used in several channels, as long as their use is done in an ethical manner.
If you still don’t know where to start, I have separated here in this topic 4 channels where the use of mental triggers are more effective.
1. Email marketing
Email is an old tool, but it is still widely used in marketing for delivering great results.
It allows you to make use of mental triggers in three different ways, starting with the subject of your message.
The first thing your lead will see when they open their email box is the subject line of the message you sent.
This is a great opportunity to get attention and get her to read your content.
The second possibility is the body of the email. You can include mental triggers that make your lead feel like reading your message to the end.
Finally, you can add CTA buttons to your email with triggers that call attention to download content, watch a video, among others.
2. Landing pages
Landing pages are conversion-oriented pages.
Also known as a landing page, they are totally dedicated to taking visitors to your site to take action, whether it is consuming a product, downloading rich material, signing up for the newsletter or making a purchase.
That way, you can include mental triggers in strategic fields on your page, such as in the title or CTA button, to help convert the visitor into a lead.
3. Sales page
The sales page is a page that presents your product or service, its benefits, features and other related products, with the aim of leading the consumer to make the purchase.
After your lead has accessed your page and has shown an interest in purchasing a product or service, the next step is to convince them to purchase what you are offering.
This is where the use of mental triggers comes into play.
Last, but not least …
You can consider using mental triggers on all content produced by your business, such as texts on your website, articles on your blog, social media calls and in the titles of your rich materials.
Offering content is an efficient way to generate new leads for your business.
15 mental triggers and how they work in marketing
In order for you to have a complete idea of the power of mental triggers, I have separated here in this topic the 15 main ones that we are subject to.
You will see how they act in marketing and how they are able to induce an action or thought, without even realizing it.
Did you also value something just when you realized you missed it?
Or are you about to lose?
Virtually all of us have had such an experience at some point in life.
This is because our collective unconscious associates value with scarcity.
That is, the more difficult it is to achieve something, the more valuable it becomes.
This trigger is widely used by online stores to instigate this perception of rarity for a given product .
Strategists began to identify in the low stock an opportunity to sell more .
A good example of this is the Amazon store:
The highlight goes to the phrase “Only 2 in stock”, which creates the sensation of scarcity.
If the laptop is really something much desired by the visitor, he automatically thinks “I can’t miss this chance”.
In other words, the idea of not being able to have that leads him to act.
But remember that this trigger needs to be done with integrity.
No lying to your customers just to increase your revenue.
The trigger of urgency follows the same line as that of scarcity.
The difference is that urgency deals with the time factor, that is, the product or service has a specific time to be purchased.
It is that trigger that makes you think “better buy now and regret it later than living with the doubt if that would really be useful”.
A clear example of an emergency trigger that has been gaining ground in Brazil is Black Friday.
After all, you only have one Friday in the year (limited time) to buy products at the best prices.
In addition, sites that offer discounts on collective purchases, such as MaxMilhas, make extensive use of this trigger.
To further increase the sense of urgency, they add a countdown timer to the supply side.
Certainly, watching time go by (and ending) arouses some anxiety about not being able to miss the offer.
Have you ever stopped to think about what makes us always looking for news?
According to data from a UCL University survey , when we are exposed to novelties, our brain receives a greater load of dopamine, the hormone responsible for the feeling of reward.
This trigger is widely used as a marketing strategy for launching a new product or service in a brand’s portfolio .
For this reason, smartphone and car manufacturers apply this trigger on a large scale.
In this way, they provoke consumers’ curiosity and encourage them to take some action in the face of the offer.
A great example of this trigger can be seen annually in the launch of Apple products – in particular the iPhone.
Huge lines form outside the company’s stores on the eve of the launch.
A new iPhone, with new features and superior quality, leaves everyone eager to consume what it has to offer and thus satisfy their desire for consumption.
The launch of the iPhone X , for example, caused an uproar and long lines at several stores around the world.
And it was not an isolated situation.
It is definitely a scene that is repeated year after year.
4. Social proof
We, as human beings living in society, end up being influenced positively or negatively by what other people in our social circle are doing and by what they like.
It is this notion that everyone is doing something that arouses our curiosity and directs our gaze to that product or service.
Do you know that old saying “go with the flow”?
You are put in check.
So it is a strategy that always deals with numbers.
How many people have watched such a movie?
How many people have already downloaded your e-book?
These are some approaches to this mental trigger.
When you visit the website of a solution you want to purchase, such as software or training, it is common to come across testimonials.
There are people who have already tried that product or service and are satisfied with the acquisition.
The purpose of these testimonies is precisely to prove the usefulness of the solution.
In addition, it attests that a lot of people are using it.
As an almost immediate consequence, you have more confidence in that and think that you can no longer be out of it.
This is an audacious trigger and it must be well planned in order not to have unwanted effects.
To activate it, you need to position your business as the leader of the market in which it is operating.
It is not just about saying you are the biggest or the best, but actually being in that position.
But that is only part of the challenge.
It is also necessary to keep your team focused on positioning the company so that the trigger works correctly.
Bearing in mind that, to gain authority, you must first gain the trust of your customers.
And, for that, it is necessary to demonstrate in fact that you know what you are doing and that your solution is the most adequate in the market for what it needs.
This trigger is widely used by the cosmetic and wellness industry.
It does this by advertising products with innovative technology or produced by experts in the field.
All of this information reaches the public in a certain way.
It causes a kind of positive surprise in him.
Consequently, it arouses wide interest in the offer.
The reciprocity trigger is for companies, in a way, to deliver value to those who generate value for them – that is, their customers.
Therefore, it matches perfectly with the inbound marketing methodology.
The production of relevant content for the public and e-mail marketing strategies , for example, are a great way for a company to deliver value to customers in a natural, free and good-hearted manner.
Recalling that this reciprocity should aim to facilitate the customer’s life and not aim at selling or direct profit through those actions.
This is a result achieved in the long run.
That is, it does not come without effort, dedication and persistence.
Free samples are a frequent example of this type of trigger.
This is because they cause the customer to feel that they have to return that “favor” later.
Following that same thought, offering a free trial of your product for a certain period of time is a fairly common trigger of reciprocity.
That’s what streaming services, like Amazon Prime Video, usually do:
People are more likely to do favors willingly when they know and understand the reason for that favor.
This trigger is interesting to use, as it explains the real reason behind that offer, giving a sense of reason for what is being asked for.
Therefore, when arguing in favor of your business, be sure to use honest arguments and maintain your integrity to ensure the success of the strategy.
A good example of this type of trigger was the award winning campaign of Esporte Vitória Clube, which showed how a good cause can mobilize several people.
The reason was to increase blood stocks at a hospital in Salvador.
To encourage fans to donate, they removed the red from the players’ shirt and the color would return as the stock increased.
A good idea, isn’t it?
Have you ever realized how planning our future is always something that makes us curious and anxious about what is to come?
This is precisely what the anticipation trigger does to the public.
It helps us to create expectations for the future.
For your activation to be complete, you need to set the stage for the launch of a new product or new functionality.
To do this, you must make it very clear how these new features will make life easier for those who consume them.
Apple, for example, is a company that invests heavily in the trigger of anticipation.
The annual exclusive event that takes place for the disclosure of the brand news usually makes everyone anxious for what is to come.
Its strategists create a mystery around the new products, and on top of the new features, which leaves everyone looking forward to the launch date.
An example of this was the Apple Watch ad, shown at the 2014 annual event.
It was launched only in April 2015 and only in some countries.
But it created enormous anticipation over the product.
The mental triggers start from the premise of “less is more”.
That is, persuasive actions and arguments need to be light and simple in order to be successful.
It is a challenging trigger, as it requires cutting out unnecessary things – and this is not always an easy process.
In fact, it rarely is.
On the other hand, the impact can be great when we speak only what is necessary.
So, it is worth striving to achieve this condition.
Again, Apple shows itself as a master of the triggers.
The simplicity trigger comes from the fact that the brand has 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 discontinue the production of hundreds of products that were standing on the shelves.
He ended up reducing everything to just four computer models: two laptops and two desktop computers.
This decision to simplify the product portfolio was what saved her from bankruptcy at the time and enabled her to grow into one of the most valuable companies in the world.
10. Relationship between pain and pleasure
You may have noticed that people tend to move away from pain rather than pleasure, right?
But what explains such a condition?
The lack of pain and suffering itself already generates a certain feeling of pleasure and helps us to maintain an emotional balance.
Based on this, in order for this trigger to be successfully activated, you need to nudge your consumer’s wounds.
Yes, that’s right.
It is necessary to highlight your pains and needs in order to later present your product as the best possible solution to those problems.
Starting from the basic focus of showing how his product is the solution to the customer’s problems and providing him with pleasure, Ryan Grepper revolutionized the cooler market and created Coolest.
Coolest starts from the concept that it is a cooler for the 21st century.
The name of the product itself is already a pun, because the term in free translation would be something like “The coolest”.
And the sales success was not for nothing.
The cooler comes with several features: attached blender, USB port for devices and speakers with Bluetooth connection.
It was what your target audience “needed” even before they met.
Storytelling, as the name already suggests, is nothing more than the ability to tell a good story.
If you already have some familiarity with digital marketing strategies, you know that this resource has been used for years in order to persuade people to purchase products and services.
What makes this trigger so powerful?
Have you ever felt so connected to a story that you couldn’t stop reading because you needed to know the end of it?
So it is!
Most people believe that the choices we make depend solely on rational analysis, when in fact, our decisions are made, most of the time, based on emotion.
Telling a good story activates parts of the brain that are linked to vision, hearing, taste and movement, which can directly influence your customer’s purchase decision.
Are you interested and want to know a little more about storytelling? Here on the KP blog we have an article dedicated entirely to this topic.
Have you noticed that when someone is telling you a case and you ask for more details, the message gains more weight?
Being specific is a great trigger to convey confidence and credibility to your story.
The more specific you are, the more value you will deliver to your audience. Not to mention that it will convey confidence and the feeling of the person reading your material will be of tranquility and security to purchase your product or service.
I brought this example of this landing page from Hotmart, where it is specifically described what you will learn when reading the e-book offered by them.
Curiosity activates areas of the brain that are associated with pleasure. That way, using triggers that pique your audience’s curiosity helps keep them interested in what you have to offer.
It is the curiosity that will keep your audience looking for more information about your product or service, watch your videos, open your e-mails and subscribe to your newsletter.
A great example is this email sent by Laura Belgray of Talking Shrimp:
In the subject line, she catches the reader’s attention with the following sentence: use this or you will die.
The trigger effect is immediate, after all, the reader will want to know what is so important that it may cost your own life.
Empathy, as you may already know, is the ability to put yourself in the other’s shoes, understand and value their wants and needs.
Everyone likes to feel heard and valued for what they do and this can be a great way to build customer loyalty.
Demonstrating that you care about the opinion of buyers and their experience with the product is one of the best ways to build customer loyalty.
A clear and simple example to apply in your business is to send a satisfaction survey regarding a service performed.
By applying the survey, you show that you care about the customer’s opinion and that you want to further improve your channel of contact with the public.
Human beings are naturally sociable. Since the beginning of time, we have organized ourselves collectively, developing our personality based on the perception of the other and the need to belong to a group.
That way, if your audience feels that your product or service can help them become part of a community, the chances of them making a purchase are great.
A great example of the community trigger in practice is the communication carried out by Nubank.
In the early years of the bank, you were only able to open an account from an invitation sent by someone who was already part of the community.
In addition to the benefits offered by Nubank, this strategy has undoubtedly helped to popularize it.
Today, it is already possible to open an account directly through the bank’s website and be part of the Nubank user community.
So far you have seen what mental triggers are, when and where to use them, and the top 15 to which we are subject.
Now, I’m going to tell you how you can apply these triggers in your business in a practical way.
How to apply mental triggers using Klickpages
There is no mental trigger that works without having an audience ready to be definitely won over by your business.
But before reaching this condition, he needs to be hooked.
If you don’t already use your website or blog to capture leads , you’re missing out on a great opportunity.
It can be an invitation to subscribe to a newsletter, download an e-book or sign up for a free course.
Whatever the action, perfecting the landing page greatly increases the chance of confirming the desired conversions .
At that time, Klickpages is the ideal tool.
In it you will find specific sections that will help you to apply mental triggers in a quick and practical way.
For example, the countdown counters section and the testimonials section in text or video.
Best of all, there are just three basic steps to creating your page:
- Choose your model : high conversion optionsproven through tests.
- Customize the page : edit the texts, colors and images , in addition to hiding elements that add little.
- Publish : publish on your own domain, without additional hosting costs.