How to Use Emotional Triggers Ethically In Marketing

emotional triggers

If you are an Entrepreneur and you have an online presence or you plan to build it up, chances are that you need to write copy to market your awesome products and services.
To be effective in your sales you need to understand that key of any business is an understanding of positive psychology and Emotional Triggers in sales. All human beings essentially have the same mental triggers that drive actions.

We all know buying is mostly based on emotional triggers – In principle, humans love buying, but they hate being sold to, and feeling manipulated. This is happening often in traditional marketing messages, which are based on fear and manipulation. This is the reason why marketing has gotten a bad reputation to a certain extent.

But there’s another way. As a visionary entrepreneur you can use your marketing messages to help potential clients to resolve their most urgent problems, help them to make a decision, rather than manipulating them using negative fear-based tactics. In a nutshell, effective marketing messages are always building trust and authority along the way and contain certain emotional triggers to help potential clients to take action.

To move a person to a point where they say yes to your product, you need to understand their top of mind problem (most urgent problem that keeps them awake at night) and the emotional pain they go through if they can’t resolve that problem. Then it is your task to show them a path from their pain to pleasure, and future benefits for the ideal case when their problem is resolved.

Here is a selection of 3 types of triggers you can use in a loving way in your copywriting to help them to take action and make a buying decision.

1. Use results-based benefits as a trigger.

Focus more on benefits they have with your service or product. Focus on the transformation they have after they use your product or offer. People buy hope, so give them hope, as long its honest and real. A practical way is to share success stories from your own life and from your clients’ experiences, and make it clear this same transformation is open to your ideal prospects as well. The “You can do it, too!” message is very compelling and inviting.

2. Use love-based “unselling” as a trigger.

Also known as “take away” selling, “unselling” is when you explain who isn’t a good match for your service or product. In reality your offerings are NOT going to be a good match for everyone. Some people may not be ready to invest in their business. Some people may prefer slow transformation over fast (or vice versa). Some people may not like the idea of working alongside other people in a group format. And that’s fine – it simply means they’re not your ideal prospects.

This can be a powerful way to make it clear to your potential clients the consequences of the choice they are making by investing with you (or not investing with you).

3. Use urgency & scarcity as a trigger.

People don’t like to risk losing-out or their freedom. For further reading I suggest Robert B. Cialdini’s book INFLUEENCE, where he outlines that the scarcity tactic or principal operates on the worth people attached to things- and that people attach more value to things that are less available. The normal reaction of a person acting without any urgency or scarcity is to wait and not taking any action. And in most cases, when they wait, they never buy.

Here you could say that you have only a limited number of a certain product available. Just be sure to apply scarcity ONLY when you have a real reason for doing so. Or you are planning a seminar and you have limited seats available. Or you offer a seasonal sale, or early bird pricing for a limited time. These are all authentic ways to use urgency in your copy.

Just be sure you use urgency and scarcity in an ethical way and not to manipulate a sale.

This 3 triggers show that you can write effective copy that comes from a place of support and hope, and triggers positive emotional responses (rather than manipulating people). When you do, you attract your ideal prospects and convert them into ideal clients effectively, while growing your business.
Its your turn now. Think about your ethically motivated triggers to help your potential customers to make a decision in order to resolve a problem they have.

Bojan Zimmermann

About Bojan Zimmermann

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