Mental triggers are strategies used to trigger the need for action in the recipient of the message. The idea is quite simple: to provide a stimulus to the brain and provoke decision-making. By applying triggers correctly in your digital marketing strategy, you will be able to increase sales and make your customers happier. Want to know how? Then keep reading this text!
The mechanics behind
Mental triggers help us make decisions easier. Even if we don’t realize it, making decisions requires a lot of effort from our brain. Therefore, to save energy, our brain makes as many decisions as possible in “automatic mode”.
In other words, to avoid mental exhaustion, our brain makes us act subconsciously, adopting “shortcuts” to make choices. These shortcuts are known as heuristics and consist of focusing on only one aspect of a complex problem, ignoring the others and directly affecting decision-making.
The purpose of triggers is to awaken in the consumer a demand that was guatemala mobile database already “on hold” in their subconscious. In other words, to activate heuristics. The consumer had already made the decision, they just hadn’t received any stimulus to act.
To give you a complete idea of the power of mental triggers, we have separated the main triggers that we are subject to on a daily basis and how they act in digital marketing.
Scarcity and urgency
Our collective unconscious associates value with scarcity. In other words: if it's running out, it's because everyone wanted it. If everyone wanted it, it's because it's good, and if it's good, I want it.
A good example of this trigger is Amazon. On many products, you can find highlights such as “only two left in stock”. If that product is something the visitor wants, the idea of not missing out on that opportunity leads them to take action.
The urgency trigger is very similar to the scarcity trigger. However, instead of working with quantity limitations, the urgency trigger deals with the time factor. In other words, there is a limited amount of time for a person to purchase a certain product or service. Black Friday is a clear example of the application of the urgency trigger.
However, there are ways to combine the two triggers and have an even greater result, in some cases.
“Only 2 left in stock – order now!”
News
According to research conducted by UCL University , when we are exposed to new things, our brain receives a greater dose of dopamine (the hormone responsible for the feeling of reward). We normally use this trigger in strategies to launch a product or service.
The idea behind using it is to arouse curiosity in the consumer and encourage them to take some action regarding the offer. We can clearly see the use of this trigger in the launch of iPhones. Huge lines form outside Apple stores on the eve of the launches.
Waiting list for the launch of the iPhone X
Social proof
The attitudes and thoughts of the people in our social circle positively or negatively influence our attitudes and choices. The idea that everyone is doing something that we are not awakens in us a need to know more about that product or service.
This strategy can be used in a variety of ways, from testimonials on a sales page to statements like “20 people have already purchased this product.”
Authority
To use the authority trigger, you need to position your business among the leaders in your niche. In other words, it’s not enough to just say you’re the best; you need to actually be among the best.
However, first of all, you need to gain the trust of your customers and be able to keep your team focused on the company's positioning so that the trigger works correctly. It is worth remembering that, as it is a bold trigger, you need to plan its use well to avoid undesirable effects.
An example of successful use of this trigger is Tigre. The company constantly positions itself as an authority by saying that “those who use Tigre are authorities on the subject”, unlike those who do not understand pipes and believe that they are all the same.
Did you already know these triggers? When you're planning your strategy, remember that to persuade your customers, you need to understand how your audience thinks and behave in a way that aligns your goals with their pain points and desires. In other words, when you do what you ask, people need to feel good and not engaged.
- Board index
- All times are UTC
- Delete cookies
- Contact us