This is part 3 of the triggers series (part 1 is here). A trigger is any device that makes something happen, so once we know how to start the process of changing a prospect into a customer, we’re well on our way to copywriting success. Right?
Wrong. Triggers start things, that’s all they do. The outcome is unknown.
For example, we know that someone will buy water if they’re thirsty. But what’s the trigger? Dehydration is one. That trigger is internal of course, but what triggered the trigger? That might be external – eg. a hot day, or it might be another internal force such as strenuous physical exercise.
But what caused that? Perhaps a need to lose weight, or maybe a need to get fit, and so it goes on – cause and effect (or rather, cause, cause, cause, effect – see The Book of EST).
What we’re after is the effect. We know what we want (a conversion from prospect to customer), but we have no idea where our prospect is on their journey to our promised land.
And so we go back to triggers again. If our prospect is at the start of that journey, then we start with a lightweight trigger. Maybe something a little intriguing to get their attention such as an interesting headline (“My last trip to the desert nearly ended in disaster…”).
But if they’re well into the journey (eg. they’re already in the desert and dying of thirst) then that trigger can be as simple as a button “Click For Water”.
If you’ve ever read anything else on triggers, you’d be forgiven for thinking they’re some magical convoluted wizardry only known by a few masters (“and now revealed for the first time ever”). Triggers are simple things that get us to take action, a buy now button being the most famous.
But there’s one more thing to take on board about triggers. Read part 4 here.
I've spent my working life starting and running a whole variety of businesses, from my first QPL Express Couriers where I travelled over 100,000 miles every year delivering packages on a motorcycle (along with a whole bunch of colleagues) to Accountz.com which made a major in-road in the UK, to ProofMEDIA my current business that focuses on Copywriting and the International Copywriters Association, which helps copywriters learn more about copywriting and the copywriting industry around the world.
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