In part 3 of this series on triggers, we looked at reality – triggers are anything that starts a process. That process might be a single action (eg. a ‘buy now’ button), or it may involve multiple actions before or after (each of which can be improved by the use of more triggers). Think about triggers as being the cause of something and you have it.
What I haven’t mentioned yet (but alluded to in part 3) is the correlation between emotion and action. For example, hope produces motivation. Hope is the cause, emotion is the effect, and the thing that it motivates is the action.
With that in mind, it follows that emotion now becomes the new cause, and so it goes on, cause, effect, cause, effect – all of which increases the motivation we want our readers to feel in order to take the action we want them to take.
Psychologists call this the domino effect, but it’s no big deal. Everything that ever happens mostly resembles the domino effect. What matters to us is that we understand how it can be achieved, and we know that when it’s done well, our copy will work (the proof being clearly seen in every successful sales funnel).
One emotion that’s easy to generate using a trigger is greed. If I want to trigger someone who is greedy into buying something, I only have to find the right emotional trigger and it’s done.
Here’s an example headline currently doing the rounds: “How you could benefit by investing $200 in Amazon” (there are thousands like this). The headline is the trigger. The body copy that follows the headline then builds on that greed until the reader feels compelled to find out more.
At this point, they’ve already decided they can afford $200, all they need is concrete ‘proof’ and the deal is sealed (right now, they’re using news like the Covid 19 pandemic and how Amazon stocks have increased as ‘proof’ – note that it’s NOT proof of the future – it’s only proof of the past).
When you tie triggers to the emotions you want to evoke, they become easier to figure out.
PS. If there’s any topics you’d like to know more about, let me know in the comments below and I’ll do my best to help.
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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