Mental triggers are shortcuts that we use on a daily basis to make decisions. In the Marketing area, we use triggers in the production of content for people to take some action proposed by the business.
This strategy is used in copywriting, which is the process of producing persuasive texts (emails, websites, blogs, advertisements, infographics, e-books) for actions with the purpose of generating conversions and sales.
So, for the user to take an action such as subscribing to a newsletter, accessing an ebook, buying a course or registering on a landing page, for example, the copys need to have mental triggers that will help people make these decisions.
In this text you will know:
Copywriting is a writing process that emerged at the beginning of the last century in the USA, from a method developed by publicist Claude Hopkins. Copys are the content created from the copywriting technique, that is, the texts in a persuasive tone of emails, landing pages, ebooks, among others.
The copywriting technique is widely used in marketing strategies when the goal is to capture leads and close sales. With this, if a business needs to create a base of leads, for example, one of the ways is to create rich material (ebooks, infographics, spreadsheets). In this way, the user shares his data to access the material. With the information collected from users, a lead base is formed.
However, for people to take this attitude of downloading rich content on the business's website, the text must have persuasion techniques that encourage readers to take action. One such technique is mental triggers.
Mental triggers can influence the reader. They provoke sensations and bring up problems that need solutions. And your product or service is exactly the solution to your audience's pain.
Know the main mental triggers used in copywriting texts to persuade the user.
This mental trigger is widely used on websites and social networks. It's a way to show people how trustworthy your company is and that people who used your products or services were satisfied.
It is also a way to show the public how your products are used or how the service your business offers works.
Examples: customer testimonials and comments, success stories, reviews on google my business, photos and videos of customers using the product/service, email calls like “Register now for our course and be part of more than 2000 students what…".
The scarcity trigger works on the notion that, at any time, the product or service may be missing, activating the consumer's sense of urgency. In this way, the user tends to make a quick decision.
Examples: making the remaining amount of the product available in stock, limited number of places for an online course, exclusive advantage only for the first 20 buyers (special discount or a gift).
Some people may confuse the trigger of urgency with the trigger of scarcity. However, the big difference is that urgency is more related to the time factor, while scarcity is linked to quantity.
The public's tendency is to procrastinate, that is, to take a long time to take an action, always leaving it for later. Thus, the purpose of the urgency trigger is to encourage the person to make a decision soon.
Generally, this trigger is used in product and service launches that are limited.
Examples: texts with expressions “only until today”, “buy now”, “your last chance”.
Authority is also a trigger that cannot be missing from marketing strategies. It's a way to show people that you are an expert in your field or that your company is a reference.
For this, it is important that your website and social networks have information if you are the creator of a course, books or if you give lectures. It is also important to tell your trajectory or the story of your company.
Examples: blogs, “our history”, “my trajectory”, tutorials.
Usually when we receive something good, we reciprocate in a positive way. It is part of human behavior to return favors. In this way, the reciprocity trigger is used when you offer content and in return receive contact data from users.
Examples: free ebook with several tips to help the public that has a certain need, an email with good indications of places to visit, free sample of a product or service.
The curiosity trigger is widely used to immediately attract the attention of users. Therefore, it is used in the titles of the contents. Thus, the chance of getting people to read the text is much higher.
Examples: expressions such as “discover how”, “know how”, “the power of revealed”, “secret to”, among others.
Mental triggers are used in various types of content in marketing strategies. Some of them are:
Digital ads designed to be advertised on google, social networks and other media need to have these mental triggers in their content. Thus, users are tempted to take some action like enrolling in an online course, for example.
In the elaboration of texts for advertising videos, strong mental triggers are also used, such as scarcity and urgency.
Texts to be published on blogs, ebooks or on websites, even if they are top and middle funnel content, it is interesting to have some triggers so that the user continues to go through the funnel.
Email marketing is the content that most needs to have mental triggers in its construction. It is important to use proper techniques in the titles and throughout their development so that the person takes an action, which can be to click to take advantage of the site's promotions or read the best content on the blog.
Copys are persuasive texts, which arouse the reader's interest so that he takes some action. Because they are technical content, some people who do not have the necessary skills can make mistakes and, with that, harm the performance of the marketing strategy.
Some common mistakes made in copy that doesn't convert are:
Importantly, mental triggers are techniques to help users make a decision. This is because people's brains absorb a lot of information all the time and it can be difficult to make a quick decision.
In this way, when the right triggers are used in the content that reaches the user, it is much easier for the person to take action and be satisfied with the action he has taken.
So the point is not to force the reader to buy something, register or download rich content. And yes, show the benefits that these actions can bring to his life.
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