What are triggers in marketing and how to use them

In a broad sense, a trigger is the root cause of a particular event. This concept is used in various fields: psychology, medicine, advertising, politics, electronics, etc.

Marketers use the instincts of customers to unobtrusively manage their actions and arouse the desire to make spontaneous and rash purchases.

At the same time, it is important to maintain balance so that excessively aggressive advertising doesn't cause the user to feel spam, attempts to primitively manipulate and entice money:

In this example, the company urges to "stop watching and start earning straight from home"; this offer should affect the sense of greed. However, most users will react to such urges with caution, since there are many fraudulent pseudo-money-making schemes on the Web aimed at obtaining money from gullible customers.

If the organization offers a real way to earn money, then it's worth to indicate in detail what kind of work in question.

When used correctly, the triggers placed on the website contribute to the following customer actions:

• purchases and service orders;
  
• registration on the web resource;
  
• email subscriptions;
  
• turning customers into brand followers;
  
• reposts of website content in social networks;
  
• improving behavioral factors on the website, which will positively affect the ranking of the project in search engines;
  
• downloading mobile applications, etc.
  

Initially, the term was used in psychiatry, where a trigger was a certain external stimulus, leading to an exacerbation of the disease in patients. For example, patients with agoraphobia - a fear of open space - may behave at home, but when they go out to public places, they start having panic attacks.

The psychological mechanism for the emergence and consolidation of the connection between the trigger and a certain emotional reaction is similar to the formation of conditioned reflexes, habits, and skills.

The difference is that it's not so much repetition of the stimulus and reaction that is important as emotional reinforcement. In a force majeure situation, the trigger may form after a single event that caused a mental trauma.

For example, a race car driver after having been in a serious accident may experience panic after hearing the noise of a race car engine. Such psychological triggers are associated with individual experience, and there can be no single emotional reaction for each person.

The triggers that are used in marketing are not associated with such pronounced negative emotions and don't affect the psyche destructively.

Triggers are actively used in the field of marketing, and at the same time, they can both equally affect most people and be directed at the specific needs and fears of the target audience. Triggers in advertising, depending on the products being promoted, are aimed at the emergence of various emotions, among which are greed, fear, joy, sympathy, etc.

There are certain words that can be most effectively used to increase sales and conversion activities.

Limited time or quantity is the standard technique of marketers, which focuses on the fact that a profitable offer is valid only here and now, so you need to use it immediately:

Unambiguity: clear information on the website that best matches the user's request will help increase conversions. For example, for the visitor who entered the query "Rent apartments Colindale" and immediately received what he was looking for, will go on the website and skip all the rest results in the search engine:

Mutual gratitude: at the beginning, the seller offers to receive a gift, in return, he receives the client's contact details and then uses them for advertising email newsletters and calls.

Trust: for medical and legal service websites, online schools of foreign languages and other resources for which the staff qualification is important, you need to place certificates and licenses that inspire the trust of potential customers: