Nine Emotional Triggers to Influence Listener Buying Behaviors

Every decision we make involves emotions, including subconscious ones. Understanding what triggers those emotions can go a long way when it comes to developing effective marketing material. Most of us have the same basic mental triggers which drive an action. Let’s explore the nine most popular emotional triggers that go hand in hand with effective marketing tactics.

Emotional Trigger #1: Fear

What it is:

Ever heard of the phrase “FOMO” aka Fear of Missing Out? It can produce reactions without conscious thought and override our entire thought process.

How it’s used:

Make sure to use caution though when triggering fear, it can get a bit risky. When used ethically, it can be highly effective

Example:

“You do not want to miss this event! Buy your tickets now!

Emotional Trigger #2: Time

What it is:

Time makes us a feel a lot of things. It always depends on the situation.

How it’s used:

We’re so busy, we could always use more time right? What if I told you that your commute to work would be cut in half if you purchased a certain item. The promise of more time is an easy thing to say yes to.

Example:

“Save time cooking, gain time with the family. It’s a win-win. Try us for free today!

Emotional Trigger #3: Trust

What it is:

If customers truly trust you and your brand, more than likely they will buy from you repeatedly. Keep in mind, gaining trust through marketing is not something you can fake.

How it’s used:

There are a few things that help a brand build trust. For example: be transparent, specific, human, and share what other people say to you.

Example:

“Your opinion matters and we want to deliver the best experience possible. Fill out this survey so that we can continue to fulfill your expectations.”

Emotional Trigger #4: Value

What it is:

Values show how important something is to us. We make buying decisions every day based on our values and judgments.

How it’s used:

Customer Value = Perceived Benefit – Perceived Cost, who doesn’t love a good deal with the most value?

Example:

“Save lots of Benjamin’s by doing this one simple trick!”

Emotional Trigger #5: Belonging

What it is:

Belonging to something gives us validation. It’s a basic human need

How it’s used:

The need to belong is strong. It has a positive effect on our intellectual levels, social skills, health, and much more.

Example:

“Lifetime fitness, forever friends.”

Emotional Trigger #6: Guilt

What it is:

Guilt is experienced by everyone and sometimes too often. A lot of us feel it if we leave work a little early, splurge on expensive items, or cheat on our diet.

How it’s used:

When using guilt in marketing messages it is important on how you phrase it. Just like fear but worse, the risks of it being taken the wrong way are higher.

Example:

“These children are suffering. With your donation, you could provide help a child in need.”

Emotional Trigger #7: Instant Gratification

What it is:

Instant gratification has become the norm in today’s world.

How it’s used:

We can get just about anything we want almost instantly, which is increasing every day with technology.

Example:

“Receive instant access by signing up for free today!”

Emotional Trigger #8: Leadership

What it is:

To truly get your voice heard, your company needs to be a leader. Your words need to be something consumers value.

How it’s used:

Be a trendsetter. Find products that work and make them better. Own and control whatever market you’re in.

Example:

“The southeast’s trusted leader in corporate human resource management”

Emotional Trigger #9: Competition

What it is:

There’s nothing wrong with a little competition. Sometimes it gives us the push we’ve been waiting for.

How it’s used:

In today’s world, we have a constant need to be better, stronger, faster than the next person. It drives sales too.

Example:

“Be the best dressed on New Year’s Eve. Shop our latest arrivals now.”

Conclusion:

By using emotional triggers, ethically –but strategically, we greatly increase the effectiveness of our messaging.

If you need assistance or would like to brainstorm, I’m always available to you.

Sincerely

Mike –The Write Stuff.