Isn’t it amazing that we can stimulate or “trigger” emotions in our prospects using stories, words, images and phrases on a page?

I think that isĀ totally mind-blowing!

With stories, and certain words and phrases cleverly strung together in the right places in our sales copy, we can trigger a thought or an emotion in our prospect, almost like we’re hypnotizing them, and get them to make a decision, which in most cases, is to pull out their credit card and buy on the spot.

Here is a list of 52 persuasion triggers that stir up emotion and/or help create a certain state of mind. A big shout out goes to Dave Newton for this, because I stole (with permission :) ) from his Facebook wall.

1. Agitate Problem
2. Authority
3. Bonus Pile-On
4. Celebrity
5. Common Enemy
6. Comparison (contrast)
7. Consistency
8. Consumption
9. Credibility
10. Curiosity
11. Damaging Admission
12. Dare
13. Demonstration
14. Education
15. Empathy
16. Establish Value
17. Exclusivity
18. Expertise
19. Familiarity (repetition)
20. Future pacing (involvement)
21. Gradualization
22. Guarantee
23. Harmonize (Yes momentum)
24. Herd mentality
25. Honesty/Integrity
26. Instant Gratification
27. Intimidation
28. Justify with logic
29. Languaging
30. Likeability
31. Linking
32. Logical fallacy of false dilemma
33. Mental engagement
34. Nostalgia
35. Objection resolution
36. Open Loop (Zeigarnik Effect)
37. Patterning
38. Personality
39. Personalization
40. Presupposition
41. Proof of claims
42. Rapport
43. Reason Why
44. Reciprocity
45. Reframing
46. Regret
47. Satisfaction conviction (risk reversal)
48. Scarcity
49. Simplicity
50. Social proof
51. Specifics
52. Storytelling
53. Takeaway (Halbert style)
54. Technical explanation
55. Trivialize price

This is not particularly a list of ‘trigger words’, but rather a list of themes, stories, mindsets and emotions you can embed into your sales letters and advertisements to provoke the emotions, and ultimately a buying decision in your prospect.

Using triggers to stir up emotions and ideas in your prospects mind IS the ONLY way to write effective copy. So I strongly suggest you study and apply these into your marketing.

Stuart Stirling