The mind is the root of every action and reaction in our world no doubt about that.
What we do physically is merely the manifestation of what’s going
on in our mind as the Bible says that as he thinketh in his mind, so he is. Our actions are extensions of our thoughts. Even when our actions seem to suggest otherwise, they are in fact driven by our subconscious compulsions. Every action and reaction can be traced back to the human thought.
Customers, consumers or clients are no different. People decide
under the influence of psychological triggers. These psychological
triggers can be influenced by many factors. While there are
dozens of elements that can influence the psyche of an individual,
here are the ten most important psychological triggers that
Every human being is attracted towards pleasure and loath
pain. No one wants to suffer and everyone wants to have a good
Time and pleasure. This desire to be pleasured drives people to buy specific
products. As a company, affiliate marketer or salesperson,
you need to present your product or service in a way that will
help the lead to imagine some form of pleasure. The product or
service could be anything, be it a foot massager to more
data in a postpaid plan. Affordability will always be a
vital influencing factor but the lead will at least be
interested in buying or signing up if pleasure or benefit is assured. The worst way of selling products or service in any industry are those that exist without offering any substantial pleasure to its intended customers or users.
Now, pleasure is not always physical or emotional or
psychological. It varies from person to person. Pleasure needs to
be well defined in the circumstance and given the kind of
audience you are targeting. Once you identify the exact form
of pleasure your audience wants, target your marketing
campaign accordingly. It is not necessary for a materialistic
product to lack emotional pleasure and an immaterial service to
have no physical pleasure. Smart marketers know how to
package their product or service and how to deliver the message.
2. The Pursuit of New and Original
People love new stuff, trending stuff if you know what i mean. It doesn’t matter what the product is. New
clothes,a new house, new shoes, a new car, a new phone, a new
laptop, a new set of speakers or it could be a new set of wine
Glasses or anything you could think of. Everything new has a special appeal. It helps if the
product is also an original and unique, that is to say it is not the run off the mill
stuff that is already plenty in the stores. The pursuit of new and
original things can be explained using the proven fascination with
originality. Studies have proved that exposure or expectation of
novelty items increases the release of dopamine in the human
brain. Hence, it is a neurological trigger.
Let us illustrate this reality using two simple examples. Every
smartphone maker and automaker in the world keeps releasing
new variants of their existing models. Other than the rare
instance, there is hardly any important change or improvement in
the subsequent variants. You can consider everything from an
iPhone to samsung, a Volkswagen to a Toyota. The existing
models are repackaged, some specifications are tweaked, some
features are upgraded just marginally and there you have a newly
manufactured phone/car or any products at all you can think of. This new original product builds
anticipation and is gratifying for many people. Had this not existed,
people would have turned around and said the phone is two years
old or the car is eleven months old. They would look for other
phones and cars that have been launched in weeks or a few
months leading to their old purchase. What’s old is the past and
people don’t like going backwards. Everyone wants a piece of
3.The Quintessential Reason
Every product in the world has diverse features and at least one
benefit. If not, the product should not exist in the first place. The features and
benefits will do their job to capture attention and will trigger some
interest in the reader but they are not enough to drive the sales.
You can talk as much as you want about the benefits or features
Of your product and yet you may fail to convert a lead into a customer. The reality
is simple. The lead is waiting for the quintessential reason. Many
marketers and salespeople have been deceived to believe that
people need many reasons to buy something. It is absolutely not
true. Most people don’t even know all the qualities of products that
they have purchased. The average consumer is not that shrewd or
interested. The average consumer has a lot of stuff on their mind.
They only need one good reason.
Let us talk about organic food or green tea. Does any average
buyer know all the differences between organic food and
inorganic food? Does an average buyer know exactly the
difference between green tea and what has been called tea for
ages? Even those who drink tea everyday don’t know the
difference between normal tea and green tea or black tea and
red tea. People have one good reason to opt for organic food
or green tea and that has been enough to promote these two
products across the world.
4.What’s the Story?
The consumers are not interested in the story of your company. They
don’t want to hear how your product has come into being, definitely
not when the product is yet to become a bestseller.
The consumers want to hear a story that will trigger their emotions.
This is the story that marketers or advertisers must have in mind.
Several years ago when television was not as popular as it is and
technology was not what it is today, there was a Volkswagen advertisement. It was just an image of identical houses in a
nondescript but beautiful suburban neighborhood with lawns and
paved driveways. Every house had a van parked outside, which
was the Volkswagen station wagon.
The image was captivating for sure but it was the few lines
accompanying the image that told a great story. It triggered an
intellectual response. Needless to say Volkswagen did have an
amazing response. You may be aware of the commercials of the
sixties through the eighties and even the nineties. You are
certainly aware of the stories various commercials narrate during
Super Bowl and other major events. The objective is simple: to
trigger an emotional response so there is an immediate
connection with the audience.
Most buyers love sophistry, intricate craftsmanship, complicated
mechanisms and wondrous technology but they don’t want to deal
with that. They want these features inside the product
which must be simple enough for them to use. Everyone uses a
remote transponder key but not many want to know how push
button ignition work or what the transponder chip actually is. Any
product that appears to be complicated or difficult to use will not
influence a lead to become a buyer. Every product that is
completely simple to use and has some significant utility will always
trigger a lead to at least consider buying.
There are some products that are not simple. It is the job of the marketer
or the advertising personnel to simplify the product or at least the explain it better.
The use of the product or availing the service, securing the
benefits of the features or eventually deriving the pleasure as
promised must be simple. If the customer has to make an effort to
understand a product or service, if a lead imagines using the
product or service to be complicated or need a great deal of
labor, then the whole campaign will be a definite failure.
6. Following / Popularity / Brand Value / Fandom
This could easily be the most vital psychological trigger but
the reason we mention it at sixth is because a company needs to
understand the first five to become a brand with a huge
following. Popularity of a brand inculcate credibility. People trust its
products or services. Fandom entrench a sense of unity. People
come together and feel like a part of a larger community. Human
beings are wired to find a common reason to unite. This has
happened more gloriously in case of all religions. Cultivating a
loyal or committed community of followers is necessary for every company to
sustain its success.
Have you pause to ask the reason why millions of people around the world line up
to grab the latest iPhone. In addition to the pursuit of novelty and
the quest for pleasure, it is the sense of being a part of the larger
group of iPhone users and the fandom that drives the people to
put in the effort, also their money.
7.Enticement or Intrigue
We are attracted to what we know or things that we have experienced. We like
eating our favorite foods, we cook the recipes we have mastered
and take pride in the creation, we support our favorite teams and
expect the best from them, we like the comfort of being with our
Friends and family and also seek job security. There is a part of us that wants
predictability, certainty and continuity. Then there is a part of the
mind that covets surprises, wants to explore the unknown, is
waiting to be lured or intrigued. This inquisitive part of our mind
can be easily used by a company to generate traction for its
product or service.
This is not the same as the chasing of something new, unique or original. It
is the craving for something different. While we go about our lives
in the most mundane and obviously expected manner, we want to
try out something new, unique and have a different experience. Any product
or service worth its cost that has this features or enticement will
easily convert leads into customers.
8.Fear of Loss / Fear of Missing Out
This is a psychological trigger but has been tainted in recent years
for being used, overused and even misused by most companies.
Fear of loss has always been a major driving force and has led to many overnight bestsellers but works only when used carefully
Companies keep blasting their leads with emails, highlighting
limited time specials again and again. If the lead knows that you
would keep repeating the same offer or similar promotions time
and again, then it doesn’t really create any fear of loss, they get used to it.
Smartly timed, placed and messaged campaigning that genuinely
instills a fear of loss will always convert a lead into a buyer.
Fear of missing out needs to be well authenticated. It cannot be a
random claim. Companies need to provide enough proof that the
item has already been grabbed by many like the lead being
targeted. A newly launched product or a new service cannot really
use fear of missing out because the leads don’t even know what
they would be missing out. That is unless, the product or service
is a follow up of what is already out there and the leads know the
benefits, effectively the pleasure or benefit.
Whatever it is that you promote, a lead is likely to believe your
claims if there is verifiable evidence. Products in action, services
being endorsed by people, independent studies or reviews that
substantiate the claims and any kind of proof that is verifiable will
always instill the trust a lead needs to make the final decision. As
long as there is an iota of doubt over the product or utility,
durability or reasonability of a product or service, a lead will not
take the plunge. The verifiable proof can be something as obvious
as social media following or mass scale endorsement as evident
10. Fuss / Hype / Press / Controversy
Press or media has one of the most influential psychological
impacts. When something gets highlighted by the press, people
pay attention to it as arthority. When there is a lot of fuss or hype surrounding a
launch or about a product, service or company, there is an urge to
Be the first to check it out. Even when there is some kind of controversy, it helps
in publicizing the product or service. It is not true that there is no
bad publicity but it is obviously true that hype or fuss and any kind
of media attention are psychological triggers to help tell more people about the product.