BUYER TRIGGERS, The Psychological Triggers That Converts Subscribers To Buyers

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

convert leads into customers.


1. Pleasure

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

the future.



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 Β 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, Β 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.

9.Verifiable Proof

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

in sales.

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.

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BUYER TRIGGERS, The Psychological Triggers That Converts Subscribers To Buyers

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