The mental triggers

23drodriguezvdfe
Jun 6, 2024
4 min read

Today I want to talk about the factors or triggers that drive people to make purchase decisions in the world of marketing. You can use these elements to analyze businesses, marketing strategies, sales pages, and even create your own analyses and strategies. You can also do much more. The first mental trigger I want to talk to you about is called:

Human Connection

"Humans connect with humans." By this, I mean that all humans connect more easily with other humans. Big brands like Apple, Coca-Cola, and other major companies have known this for a long time. They use people within their brand visuals—people smiling, holding, consuming, or using products. Naturally, we feel good seeing others happy and enjoying pleasant moments. Big brands use photos of real people.

Emotional Connection

This consists of using the power of "Storytelling" or "Story Selling." In other words, I mean using the power of stories to generate sales. All humans love stories; we love to be moved by them. A great example of this is Disney, which has been entertaining us with its stories since we were kids. If you notice, the most successful marketers always use stories of people explaining how they achieved their transformation. Generally, when customers arrive at a sales page where a story is told, they manage to create an emotional connection. This is an extremely powerful mental trigger.

Sensorial Connection

Humans have these five senses: hearing, sight, smell, taste, and touch. It's about creating experiences through the senses. Obviously, when talking about internet sales, the only senses we can engage are sight and hearing, because these are the only ones we use when looking at a screen on the computer or cellphone. But somehow, we could awaken other senses through the use of the following elements:

Videos: Normally, sales pages with videos tend to sell more on the internet than those that don't have them.
Music: All major sales pages, webinars, and series are accompanied by background music that perfectly matches the story being told at that moment. This allows for an emotional connection with the potential buyer.
Working with the sense of touch: To make the customer feel a sense of touch, we can use mockups, which are usually boxes or devices used to make digital products tangible.
Use of photographs: Use photographs of customers consuming the product. Imagine selling a coffee that has certain health benefits. A photograph showing someone drinking a cup of coffee, with steam rising from the cup, and the person looking happy and enjoying that coffee.
Color palette: We should use a color palette that matches the product we are offering, reflecting trust, security, and that it is a product providing great value.

Social Proof

This is one of the most powerful triggers that exist. When we see other people taking action, we feel that we should be taking action too. When people see a product with enough social proof, they end up buying it. This can work for or against you, so we must be very careful. Imagine finding many bad reviews on your sales page; no one will want to buy your product or service. Conversely, if there are only good reviews, people won't hesitate.

This can be achieved through reviews, screenshots, and videos of people who have already seen results thanks to the offer you are marketing.

Authority

This trigger refers to having the product you are marketing appear in recognized informational channels like television, radio, press, and others. If referring to a public figure, they should have verification on social media, have published a book, or be constantly generating valuable content through social media.

Sense of Urgency

One of the most powerful. It makes your audience feel that there is little time left to make a purchase decision or they will miss out. Counters are typically used for this. Another example is when a product or service launch is decided; people can only purchase the product during the launch period, after which the offer disappears. This sense can also be triggered through an email or a remarketing campaign.

Sense of Scarcity

This makes customers perceive that the product is about to run out, that there are only a few units or spaces available. Why do you think diamonds are so expensive? Because there are only a few in the world. Humans value something more when it is scarce. Travel and hotel booking sites are experts at generating scarcity. This trigger forces us to make a decision, separating those who will buy from those who won't.

Reciprocity

Have you ever experienced someone giving you a gift during the holidays or another similar time and you didn’t have a gift for them? It feels terrible! You feel indebted and the next holiday you have a gift because you remember that moment. To apply this in sales pages, offer free trials or share valuable content through social media. Another option is to give away e-books, guides, or other valuable content related to your product or service.

Community Mental Trigger

Awaken the sense of belonging to a community where real results and experiences of what your product or service is doing for customers are shared. Through this community group, valuable content is shared to help people transform. This trigger can be awakened by creating groups on Telegram, Facebook, WhatsApp, Instagram, emails, and much more.

Trust

To generate this mental trigger, we can demonstrate it through certification seals, guarantees reflecting that if they don't like it or there is an issue, their money will be refunded, showing that their card details won’t be stolen. Have you ever bought something because a friend recommended it to you?

Anticipation

This trigger is important because it makes the client feel they need to set aside time to obtain or consume the product/service. People will register and set a reminder in their Google calendar. By doing this, you are making clients anticipate and schedule themselves. This process increases the likelihood of purchase.

Repetition

This mental trigger is activated through remarketing. Have you ever been interested in a product, visited the sales page, and suddenly you start seeing information about it everywhere, on all social networks? An average person needs seven different contacts with the brand, product, or service to make a purchase decision.