What is Google's brand mantra
10 emotional triggers in copy that drive more conversions
Words have power - when used correctly. Then they trigger feelings in us that unconsciously guide us in making decisions. Targeted triggers, i.e. words, sentences and special formulations, hit the nerve of your target group. Sometimes open, sometimes hidden, they convey a message that gets users to jump on a marketing campaign. Harness the power of emotions to help you achieve your personal marketing goals.
How it works? Address the following ten feelings and needs in your advertising copy. Even if negative feelings can also lead to success, it is better to create positive incentives for your customers to take action. This increases customer loyalty.
People are naturally afraid of being worse off than others, of missing out on something important or of not having taken care of something. Present your product or service as essential, without which the user cannot do without.
Use formulations like:
- "Don't lose touch."
- "Do not miss that."
- "Don't stand without it."
Other people's suffering tends to elicit strong compassion. If you then bump into your head that you are financially, socially and in many other ways better off than other people in the world, you quickly feel guilty. In order to diminish this and thereby to feel better, people tend to give something of themselves.
Do it like many non-profit organizations and influence your target group with the right statements:
- "Don't watch these children suffer."
- "Just five euros a month provide these girls with a home above their heads."
- "All the brothers want is to go to school."
Trust is the key to success. Nobody gets involved in a deal if they don't know that the other party is trustworthy. Interested parties want to know what they are getting into - they want to be convinced. Don't leave your potential customers in the dark. Communicate your advantages and prove that you are different from the others.
The way to get there is through quality seals and the like, which are supported by phrases such as:
- "No hidden costs."
- "We offer 100% cost transparency."
- “And the catch? There is no."
- Sense of benefit
Consumers love the feeling of getting a good deal. In particular, the prospect of cost savings is a real magnet for buyers. Present yourself as the best alternative in the immediate to indirect environment. Let your prospect group know what special benefits they can get from your goods or services.
With sentences like these you score:
- "Best price guarantee - should you get the same product cheaper elsewhere, we will raise the price for the same."
- "You will look in vain for a service like ours within a radius of 100 km."
- "We are the only company in North Rhine-Westphalia that specializes in this service."
- Sense of belonging
Nobody likes to be left on their own forever. Humans are social beings, so they really feel at home around like-minded people. As a rule, everyone feels the desire to belong somewhere - whether to the girls' clique, to the local football club or to another group.
Give your users the feeling of being part of the game:
- "Become part of our family."
- "Become a member now and benefit like millions of other users."
- "Our network offers countless possibilities - join us now."
Ambition and competition are in our blood. Not only do we strive to achieve personal goals, we also enjoy the feeling of outdoing others.
We are spurred on by the thought of at least achieving the same thing or even surpassing it.
You can awaken the ambition of your customer group with formulations such as:
- "This will make your neighbors jealous."
- "With these shoes you run away from your colleagues."
- "The smartphone of the future - you are way ahead of the rest of the world."
- Desire for immediate fulfillment of needs
In a world as fast as ours, nobody has the time (or inclination) to wait long for something. Many inquiries nowadays have an urgency that calls for immediate attention. Make it clear that you understand the rush and want to meet the need as soon as possible.
The best way to reach people who do not tolerate delay is with terms that imply immediate action or only indicate short periods of time:
- "Call now and benefit from the advantages today."
- "We'll take care of your problem immediately."
- "You will be mobile again within 24 hours."
- Striving for power & control
Many people enjoy the feeling of setting the tone. Consumers can also play a leading role, for example by being the first to buy a special product. Customers rarely like to see the reins taken out of their hands. You want to determine your own room for maneuver.
So do not determine something over their heads, but give up control:
"Be the first to benefit."
- "You decide which of our services you want to use."
- "You have it in your hand."
- Need for prestige & coolness
Those who do not emulate the current trends are often labeled as uncool and marginalized. As mentioned earlier, people usually care what the rest of society thinks of them. You want to do things that are currently hip, maybe set trends yourself. Moving with the times then often means adopting behaviors that other strong personalities exemplify or using products that they use.
Make your readers feel "in" by approaching them as follows:
- "All the cool kids do it."
- "You will follow in the footsteps of your favorite celebrity."
- "With this smartphone you are setting a new trend."
- Desire for more time
People never really have enough free time. The day always seems to have too few hours for the nice things outside of the commitments. Do your products and services mix up the work-life balance? Let prospects know how much extra time they spend buying your goods or booking your service.
Some suggestions at a glance:
- "We create space for you for the important things in life."
- "Concentrate on your day-to-day business - we will do the rest."
- "Iron in half the usual time - our iron makes it possible."
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