What are mental triggers and how to use them

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Have you ever wondered why you make certain decisions almost automatically? Often, these choices are not as rational as we imagine. They are influenced by subtle elements that activate specific behaviors in our minds, known as mental triggers. In the world of marketing, understanding and applying these triggers can be the key to converting potential customers into loyal customers.

In this article, we’ll explore what mental triggers are, how they work, and how you can use them effectively in your marketing strategies. Get ready to embark on a fascinating journey through the human subconscious!

Do mental triggers really exist?

There is controversy regarding the use of mental triggers. Some professionals say that triggers do not exist.

But reality shows that when these techniques are used well, results appear more frequently.

After all, the purchasing process does not work rationally and human beings act on impulses and motivations that lead them to consume and make decisions.

Therefore, understanding how the customer's mind works helps to better prepare marketing and sales strategies. The use of mental triggers is very common in marketing techniques. copywriting, where the focus is to bring the art of writing with the aim of retaining the audience and leading them towards conversion.

What are mental triggers?

Mental triggers are stimuli that activate automatic and unconscious reactions in our brain. Thus, they act like buttons that, when pressed, lead to an immediate emotional or behavioral response. In other words, they are shortcuts that the brain uses to make quick decisions, often without the person realizing that they have been influenced by some external factor.

These triggers are widely studied in the field of psychology, especially with regard to consumer behavior. In marketing, they are used to guide decision-making, often increasing the chances of a conversion or sale.

The psychology behind mental triggers

To understand how mental triggers work, it is essential to understand a little about how the brain works. Our brain is constantly looking for ways to save energy, and one of the ways it does this is through mental shortcuts. These shortcuts, or heuristics, are processes that allow us to make quick decisions based on limited information.

Mental triggers take advantage of these heuristics, triggering automatic responses that lead us to act in certain ways. For example, when we see an offer with the word “urgent” attached, our brain goes into action mode, fearing that we’ll miss out on a valuable opportunity.

Some of the most used mental triggers

Mental triggers can be activated in a number of ways, and this is because people tend to react in a similar way to certain situations. Let's take a look at the most common ones:

Reciprocity trigger

See how we don't even realize it, but we act the same way. The reciprocity trigger is very common. You follow me and I follow you back Instagram, for example.

Thus, we can use it when we offer something to someone without asking for anything in return. Most people feel “indebted”, as if they are obligated to give something in return.

This is how inbound marketing works, for example, which makes reciprocity one of the ways to attract and convert. leads, then taking them to the bottom of the sales funnel.

Affinity trigger

People tend to connect with and trust more those they identify with. Because of this, the affinity trigger explores this emotional connection, creating a closer relationship between the brand and the consumer. When a brand shares similar values, stories or characteristics to its target audience, affinity is built and loyalty is strengthened.

Scarcity trigger

“Only 5 units left.” The shopping cart will close…

You've probably seen some kind of call like this before. This is one of the most commonly used classic mental triggers. Scarcity leads to a feeling of urgency, where the person feels they can't let an unmissable opportunity pass them by.

So, the scarcity trigger is based on the idea that people place more value on something that is rare or difficult to obtain. When we realize that a product or service is limited, we tend to act quickly to ensure that we don’t run out.

Urgency trigger

Similar to the scarcity trigger, the urgency trigger creates a sense of limited time. So when we feel like we have to act quickly, we’re more likely to make immediate decisions, often without much thought.

Countdown offers, such as “Today only!” or “Last few hours!”, are classic examples of how the urgency trigger is used to encourage a quick response.

Social proof trigger

Social proof is one of the most powerful mental triggers. In this sense, it is based on the idea that people tend to follow the behavior of others, especially in situations of uncertainty. Therefore, if many people are doing something, it must be good, right?

Customer reviews, testimonials, and follower numbers are examples of how social proof can be used to build trust and encourage action.

Authority trigger

Another trigger widely used in inbound marketing, for example, the principle of authority has trust as its main pillar. The greater the authority on a given subject, the greater the chances of closing a deal.

In this way, the authority trigger exploits people’s tendency to follow the guidance of authority figures. When a person or brand is perceived as an expert or leader in a given field, people are more likely to follow their recommendations.

In marketing, this can be done through expert endorsements, partnerships with influencers, or creating content that demonstrates deep knowledge on a topic.

Exclusivity trigger

This promotion is only valid for my special customers. And you are one of them. Or, this email with this special discount is only being sent to my VIP list. Exclusivity is a way of making us feel special, highlighted. Using a trigger like this brings enormous results.

Novelty trigger

It's no secret that people love something new. After all, novelty has an irresistible appeal. Have you ever noticed that new places always fill up in the first few weeks? Nightlife knows how to use this trigger. Knowing how to use novelty in your marketing actions coupled with social proof is a tremendous combination.

This is because humans are naturally curious and attracted to new and innovative things. In marketing, introducing new products, features, or even a new approach can attract the public’s attention and encourage them to take action.

How to use mental triggers in marketing

Now that you understand what mental triggers are and know the main types, let's explore how to use them effectively in your marketing strategies.

Mental triggers in email marketing campaigns

Email marketing is a great platform for implementing mental triggers. For example, you can use urgency as a trigger in an email subject line to increase open rates, such as “Last chance to take advantage of our offer!”. On the other hand, within the body of the email, social proof can be highlighted with testimonials from satisfied customers.

Additionally, reciprocity can be applied by offering an exclusive gift to those who sign up to your email list, increasing engagement and conversion.

Mental triggers on landing pages

To the landing pages These are elements where mental triggers can work wonders. Implement a scarcity trigger, for example, by showing how many units of a product are still available, or highlighting that the offer is only valid for a limited time.

Using social proof like testimonials and reviews can boost visitor trust, while you can tap into the authority trigger by mentioning certifications, awards, or endorsements from experts in the field.

Mental triggers on social media

Social media is a powerful platform for triggering mental stimuli. The novelty trigger can be exploited when launching new products or features, creating anticipation and curiosity among your followers.

Affinity can also be effectively worked on by sharing content that resonates with the values and interests of your target audience, strengthening emotional connection and brand loyalty.

Mistakes when using mental triggers

While mental triggers are powerful tools, it’s important to use them with caution. A common mistake is to overuse certain triggers, such as urgency and scarcity, which can lead to the audience feeling pressured or suspicious.

Another mistake is using mental triggers in a way that’s inconsistent with your brand message or customer experience. This can create a disconnect and result in a loss of trust.

Ethics in the use of mental triggers

The use of mental triggers raises ethical questions, especially when used to unfairly manipulate consumer behavior. In this sense, it is important that brands use these techniques in a transparent and responsible manner, ensuring that promises made are fulfilled and that consumers are treated with respect.

Instead of using mental triggers to deceive, brands should focus on creating genuine value for their customers, using these tools to improve the user experience and build long-term relationships.

Use sparingly

Therefore, it is very important that these mental triggers are used intelligently and judiciously, without exaggeration. Indiscriminate use causes credibility to be lost, in addition to tiring the audience.

Use a few triggers, combining and alternating them. Don't waste your message by exaggerating triggers, as they will sound like appeals.

Increase the tone of the triggers, according to the proximity of the lead to the bottom of the funnel. This way, you will be able to make faster conversions.

But don't forget. There's no point in knowing how to use triggers if you don't offer a quality product or service that solves your customer's problem.