People want to feel special. (Because, face it, we’re all special and unique. People want to be celebrated, not tolerated.) When you offer a product or a service with an “exclusivity” feature, people’s ears perk up. “Be one of just six guests who get to go back stage after the concert and hang with the […]
‘Exclusivity’ Trigger Read More »
If I mention, to anyone older than 55, hippies, Star Trek, Bonanza, Sesame Street, Mister Rogers’ Neighborhood, Carol Burnett, Lucille Ball, Ed Sullivan, JFK’s assassination, West Side Story or The Beatles; or if I mention to anyone older than 25 Donny and Marie, Michael Jackson, Will and Grace, the Space Shuttle Challenger or 9/11, you
The ‘Linking’ Motivational Prompt Read More »
You’ve seen this trigger a gazillion times. Whenever someone proclaims him or herself an expert, guru, maven, or coach, or appends a series of letters to their names–Ph. D, BSc, DVM, DC–we tend to lend more credence to their comments and proclamations. We immediately assume that they probably know more about a particular subject or
The ‘Authority’ Trigger Read More »
You’ve seen this trigger more times than you can count… “If you’re one of the first 50 buyers, I’ll include a free guide (worth $59)…” “Download now to learn how to turn off the static in your life so you’ll sleep better tonight.” “Don’t wait. Tonight at midnight this discounted special rate will disappear forever.”
‘Sense of Urgency’ Trigger Read More »
The mammalian drive to belong to an “in group” is strong. As children, we humans (like all mammals) first identify as part of a family, then as part of a “tribe”/community, then as part of a region (territory/state/nation/global community), learning how to get along, navigate, bond and survive. As kids, we orbited around other kids
‘Desire to Belong’ Trigger Read More »
If you know Star Trek, Star Wars or stamp collectors, you always know what to get them for their birthday and the holidays. They may even provide a list so you don’t duplicate what they already have! They are “all in,” and nothing makes them happier than adding to their collection. The desire to collect
‘Desire to Collect’ Trigger Read More »
How believable are you? Notice, please, that I didn’t ask how honest you are or how much integrity you have. I’m assuming you’re honest and that you have integrity because you’re following me. (Go away, please, if you aren’t and you don’t.) I asked how believable you are. Not everyone who’s honest and has integrity
‘Credibility’ Trigger Read More »
You can provide proof of value in a number of ways… Testimonials. (Legitimate ones only. You don’t want the Federal Trade Commission on your tail.) Price of product or service as compared to its result. See my static testimonial in the upper right-hand corner of this website showing that a $220 sales piece paid for
‘Proof of Value’ Trigger Read More »
Everyone loves a good story. For most of human history, all we had were verbal stories (oral histories) to pass information about past events (close-call survival adventures among them) from one generation to the next. Storytelling has never lost its allure. A well-told story entraps and holds spellbound its audience until it gets resolved. Stand
The ‘Storytelling’ Trigger Read More »
You’ve seen the Satisfaction Conviction prompt lots of times. “We’re so sure you’ll love/enjoy/use (whatever it is) that we’ll return every dime, including postage plus ten percent, if you don’t feel the same way.” If–when you read something like this–your first thought is, “Wow, they’re going to get ripped off for making a claim like
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