Five Buying Triggers to Use in Your Copywriting

May 25

Understanding the art of persuasion is an important skill to have in business. Even more, understanding the art of persuasion for GOOD is crucial. Persuasion doesn’t have to mean that you’re persuading someone to do something they don’t want to or will not benefit them.

Using persuasion in your communication can and should be more about removing barriers, shifting limiting beliefs, and overcoming self-doubt that is holding them back from purchasing your service — because you know in your heart that what you have to offer can and will significantly impact their life and business.

Your words are powerful, and integrity should always be at the forefront of your message.

In this blog post, we will explore the concept of buying triggers, what they are, and how you can effectively use them in your copywriting to captivate and influence your audience.

Buying triggers are psychological cues that activate a response in individuals, compelling them to make a purchasing decision. These triggers tap into our deepest desires, fears, and motivations, guiding us toward taking action. By understanding and leveraging these triggers, you can craft persuasive copy that resonates with your audience and drives conversions.

Throughout this article, we will delve into five essential buying triggers:

Emotion
Commitment and Consistency
Urgency and Scarcity
Reciprocity
Social Proof

Emotional Triggers

Emotional triggers allow you to connect deeply and truly resonate with your audience. By appealing to their desires, fears, and aspirations, you can create an emotional bond that drives action, builds trust, and increases your credibility.

You can use your copy with captivating storytelling, expressive language, and relatable experiences to evoke powerful emotions and forge a genuine connection with your ideal client.

Example: Imagine an advertisement for a travel agency that paints a vivid picture of a serene beach at sunset, a spa-like luxury hotel, and the opportunity to eat at award-winning restaurants that usually take months to get into, inviting you to experience the bliss of a dream vacation. By tapping into the emotional desire for relaxation, self-care, and adventure, the copy triggers the urge to take the vacation.

Commitment and Consistency Triggers

Commitment triggers encourage your audience to commit to you — whether by purchasing your service, signing up for a newsletter, or engaging with your brand in another way. With this trigger, you’ll take your customer from an identity they don’t want to be in, to an identity that they desire for themselves.

Your goal is to help your customer see themselves and achieve their new identity by committing to your services and taking consistent action.

By offering your current clients consistent value through your free content (aka newsletter, blog, podcast, etc.), it is much more likely that they will continue to invest in you because you are providing them with valuable information that is helping them to achieve that identity.

OR, let’s say you have an online course or a membership, and your client is committing to working with you over time. They are taking consistent action within your course to step into their desired identity.

Another way to do this is by incorporating it into live webinars, workshops, or online events. You can combine language that allows your audience to give small “yeses” along the way.

You can incorporate case studies, testimonials, and stories — and ask questions like, “Do you want that same thing for your life? Do you desire to achieve your dream of building a business that gives you time and financial freedom?”

You can use questions that make you stand out as the expert — “If I could show you something that would help you overcome your obstacle, is that something you’d be open to?”

You will have them saying yes along the way so that they are ready to say YES without hesitation when you get to your offer.

Urgency and Scarcity Triggers

Creating a sense of urgency and scarcity can quickly spur your audience into action. You will tap into their FOMO (fear of missing out) by emphasizing limited-time offers, limited access, and bonuses. These triggers motivate them to act quickly, knowing that the opportunity may not be available later.

However, it is essential not to use “fake” scarcity or urgency tactics. Only use these in your offer if it feels right to you and is TRUE urgency or scarcity. For example, if you say you only have SIX spots available but fill the program with 15, those 15 people in your course might feel like you’ve lied to them, losing trust from the start.

An example of using bonuses to promote urgency or scarcity is using limited bonuses during your online course launch or when launching a new service. For example, “Sign up by midnight TONIGHT, and receive my 60-minute launch copy roadmap training FREE that usually costs $297!”

Reciprocity Triggers

Reciprocity triggers leverage the human inclination to give back when something is received. This principle is one of Dr. Cialdini’s 6 Principles of Persuasion. You can foster a stronger connection with your audience by offering value upfront, such as free resources, exclusive content, or personalized recommendations.

For example, a health and wellness coach could provide a free training on the first steps to taking control of your health or any type of training that offers incredible value and gives them an insight into what it would be like working with you and paying for your services.

It allows them to experience you before buying, which is vital in today’s world! In addition, this act of giving establishes goodwill and encourages reciprocity, often leading to higher conversions and long-term customer loyalty.

Social Proof Triggers

Social proof triggers utilize the influence of others to build credibility and trust. People buy from people they know, like, and trust. I’m sure you’ve heard this before, but it is SO true. For example, suppose you look at your current client base. Is it made up mostly of referrals and repeat clients?

The majority of you will answer yes.

By showcasing testimonials, reviews, and case studies, you provide REAL evidence that your brand is reputable and trustworthy, helping potential customers feel confident purchasing from you.

When displaying testimonials or social proof, it’s helpful to include pictures of the person giving you the testimonial — but always ask for permission first! If someone posts a great review on social media, I encourage you to take screenshots and use them on your website, sales pages, and in your emails! Social proof can be highly beneficial for your business.

Understanding and harnessing these psychological buying triggers within your writing can work wonders for your business. By incorporating emotional appeal, fostering commitment, creating urgency, offering reciprocity, and showcasing social proof, you can build trust and credibility with your audience, foster a deeper relationship, and inspire them to take action.

I’d love to know if you’ve used any of these strategies and how they’ve worked for you! Comment below.

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