Selling a product that is not vital is a difficult task. You need to convince the buyer of its value and increase product recognition.
To solve the problem, marketers use psychological triggers that increase the likelihood of a spontaneous purchase. The e commerce development company talks about the main methods of influencing the consciousness of buyers.
What Is A Psychological Trigger?
Psychological triggers act on the emotional sphere, deftly bypassing the areas of the brain responsible for prudence and rationality.
Trigger No. 1. Atmosphere Of Anticipation
The commercial is imbued with fear; a positive outcome occurs in its last seconds.
Example: a commercial for a German car manufacturer with a female name. The driver is driving along a forest road; life is good. The next act – workers are cutting down a tree, something goes wrong, and the trunk starts to fall.
The driver has no idea what awaits him, but he sees a hare running across the road and brakes sharply. The car stops instantly. And then, a tree trunk, which the workers cut down in the second act, falls in front of the hood. The video ends – and the viewers see the make of the car.
Result: potential buyers will remember the make of the car with high-quality brakes and, when buying, will agree to pay more than they planned.
Trigger 2. Unexpected Turn
The ending violates the viewer’s expectations, causing shock. This method is often used in social advertising.
Example of a video: A girl is getting ready for work in the morning, making breakfast. She takes out eggs – the viewer expects that she will make an omelet. But the girl puts 2 eggs on the table and breaks them with a sharp blow of her palm. A slogan appears about a woman having and should use her right to self-defense.
Trigger 3. Expectation, Pity, And A Positive Outcome
This trigger looks like this. The main character tries but fails; the people around him wait and believe in him. Having gathered all his strength and courageously overcoming himself, the main character wins.
Example: An advertisement for a well-known brand of sports equipment shows athletes – women, men, teenagers. Some started on the sports ground behind their house; some got an injury that ended in amputation. But the heroes did not give up; they trained and learned to walk on prostheses. Relatives and coaches believed in them. They did it, overcame it, and won. At the end of the video, the manufacturer’s logo appears, and the slogan is heard.
The viewer experiences a lot of emotions while watching – from pity to emotional uplift; the video causes a powerful effect of involvement and internal struggle. The likelihood of buying sneakers increases dramatically.
When To Use Psychological Triggers
They will be effective in the following cases:
- You need to stand out from the competition as much as possible since the market is saturated with such products;
- An emotional response is important – these are social videos, advertising of a charity foundation;
- Intrigue and involvement are important – the manufacturer offers a new product, and you need to attract the buyer’s attention as much as possible.
You should not use it in advertising children’s products, food products, and hygiene products.
