Most of the decisions we make are not logical. It is wrong to think that they are making Myanmar Email List a totally rational choice when they buy a Samsung cell phone and not an Apple cell phone or travel to Miami instead of Colombia. The unconscious has much more responsibility for this.
If this is new to you, know that marketing has been using it for a long time! Or do you think companies don’t know that everyone likes to feel important? Or that no one wants to be left out of a trend everyone is using?
These mental triggers underlie many marketing and sales strategies you see out there. They target attitudes that are triggered by the unconscious and make people make decisions on “autopilot”.
So let’s unravel the mental triggers in this post. They can make all the difference when designing your company’s strategies.
What are mental triggers
Mental triggers are decisions the brain makes at the unconscious level . It’s as if he automated some actions to focus on more complex choices and avoid mental breakdown.
To further facilitate your understanding of the subject, our CMO, Victor Piranha , made a video explaining everything about the subject.
But don’t think this is a marketing invention, okay? Mental triggers are human nature’s own resources to facilitate decision making.
Note that at all times you are making choices. When you wake up, you’ve already decided whether to ignore the alarm clock or put your laziness aside and get out of bed soon. At breakfast, are you going to have some yogurt or some bread? And so on…
But many of these everyday decisions go unnoticed. As you’re reading this text, for example, your brain is deciding whether to stay here or go to another browser tab (but stay here, there’s still a lot to learn!).
A Cornell University study showed that we make decisions just thinking about food for a day. But we don’t even notice (which would help explain why we devour a family-sized pizza without thinking about tomorrow).
This excess of choices can lead to decision fatigue because we have a finite store of energy to deal with it. So, to spare you, your brain makes decisions on its own, without reaching your conscious mind.
These decisions that we make and don’t even notice are the mental triggers. They help us face this huge amount of choices we need to make.
How do mental triggers work in marketing and sales
Marketing and sales study consumer behavior . Organizations need to understand what drives people to buy and how this decision process works to create more effective approaches throughout the buying journey. The neuromarketing help it. In addition to knowing the tastes, preferences and doubts of consumers, this area also investigates what goes on in the unconscious.
So the marketing and sales areas use the mental triggers that are common to our culture as a persuasion technique . Later, you will meet several of them. But think, for example, about the exclusivity trigger: who doesn’t like to feel special because they have access to something exclusive.
That’s how we feel when we’re a child and receive a compliment from the teacher in front of the class. That compliment is just for you and arouses a feeling of pleasure that makes you dedicate yourself more to your studies (even if this decision is unconscious).
So, in our society, that sense of exclusivity is a mental trigger. Therefore, companies can explore their strategies to trigger consumption decisions.
Marketing can take advantage of this feeling when it comes to nurturing the relationship with the consumer, saying that it sent content exclusively for them. Sellers can offer an exclusive discount to close the sale with a potential customer.
Pleasure x Pain
This trigger supports several other mental triggers. It is natural for human beings to try to avoid pain and seek pleasure to face life.
We like that feeling of pleasure when we are rewarded for an effort, see an advantage or feel loved, for example. Therefore, we make conscious and unconscious decisions to achieve it.
Perhaps you think that anyone who sets out to climb Everest is not enjoying muscle fatigue and shortness of breath. However, these people see the pleasure in the challenge — in the end, they are rewarded with a load of neurotransmitters that bring joy, well-being and disposition.
In marketing, companies often use this trigger to show the transformation that buying can bring to people’s lives . For this, you need to know the pains of your persona, what brings satisfaction to her and how your product can take you from one point to another.
See this example from QuintoAndar. One of the common problems facing homeowners is tenant default. The ad, then, focused on showing the pleasure of those who advertise in the app and can rest assured with the receipts.
Love and connection
Love and connection are among our basic needs. When we love and are loved, we feel fulfilled. People can love another person, an animal, a sport, a city, a movie and yes, they can also love a brand . What feeling do you think drives a person to tattoo a mark on their skin
But don’t think that the love between brands and consumers happens overnight. This trigger is a construction of affective connections over time , by the way the brand demonstrates its personality in its marketing actions.
Harley Davidson is an expert at this: for its fans, the brand is synonymous with adventure and freedom. When there is an identification between the brand’s values and the consumer’s values, the heart tends to beat stronger.
Trust
Trust is the foundation of relationships. If you don’t trust a person, you will likely avoid approaching them, expressing your feelings, or building a relationship. When it comes to sales, this is one of the most important triggers. If people don’t trust your brand, they won’t approach or buy.
They need to trust that they will receive the product they purchased, that their expectations will be met and that they will not be frustrated. Remember that human beings want to avoid pain and suffering List Provider It is also like this in the relationship with brands. Therefore, it is important to build a relationship on the basis of transparency .
Nonbank showed an example of this in the AsteriscoNo campaign , which called for an end to the fine print and asterisks that mislead consumers. By doing this, the brand conveys confidence to customers and still positions itself as a leader in this movement in the market.
