A trigger word is a word that evokes a strong emotional reaction to compel someone to act. The reaction could be anything from clicking an article, opening an email, or buying a product. Like with most things in life, we don’t want to abuse trigger words. If used ethically, trigger words can help our books/newsletters/blog/articles reach a wider audience.
How are Emotional Triggers Formed?
The same way we trigger emotion in readers—tickle the senses. Some of our most powerful memories include the smell, sound, or taste of certain things when associated with a positive or negative connotation. But trigger words work differently.
All decisions made by us or others consist of multiple conscious and subconscious emotions. By delving into the psychology behind human behavior, we can increase sales and visibility.
4 Emotional Triggers
#1) Belonging
It’s human nature to want to belong to something. The writing community, a family, book clubs, critique groups, a religious organization, or other social groups. Giving people a sense of belonging works remarkably well. For example, I write “join my community” rather than “subscribe (which has a negative connotation) to my newsletter.” That little tweak makes a huge difference in how the message is received.
Trigger words for belonging
- Community
- Join
- Become a member
- Mutual
- We
- Together
- Society
- Neighborhood
#2) Fear
I can’t see why authors would want to use a fear tactic, but it’s listed as a marketing ploy. Though you could use fear triggers as keywords or in a book description.
Trigger words for fear
- Worry
- Anxiety
- Concern
- Terror
- Death
- Toxic
- Mistake
- Embarrassed
- Nightmare
- Doubt
- Phobia
- Horrific
- Disastrous
- Plummet
- Warning
- Danger
- Looming
- Shattered
#3) Guilt
Guilt is a powerful emotion, right? Charity organizations overuse this tactic. For us, triggering a guilt response would not be an effective way to market books. But we can use the trigger words in book descriptions or as keywords/key phrases for better targeting.
Trigger words for guilt
- Goodwill
- Humane
- Disgrace
- Shame
- Disgusting
- Charity
- Donation
- Mercy
- Kindness
- Empathy
- Generosity
- Compassion
- Bleed for
- Sympathize with
- Feel for
- Grief
- Sorrow
- Understand
#4) Trust
Trust is important for building a long-term business. When readers trust you to deliver the same quality in each book, article, or newsletter, you’ll build a loyal audience. Don’t try to fake this emotion, or it’ll backfire.
A few ways to show you’re trustworthy
- Be transparent
- Display reviews from other readers
- Be genuine
- Show you’re human, not perfect
In one newsletter, I wrote, “I have no words of wisdom for you today. The well is dry. I left all my emotions on the page.” I never once tried to fake it. And y’know what? I received the sweetest responses. Being emotionally spent is something we’ve all experienced, so we relate. We empathize.
Trigger words for trust
- Caring
- Fair treatment
- Quality
- Competency
- Apologize
- Sorry
- Change
- Never
- Always
- Privacy
The Pleasure Principle
In Sigmund Freud’s psychoanalysis, he described the pleasure principle as the instinctual force that motivates people to seek pleasure, to satisfy biological and psychological needs, and to avoid pain. The id resides in a primitive part of the psyche and is the only part of the personality that’s present at birth. Which explains the terrible twos. The ego doesn’t develop till age three or four.
Three major components of personality
- The id – impulsive part of one’s personality that is driven by pleasure and repulsed by pain
- Ego – conscious part of one’s personality that mediates between the id and superego and makes decisions
- Superego – judgmental and morally correct part of one’s personality
Freud conceived the id as the unconscious mind’s primary source of motivation for all human behavior, from basic wants and needs (think: hunger and thirst) to emotional expression, impulses (think: aggression), and sexual desires. The id acts according to the pleasure principle — it seeks to fulfill its needs and desires in any way possible while avoiding pain or discomfort.
We live in a world of immediate gratification. No longer do we need to wait for the stores to stock a new album or novel. We can download it in seconds.
Can you guess how social media might affect the balance of the three components of personality? Likes, comments, and shares feed the id while making it difficult for the ego to mediate the feud with the superego. Hence why some people feel the need to condemn others and cast judgment.
TKZers, have you considered using psychology in your marketing? Do you use trigger words in book descriptions, keywords, and/or marketing?
Please note: I’ll be on the road today and will respond to comments later this afternoon. Hope you all have a fabulous day!
Great topic and post, Sue. Very helpful.
Safe travels!
Glad you enjoyed the post, Steve.
Yep, we’re all in the sales business. I own several books on sales techniques, one of which is Words That Sell, a collection of trigger words for sales copy, with chapters that go from “Grabbers” to “Clinchers.”
I’m sure by this time AI has read it.
Bet you’re right about AI, Jim. Sounds like a great book. Thanks for the title!
Sue, at the beginning of the post, you talk about ethical use of trigger words. In today’s advertising, politics, social media, and other mass communication, ethical use rarely exists, leading to suspicion and distrust. As a consumer, I’m not swayed by overinflated claims b/c they are usually false. But…that’s what gets the public’s attention.
What a conundrum for us authors. On one hand, we strive for honesty and truth in our work. Yet at the same time, we intentionally manipulate clues, create false trails, and mislead to create mysteries, thrillers, and suspense stories.
As a reader, I rarely buy a book b/c of an ad. I’m more likely to buy from an author b/c of their blog post, interview, article, conf. presentation, class, etc. That shows they have something interesting and meaningful to say. As you highlight, for me trust is far more important than triggers.
Always enjoy your deep dives into psychology!
I agree, Debbie. Can’t deny the effectiveness of trigger words, though. Like you, I buy books mostly by word of mouth and/or I’m familiar with the authors from articles, blog posts, etc.
What twists my knickers are authors who use hype in their books’ subtitles. Don’t tell me it’s a “riveting, unputdownable thriller.” Show me when I read the book. Those are almost always automatic passes for me.
I have a degree in Psychology, yet I don’t think about it when I’m writing.
Yeah, that rubs me the wrong way, too, Terry.
New-to-me stuff, Sue. Thanks!
One of the things we’ve noticed recently are the inflated claims from the pharmaceutical companies in their ads.
If I believed everything they say in their marketing copy, I’d have bottles, cans, and jars of pills taking up every space in our house. I believe NOTHING of what is claimed, especially for the “older adult” supplements. Just give me some broccoli!
I’ve never thought of trigger words for marketing my books. Hmm…and I am going to give some serious thought to revising my invitation to subscribe. I like your “Join my community” idea.
Safe travels, and have a great day!
“Join my community” works much better than “subscribe.” And if you write your newsletter to your ideal reader, that’s exactly what they’ll feel, like they matter to you. Because they do!
Great information, Sue.
#4 is the most important for me. I try to market my books with humorous and/or intriguing ads, but I never want to mislead anyone about what they can expect from my work.
Trust is a biggie for me, as well, Kay. Without trust, we have nothing.
Another helpful post, Sue. Safe travels.
Thank you, Elaine. Glad you enjoyed the post.