Want to supercharge your marketing copy and see real conversion?
You’re in the right place.
In this post, I’ll share 88 trigger words that can help you elicit an emotional response from your audience and encourage them to take action, even if you’re not a copywriter.
So, if you want to turn browsers into buyers without being pushy—read on…
What are trigger words?
You’re scrolling through your social media feed, and a headline stops you in your tracks. It’s not just the information; it’s the way the words are used. That’s the power of trigger words.
Trigger words are specific words and phrases that get an instant emotional response from your target audience. They can be positive or negative and strategically elicit feelings to get action.
Positive emotion can be evoked by words that inspire hope and get engagement and potential transformation.
They are psychological triggers that tap into human emotions like joy, fear, curiosity, or desire and trigger a specific action, such as a click, purchase, or sign-up.
These are the words that make all the difference in marketing copy.
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Trigger words vs buzzwords vs power words: What’s the difference?
It’s easy to get these terms mixed up, so let’s clarify:
Trigger words: These words directly trigger an emotional response and get a reaction. They often relate to core human emotions.
They are effective when used strategically. Triggering words can inspire hope and excitement, especially in marketing, when trying to motivate audiences to make positive changes.
Buzzwords: These are trendy terms that are popular for a short period. They might get attention initially but can quickly become overused and lose impact.
Power words are persuasive and impactful but don’t always trigger an emotional response. They’re more about adding weight to your writing.
Positive trigger words evoke positive emotions and outcomes in the reader.
Examples like ‘new’, ‘great’, and ‘amazing’ can increase click-through rates and reader engagement in headlines. But use them carefully so you don’t over-promise in the content.
The key difference is trigger words are designed to evoke emotion, so they’re a marketer’s best tool.
88 Trigger Words
Now, let’s get to the good stuff: the trigger words themselves. Here are 88 words and phrases, categorized by the emotional trigger they trigger:
Urgency/Scarcity: These get urgency and action now.
1. Now
2. Limited
3. Exclusive
4. Last chance
5. Don’t miss out
6. Ending soon
7. While supplies last
8. Today only
9. Instant
10. Deadline
11. Rush
12. Critical
Curiosity/Intrigue: These get curiosity and make the reader want to know more.
13. Discover
14. Secret
15. Reveal
16. Unveiled
17. Hidden
18. Shocking
19. Amazing
20. Unusual
21. Little-known
22. Forbidden
23. Mysterious
24. Breakthrough
Joy/Happiness/Positive Emotions: These get positive emotions and association with your brand.
25. Happy
26. Joyful
27. Delightful
28. Amazing
29. Wonderful
30. Fantastic
31. Incredible
32. Brilliant
33. Perfect
34. Guaranteed
35. Proven
36. Effective
Fear/Anxiety/Negative Emotions (Use with Caution): These tap into fears and anxieties but use with care and ethics. Only use these when you have a solution to offer.
37. Danger
38. Warning
39. Risk
40. Avoid
41. Prevent
42. Stop
43. Protect
44. Vulnerable
45. Exposed
46. Loss
47. Failure
48. Consequence
Desire/Greed: These get the desire for gain, improvement or exclusivity.
49. Profit
50. Bonus
51. Win
52. Gain
53. Advantage
54. Benefit
55. Reward
56. Free
57. Gift
58. Premium
59. Luxury
60. Elite
Trust/Authority/Social Proof: These build trust and credibility.
61. Certified
62. Guaranteed
63. Proven
64. Tested
65. Endorsed
66. Recommended
67. Official
68. Trusted
69. Authentic
70. Real
71. Results
72. Case study
Simplicity/Ease: These are convenient and easy to use.
73. Easy
74. Simple
75. Quick
76. Effortless
77. Instant
78. Fast
79. Convenient
80. Hassle-free
81. No obligation
Novelty/Newness: These get excitement and anticipation.
82. New
83. Introducing
84. Latest
85. Innovative
86. Groundbreaking
87. First
88. Now
When to Use Trigger Words (and When to Hold Back)
Knowing which trigger words to use is one thing. Knowing when to use them is what makes all the difference.
Using trigger words effectively can increase engagement and sales, but overusing or misusing them can have the opposite effect.
Most people get the idea of using trigger words in marketing, but the point is to use them strategically, not sprinkle them throughout your marketing copy.
Here’s when to use trigger words:
When you want to elicit a specific emotional response, use words like “now,” “limited,” or “exclusive offer.” If you want to build trust, use words like “guaranteed,” “proven,” or “social proof.”
When you want to highlight a key benefit, Trigger words can magnify your benefits. For example, instead of “Our course teaches you marketing,” you could say, “Our course reveals the secret to marketing.”
Trigger words can be super effective in calls to action (CTAs) when you want to drive a specific action. Instead of “Sign Up,” try “Sign Up Now for Instant Access”.
However, there are times when you should avoid using trigger words or use them sparingly:
When your audience is highly analytical: If you’re targeting a highly analytical audience like scientists or engineers, they may be less responsive to emotional triggers and more focused on data and facts.
When your product or service is complex: If you’re selling a complex product or service, focus on clear explanations and demos rather than trigger words.
When you’re building long-term relationships: Overuse of trigger words can make your marketing copy sound manipulative or insincere and damage trust over time.
Let’s Go Deeper: Examples and the Psychology Behind Trigger Words
Now let’s look at some examples and understand the psychology behind them.
Reaction words are key in email marketing. These emotional triggers can grab attention and get people to take specific actions like opening an email or buying.
Using reaction words in subject lines can increase open rates, but it is essential to avoid overusing words that may be caught by spam filters.
Trigger phrases are also strategic in marketing and customer engagement.
These phrases are designed to elicit emotional responses and motivate people to take specific actions,, so they are used in advertising and interpersonal communication to drive conversions.
Build trust & FOMO
Highlight real-time activities like reviews, sales & sign-ups.
1. Limited Time Offer
This triggers urgency and scarcity. Most people fear missing out (FOMO), and this phrase taps into that.
The idea that something is only available for a limited time creates urgency and motivates people to take action. This is a classic use of trigger words to drive more sales.
2. Unlock the Secret
This triggers curiosity. Humans are curious creatures. We want to know things, especially things that are hidden or exclusive.
This creates an information gap and encourages the reader to click through to find out more. It is a great way to increase click-throughs on landing pages and in email subject lines.
3. Guaranteed Results
This triggers trust and reduces risk. Most people will not invest if they are unsure it will work.
This offers reassurance, reduces the perceived risk, and makes the offer more appealing. This is especially effective on landing pages for courses or services.
The Psychology of Human Emotions: Professor Robert Plutchik’s Wheel of Emotions
Understanding the psychology of human emotions is helpful to understand why trigger words work.
Professor Robert Plutchik created a “Wheel of Emotions” that identifies eight basic emotions: joy, trust, fear, surprise, sadness, disgust, anger, and anticipation. Each emotion has varying degrees of intensity.
Trigger words work because they tap into these basic human emotions. Certain words and phrases can elicit your audience’s emotional response and drive behavior.
For example, using words related to joy can create positive associations with your brand, and using words related to fear can get people to take action to avoid negative consequences.
This is related to emotional trigger words and how they elicit an emotional response.
Where to Use Trigger Words: Landing Pages and More
Now that you know when to use trigger words, let’s discuss where to use them. Here are some areas to use trigger words and phrases:
Trigger words can boost marketing by creating emotional connection and audience engagement.
Choosing the right trigger words can inspire hope and excitement, especially in marketing, when trying to get people to change.
Emails
Subject lines: Subject lines are the prime real estate for trigger words. They’re the first (and sometimes only) impression you make on your reader.
Use trigger words to elicit emotion and increase open rates. For example, instead of “New Marketing Tips,” try “Unlock the Secret to Massive Marketing Growth”. These words can make all the difference in click-throughs.
Email body: Use trigger words throughout your email body to keep the reader engaged and to reinforce your message.
Social media
Ads: Trigger words are crucial for creating social media ads that get clicks and conversions.
Posts: Use trigger words in your social media posts to get attention and increase engagement.
Website copy: Use trigger words throughout your website copy to highlight the benefits and get visitors to take action.
Landing pages: Landing pages are designed for conversions, so use trigger words to create urgency and trust and get people to take the desired action.
Pop-ups: Pop-ups are a great way to get leads, and trigger words can make them even better. Use trigger words to create urgency or exclusivity and get visitors to sign up before the pop-up disappears.
Headlines: Use trigger words in your ad headlines to get attention and get people to click.
Product headlines
Use trigger words in your product headlines to get curiosity and make your products more attractive.
Subheadings
Use trigger words in your subheadings to keep the reader engaged and get them to keep reading.
Buttons
Call to action (CTA): Your CTA is the final step in getting visitors to take your desired action. Use strong trigger words to make your CTAs more compelling. Examples: “Get Instant Access”, “Shop Now”, “Claim Your Free Gift”
Push notifications
Use trigger words in your push notifications to get attention and get users to open your app.
Trigger Words in the Call to Action (CTA)
The call to action (CTA) is the culmination of your marketing message. It’s where you ask the reader to take a specific action. Using trigger words in your CTAs can get massive click-throughs and conversions.
Here are some examples of how to use trigger words in CTAs:
Instead of: “Learn More”
Try: “Get the Secret Now” (Curiosity, Urgency)
Instead of: “Sign Up”
Try: “Get Instant Access Today” (Instant Gratification, Urgency)
Instead of: “Shop Now”
Try: “Claim Your Free Gift Now” (Desire, Scarcity, Urgency)
Instead of: “Download”
Try: “Download Your Free Guide Now” (Desire, Urgency)
The key is to use trigger words relevant to the offer and your audience. Think about the emotional trigger you want to activate and choose words accordingly.
This is where understanding the psychology of human emotions, as explained by Professor Robert Plutchik, comes in handy.
Trigger Words and Phrases in Different Situations
The same words can have different effects in different contexts. Let’s see:
“Free”: While “free” is a powerful trigger word, it can mean different things in different contexts. In a B2B context, “free” might not be as effective as “complimentary” or “no-obligation”.
“Secret”: “Secret” works well for curiosity, but not if the offer is not exclusive or unique.
Time-limited offers: Phrases like “limited time offer” or “ending soon” work best when there is a deadline. Using these phrases deceptively can damage your credibility.
You need to consider the context of your marketing copy and choose trigger words relevant to your audience and the situation. This is where trigger words come in.
Storytelling and Trigger Words
Using storytelling with trigger words is a marketing superpower. Stories engage us on a deeper level and trigger words amplify the emotional impact of your story.
Imagine You’re telling a story about someone who overcame a big challenge. By using trigger words like “triumph”, “breakthrough” and “achieve” you can make the story even more inspiring and motivating. This will get a more significant reaction from your listener or reader.
This is how you can use trigger words and phrases in blog posts, articles, and other content marketing. By embedding trigger words in your stories, you can create a more memorable and impactful experience for your audience.
Trigger Words and Social Proof
Social proof is a powerful psychological force that affects our behavior. We look to others for guidance on what to do, especially in uncertain situations.
Using trigger words with social proof can be very effective. For example:
“Join Thousands of Satisfied Customers” (Social Proof, Trust)
“See Why Experts Recommend This” (Social Proof, Authority)
“Don’t Miss Out on What Everyone’s Talking About” (Social Proof, Scarcity)
By using social proof with trigger words, you can create a message that gets people to take action.
3 Common Mistakes When Using Trigger Words
Trigger words are compelling, but there are some common pitfalls to watch out for:
1. Overuse
Using too many trigger words can make your marketing copy sound spammy.
Use trigger words strategically so as not to cram as many as you can into your writing. This can create negative emotions in your audience and damage your credibility.
2. Misuse
Using trigger words that don’t align with your brand or target audience can be ineffective or harmful.
Ensure the trigger words you use are relevant to your product or service and your target audience.
3. False promises
Using trigger words to make false promises can damage your credibility and get you bad reviews.
Make sure facts and evidence back up your claims, especially when dealing with words that trigger strong emotions.
Conclusion
Using trigger words is a skill every marketer and copywriter should have.
By understanding the psychology behind these words and using them strategically, you can create copy that resonates with your target audience, evokes emotion, and gets people to take action.
Use trigger words ethically and responsibly, and always provide real value to your audience. This article has covered trigger words and phrases, how they work, and how to use them to boost your marketing.
Now you know human emotions and trigger words. Go! 🚀️️️️️️️️️️️️️️️