I used one word to create a chain reaction this morning. I knew it would start a flurry of activity. This simple word caused the one who heard it to stop dead in his tracks and look at me to make sure they understood me correctly.
As if to affirm his suspicions, I paused and said, “Well, what do you think?”
He then realized that I actually meant what I said. With the confirmation of that one word, enthusiasm erupted, and he started to do a happy dance. He couldn’t contain his excitement, so he had to run down the hall to share the good news.
Just to make sure he and I were on the same page, I repeated the word and then took action on it.
In this case, the word was “ride.” And the one I said it to was my 2.5-year-old Cavalier King Charles Spaniel Paisley.
You’re probably thinking, "But Joy, Paisley is just a dog. What on earth does this have to do with business, lessons or marketing communications?!"
Stick with me for a minute, and I promise you’ll see the connection.
Words Mean Something
Paisley has a limited human vocabulary. But the few words he does know mean something to him.
Like most dogs, going for a ride — no matter how long or short — brings moments of joy. A car ride addresses his “problem” of “boredom.” He gets to go beyond his routine and experience the sites and sounds only found by sticking your head outside a car window.
He gets so rambunctiously excited because he knows from previous car rides that he’ll get to experience the wind blowing through his hair as his ears flap up and down. He knows he'll encounter sites, sounds and smells that are different and unusual. This adventure will create memories to sustain him until the next outing.
Now, think about the last time you reached out to a prospective or existing customer. Did your conversation revolve around the features and benefits of your solution? I bet you received a flat response, didn't you?!
Let’s examine a quick tip from Paisley that can help you create positive connections with your prospects and customers.
Trigger Words Generate Psychological Responses
I know how to get a reaction from Paisley because there are specific keywords that mean something to him. I know that saying words like “ride” or “treat” can bring out excitement and joy. In fact, if I use the words just right, he’ll do pretty much anything I say.
These trigger words persuade him to behave in a particular manner.
Are you using keywords with customers that psychologically trigger desired reactions? Do you know what words to use with your prospects to increase engagement?
Just like Paisley, most humans are drawn to certain keywords because of the emotion they evoke.
According to Urban Dictionary, a trigger is a “topic, phrase or word that emotionally sets someone off.”
Merriam Webster calls a trigger “something that acts like a mechanical trigger in initiating a process or reaction.”
Are You Using Keywords to Increase Engagement?
If you’re trying to connect with your customers to build brand awareness, open the top of the sales funnel or have meaningful conversations that convert prospects to customers — you need to use the right trigger words.
When used correctly, trigger words can compel your ideal customer to take action.
Like the example with Paisley, triggers can cause someone to "click," "like," "download" or "buy."
What triggers are you using in your marketing and sales conversations? Are you maximizing your ability to create desired responses?
Perhaps you’re using triggers that work well, while others may have grown stale and need to be freshened up. Remember that every sales and marketing strategy and tactic you use should incorporate trigger words to move you closer to your goals.
Let me challenge you to improve your results by baking specific trigger words into every marketing and sales action. Get the results you need by strategically adding trigger words into your copy, content, posts, and conversations.
Download my free list of "Engagement Trigger Words" as a starting point for psychological triggers you can use in your communications today.