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Once you identify the target audience for your marketing messages, you need to consider which emotional triggers you can connect to those messages. Following are 10 common emotional triggers that you can tie into your marketing messages to make the sale.

  • Fear: Fear is an emotion that can be used in a wide variety of marketing messages. Insurance companies often appeal to the emotion of fear with messages like "Don't get caught with too little insurance."
    • Guilt: Consumers are easily affected by messages that trigger emotions of guilt. Nonprofit organizations use the guilt trigger effectively in copy such as "Don't let them suffer anymore."
  • Trust: Trust is one of the hottest trends in marketing, and every company seems to be trying to jump on the trust bandwagon in their marketing messages. Financial companies are leading the way with messages like "no hidden fees."
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