What are Trigger Words?

There are several TOOLS you can use to increase interest and push your customer to take action, and trigger words are one of them. These are words that have been proven time and time again to result in a more action. Trigger words play on the psychology of how our brains are wired.  When we take information in through the senses –  we see, hear or smell something familiar (triggers memories) different (triggers curiosity) or interesting (triggers connection through passions and aspirations) chemicals are released from the brain causing us to feel a certain way in that moment. That is what you want to happen every single day in your store. Good, positive, memorable experiences, and using trigger words is one way to make that happen.

I refer to trigger words as silent sellers, and  brick and mortar business owners don’t use them enough.

Why? Ive found there to be 3 main reasons: 

1. Lack of Knowledge –  as small business owners, we didn’t have access to information that explains their power.  In the past, this kind of data was only accessible to large corporations who could afford to pay for it. 

2. Misguided Objective – we focus on the wrong thing – making a sale instead of making a connection.  We get so overloaded with expenses and responsibilities that we have a tendency to make sales our first priority which results in short term wins over long term success.  We use price and promotions to drive interest instead of finding ways to increase perceived value, stir emotions and grow our customer base.  When we focus on the customer first instead,  we can learn more about them and build a relationship that will  have them spending more over time.  People buy based on emotion, that includes the experience they have with YOU -the level of  comfortable and trust they feel interacting with your brand.

3. The Habit of Control –  as retail entrepreneurs,  we are used to juggling so many hats  and responsibilities all the time, we take on this mentality that we have to do everything and that includes all forms of sales and communication, we don’t trust enough to delegate, or rely enough on tools that can help trigger consumers to take action without our immediate attention- but that’s exactly what silent sellers can do. 

Why Should I Use Trigger Words?

We are always looking for new ways to increase sales or production while decreasing the cost to achieve it. We brainstorm  idea’s and put them to the test, then measure the results. When an idea has a high enough percentage of success, we use it – this is especially the case with sales and marketing. It’s why we love success stories, because what they really are – besides motivational –  is proof of idea’s that worked! And  what worked for one person may work for another. Even when there aren’t specific numbers or percentages of data, we are still inspired by the fact that a technique was put in place and a favorable result was achieved. 

In the brick and mortar space, we can’t test and measure results in the same way that we can in the digital space (online). We can get a general idea if a technique that we’ve used seems to be generating interest or increasing sales,  but to get the true accurate percentage is very hard. We would need to know exactly how many people were exposed to the idea and compare it to how many of them actually took action so we could get true honest data, statistics and percentages. On the brick & mortar level, that is close to impossible (for now). On the digital level however, we can specifically measure how many people were exposed to a website page or ad, and see how many actually clicked on it, put it in the cart or scrolled down to read more about it. Digital marketers have seen massive increases in interest and action, simply by changing one word. 

{ Not to get off topic here, but this is another reason why I encourage brick & mortar owners to create an online presence of some sort as soon as possible. There is valuable data and information that you are missing out on every single day about YOUR specific customer. }

In this post about the new boutique style store concept that Amazon is testing in New York City, I called attention to the trigger words used on the signage in the store. You can easily use trigger words on signage and promotional material to get more action.  

What Should I Consider When Choosing Trigger Words

1. Who your exact customer is and your brand voice to make sure the words match your style, market and message. 
2. Try not to overuse the same words too frequently.
3. Avoid “salesy” old school words that turn people off or make you look like your trying too hard.
4.   Remember to structure a plan. Who are you targeting? What emotion do you want to connect with? This will make it easier for you to accomplish your goal with amazing results.                                        

I’ve pulled together a list of positive, actionable, proven triggers words that you can use to increase interest and sales in your store. Download the list here.

Also, you may find more trigger words and successful messages coming from the passionate group of retail entrepreneurs in our private facebook group Brick & Mortar Mastery, so if you aren’t already a member….what are you waiting for??? Request to join our group here.

If you want tips, techniques, trends and up-to-date information to help your business, sign up to the blog below.

I Help creative Women Entrepreneurs plan, organize and optimize their business across multiple channels to build a profitable, thriving brand they love with more time & freedom to enjoy it. Let’s connect. 

Wishing you new customers and an unexpected opportunity for your business this week.  Jodi