November 2015 - Reaction Time

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Have you been focusing on features and benefits in your marketing copy? When crafting your direct mail, email, and other marketing communications, do you focus on what your products and services do? If so, it might be time to consider using emotional triggers instead.

According to copywriting guru Denny Hatch, there are seven triggers that tip readers over the edge and get them to act. These triggers are fear, greed, guilt, anger, exclusivity, salvation, and flattery. By pushing these emotional hot buttons, you can get powerful results.

Let’s look at some common examples of these triggers that are familiar to us all.

Can you match these famous ad phrases with the emotional triggers used to draw customers in?

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