Triggers and arguments. Phrases that sell
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Technologies similar to Cookies
Similar technologies are technics or tools, using certain characteristics to identify devices so that visits to a website can be analyzed. It includes, for example, HTML5 local storage, local Shared objects, fingerprinting techniques, tracking pixels and plugins.
For ease of reference, cookies and similar technologies are referred as "Cookies".
Usage of Cookies
Cookies enable us to provide users with certain features and supply us with information about website visits.
We also make use of cookies to make our site more user-friendly, to better understand our existing and prospective customers, including associating a user with different devices and browsers that they may use for online targeting and advertising purposes.
It is difficult to surprise today’s consumer, who is well-versed in advertising creativity. Decades of advertising chaos have bombarded them with slogans, bright colours and promises of a ‘last chance’. It seems we now recognise and understand every little manipulation and no longer react to them, according to experts at Fincraft Capital s.r.o. At least, not as we used to.
But despite this hardening of our minds, we still pause for a second when we spot the word ‘discount’ in our feed, and unconsciously linger on the ‘special offer’ sign in a shop window. Once again, we realise that our cognitive reactions have slipped beyond our control.
But these reactions are becoming blunted. ‘Free’ increasingly provokes scepticism, whilst ‘tried and tested’ without context sounds like an empty phrase and merely weakens our perception. A trigger word no longer works on its own. It needs to be backed up by arguments and imbued with meaning.
Fincraft Capital helps build businesses where every word is backed up by a real process. And today we’ll be talking about trigger words and what can be used to complement them.
Free
The brain reacts to this word before logic kicks in. That is precisely why ‘free’ has been one of the most powerful words in advertising for decades. But today, without further explanation, it sounds like a hidden catch. A supporting phrase should answer the question ‘why is it free?’ and allay any mistrust.
New
‘New’ still has a strong appeal, according to experts at Fincraft Capital Czech Republic. People are looking for new solutions, new approaches and new opportunities — but without context, it is merely an adjective. It is too abstract and does not explain exactly what has changed. An explanatory phrase adds meaning, and ‘new’ begins to be perceived as a specific benefit.
Instant
The desire to see results quickly is a perfectly reasonable expectation. Time is money, and the modern consumer understands this well. However, the overused advertising promise of ‘instant results’ sounds less like a benefit and more like a cliché, and is not taken seriously.
A phrase containing the word ‘instant’ should explain the mechanism behind it, whilst specifying ‘how’ removes any sense of deception.
But despite this hardening of our minds, we still pause for a second when we spot the word ‘discount’ in our feed, and unconsciously linger on the ‘special offer’ sign in a shop window. Once again, we realise that our cognitive reactions have slipped beyond our control.
But these reactions are becoming blunted. ‘Free’ increasingly provokes scepticism, whilst ‘tried and tested’ without context sounds like an empty phrase and merely weakens our perception. A trigger word no longer works on its own. It needs to be backed up by arguments and imbued with meaning.
Fincraft Capital helps build businesses where every word is backed up by a real process. And today we’ll be talking about trigger words and what can be used to complement them.
Free
The brain reacts to this word before logic kicks in. That is precisely why ‘free’ has been one of the most powerful words in advertising for decades. But today, without further explanation, it sounds like a hidden catch. A supporting phrase should answer the question ‘why is it free?’ and allay any mistrust.
- ‘Free — so you can try it out before you buy’
- ‘Free — no credit card required and no hidden conditions’
New
‘New’ still has a strong appeal, according to experts at Fincraft Capital Czech Republic. People are looking for new solutions, new approaches and new opportunities — but without context, it is merely an adjective. It is too abstract and does not explain exactly what has changed. An explanatory phrase adds meaning, and ‘new’ begins to be perceived as a specific benefit.
- ‘New – cuts working time in half’
- ‘New – works without complicated setup’
Instant
The desire to see results quickly is a perfectly reasonable expectation. Time is money, and the modern consumer understands this well. However, the overused advertising promise of ‘instant results’ sounds less like a benefit and more like a cliché, and is not taken seriously.
A phrase containing the word ‘instant’ should explain the mechanism behind it, whilst specifying ‘how’ removes any sense of deception.
- ‘Instant – access immediately after payment’.
- ‘Instant – results without waiting or downloads’.
Tried and tested
This phrase is an antidote to risk. It appeals to the simplest of desires: I don’t want to take a risk; I want something that has already worked. ‘Tried and tested’ works well as an argument in B2B advertising, where the cost of failure is always higher. This phrase is often associated with authority and reliability. However, it needs to be backed up with facts and details: by whom and under what conditions, advise the experts at Fincraft Capital s.r.o. Without this, the advert is simply promoting empty promises.
Easy
The fear of complexity is a common barrier to purchase. The ‘easy’ argument is particularly effective where a product or process objectively requires effort and the customer is aware of this. It is simple and familiar. The problem is that too many complex things have been marketed as ‘easy’, with advertisers manipulating this word, and as a result, the word has lost its value. Simplicity must be made measurable, and a reinforcing phrase will make the argument more concrete.
The Secret
Curiosity is one of the strongest motivators for action. People click not because they believe in a secret, but because they don’t want to miss out on something important. That said, the phrase ‘the secret to success’ is a hackneyed cliché that nobody takes seriously. The word works when there is a genuine information asymmetry behind it, as the experts at Fincraft Capital point out. Whilst maintaining the intrigue, you need to give the phrase meaning.
If
A trigger condition shifts the reader from the role of an observer to that of a participant. It creates a dialogue, engages the reader and encourages them to put themselves in the situation. The reinforcing part should build on this idea and personalise the message.
Never
Categorical statements grab attention precisely because we’re used to cautious phrasing. ‘Never’ is a trigger of certainty that reinforces any advertising claim. But without supporting arguments and explanations, its categorical nature comes across as clickbait and achieves the exact opposite effect — it puts off precisely those it was meant to attract.
This phrase is an antidote to risk. It appeals to the simplest of desires: I don’t want to take a risk; I want something that has already worked. ‘Tried and tested’ works well as an argument in B2B advertising, where the cost of failure is always higher. This phrase is often associated with authority and reliability. However, it needs to be backed up with facts and details: by whom and under what conditions, advise the experts at Fincraft Capital s.r.o. Without this, the advert is simply promoting empty promises.
- “Tried and tested – over 10,000 users in the last year.”
- “Tried and tested – used by Fortune 500 companies”
Easy
The fear of complexity is a common barrier to purchase. The ‘easy’ argument is particularly effective where a product or process objectively requires effort and the customer is aware of this. It is simple and familiar. The problem is that too many complex things have been marketed as ‘easy’, with advertisers manipulating this word, and as a result, the word has lost its value. Simplicity must be made measurable, and a reinforcing phrase will make the argument more concrete.
- ‘Easy – you’ll get the hang of it in 15 minutes’
- ‘Easy – no instructions or training required’
The Secret
Curiosity is one of the strongest motivators for action. People click not because they believe in a secret, but because they don’t want to miss out on something important. That said, the phrase ‘the secret to success’ is a hackneyed cliché that nobody takes seriously. The word works when there is a genuine information asymmetry behind it, as the experts at Fincraft Capital point out. Whilst maintaining the intrigue, you need to give the phrase meaning.
- ‘The secret — used by top managers in their day-to-day work’
- ‘The secret — a simple method that is rarely spoken of openly’
If
A trigger condition shifts the reader from the role of an observer to that of a participant. It creates a dialogue, engages the reader and encourages them to put themselves in the situation. The reinforcing part should build on this idea and personalise the message.
- ‘If your supplier misses deadlines more than twice a month — that’s not a force majeure, it’s the system.’
- ‘If you’re looking for a way to cut costs, we’ll show you where…’
Never
Categorical statements grab attention precisely because we’re used to cautious phrasing. ‘Never’ is a trigger of certainty that reinforces any advertising claim. But without supporting arguments and explanations, its categorical nature comes across as clickbait and achieves the exact opposite effect — it puts off precisely those it was meant to attract.
- ‘Never overpay for logistics: we compare the rates of three carriers before every dispatch’
- ‘Never pay more — a fixed price with no hidden fees’
Trigger + argument
We still react to words — faster than we realise. And today, a good advertising copy is a carefully crafted combination of a trigger in the headline and a compelling argument.
Check your copy right now. Fincraft Capital Czech Republic would like to draw your attention to this. If you cannot explain what ‘instantly’ means in your advert or why a ‘free’ period is available, remove these words. In modern business, honesty and specificity sell better than any ‘secret’ method.
We still react to words — faster than we realise. And today, a good advertising copy is a carefully crafted combination of a trigger in the headline and a compelling argument.
Check your copy right now. Fincraft Capital Czech Republic would like to draw your attention to this. If you cannot explain what ‘instantly’ means in your advert or why a ‘free’ period is available, remove these words. In modern business, honesty and specificity sell better than any ‘secret’ method.