Have you ever given thought to what drives people visiting your site to decision making? What makes them push the buy button?

Despite what you think of yourselves, you’re not driven by logic in the least and that extends to decision making as well. We like to think that our choices are information driven but there’s something else at work.

Understanding what’s going on will help you craft better value propositions, draft better sales pages and bring home the bacon.

Merely on a daily basis you make a mind boggling array of choices that range from food choices, to dressing choices, to everything else under the sun.

What to wear, where to sleep, how long to sleep and many other mundane choices make part and parcel of our life. Just think about the number of choices you have to make every day.

Which path to take to work? Well you’re thankful that Google’s driving assistant often makes that decision for you depending on the traffic conditions.

Yet, there remain at least a hundred choices to be made every day.

Difficult I imagine or may be not so much. Even though there’s so many decisions being made, have you ever thought how many of them are you actually making consciously and how many of them are being made unconsiously?

Our brain steps up and doesn’t use full brain power to fuel those decisions. These step ups are called cognitive biases that carry out most of the decision making for us.

EMotional triggers sometimes fuel these biases that fuel decisions. So essentially most of our decisions are thanks to emotions.

Antonio Damasio’s research into the subject that patients who’d lost the ability to feel emotions also lost the ability to make any decisions.

That’s what neuroscientist Antonio Damasio discovered when he studied decision making in patients

Not all emotions or emotional triggers are created equal. To understand decision making you’ve to understand the effectiveness of emotional triggers at first and then proceed.

Firstly social image and the image that you want others to think of you.

Optimize your Landing Pages with emotional triggers

Use the emotional triggers below to optimize landing pages sales pages and everything else you can think of.

Biases are simply the points in our brains where we stop acting rationally and make decisions driven purely on the basis of biases or pre-conceived notions.

The level of irrationality that overrules basic decision making process is so overwhelming that there’s no way to simply classify all of these into just one certain class. It’s so all over the place.

The emotions your prospects feel often depends on the situations they come from, the customer journey. It also boils down to the goals you have for your prospects and things like that.

However two triggers are repeated across genres, people and that’s why it’s important to work with these two to generate maximum results.

How Social Image affects behavior and conversions

The first one that impacts how others perceive you and your site is social image. Social image is the image you put forward to others, what society views you in general.

Most people are affected by what people and society in general think of them. The people who are closest to us, who we work with and all others. In general we want people to like us and think well about us without feeling any hatred towards us. Most people care what they think about us. Our purchase decisions are also influenced by what these people think of us so that these people think better of us.

This has much to do with us being social animals. As social animals cohabiting with others we want to feel appreciated, admired, looked up to, loved, respected and generally come across as good humans.

We are also constantly comparing and checking ourselves against others to see if we are exhibiting correct social behavior pertaining to a situation. We are always error correcting and looking up to others to find out the best behavior in any given situation.

We want people to envy us by wearing clothes and buying cars and other nuances that are expensive. To achieve better social standing.

Brands selling services leverage this particular emotional trigger to make others purchase this product so that their social standing and image improves.

Among the many triggers available social image is one of the best ones you can use to get immediate return on investment.

If you help customers create a better perceived or better social image it is going to act as a strong trigger that can influence if they choose to purchase your products or not. It forges a deeper connection and people begin to associate your product with better social standing and better social image. You will be able to motivate people powerfully using this tactic and emotional trigger that doesn’t have another equal.

How Self-Image affects behavior and conversions

Let’s see how self-image and social image go hand in hand to influence and dictate how people tend to buy stuff. Self image often reflects social image. If a person feels good about himself only then can he feel good about others too.

We do a lot of things to positively influence our self-image. We buy big books so that we can appear intellectual before others and have something to talk about.

It also influences others to think that we are smart and to feel good about ourselves.

The same reason why we hire personality coaches or expensive shoes.

We want a better social image and to that end we tend to create and work at better self image. By understanding this well we can create headlines and call to actions to stroke that sense of ego and that’s the way to generate better sales for our products.

Two headline formulas that trigger these emotional triggers

The first thing people generally tend to see on a landing page is the headline. After the headline has reeled them in only then they proceed to the rest of the content on the page.

You might have heard of formulas to create the copy on a page and all them are there with good reason. That being said on a landing page testing out headline formulas with the help of emotional triggers will net much better returns.

Many formulas for headlines exist some of which are time tested.

For social image this is the formula that you should use for better results.

One of the ways is to turn your product into an exclusive software or product that is the best in its category. For instance with a link building tool, you can outline the end benefit– the only link building tool that will help you become a pro.

What we are doing here is focusing entirely on the social image we wish to create and that which we wish for the other person to see themselves in.

Most people looking link building tools do so because they themselves haven’t got a clue regarding how to build good links. They are amateurs at best. By having the best tool or by focussing on the end result for them in your copy you’re alleviating their fears and helping them achieve the social image they so desperately want.

When you’re selling a cooking program you want to be able to show the image of what they will be getting once done through the course. They want to be master chefs, cooking pros and if you help them achieve it that’s what you should be telling this course is about in the headlines you’re using.

The focus should be always on the end result. Don’t turn this into a bragging game. By introducing an emotional trigger you will be able to tug at their hearts arriving at the real reason on why should they want this particular product.

This works in any language provided your understand localization and touching positive pain points rather than exacerbating negative points.

Copywriting Formulas for Call to Action Buttons

The call to action button is often the final step between a user taking action or deciding to fly away. The efficacy of the button decides what ultimately happens.

There are a few rules about call to action buttons that you can follow to get better results.

Again the call to action should be clear so that people don’t face click fear and know exactly what would happen once they click it.

Call to action buttons must have one goal only. They should ask to do one thing. Clarity of purpose trumps everything else and clever design and what nots should be discarded in favor of a statement that simple, to the point and easily understood.

The outcome should be clear. The length doesn’t matter as much as the created value. The copy shouldn’t be long as long as there’s value the copy would communicate itself quite well.

As long as there’s value in what you write it doesn’t matter if it’s short or long. Things will pan out.

There are also call to action button formulas that could be used to this end.

The action the person is going to take and the values they are going to glean from their action are important.

A simple formula you can use is list the action and the end result in one sentence. Join now to lose 10 pounds in 30 days– that’s something of a CTA that combines both elements of work to do and the results expected.


Persuasive Copywriting Formulas for Bullet Points

Bullet points when used in copywriting can direct visitors to the most important points on a page.

A bullet point information can be about the product or service.

People purchase or sign up when they see the value they’re about to receive. They want the pain gone from their lives and to that end they want better versions of themselves which isn’t possible without a product that adds value to their life.

The Impact of Emotional Triggers in Action

Bulletpoints should aim at strengthening the core value proposition you have built.Your bullet points are meant to strengthen the emotional value of your sale. Effectively they act as removing the weight of the decision that leans so heavily at an emotional level against customers. They will be easily able to see the value you’re proposing to offer them. When they get the benefits you remove the objections.

The value that’s most important to your end customer is different from people to people. Some people value one entity over another and some others value another over any other.

Most other times people value time, especially time they can save to get things done quickly.

When you can build landing pages quickly without the use of developers who may charge an arm and leg and also take countless hours to get things done landing page softwares can move things quickly with a one time investment and with the least time possible.

Most successful landing pages knowingly or unknowingly leverage this formula to get success.

They put together a headline and copy that conveys both benefits and value of using their product.

You can also carry over this effect over to testimonials and other facets on the copy. As you can see I added one testimonial that had self image, feeling good about themselves. The other one shows you what other people will think about you. Now notice one thing about social proof and we’ll have a whole session about this one day. Is that, these testimonials aren’t just self praise. They’re there to specifically address specific issues and increase the emotion on the page. Now you’ll also notice that I added these trust seals over here to basically increase trust so people know with this conference delivers on its promise of these emotional values.

Critique Your Landing Page for Emotional Triggers

Once you have the landing page ready or you already have a landing page it’s important to critique it to understand if it checks all the boxes for the right emotional triggers.

People are not here to appreciate the beauty of your landing page design, the number of features enlisted or what price it sells. They’re only here for a single thing that is to know if the product will improve their lives. The quickly you’re able to communicate this the quickly will they pace their fingers to the buy button.

The tricks of persuasion are around you and despite the army of advertisers around people still can be persuaded.