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Trigger Word List

Use at least 2 of these when writing your headlines!

  • Complimentary: This works almost as well as “free.”
  • Last chance: Inspire urgency.
  • Now: No one likes to wait.
  • Flash sale: Flash sales create urgency and a sense of being in the know on a great deal.
  • Convenient: How will you make readers’ lives easier?
  • Breakthrough: Stay on the cutting edge with new solutions customers haven’t seen before.
  • Buy one, get one: It’s easy for customers to understand the value you’re offering.
  • Thank youReaders like to feel appreciated.
  • Introducing: Let readers know they’re the first to hear about something.
  • Join: Encourage readers to join a select community.
  • You: Write as if you were speaking directly to the customer. Make it about the reader, not about yourself.
  • Because: Give customers a compelling reason to take action.
  • Free: Don’t underestimate the appeal of “free.”
  • Value: Highlight the value that customers receive for their money. “Cost” or “price” imply losing something – in this case, money.
  • Guaranteed: Make readers feel they have everything to gain and nothing to lose.
  • Amazing/incredible: Customers respond to something out of the ordinary. But be careful not to overuse these terms, or they lose their power.
  • Easy: Let subscribers know how much easier life will be with your product or service, and then make it simple for them to take the next step in the purchasing process.
  • Discover: Imply there is something new and unknown to the customer, something that offers distinct benefits and gives them an edge.
  • Act now: Motivate an immediate response with a limited-time offer.
  • Everything included/everything you need: Establish that your product or service is all your customers will have to buy in order to achieve their goal.
  • Never: Use this to point out a “negative benefit,” such as “never worry again,” or “never overpay again.”
  • New: Like “free,” “new” has the ability to make people sit up and take notice.
  • Save: The best, clearest word to showcase monetary or time savings.
  • Proven: Remind customers that your product, service or business is tried and true.
  • Safe and effective: Minimize risk perception for health and monetary loss.
  • Powerful: Let customers know that your business, product or service is robust.
  • Real results: Everyone wants results.
  • Secret: Is your product or service the secret to success? Let customers know you can reveal that secret.
  • The: This implies your solution is the be-all and end-all. Consider the difference: “3 Solutions for Marketing Success” vs. “The 3 Solutions for Marketing Success.”
  • Instant: Instant access or downloads are more appealing than waiting.
  • How to…: Help your readers accomplish a challenging task or goal.
  • Elite: Invite newbies to join the highly desirable club you’re hosting.
  • Premium: Premium helps denote high quality.
  • Caused by: If your email campaigns build a case for your product, transitional phrases such as “caused by,” “therefore” and “thus” reinforce the logic of a purchase.
  • More: Do you offer more than your competitors? Show it.
  • Bargain: Customers want a great deal.
  • No obligation: Create a win-win situation for your customers.
  • 100% money-back guarantee: Again, no risk.
  • Huge: A large discount or outstanding offer is difficult to resist.
  • Wealth: If you’re selling products and services related to money, wealth is a desirable word for customers.
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