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Trigger Copy

By Eric Garner
©2005 All rights reserved

Trigger copy is any headline, words or phrase that hits the magic spots in your reader's psyche. They are words that appeal to your reader's deepest needs and desires. When you use the kind of phrases that you know will appeal to your readers, then you are onto a winner. Here are 9 types of reader and the kind of copy that will trigger off those desires.

1. The Perfectionist
The Perfectionist is someone who is always on the look-out for solutions to their problems. He or she wants their world to be right. They are motivated by answers, quick fixes, and ways to avoid making mistakes.
Typical Headline: The Perfect Solution To Your Worst Nightmares!
Typical Phrases: get things right; don't risk being caught out; work more efficiently
Typical Words: right, correct, spot-on, step-by-step, efficient

2. The Connector
The Connector is a people-person. They love contact with others and are drawn to anything that makes it easy for them to connect with others.
Typical Headline: Hit It Off With Everyone!
Typical Phrases: see the look on their faces; win more friends; get closer to others
Typical Words: popular, user-friendly, helpful, traditional, heart-warming

3. The Star
The Star is someone who likes to look good. They are invariably handsome, beautiful, well-dressed and well-groomed. They like to be up with the current fashion and like nothing better than being admired.
Typical Headline: Look Like A Million Dollars!
Typical Phrases: streets ahead; a winning combination; turn heads wherever you go
Typical Words: attractive, sexy, glamorous, fashionable, photogenic

4. The Loner
Loners want to be different from others. They will dress differently, speak differently, and behave differently. They feel no embarrassment at standing out as they believe this makes them who they are.
Typical Headline: Special Offer! Only For Our Platinum Members!
Typical Phrases: stand out from the crowd, be one in a million, join our club
Typical Words: unique, special, different, exclusive, rare

5. The Magpie
Magpies are people who are avid collectors. They like to collect anything that appeals to them: books, records, CD's, clothes, games, toys, gadgets. Because of this, they become great hoarders. As well as collecting things, Magpies are also great collectors of information and news.
Typical Headline: Discover The Secrets To What You've Always Wanted To Know!
Typical Phrases: find out how to…; make your collection complete; all the news!
Typical Words: learn, keys, unlock, mystery, news

6. The Worrier
Worriers are people who need reassurance. They are intelligent people who can always see the downside of anything, even if it is a benefit. They are happiest when they have calculated all the risks in a venture and are sure it is safe to go ahead.
Typical Headline: Sleep Safe At Nights!
Typical Phrases: don't be sorry, be safe; rest assured; lifetime guarantee
Typical Words: authoritative, tested, certain, secure, proven

7. The Playtimer
Playtimers are the life and soul of the party. They always appear happy and get great enjoyment out of acquiring new gadgets and new toys. They are easily bored and need a constant stream of good feelings to keep themselves going.
Typical Headline: Hot Off The Press!
Typical Phrases: exciting breakthrough; the adventure of a lifetime; fun all the way
Typical Words: latest, new, upgraded, quick, enjoyable

8. The Top Dog
Top dogs are people who like to flex their muscles and show how strong they are. They enjoy a good fight especially when they believe they're on the side of justice. Their persona is loud, aggressive, dangerous, and risky.
Typical Headline: He Who Dares Wins!
Typical Phrases: smash through, come out on top, beat the rest
Typical Words: strong, powerful, forceful, dominant, winning

9. The Easy-Goer
Easy-goers are people who like life to be uncomplicated. On the surface, they may appear to be lazy and lackluster. But this is often just their way of looking for easy solutions to life's problems. They are invariably laid back, friendly and give off a sense of peace and calm.
Typical Headline: Make Life Easier With…!
Typical Phrases: no-worry solutions; peace assured; easy as pie
Typical Words: effortless, carefree, stress-free, no-brainer, simple

If you sprinkle your copy with words and phrases that appeal to every one of these personality types, you cannot help but hit those sweet spots inside every reader.