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In today’s world of information overload, it’s harder than ever for businesses to stand out and be memorable. We are bombarded with ads, emails, social media posts, and an endless stream of digital content competing for our limited attention. So how can you make your ideas and messages stick in customers’ minds? Call-to-action words come into play here.
According to marketing expert James Bond, author of the book “Brain Glue,” the secret lies in using “brain triggers” – words and phrases that resonate emotionally and spark interest. Bond shares examples of how brands and people have leveraged these triggers to capture attention and drive action.
The Story of Brain Triggers
Bond traces his discovery of brain triggers back to an “aha moment” early in his advertising career. After seeing the “this is your brain on drugs” egg metaphor campaign Bond realized that the emotional impact of this ad outperformed logical reasons not to do drugs.
This led him to explore the power of emotional messaging instead of purely rational arguments. Bond collected emotionally resonant ads and ideas in a “passion box” for over a decade, analyzing the patterns. The breakthrough came when author John Gray told Bond about skyrocketing book sales after just tweaking his title to “Men are from Mars, Women are from Venus.”
The metaphor title acted like a “brain trigger,” and Bond has now identified 14 types of triggers that boost engagement and sales.
Read next: How to write a call to action
Call-to-Action Words Wake Up the Brain
Why do these triggers work so well? Bond explains that our brains filter out most of the stimuli around us. We drive past the same houses or ads each day without really noticing. But anything unusual that disrupts the pattern grabs our attention – like seeing flames in your neighbor’s window.
Triggers work the same way by waking up the brain. When you include a novel metaphor, shocking phrase, or other trigger, it breaks through the noise. For example, using a provocative word like “dirty” in an email subject line will get higher open rates, even if the content itself is professional. The brain perks up seeking an explanation for the odd or exaggerated word.
Memorable Examples of Brain Triggers
Bond provides numerous examples of triggers in action throughout history:
- Virgin Airlines and Virgin Olive oil – the word “virgin” stands out.
- Dirty Dancing, Dirty Harry – “dirty” catches interest despite not being crude.
- Men are from Mars, Women are from Venus – odd metaphor sticks in the mind.
- Just Do It (Nike) – short command triggers action.
- Red Bull gives you wings – exaggeration promises big benefits.
- Got milk? – simple question engages the reader.
He emphasizes these techniques work equally well today because human brains are still wired the same way. For instance, a stay-at-home mom started a Facebook group called “Mommy Needs Vodka” that quickly attracted over 5 million followers with no ad spend. The unexpected name triggers curiosity and emotions.
Case Study: Fire Extinguishers
To demonstrate real-world applications, Bond shares a story about using triggers to help a construction company skyrocket revenue. The company was stuck at $2 million in annual sales after a decade until Bond advised them.
He had the company narrow down their most lucrative niche – reconstruction after fire damage for insurance providers. Then they rebranded as the “Fire Extinguisher” for these corporate clients. The metaphor built instant resonance while highlighting their role to contain the fire damage.
Almost overnight, the construction firm grew from $2 million to $10 million in annual sales. Two years later, they hit $32 million using this brain trigger strategy.
Triggers Create Distinction
Why did this work so well? Bond notes that triggers help separate you from competitors. No matter how oversaturated the market, there are always ways to creatively stand out.
Consider how Marilyn Monroe crafted her image, from adopting a memorable alliterative stage name to dying her hair platinum blonde to match Jean Harlow’s.
The Power of Call-to-Action Triggers
In conclusion, brands and leaders can harness the power of triggers to cut through the noise. Words that surprise, excite, or challenge people’s assumptions make your message sticky.
Rather than blending in with conventional marketing, look for ways to wake up brains and spark action. Think about emotional appeals and bold phrases that capture attention. With so much competition, the right triggers can help make potential customers feel like your business is the fire extinguisher they urgently need.