Trigger Words:

1. Trigger words are the words/phrases which trigger an impulse in a user to click on a link , stay on a website and read the content or – best case – decide to act as intended and purchase the product , subscribe for a newsletter etc. Sometimes these words are also called “Magic Words”.

Thousands or even Millions of tests done by big marketing agencies and individual marketers over the last hundred years have revealed, that there are certain words in a sales copy which improve the conversion rates where synonymous words, which basically mean the same, reduce it sometimes quite drastically.

For example if you want to sell a info product about a great new fly fishing technique and you use “Discover the secrets…” instead of “Learn the secrets…” you will experience an increased conversion rate. “Discover” is a Trigger Word while “Learn” is not.

It is therefore useful and important for an Internet marketer who wants to write his sales copy himself to know what words sell and what words don’t.

2. Another definition for Trigger Words is these words which when contained in an email trigger a spam filter to go active and either delete the email or place it in a spam folder. In this context famous Trigger Words or -Phrases would be “free”, “make money”, “million”, “sex“, “Viagra” etc.

Internet marketers interested in a high percentage of his emails actually delivered to his customers have several options to get around this:

• They can try to convince their subscribers to deactivate the spam filters (probably not a very promising option).

• They can avoid using those words in their emails but it is not only tiring if one actually has a free offer to promote to always look for synonyms of “free” and still sound good, in some cases it will even reduce the power of a message, especially where the spam Trigger Word would also come under the sales triggers (e.g. “free” is a real conversion rate booster!)

• The most often used method is to alter the spelling of known Trigger Words in a way that it won’t activate the spam filters but still can be recognized by the reader easily. For example instead of “free” you could write “F*R*E*E” or instead of “million” try “mi11ion”. There are no limits set to your fantasy in finding new ways around the spam filters.

[Trigger , earlier tricker comes from Dutch trekken = to pull;

Word comes from Old English word = speech, talk, utterance]

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