9 emotional triggers that engage your readers
Discover the psychology behind captivating content that makes your target audience take action.
What makes content unforgettable?
Think about the last piece of writing that really moved you. Maybe it was a story that made you smile, or a post that had you reflecting for hours afterwards. Chances are, it was emotional triggers that created that effect.
As humans, we naturally project ourselves into the situations we read about. We imagine how we would react and we empathise. A skilled copywriter understands this psychology and knows exactly how to create authentic emotional connections.
The truth is simple: it's not just facts that make people act – it's emotions.
The 9 most effective emotional triggers
1. Desire for value
Trigger words: ‘Free,’ ‘Save,’ ‘Exclusive,’ ‘Limited time’
Everyone wants to get more value for their money. This basic human drive can be used ethically by:
- Highlighting real savings with concrete figures
- Creating membership benefits that provide actual benefits
- Offering package deals where the customer gets more than expected
Example: Get access to all our courses for the price of one – save £240 this week
Warning: Avoid false scarcity tactics. Authenticity builds long-term trust.
2. Recognition and pride
Trigger words: ‘Expert,’ ‘Selected,’ ‘Elite,’ ‘Recognised’
People want to feel special and valued. Build this by:
- Spotlighting your readers in case studies or testimonials
- Creating a community where members can help each other
- Share successes from your target audience on social media
Powerful technique: Mention specific readers by name and acknowledge their contributions. This creates loyalty and inspires others to engage.
3. Authentic humour
The sure way to the heart
Humour is perhaps the most underrated trigger in business communication. When you make someone laugh, you create:
- Instant sympathy and connection
- Memorable – funny things are remembered better
- Viral potential – people share what entertains them
Pro tip: Make fun of clichés or your own mistakes. Self-deprecation works better than making fun of others.
4. Constructive concern
Use with caution
Fear as a trigger requires ethical handling. Focus on:
Positive use:
- FOMO (Fear of Missing Out): Only 5 places left
- Consequences of inaction: Without a backup plan, you risk...
- Time limits that create action: Real deadlines, not artificial ones
Avoid: False panic or exaggeration of risks.
5. Productive anger
Channel dissatisfaction into positive change
Anger can motivate action, but must be handled carefully:
Effective ways:
- Highlight injustices in your industry
- Challenge the status quo with solutions
- Give readers tools to create change
The golden rule: Never attack people – focus on systems and problems.
6. Shocking insights
Trigger words: ‘Did you know that...,’ ‘Surprising,’ ‘The truth about’
New perspectives and shocking statistics create engagement:
- Share counterintuitive data with credible sources
- Reveal industry secrets in an ethical way
- Present new angles on familiar problems
Example: ‘95% of marketing budgets are wasted on this one mistake.’
7. Shared vulnerability
Authentic human connection
By sharing your own challenges, you create:
- Trust through honesty – people trust those who are open
- Relatability – everyone has failed and struggled
- Inspiration – your journey can guide others
Balance: Share instructive defeats, not private drama. Always have a purpose.
8. Anticipatory excitement
Trigger words: ‘Soon,’ ‘Coming,’ ‘Get ready,’ ‘Big news’
Anticipation keeps people engaged:
Practical techniques:
- Teaser campaigns before product launches
- Behind-the-scenes content that builds up to events
- Series content where people wait for the next instalment
Bonus: Create communities where people can discuss what's coming up – it amplifies the anticipation.
9. The universal power: love
The ultimate emotional connection
Love transforms everything. In a business context, this means:
- Show genuine concern for your target audience's success
- Create content that helps, not just sells
- Build long-term relationships based on mutual respect
Example: Pet companies excel at appealing to pet owners' love for their animals – they focus on the animals' well-being, not just profit.
How to implement triggers ethically
Do's:
✅ Test and measure which triggers resonate with your target audience
✅ Combine triggers for greater impact (e.g. humour + surprise)
✅ Be authentic – fake emotions are quickly detected
✅ Focus on value – always help your reader
Don'ts:
❌ Manipulate with false claims or exaggerated demands
❌ Exploit vulnerable emotions without offering real solutions
❌ Use the same trigger constantly – variation creates interest
❌ Forget your brand – triggers must fit your identity
Your next action
Emotions drive decisions, but strategy creates results.
Start by identifying 2-3 triggers that best suit your brand and target audience.
Test them in your next post and measure engagement.
It's not about manipulation, but about creating genuine connections through shared human experience.
Happy writing!
