The idea of a trigger brings to mind images of water guns, or even the increasingly controversial warnings attached to potentially disturbing content. When consuming content, a person’s engagement with the content causes or triggers a reaction that produces a result, whether positive or negative.

This is what a marketer means by trigger: it is anything that begins a reaction or a series of reactions. And in the case of marketing triggers, success is defined by whether or not the trigger effectively sets off the intended reaction.

As a digital marketer the trigger is also known as lead acquisition.

The Digital Trigger

Whether the trigger will be pressed in your favor or not depends on your sales funnel. Marketing requires much more than content with great SEO, but a captivating structure of words isn’t sufficient either.

According to Oregon State University, the beginning of a marketing campaign involves using a trigger to drive awareness and favorability to a target market, which requires both of these components to work.

Can You Balance the Scales?

The battle of the trigger is one that takes constant revisions of your target market. The top priority is for a sales funnel to be direct and effective, producing results.

Stanford University explains lead acquisition as the process of creating demand, an entrance to a sales funnel meant to turn leads into paying customers. So, to produce results, this demand must be optimized by looking at the beginning of your sales funnel.

The Sales Funnel

What is the trigger of a sales funnel, and why is it the most important part? First, let’s look into the composition of a sales funnel.

A company wants to maximize profits by finding new customers, and it has the resources to pursue this through a marketing campaign. This marketing campaign can be thought of as a funnel, slowly guiding potential customers towards conversion.

The first step in the funnel is offering free and useful content or an exclusive bit of advice. This builds up the interest of leads entering the sales funnel, slowly producing repeat customers and loyal buyers.

From Lead to Prospect

The key here is to create prospect customers from the net that was thrown into the target market. And, as Yaro Starak mentions in his blog, the difference between a catch and a miss lies in the potential customer’s decision to opt-in to this free content.

This is the trigger. It is a small action that the customer takes, leading to a chain reaction of further actions that end with a product sale and praise for your marketing skill. However, this an only be accomplished by being on the active side of the trigger, which requires persuasion and influence.

Two Sides to the Trigger

Done correctly, the trigger can make the effort spent on free content into a community of happy potential buyers.

However, poor quality triggers are at risk to backfire! Without proper attention, the focus of these prospects will be lost. As a marketer you can avoid this by providing value to your customers.

Online Marketing 101: Triggers are Essential

Creating an effective trigger is the difference between a sale and a lost customer. It is crucial to the sales funnel. A great trigger is the captivating front runner that breaks past the gatekeeper of each customer and beckons for them to engage with your content.

When discovering ways to increase conversions and raise the conversions of each customers, look at the trigger. The trigger sets everything in action.

The post How to Pull the Trigger: Perfecting Your Sales Funnel appeared first on Crowd Content - Blog.

I’m often asked by friends whether they could be a successful copywriter. My response is always a resounding “Definitely!” Why?

The Truth of Copywriting

The achievement of successful copywriters has become diluted over the years. This is in part a result of massive increases in internet access across the world.

The massive increase in available online writers has made an impact on the quality of copywriting. As well, according to Copyblogger’s Brian Clark, the conversational tone of blogging can cause more mistakes and poor quality writing.

I was immediately swept away by these stereotypes for new copywriters as a relative newcomer to the copywriting community. Mistake-ridden blog posts, soulless content, and a culture of multiple rounds of revisions were what I expected.

ALSO – What is Copywriting and What Are Its Best Practices?

Discovering True Sellability

When I began my career as a copywriter, I looked into some of the selling gurus of the 20th century for inspiration for my copywriting strategy. I found a book by a famous entrepreneur by the name of Michael Masterson.

Michael Masterson’s best-selling book, Ready, Fire, Aim, gave me new insight into the art of copywriting. His words about selling a business not only inspired me as an entrepreneur but as a growing copywriter.

The most important take away from Masterson’s book for a copywriter is his advice about structuring advertising copy and marketing copy. What he describes in his book is paramount to achieving success in any sales driven content.

Michael Masterson: True Marketing Copy

Online marketing is exceptionally powerful. There are over three billion internet users, and online marketing has the potential to reach a huge number of them.

Michael Masterson focuses on what message you should send to all these internet users. And more specifically, how it should be constructed to create real interest. Sometimes this requires using variations to produce an epic and effective marketing campaign.

As an online marketer or copywriter, you’ve probably come across Optimal Selling Strategies (OSS). Masterson discusses the OSS as the optimal marketing direction for a certain product in a specific market.

Understanding the OSS of your field as a copywriter allows you to differentiate your product campaign from the competition. As a copywriter, you can do this through emphasizing the unique selling points (USP) of a given product or brand.

Pursuing a strategy for branding is powerful, so powerful it’s essential. “Your brand is one of your company’s most important assets… Properly managed, it can lead to either the success or failure of a business.”

All it Takes is Two

These two elements, the OSS and UPS produce enough potential for a copywriter to exponentially increase their ability to sell.

Embracing either one or both of these copywriting strategies has the potential to turn a modern copywriter into the elite sales machines that once called true writers of advertising copy.

Any copywriters interested in better equipping themselves to sell their services should consider these two concepts in order to rethink the way they create content for their clients.

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