7 awesome trigger words that score quick clicks

The words you choose for your headlines, CTA buttons and subject lines can make the difference between a click to open and a click to delete.

You can easily rise to the top of the noise by using trigger words in your writing. By adding one of these magic words into the mix, you’re playing to your reader’s subconscious and they’re powerless against it. At the risk of sounding like a dark overlord, what I’m basically saying is that we’re programmed to respond to these words because of the connotations they hold. We’ve seen them used before in very specific circumstances, and because of this, their meaning is programmed into us.

It’s this programming that your trigger words use to snag a reaction. Shall I demonstrate?



This is the first and most personal emotional word on our “feels-grabbing” list. It refers directly to the reader. The more you can use it, the more personal your writing, the deeper your connection and the more relevant the reader feels the content is to them. Score.



Here you have the word equivalent of virgin snow. It’s fresh, exciting, uncontaminated and people just can’t wait to get at it. A word of warning: go steady with it. Fling “new” about too much and people will get wise to you and stop clicking.



Bear with me on this one, it’ll need some explaining. In the past, we’ve been told that “get” is one of the more powerful words, and yeah, it’s damn good. However, I’ve often found that to “get” something, you need to do something. If you’re telling them it’s already here, oh boy…zero effort needed!



If readers think someone else is an insider with secret knowledge that they don’t yet possess, they wants it. And they wants it naaaaah. It demonstrates authority and credibility—the kind that people can’t help but want to get close to.



That’s right. You don’t just want it. You NEED it. This word indicates that without the object/information in question, everything is lost. It’s a word that lives its life in the extreme. According to Maslow’s hierarchy of needs, every human moves through 5 levels of “need” towards an ultimate goal, which is self-actualisation. He believes that something in our subconscious drives us to continue striving to meet these needs for survival. It’s deep stuff, for sure.



Absolutes. There’s nothing more polarising.* Here is a word that strikes a pang of fear into the reader. It dictates that something shouldn’t happen. Ever. It’s more than enough to illicit a click just to find out what could possibly be so bad that it’s been labelled in such a negative way.



FOMO is real, and it’s a thing that’ll have readers clicking faster than they know why. But we know why—it’s because they’re absolutely desperate not to miss out. Scarcity is a persuasive technique used to drive people to conversion. If they think it’s rare or not available everywhere, they want it. This works hand in hand with creating a sense of urgency so you can get some bangin’ results if you use them together.


If you have any great trigger words squirrelled away that you’d like to share, pop a comment below. If you’ve got any thoughts on the ones I’ve suggested, call me out and let’s chinwag!


*See what I did there? 😉

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