75 Actionable Trigger Words for Your Next Headline

What is a Trigger Word?

A trigger word is a word that elicits a specific emotional response from readers, regardless of context. When we read the word “free”, it actually lights up our brain in a way that the words “without cost” do not. When used strategically, trigger words can be a huge aid to marketing efforts. We have compiled a list of the top 75 trigger words you can and should leverage throughout your content strategy efforts. 

Writer be warned: there is rarely a situation where you want to throw as many trigger words at a blank document as possible. Trigger words should be used in specific scenarios with an explicit outcome in mind, otherwise, they may lose their effect or even drive customers away.

How are Trigger Words Used in Marketing?

Trigger words are used throughout all types of marketing materials! Their most common use is to grab attention, elicit emotion, or prompt action. While we will focus on their use in emails, premium content offerings, and social media, these can be used just as effectively in film and print advertisements.

Email

Whether it’s a compelling hook, an engaging subject line, or an inspiring call-to-action (CTA), content marketing emails are rich with opportunities for trigger word usage. Email is unique in its structure and length, which makes it one of the most effective marketing tools. Emails are long enough to communicate critical information and media, but short enough to keep readers engaged. 

The first challenge with emails is getting readers to open them in the first place, which is why subject lines should be your number one priority for leveraging your most effective trigger words. It’s also best practice to diversify your trigger words. If you usually use “open” or “read”  as your subject line trigger word, consider shuffling things around with “discover” or explore”. The more exciting a subject line trigger word is, the better chance your email has of being read (just be sure to use your best judgment and not overdo it).

The second challenge in any email is engaging the reader with the body copy. Take care to use action-oriented trigger words sparingly here, and only when you reach the crux of your copy. For example, if you are promoting a webinar, it’s perfectly fine to fill the description with trigger words like “invitation”, “inspiring”, and revolutionary”, but hold off on trigger words like “invite”, “inspire” and “revolutionize” until you need them. Otherwise, you may overwhelm your reader with tasks instead of simply inviting them to join a webinar.

The third pillar of trigger word usage in content marketing emails is in the CTA, which typically sits at the bottom of the email. This is where you finally get to leverage those action-inspiring trigger words you’ve been holding onto. Encourage readers to “discover” the rest of your resources, “convert” to your methodology, or “enhance” their product offering! Once they have consumed all the preliminary content, readers will feel much more comfortable following your instructions for action.

Premium Content Offerings

Premium content offerings (such as whitepapers, eBooks, infographics, guides, and checklists) are not the most fruitful medium for trigger word usage. Because these pieces are usually more middle-of-the-funnel pieces designed to provide the reader with relevant information, and not necessarily “sell” the reader, there are fewer opportunities per word than, say, a LinkedIn ad. However, don’t hesitate to employ action-based trigger words in any and all CTAs and other trigger words in the introduction or when describing the quality of a product or service. 

Social Media

The window to capture social media users’ attention is so narrow that trigger words are a necessity. In your social posts, be as engaging as possible without coming off as corny or inauthentic. Especially if you only have a short tweet or LinkedIn post to share your message, feel free to use as many trigger words as you would like. For example, a good tweet promoting a webinar could be: “Join our upcoming webinar and guarantee your spot in the revolutionary New Breed Revenue speaker series today”.

Notice how we included as many as five trigger words in one sentence without coming off as demanding. Normally, that sentence structure is reserved for CTAs, but on social media, it is appropriate.

75 Trigger Words for Your Content Strategy

Without further adieu, the New Breed list of the top 75 trigger words.

Using Trigger Words with Discretion

There are plenty of ways to write amazing, creative copy. There are just as many ways to make campaign-killing content marketing mistakes. Overusing your newfound trigger word insights is one of them. Because trigger words are so evocative, they’re much more noticeable when crammed together. 

Have you ever read a piece of marketing and instantly known what the primary keyword for that blog was because the author was cramming it into every sentence? It’s a similar dynamic with trigger words. At best, overusing trigger words is annoying to the reader, and at worst, pushy and demanding. So make sure you’re conscious of your applications, especially if you’re soliciting action from the reader. Nobody wants to work with a bossy partner!

Additionally, keep in mind that these trigger words are especially powerful in marketing, but may not be appropriate for all situations. Read our blog on the 25 Words to Avoid in Your Next Sales Pitch to know which words elicit problematic reactions (spoiler alert — some of the words on this list can get you into trouble when used improperly).

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