If you’re writing marketing copy, you should be using trigger words in your headlines, calls to action, and other copy.

The right trigger words can improve your conversion rates and boost your engagement. Trigger words encourage consumers to engage with you, head to the checkout and part with their money.

What Is A Trigger Word? 👀

A trigger word is a word used in marketing copy that inspires someone to act, and most likely it's a direct response copy with a clear CTA (call to action).

The name ‘trigger word’ comes from the phrase ‘pull the trigger’, a common term for making a decision.

A consumer isn’t sure that they want your product, but after reading your well-crafted copy, they opt to ‘pull the trigger’ and buy the product.

A trigger word often tells the consumer exactly what to do next, and while there are plenty of great examples of copywriting, having these trigger words under your belt won't do you any harm.

Why Do Trigger Words Work? 🧐

Trigger words work by persuading your audience. They call attention to themselves as consumers are often attracted to certain words.

For example, ‘free’ is a one of the most popular trigger words as everyone likes something for free. Instructions and directions work well too.

Sometimes trigger words are designed to inspire emotion.

Trigger Words And Phrases 👇🏽

What trigger words should you be using in your marketing copy? Which words are most effective and how can you use them?

Here are 20 words that we think are the most powerful.

1. Free 💵❌

Everybody likes something for free. Most people are willing to make a little effort to get something that they don’t have to pay for.


Free can work well for lead generation. Consumers will part with their personal information, like names and email addresses, in exchange for something that's free.


  • Get 5 free tips on how to improve your marketing copy overnight
  • Try these free Photoshop actions for better photographs
  • Free tips to enhance your home baking

2. New 👏🏼

Humans like novelty. Something makes us look out for the new, so we like the latest products.

Our liking for the new is why new products always launch in time for Christmas.

Companies know we’re all looking for something new to gift to our loved ones. Use the word ‘new’ in your headlines and other marketing copy. This makes people stop and pay attention.


  • New DIY tips to decorate your home
  • Don’t miss this new online course for beginner digital marketers
  • Got a new espresso machine? Here’s how to use it to get the most out of it

3. Proven ☑️

Trigger words that are evidence-based can work very well if you want to establish a sense of credibility for your company.


When used in a headline or sales copy, the word ‘proven’ suggests that your product is effective. Only use ‘proven’ when you can back up your claims. If you can't, provide evidence that has been collected independently.


  • Try these 10 proven strategies to improve your fitness
  • 10 proven methods for gardening success
  • How to apply these proven strategies from the experts

4. Easy 💁🏽‍♀️

Everyone likes a simple solution. While people are capable of hard work, we all prefer to take the easy route if there is one.

Add the word ‘easy’ to your sales copy in order to convince a prospect to pull the trigger and buy your product. Your customer is looking for a way to make their lives simpler.

Variations on the word can work too. For example, ‘easiest’ is effective as it suggests that there are multiple easy options but you are going to share the best one with them.


  • 15 easy ways to set up a home music studio
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  • Easier strategies for digital marketing

5. Secret 🤫

Everyone wants to know the secret. A secret suggests success, knowledge, or conspiracy depending on how the word is used. If this is going to work, the payoff has to answer that promise.


If you imply you know a secret, then you need to deliver. Secret as a trigger word works well in headlines for blog posts, in sales and other marketing copy.


  • 10 chefs share the secrets to successful home cooking
  • The top baking secrets you should be using
  • The secret formula for easy customer service

6. More 🤗

We live in a world that is driven to get more. Everyone wants more for their money, more time, and more value from businesses.

If you add the word ‘more’ to your copy, this can communicate that you have the best options on the market. It gives an impression that the consumer will get better value for the money or time.

More can also work well as trigger words when referencing other pieces of copy. For example, if you write a blog post with the title ‘10 health tips from personal trainers’, then you can follow it up a little while later with a blog titled, ‘10 more health tips from personal trainers’.


  • 10 more photography tips from your favorite pros
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  • Get more praise from your personal training clients with these tips

7. The 👈🏼

The word ‘the’ is one of the simplest words, but it can be a very powerful trigger word when used strategically.

Use ‘the’ before a descriptor, such as ‘cheapest’, ‘only’, or ‘best’ or 'complete'. By doing this, you are telling consumers that what you are marketing is better than the alternative.

That's why article titles like this one "The Complete Guide to Online Advertising for Tour Operators" work. You're letting your reader know that what they're about to read will introduce them fully to both the topic and the possible solutions.


  • The best fitness gear you can buy
  • The cheapest DIY vlogging studio kit
  • The best way to keep your home warm

8. Yes 👌🏾

The word ‘yes’ is a very positive word. It is affirmative, and is used to mean different things in different contexts.


Using yes as a trigger word also works to prime the consumer to say yes themselves. This is why CTAs often start with the word yes. Using yes assumes that the customer wants whatever you’re selling.

By starting with an affirmative word, you set the stage for future success.

Yes helps to build a relationship with you and your prospect in a way that starts on a positive footing.


  • Wondering if you can make more money as an entrepreneur? Yes, you can.
  • Yes, you can take this online course for only $30 a month.
  • Yes, I want to get updates via email.

9. If 🤔

People think in patterns, so phrases using ‘if’ can help. You can appeal to this tendency in your marketing copy.

Think of your phrases like a math equation. Present an if scenario, then finish with an outcome. This suggests that your consumer can get the result they want through your advice or product.


  • If you hate cleaning, try this simple hack.
  • Don’t give up on running if you can master this simple skill.
  • If you want to impress your customers, try these customer service techniques.

10. Never 🙅🏽‍♀️

Affirmative words like yes are very powerful, but negative trigger words can work just as well.


A negative trigger word helps you to set the stage for avoiding an undesired result. Think about the problems and pain points that your customer might face. What are they trying to avoid?

Use the word never to make a bold statement that contradicts what your audience might think, as controversy can generate clicks and traffic.


  • Never use on-camera flash for portrait photography.
  • If you want great abs, never skip these exercises.
  • Tired of bad grades? Never make this studying mistake.

11. Imagine 😌

Everybody daydreams sometimes. People like to imagine what they want from the future, their goals, and the issues they would like to fix.

Using the word imagine encourages people to daydream.

It invites the customer to think about a future that might be within their grasp. Use this trigger word to create a desire in your consumers. Create an image that appeals to their pain points and encourages them to react positively to your offering.


  • Imagine a store full of your products
  • Ready to step up your crafting? Imagine the possibilities with this course
  • Imagine sharing tips with other great creators

12. Instant 👏🏼

Services like streaming, same-day delivery and ride-sharing apps are successful for a reason.

Everybody wants something right away. The word instant suggests getting something as fast as possible.

You’re offering something that can benefit your prospects not in the future, but right now. This trigger word works especially well for lead magnets. You could offer an instant download which encourages people to sign up.


  • Get the instant download right now.
  • 10 ways to instantly improve your copywriting
  • Get instant access to this online course.

13. Convert ✅

Convert and conversion both work as trigger words that suggest a transformation.


  • Convert your camera into a revenue-generating machine.
  • Convert fans into customers with these tips.
  • If you struggle to convert clicks to sales, try these hacks.

14. You ☝🏼

For powerful results, talk directly to your reader. This builds a connection between the consumer and your brand with your more familiar tone.


Instead of talking about ‘I’, or ‘theirs’, use ‘you’ and ‘yours’. Pretend that you’re in the same room as your reader and having a conversation with them.


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15. Because 💁🏽‍♀️

Because can create a positive equation in the reader’s mind. It suggests a solution, which appeals to any consumer who is looking for a solution to any kind of problem.


  • Your skills aren’t improving because you’re not trying this hack.
  • Just because: 10 gifts for the foodie in your life
  • Giving up on social media marketing? Don’t, because these hacks will help.

16. Discover 😲

Discover is another trigger word that encourages imaginations.

It suggests that something very important is coming, which captures attention from your audience immediately. Use this trigger word to hint at a series of things your consumer can learn or suggest that you are going to reveal a big secret.


  • Discover these cooking hacks for delicious dishes.
  • Don’t miss the chance to discover the secrets of the professionals.
  • Discover what marketing automation can do for your business.

17. Stop ⛔️

Stop is a trigger word that works for an obvious reason. It causes the reader to stop in their tracks. People are conditioned to follow orders. You, of course, can’t force someone to buy your products, but you can encourage them to pay attention. Use ‘stop’ to draw focus.


  • Still using these workout tips? Stop. Here’s why.
  • Stop. Don’t miss the chance to get money off this course
  • Heading out for a run? Stop. Here are the stretches you should do first

18. How 🤔

Knowledge commerce is successful because most people have a thirst for knowledge.


We live in a culture that focuses on DIY, and even those who don’t like traditional education still like to learn new things. The trigger word how tells your reader that you are going to teach them something.


  • Here’s how to operate your Sat-Nav
  • How to build an in-home podcasting studio
  • Learn how to make great coffee

19. Worse 😒

Worse might seem like a word that is too negative to be a trigger word, but it can actually have a very positive impact on your reader.

Nobody wants to do something worse and instead wants to get better.

Everyone wants to know what they might be doing wrong. Use this trigger word to educate and inspire your reader. Let them know what they are doing incorrectly and what they should do instead.


  • The worst thing you can do during a swim.
  • What’s worse than having the wrong gear?
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20. Now 👏🏼

Now suggests immediacy. It tells your reader that you are sharing something important, with a sense of urgency.


This is a great way to inspire a conversion on time-limited offers.


  • On sale now
  • Make better apps now
  • Ready to start your own business now? Here are the best tips.

Trigger words are one of the most effective ways to create marketing copy that drives engagement and conversions.

Appeal to your consumers’ emotions and write copy that draws them in and encourages them to click and convert.

Also apart from trigger words, looking for important and main Keywords is important. You have to know your users search intention and try to accurate your main keywords to this. Do you know how to do a proper Keyword Research?

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