7 Weapons of Mass Influence: Mental triggers

Katrina StarzhynskayaPeople make decisions on emotions. So, what triggers those emotions? While there are numbers of emotional triggers, in marketing there are 7 triggers that are highly influential. If you use those triggers with your prospects, you will see immediate results. (I assume all my blog readers are people of integrity and use those triggers in ethical ways to help their clients).

1. Authority.

People tend to follow others without any questioning who has any kind of authority, whether it was your school teacher, college professor, CEO or a politician.

I love this example Jeff Walker gives in one of his books. When he was a teenager, his 3 friends and him were driving from a football game. There were tons of traffic trying to get out from the parking lot. It looked like a hot mess, no one was really moving. So one of Jeff’s friends got out from a car with his flashlight and started directing traffic. ¬†Actually, he did not direct traffic, he mostly walked in front of their car and waved them forward through the jam. Seeing the flashlight’s beam, other drivers made way for their personal “traffic regulator” and they drove right out of the parking lot. The only authority he had to direct traffic came from the flashlight.


That’s why it is so important to create authority in your industry, and the best way to do it is to launch a book.

I have created my whole EMPIRE just from a single book. And I did not even have to rely on royalties, because all the money came from back-end products, as well as high quality leads from the same book.

After I have launched my first book, I have gotten tons of media appearances including Dr. Oz and multiple magazine covers, that gave me even more AUTHORITY!

2. Reciprocity.

Reciprocity is the idea that if someones gives something to us, we will feel some obligation to give them something back in return. This is a very important and powerful mental trigger.

Did you ever have someone give you a gift for a holiday and you did not have a gift for them to give in return? You felt horrible and tried to find a way to give something back.

Same rule comes to your business. Give tons of value to your prospects. Just give because you are generous and want to change the world for the better. They will feel obligated (subconsciously) to give you back (transaction will occur).

One of my favorite examples is Brendon Burchard. Brendon gives so much value, that’s how he built his Empire. He gave and gave and gave without asking for anything in return, but prospects felt like being his courses.

3. Social Proof.

Social Proof is a MUST. People are social creatures and they follow others. The more social proof you’ve got, the more followers you’ll get. Make sure you post reviews, media hits, interviews to create SOCIAL PROOF.

4. Community.

People love to feel like they belong to a community. Whether it’s online or offline. That’s why it is crucial to create an online community/tribe, where you followers feel like they belong there.

Check out my Facebook community.

5. Associations.

Have you heard about marketing by association? Man, that’s so powerful!

If you check out my websites and social media, you will see that I spend time with luminaries, like Sir Richard Branson, Eric Trump, Robert Kiyosaki, Deepak Chopra, Phil Michelson, and other world-class individuals.

Marketing by association is one of the best way to create authority and credibility!

I teach all how I get to hang out with all the celebrities and luminaries in my Celebrity Book Launch course.

6. Anticipation.

People love to anticipate something. For example you are super excited about attending Tony Robbins event. You are not just excited for the 2-4 days at the actual event, but you are excited for the 6 months prior to the event. Anticipation is building up with every single day. Make sure you create ANTICIPATION with all of your product launches.

7. Scarcity.

Scarcity is one of the most powerful mental triggers ever. In business you absolutely must create scarcity in order to make your prospects make decisions. Scarcity is not a bad thing. Just set a deadline for your product and announce it.

Leave a comment if you know any other mental triggers we can use in life and business.


Katrina S.