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com
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Module 1

Mental Triggers

Mental Triggers are the cornerstone of

how we conduct launches…

Stories

• One of the foundations of Product Launch Formula

• We've been trained for thousands of years to listen to
stories
• Nothing is more engaging than a good story

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Events

• You want to make your launch event-based

• People love events and feeling like they are part of
something larger than themselves
• Going through an event TOGETHER with other
people is the core piece of "ritual"...
• …and rituals are among the most powerful
experiences that humans have

Community

• We act like we think people in our community are

supposed to act
• "Virtual" communities are REALLY strong
• You can create a virtual community and the rules of
engagement

Social Proof

• People look to other people for clues on how to act

• Example: busy restaurant vs. one with no cars in the
parking lot
• If you can show your prospects that they are not
alone, then you win

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Scarcity

• When there is less of something, people will

inherently want it more
• Event-based launches naturally lend themselves to
some elements of scarcity
• Social proof and scarcity work really well together

Authority

• People will follow authority or authority figures

• You can establish huge authority in your Prelaunch

Anticipation

• Few things capture our attention and imagination

more than anticipation
• Examples: Events - Birthdays, Superbowl, World
Cup, etc.
• This is how people get pulled into your launch... it's
what keeps people reading and watching your
marketing instead of your competitors marketing

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Common Enemy

• It's shocking to see what people will do if they have a

common enemy
• Often an enemy is added in marketing because
people will bond with you over that common enemy

Proof

• Show people that your stuff works

Controversy

• There are few things that grab and hold people’s

attention like controversy

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Commitment and Consistency

• People like to act consistently with how they’ve acted

in the past

Interaction / Conversation

• People would rather talk than listen

• People will pay attention to a conversation longer
than a lecture
• Make your launch feel like a conversation (comments,
etc.)
• A lot of PLF is about grabbing people’s attention and
holding their attention

Reciprocity

• Give great stuff and people will naturally want to give

back to you
• During a launch, you’re giving great content away,
which naturally builds up the reciprocity trigger

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Surprise / Unexpectedness

• You don’t want to be predictable

Likeability

• People buy from the people they know, like, and trust

Credibility

• During a launch, you can publish material that

establishes massive credibility
• People’s B.S. detector is high – but during a
Prelaunch you have time to prove your credibility by
giving away great Prelaunch Content

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Celebrity / Being Interesting

• Doing unusual things

• Being seen as different
• Easier than you would expect
• If you publish online you almost automatically
become a celebrity

Reason Why

• “Because” is a very powerful word

• … even if your reason isn’t great
• Classic example from the book “Influence”…
• Can I cut in line? (50% success)
• Can I cut in line because… (went from 50% to 95%
success)
• Even when they simply said ”…because I need to
make copies”

Competition

Take-away Sale

Simplicity

Specificity / Concreteness

Emotion

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• Reciprocity
Mental Triggers – Full List • Surprise
• Likability
• Credibility
• Stories • Anticipation
• Celebrity
• Events • Common Enemy
• Reason Why
• Rituals • Proof
• Competition
• Community • Controversy
• Take-away Sale
• Social Proof • Commitment &
Consistency • Simplicity
• Scarcity
• Interaction & • Specificity
• Authority Conversation • Emotion

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