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Neste post da nossa série sobre copywriting você conhecerá mais alguns tipos de gatilhos mentais. Confira.

Gatilhos mentais são técnicas fundamentais para uma boa escrita de textos de marketing. Nos últimos posts da nossa série sobre copywriting, você se familiarizou com os conceitos de copy e de gatilhos mentais e, ainda, pôde conferir alguns exemplos de gatilhos. Conheça outros exemplos e amplie seus conhecimentos acerca dessa estratégia.


Afeição
A empatia é um sentimento inerente ao ser humano e, você já reparou como é muito mais fácil ter empatia por quem enxergamos como semelhante?

As pessoas preferem dizer sim a situações e indivíduos que possuem certa familiaridade e afeição. Por isso, fatores como atratividade física, semelhanças e associações constroem uma relação de afinidade entre você e o seu cliente. Essa afinidade aproxima o cliente e aumenta as chances de que ele te escute e considere suas propostas.

Por exemplo, quando você constrói um relacionamento, quando conta sua história e/ou usa de outras estratégias “afetivas” para criar um vínculo com seus leads e prospects para aumentar suas vendas, está usando o gatilho da afeição.

Prova social
Quando você vai comprar algum produto, você considera a opinião de outras pessoas que já o utilizaram? Pois bem… é mais ou menos assim que a prova social funciona.

Uma das pulsões que determinam nosso comportamento social e também a nossa tomada de decisões é, naturalmente, observar o que as outras pessoas estão fazendo ou dizendo. Seja pela necessidade de aprovação social ou não, a questão é que sempre estamos de olho no comportamento alheio para buscar referência, o que faz com que o gatilho mental da prova social seja muito influente.

Por exemplo, em situações de incerteza ou de empatia (semelhança): tendemos a nos espelhar em atitudes de pessoas que consideramos parecidas conosco para agir em meio a alguma dúvida. Existem diversas formas de explorar os gatilhos mentais em situações como essas, como depoimentos de clientes, clientes referência, cases de sucesso e outras.

Razão
Mesmo sabendo que o lado emocional é responsável por grande parte das nossas decisões, ainda é comum a todos nós uma vontade, uma busca por razões que justifiquem o que estamos fazendo e qual o potencial dessa ação.

O gatilho da razão funciona quando você deixa evidente para o seu lead/prospect o motivo pelo qual ele deve adquirir o seu produto e também os benefícios que ele terá com a compra. Dessa forma, você conduz seu cliente, de maneira racional, de uma situação indesejada para a solução do problema.

Novidade
Já pensou no porquê de grandes empresas como a Microsoft e a Apple investirem tanto em lançamentos?

É comprovado cientificamente que a novidade e o desconhecido causam o aumento da quantidade de dopamina no cérebro – e a dopamina está diretamente relacionada aos níveis de concentração e motivação.  Isso faz com que, além de estimular o interesse, o gatilho da novidade instigue à ação, já que todo mundo quer ser o primeiro a experimentar o produto.

Agora que você já sabe tudo sobre gatilhos mentais, que tal colocar em prática os seus aprendizados? Experimente diferentes técnicas e lembre-se: a prática leva à perfeição e nós sempre temos que começar de algum lugar. Continue acompanhando nossas matérias e aprimore seus conhecimentos e estratégias de marketing digital.

 


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