According to Harvard Business School’s professor Gerald Zaltman, 95% of your buying decisions happen subconsciously.

For marketers, copywriters, and sales pros, this isn’t just a stat—it’s a blueprint. To persuade effectively, you need to tap into the emotions steering those hidden decisions.

In his book: "Take Their Money," Kyle Milligan talks about four core emotional triggers that dominate our purchasing behavior:

New/Only
Easy/Anybody
Safe/Predictable
Big/Fast

Master these, and you’ll create copy that doesn’t just sell—it captivates. Let’s dive in.

1. New/Only: Be the First, Be the Best, Be Exclusive

People crave what’s fresh, unique, and groundbreaking.

“New” sparks curiosity, while “Only” amplifies desire by making your offer feel like an exclusive VIP pass.

Why It Works:

“New” satisfies the brain’s thirst for novelty and excitement.
“Only” makes buyers feel special, like they’re getting access to something others can’t.

Example in Action: “Introducing the world’s first AI tool designed to triple your productivity in half the time.” This sparks intrigue while positioning the product as unmatched.

How to Nail It:

Headline First: Use “new” or “only” in your headline to grab attention.

Example: “The First and Only All-in-One Solution for Effortless Marketing.”

Back It Up: Prove your claim. Highlight unique features or proprietary technology.

Example: “Our platform is powered by proprietary AI technology designed exclusively for this solution—no other tool on the market offers this level of automation and accuracy.”

Create FOMO: Use exclusivity to add urgency.

Example: “Only 500 units available—don’t miss out!”

2. Easy/Anybody: Make It Simple and Stress-Free

Here’s the truth: people avoid complicated things like the plague.

If you can make your offer feel effortless, you’ll eliminate resistance and boost conversions.

Why It Works: Ease is the antidote to overwhelm. When you make success feel attainable, you empower your audience to take action.

Example in Action: “No coding? No problem. Build your dream website in three clicks.” This removes intimidation and lowers the barrier to entry.

How to Nail It:

Break It Down: Use simple frameworks or step-by-step instructions.

Example: “Three steps to financial freedom: Save, Invest, Repeat.”

Squash Doubts: Reassure readers they don’t need special skills or tools.

Example: “You don’t need a degree or fancy equipment—just follow our guide.”

Highlight Instant Wins: Show how quickly results can come.

Example: “Set it up in minutes and see results the same day.”

3. Safe/Predictable: Build Trust, Reduce Risk

Fear is a powerful motivator—and most buyers are terrified of making the wrong choice.

Position your offer as the safest bet by showing reliability, consistency, and zero risk.

Why It Works: People trust what feels predictable. When they see proof that your product works (and that they won’t regret buying), they’re more likely to commit.

Example in Action:“Trusted by over 20,000 customers with a 98% satisfaction rate.” This builds confidence and reduces hesitation.

How to Nail It:

Use Social Proof: Showcase testimonials, reviews, or stats.

Example: “Proven to help 9 out of 10 users save money every month.”

Guarantee Success: Offer a risk-free trial or money-back guarantee.

Example: “Try it for 30 days—love it, or it’s free.”

Show Consistency: Highlight repeatable, predictable results.

Example: “Our system has delivered the same ROI for over 1,000 businesses.”

4. Big/Fast: Go Big or Go Home

Nothing grabs attention like bold promises paired with urgency.

If your offer delivers huge results—and fast—you’ll light a fire under your audience.

Why It Works: “Big” taps into ambition. “Fast” creates urgency. Together, they make your offer irresistible.

Example in Action:“Double your revenue in 30 days—or less.” The promise of massive results in a short timeframe drives immediate action.

How to Nail It:

Be Specific: Quantify results to add credibility.

Example: “Grow your email list by 10,000 subscribers in just one week.”

Create Urgency: Add time-sensitive language to prompt action.

Example: “Limited spots available—act now!”

Combine Scale and Speed: Highlight both big results and quick wins.

Example: “Unlock life-changing opportunities starting today.”

Conclusion: Write Copy That Sells Like Crazy

The four emotional triggers—New/Only, Easy/Anybody, Safe/Predictable, and Big/Fast—aren’t just theories. They’re proven principles driving billions of dollars in sales every year.

Here’s your game plan:

Audit Your Copy: Look for areas where these emotions can shine.
Tweak Your Messaging: Rewrite headlines, CTAs, and body copy to focus on these triggers.
Test Relentlessly: Experiment, refine, and double down on what works.

The best time to start? Right now. Pick one of these emotions, rewrite a piece of your sales copy, and watch the results roll in.

Pro Tip: Combine multiple emotions for even greater impact. For example, “New and easy” or “Big and safe” can create an unbeatable combination.

Your audience isn’t just buying a product. They’re buying the feelings you promise them. Make those feelings unforgettable.

4 Core Triggers That Influence 90% of Buying Decisions By The $7.1 Million Man (With Real-Life Examples)

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