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Triggers by Joseph Sugarman – 5 Stars

The full title of this classic book by Joe Sugarman is

Triggers: How to Use the Psychological Triggers of Selling to Motivate, Persuade & Influence“.

In my review posted on Amazon.co.uk, I rated the book as Five Stars. This means I think it is Excellent and is Very Highly Recommended. I don’t give many Five Star Ratings.

It explains the 30 psychological factors that help the customer to buy

Triggers is a terrific book by Joe Sugarman, one of the leading direct marketers in the world who has used these factors over many years to make a fortune in direct response mail order advertising.

In fact I wish that I had read it years ago. The book is beautifully written with each chapter focused on one psychological trigger with explanations of how the factor can be used in copywriting/print and in a direct, face-to-face selling environment.

The author uses one of the triggers, story-telling to communicate each message so every chapter has at least one story attached to help you to remember it.

This is a book to help you make sales and increase your profits and its secrets apply for both small and big businesses. The author emphasises the importance of integrity and honesty but at the same time, this is not a book for wimps and the more squeamish may not approve of some of the applications of the tactics. These are powerful techniques.

Triggers is very easy to read, either as a book from page 1 onwards or to dip into as when you want to refresh your mind about the application of one of the particular psychological triggers.

It will suit both beginners and more experienced persuaders since it acts as both an introduction and a fine tuning to the arts of persuasion. I see another reviewer has said that what’s here is unlikely to work with today’s customers. I completely disagree. Technologies change along with the way that messages can be delivered but the basic instincts and motives of people don’t. These have been hardwired into us for many thousands of years to help us survive and thrive.

It is not a “how to” book. There are no step by step guides explaining how to put together a winning sales letter, advertisement or sales presentation but that’s not the point of the book. It’s about helping you to understand and remember these important triggers that motivate buyers.

One word of warning. I’ve read that these triggers are also covered in other books by the author but this book has the full details and stories. It’s one thing to see the list of triggers with brief descriptions and another to have them explained in detail.

It is available to buy from Amazon.co.uk and Amazon.com.


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