What is Mental trigger?
Mental trigger is the popular name for the persuasion principles described by Robert Cialdini: scarcity, urgency, social proof, authority, reciprocity, commitment and liking. They are shortcuts people use to decide fast, and the copy activates them when it says "last spots", "until Friday", "over a thousand customers" or "recommended by". They work when they are true and turn into distrust when they are made up: fake scarcity and permanent urgency teach the audience to ignore the brand. Honest use is saying what is already true in a way the person notices.