In this second installment of the 7 Triggers of Fascination from the book Fascinate by Sally Hogshead, I’d like to touch on the Power Trigger.
The Ultimate Power Trigger
A recent 30 second TV commercial by the Pennsylvania Department of Revenue caught my attention, and that of many Americans, for its use of the Power Trigger through a “Big-Brother” type message. See the video on YouTube.
The Power Trigger is defined as, “Having command over people and things, which draws our focus,” and “Why we focus on the people and things that control us.”
This commercial uses an open threat aimed at delinquent taxpayers through the power of the Pennsylvania State Government. In short, it suggests, “Pay Up or we will come and get you!” In my opinion, this is a very strong Power Trigger, with a secondary trigger of Alarm. (the threat of negative consequences, which demands immediate response)
One could make the case that the Alarm and Power Triggers are used equally in this particular commercial. While I am personally concerned about the nature of the message, I can appreciate the effectiveness of the marketing techniques utilized.
Tags: Alarm, Big Brother, Fascinate, Pennsylvania, Power, Sally Hogshead, taxesCategories: Business.
