Introduction

Marketing feels harder than ever. But one smart buyer interview can spark dozens of ideas that actually bring in sales.

What's the Problem It Solves?

Most marketers don’t know why people decide to buy. They guess or use weak templates, which leads to bad messaging and wasted time. The Trigger Technique helps you learn the real reason people buy so you can run better campaigns that work.

Quick Summary

The article starts with a story about an old newspaper ad that pulled in 5,000 brave people for a dangerous trip. Why did it work? Because it touched something deep inside people-a strong reason to act. That’s exactly what marketers today need to do. Instead of guessing what buyers want, you need to understand what triggered them to start looking for a solution in the first place.

Katelyn introduces “The Trigger Technique,” a 4-step plan that helps you get insights from real customer stories and turn those into strong marketing ideas. First, you interview your best-fit buyers, especially those who bought recently. Next, you pull out the key parts of their story: what started their search, what they wanted, what they disliked about other solutions, and what personal win they were chasing. Then, you use those parts to design small tests-ads, pages, or messages-that talk to people right when they feel that same “trigger.” Finally, you share your ideas with your team by telling the buyer’s story and letting your team help choose what to try first.

When done right, The Trigger Technique doesn’t just help you find better ideas. It helps you win trust, use fewer resources, and get faster results.

Key Takeaways from the Article

• One deep interview beats 1,000 surveys
• Buyers start their journey because of a trigger moment
• Talking to recent, happy customers gives the best insights
• You must find out: what triggered them, what job they wanted done, what failed them before, and what personal win they wanted
• Use real customer stories to build better campaigns, not guesses or trends
• Share these stories with your team to win support and run smarter tests
• Just one trigger test can unlock better traffic, sales, or leads
• Buyer interviews don’t have to be scary if you use tools like Clarity Call Cheatsheets
• The Trigger Technique saves money and brings better marketing results faster
• Stop trying to do everything. Start by understanding one buyer deeply