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External triggers prompt action from "summary" of Hooked by Nir Eyal
External triggers prompt action by informing users of what to do next. These cues can take many forms, such as a notification on our phone, an email in our inbox, or a suggestion from a friend. The key is that these triggers are external to the user - they come from outside sources and serve as reminders or prompts to take a particular action. By tapping into these triggers, companies can guide user behavior in the desired direction. External triggers can be divided into two categories: paid triggers and earned triggers. Paid triggers are those that companies pay for, such as advertising or sponsored content. These triggers are effective in reaching a wide audience but may not always result in the desired action. On the other hand, earned triggers are those that come from sources such as word-of-mouth recommendations or media coverage. While earned triggers may be more powerful in influencing behavior, they are often harder to control. In order to create effective external triggers, companies must understand their target audience and what motivates them to act. By identifying the pain points or desires of their users, companies can tailor their triggers to be more compelling and persuasive. For example, a fitness app may send a notification reminding users to log their workout for the day, tapping into their desire to stay healthy and fit. Furthermore, external triggers must be timely and relevant in order to be effective. If a trigger comes too late or is not related to the user's current context, it is unlikely to prompt action. Companies must therefore carefully consider when and how to deliver triggers in order to maximize their impact. By leveraging external triggers effectively, companies can nudge users towards taking the actions that will benefit both the user and the company.
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