Triggers in the hook model skill

Triggers in the Hook Model

Triggers are the actuators of behavior—the spark plugs of the Hook Model. Without a trigger, there is no action.

External Triggers

External triggers are embedded with information that tells the user what to do next.

Types of External Triggers

Type	Definition	Example	Best For
Paid	Advertising, SEM, affiliates	Google Ads, Facebook Ads	Acquisition
Earned	PR, viral content, app store features	Press coverage, viral posts	Growth spikes
Relationship	Word of mouth, referrals	"My friend told me about..."	Trust-based acquisition
Owned	Your own channels	Push notifications, emails, badges	Retention

External Trigger Design Principles

1. Be specific about next action

• Bad: "Check out our app"
• Good: "See 3 new matches" (specific action implied)

2. Create urgency without manipulation

• Bad: "Limited time only!" (generic)
• Good: "Your weekly report is ready" (time-relevant)

3. Tie to internal trigger

• Bad: "We miss you!" (your need, not theirs)
• Good: "5 friends posted while you were away" (FOMO trigger)

4. Respect attention

• Bad: Daily notifications for everything
• Good: Triggered by meaningful events

Owned Trigger Channels

Channel	Strength	Weakness	Best Practice
Push notifications	Immediate, attention-grabbing	Easily disabled, annoying	Use sparingly, high value
Email	Rich content, permanent	Low open rates, spam filters	Personalize, segment
SMS	High open rates	Invasive, expensive	Only critical updates
In-app badges	Subtle, non-interruptive	Easy to ignore	Use for accumulated value
Browser notifications	Desktop access	High decline rate	Ask after value shown

External Trigger Audit

For each external trigger you send, verify:

• Does it clearly indicate what action to take?
• Is it connected to the user's internal trigger?
• Would I appreciate receiving this?
• Does it lead to a reward?
• Does it come at an appropriate time?
• Is the frequency sustainable?

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Internal Triggers

Internal triggers are cues from within the user—emotions, routines, situations, or places.

The Goal

Move users from external triggers (you remind them) to internal triggers (they remind themselves).

External Trigger → Repeated Use → Association → Internal Trigger

Common Internal Triggers

Emotion/State	What User Wants	Product Examples
Boredom	Entertainment, stimulation	TikTok, Instagram, Games
Loneliness	Connection, belonging	Facebook, WhatsApp, Discord
Uncertainty	Information, reassurance	Google, Reddit, News apps
FOMO	To not miss out	Twitter, Slack, Instagram
Stress	Relief, escape	Games, Meditation apps
Confusion	Clarity, answers	Stack Overflow, Documentation
Seeking validation	Approval, recognition	Social media, Review platforms
Incompleteness	Closure, progress	To-do apps, Duolingo

Finding Your User's Internal Trigger

The "5 Whys" Method:

1. Why would someone use this product? → "To find recipes"

2. Why do they want to find recipes? → "To cook dinner"

3. Why do they need help cooking dinner? → "They don't know what to make"

4. Why don't they know what to make? → "They're bored of their usual meals"

5. Why is that a problem? → "They feel stuck and uninspired" ← Internal trigger

Building Internal Trigger Associations

1. Consistent pairing Every time user feels [emotion], they use product. Repetition creates automatic association.

2. Immediate relief Product must quickly address the emotional need. Delays weaken the association.

3. Frequency Daily use builds stronger associations than weekly. If usage is naturally infrequent, strengthen external triggers.

4. Context Same situation + same emotion = trigger. Morning coffee + boredom = check news app.

Internal Trigger Discovery Questions

Ask users (or observe):

• What were you doing right before you opened the app?
• What prompted you to check it?
• How were you feeling?
• What would you have done if the app didn't exist?
• When during the day do you typically use it?
• What situation makes you reach for it?

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Transitioning Users to Internal Triggers

Stage 1: External Trigger Dependency

• User relies on notifications/reminders
• Without prompt, doesn't think of product
• Action: Consistent, valuable external triggers

Stage 2: Forming Association

• User begins to associate product with emotion
• Still needs occasional external prompts
• Action: Reinforce emotional connection in product

Stage 3: Internal Trigger Established

• User thinks of product automatically when emotion arises
• External triggers become reminders, not initiators
• Action: Reduce external triggers, focus on deepening habit

Progression Metrics

Stage	Indicator	Metric
1	Trigger-dependent	High CTR on notifications, low organic opens
2	Forming habit	Growing organic sessions, declining need for prompts
3	Habitual	Consistent usage without triggers, quick return

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Common Trigger Mistakes

Mistake	Problem	Solution
Too many notifications	User disables or uninstalls	Quality over quantity
Generic triggers	No emotional connection	Personalize to user state
Wrong timing	Interrupts, annoys	Send when relevant to emotion
Unclear action	User doesn't know what to do	Specific, actionable message
No internal trigger strategy	Forever dependent on reminders	Build emotional associations
Ignoring opt-outs	Damages trust	Respect preferences immediately