Earned Quote by Nir Eyal
““2. Earned Triggers Earned triggers are free in that they can not be bought directly, but they often require investment in the form of time spent on public and media relations. Favorable press mentions, hot viral videos, and featured App Store placements are all effective ways to gain attention. Companies may be lulled into thinking that related downloads or sales spikes signal long-term success, yet awareness generated by earned triggers can be short-lived. For earned triggers to drive ongoing user acquisition, companies must keep their products in the limelight — a difficult and unpredictable task.””
About This Quote
Source Book: Hooked by Nir Eyal, 2014
Earned triggers generate attention without direct cost, but their impact is fleeting unless continuously refreshed.
In simple terms: Free attention fades quickly.
Key Takeaway
Maintain ongoing visibility for lasting impact.
Themes
marketing
attention
sustainability
Mood
strategic
analytical
Type
business
motivational
When to use this quote
- product launches
- app store promotion
- public relations
Key Concepts
earned media
viral content
Questions to Reflect On
- How can you sustain momentum after an earned trigger?
- What strategies keep your product in the spotlight?
A Different Perspective
Relying solely on earned triggers can lead to short‑term spikes without long‑term growth.
![“1. Trigger A trigger is the actuator of behavior — the spark plug in the engine. Triggers come in two types: external and internal.[viii] Habit-forming products start by alerting users with external triggers like an email, a website link, or the app icon on a phone.” quote by Nir Eyal](https://sms4smile.com/quotes/img-quotes/7c6/nir-eyal-1258_habits_1-trigger-a-trigger-is-the-actuator-of-b_539667.jpg)
![“Instead of asking ‘what problem should I solve?’ ask ‘what problem do I wish someone else would solve for me?’”[cxxxi]” quote by Nir Eyal](https://sms4smile.com/quotes/img-quotes/805/nir-eyal-1258_problem-solving_instead-of-asking-what-problem-should-i_78727.jpg)
