When it comes to creating and marketing products and services or developing content to attract leads and buyers…it’s CRITICAL that you target human emotionally-charged motives and instincts.
All human desire is based on attempting to move closer to these human motives.
How your market decides to fulfill their motive is the difference between someone choosing your product over another OR choosing to escape or bury their desire altogether.
That’s where your solution comes in…however, to crank your sales and profit, let’s make SURE you are tied to one or more of these key human drivers.
Here are 5 of the strongest human motives that drive customers to click BUY NOW!
1. Find Love And Reproduce
Everything from weight loss to dating apps are driven by this motive.
There are an endless number of desires that develop out of the need to find love.
It’s tough to go wrong targeting books, online courses or coaching programs on solutions that help people improve their ability to meet that special person, connect with them and discover TRUE love.
2. Reduce Uncertainty
For some, this means buying products and training around earning more.
For others, investing (stocks, real estate, NFT’s…)
Still others, organization and personal growth help address uncertainty.
When you look deeply at a topic, look for desire triggers around reducing the uncertainty in your audience’s personal or family life.
3. Grow Status And Prestige
Earning more money, travel, luxury items, access to prestigious places, people or groups all fall into this category.
You can either help people get things that bring prestige OR…
You target based on high-ticket, prestigious course or coaching.
4. Connect Meaningfully With Others
This one is especially strong after the pandemic isolation and remote working situations.
Private groups, coaching, inner circles, mentorship, networking events all tap into this motive.
Also included here are various personal growth topics or hobbies (golf, wine tasting, religion, etc…) that tap into the very real and instinctual desire to connect meaningfully with others.
5. Preserve Energy
This one drives investment in health topics, staying young or overcoming health challenges.
Reducing stress and anxiety, improving charisma, learning to relax in healthier ways are all great targets here.
Understanding the motives that drive people allows you to both better understanding existing behaviors (negative or desirable) as well as develop better (faster, simpler or more constructive) solutions that help you differentiate and put more money in your bank account.
Finally, seek to understand these motives and desires and how they relate to your business right from the start so they can better guide product creation through marketing.
I often see people only take this into account once their online course, coaching program or product is finished…thinking it’s just a matter of marketing.
Trouble is, it’s hard to market a misguided product.
Knowing your market’s source of thoughts, behaviors and desires will ensure you do the best job of targeting and turning your audience into leads, sales and ultimately, life-long customers.
