The mind is a slave to the heart // how to motivate action in your market
This has been coming up A LOT in conversation recently, so I thought I'd knock up a quick article with some tangible takeaways to cut through the noise and motivate action from your market.
When it comes to making decisions, we are governed by our emotions, THEN we look to regulate or rationalise with logic.
In fact, studies in the journal Nature Neuroscience have pinpointed the limbic system, and the amygdala are more active in the decision making process when purchasing - both of these are emotionally driven.
Experience tells us that no matter what vehicle our solutions take shape in, they will address an underlying issue associated with the below;
Freedom from fear, pain and danger (remember, perception is reality).
Comfortable living conditions, with our hunger, and thirst satisfied.
Survival of self, and the care and protection of loved ones
Social approval - being seen as superior, or to at the very least, to not fall behind — i.e. keeping up the Joneses
To be desired by a partner
No matter how trivial a product or service may seem at surface level, we are driven to make decisions to address these needs.
There are always deeper sources of motivation rooted in unconscious feelings, and interpersonal dynamics.
Everything traces back to the source.
So how do we use this process to inform better marketing activities?
I always ask people to think about their TWO favourite clients before going through the below questions.
I think we’d all agree we’d love to replicate our favourite clients, and have a full stable of them.
From this perspective, you will gain a better understanding of their drivers.
When you better understand their drivers, you will speak to what really matters to them.
This will put you in the best position to connect with more people like them through your marketing messages.
What is the problem they were willing to admit to having?
How frequently did it show up in their life?
How was this problem affecting them personally and/or professionally?
What was the downstream effect of this problem? (i.e. did it affect their relationships, and/or their finances?)
Was it time sensitive? If so, what were the consequences of waiting?
Was the root cause of the problem clear, and acknowledged? Or did you have to dig deeper?
What were their roadblocks to getting their desired outcome?
How did you help?
How would they describe the outcomes, and the experience of working with you?
Connect the dots, and use this as the foundations to build out your key messages in your campaigns.
We must always endeavour to appeal to how the customer feels, and orientate towards where that emotion is rooted (absolving a past pain, or moving towards a brighter future).
In summary
Don’t bother with industry jargon, listing tons of features, and trying to intellectually convince your prospects - especially early in the Client Journey.
Take the time to understand their true motivation. What needs are you fulfilling, and what position do you play in their life?
What outcome are they seeking? How are you positioned to help them achieve their result?
What experience are they seeking, and how do they want to feel?
Too many businesses make the tragic mis-step of thinking their marketing is ALL about them - it's not, it is entirely about solving the pain of your prospect.
Win over the heart first, the mind will follow.
Hope this helps,
Zac