More than a feeling: motivation So, again … the goal is not to get someone to necessarily feel. Your goal is to get someone to want, and to act on that want. If that seems like a subtle difference (since desire can often be a very tangible emotion), well at least now you accept that emotion is driving the train. In terms of motivation, psychologists know that emotions result in one of three basic categories of responsive motivation: Approach When approach motivation kicks in, you want to experience or discover more of something. Approach motivation involves positive desire, and the perceived value of what you move toward always increases.
Approach motivation makes selling philippines photo editor high-quality, desirable products easy, whether it be an iPhone or black granite kitchen countertops. But it can also be used to sell desirable outcomes, including “get rich quick” and “get skinny now” products of dubious effectiveness. Avoid You want to play upon avoid motivation when your prospect wants to get away from something of low value. of attention, and an inconvenience or annoyance that should be ignored or eliminated. People want to avoid paying too much on their electric bill more than any desire for features of the juice coming through the wires, unless you’re using alternative energy sources, in which case many will do business with you to avoid adverse environmental impact.
Most charities play on avoidance emotions to lessen the impact of poverty, disease, and natural disasters. Rather than taking a beauty approach, Clearasil plays on motivations to avoid the stigma of acne. Attack With attack motivation, people want to devalue, insult, criticize, or destroy something. When someone is emotionally motivated to eliminate something (rather than simply avoid it), attack motivation is the way to go. Think about ad campaigns for weed killer and bug spray (Raid kills bugs dead!). Likewise, we’ve seen more than our share of large-scale campaigns designed to eradicate various complicated problems by waging war against them — the war on crime, drugs, terror, etc.