Introduction: The Importance of Client Motivation
As a business coach who helps a lot of companies strengthen their marketing, I see a lot of my client’s marketing message focusing solely on their credentials, services, and unique selling points. While these aspects are vital for building trust, they’re just the surface layer of successful marketing. To establish a genuine connection with your audience and to increase your conversion, your marketing must resonate with the core motivations that drive your clients purchasing decisions. It’s essential to avoid the business owner’s trap we set for ourselves, which often comes from not fully understanding these motivations.
The Psychology Behind Purchases
Let’s break this decision process down simply into a 4 step process:
1. Recognizing a Need: The voyage commences when clients identify a need or problem. This forms the cornerstone of their quest for a solution.
2. Tension or Discomfort: As the need becomes apparent, tension and discomfort begin to stir. Clients are then motivated to address this need as the unease intensifies.
3. Motivation Translates into Desire: As discomfort escalates, motivation transforms into a fervent desire to resolve the issue. This is when clients actively seek solutions and explore various options.
4. Goal is Achieved: The climax of the journey unfolds when clients take definitive actions leading to the fulfillment of their initial need. This might involve making a purchase, seeking a service, or taking steps to resolve the issue, such as when is the right time to hire employees.
The Four-Step Decision Process Unveiled
Now, let’s explore what could be the main motivations behind your client’s decisions. A valuable tool for this is the motivation research methodology developed by Dr. Ernest Dichter, a renowned figure in the field of motivational research. Dr. Dichter’s work has provided critical insights into consumers’ hidden psychological motivations behind their choices, and these motivations.
Diving Deep into the 12 Key Motives
According to Dichter, product consumption is steered by 12 key motives, each guiding consumers toward specific product choices:
- Power: The desire for influence and control.
- Masculinity-Virility: The quest for qualities associated with masculinity and virility.
- Security: The yearning for safety and protection.
- Eroticism: The attraction to sensuality and desire.
- Moral Purity/Cleanliness: The aspiration for ethical purity and cleanliness.
- Social Acceptance: The pursuit of social approval and belonging.
- Individuality: The drive to express uniqueness.
- Status: The thirst for prestige and recognition.
- Femininity: The desire to embody feminine qualities.
- Reward: The expectation of gratification.
- Mastery over One’s Environment: The pursuit of control over one’s surroundings.
- Dis-alienation (a desire to feel connected to the world around us): The aspiration to connect with the world and others.
- Magic-Mystery: The intrigue of the unknown and mysterious.
Understanding which of these motives motivates consumers to choose your products or service empowers you to craft positioning, value propositions, and marketing campaigns that truly resonate with your audience, much like the power and price of marketing.
Conducting Effective Market Research
If you want to go one step further to truly grasp your clients’ motivations, then you can conduct a comprehensive market research. This process can begin by surveying your target clients or, if relevant, your existing client database.
Here are key questions to consider:
- Does the product/service fulfill psychological needs? If so, which ones?
- How does the product evoke emotional connections with consumers? (e.g., fostering competitiveness, enhancing self-esteem, or boosting feelings of security, etc.)
- Does the product/service carry symbolic significance for consumers?
- How do external influences, such as culture and reference groups, shape consumer perceptions of your product/service?
Crafting Marketing Messages That Resonate
By delving into these questions, you can unravel the profound motivations guiding your clients’ purchasing decisions. Armed with this insight, you can fine-tune your marketing strategy to create a resonant and lasting bond with your target audience, avoiding common mistakes small business owners make.
The Art of Emotional Connection in Marketing
Effective marketing is a two-way dialogue—it’s not just about you; it’s about your clients and what truly speaks to them. Unveiling their motivations is the key to forging profound connections and having them feel like you can provide a solution for their need.
If you’re interested to learn more about effective marketing, check out my recent Founders Interview with Ericka Saurit of Saurit Creative.
Need help to turbo-charge your Marketing?
Do you feel your current marketing is not getting the conversions you want? Reach out to me for a complimentary consultation. Chances are, my coaching will resolve your current business struggles, and set you on the path to overcoming common business challenges.
