According to Harvard Business Review, 10 “universal” motivators connect most customers to most brands.
Even if you can’t invest in deep research or take a big data analytical approach (as the authors did), you can benefit from this insight:
Researchers studied hundreds of brands in dozens of categories.
They found hundreds of potential motivators drive customer behavior. Yet, 10 motivators stood out as inspiring customers across all categories studied.
๐๐๐๐๐ผ๐บ๐ฒ๐ฟ๐ ๐ฎ๐ฟ๐ฒ ๐ถ๐ป๐๐ฝ๐ถ๐ฟ๐ฒ๐ฑ ๐ฏ๐ ๐ฎ ๐ฑ๐ฒ๐๐ถ๐ฟ๐ฒ ๐๐ผ:
1. Feel secure.
2. Succeed in life.
3. Feel a sense of thrill.
4. Feel a sense of freedom.
5. Feel a sense of belonging.
6. Protect the environment.
7. Stand out from the crowd.
8. Enjoy a sense of well-being.
9. Be the person they want to be.
10. Have confidence in the future.
How do you use this information?
Find out which underlying motivator drives your customers when they interact with your brand. The most effective way to do this is to look for patterns in a series of one-to-one conversations that encourage customers to share stories.
Translate that universal motivator into specific strategies, artifacts, messages, and experiences.
The design thinking process is useful here.
Do this well, and satisfied customers become highly valuable, emotionally invested customers.