What are marketing motivations? What are the main motivations for people making purchases?<\/p>\n\n\n\n
There are two main types of marketing motivations: positive and negative. Motivations are either based in loss aversion and fear, or in finding satisfaction. <\/p>\n\n\n\n
Read more about the types of marketing motivations and how they work. <\/p>\n\n\n\n\n\n\n\n
There are positive and negative marketing motivations. Negative motivations are things like fear and loss aversion. Positive motivations depend on the customer finding fulfillment with your brand. Both work as marketing motivations, but one has better results as a storybrand. <\/p>\n\n\n\n
There are only two motivations in life: 1) get something good or 2) avoid something bad<\/strong>, and the last two elements of the SB7 Framework<\/a> address these motivations, since they works as marketing motivations as well. <\/p>\n\n\n\n The sixth of the seven story elements<\/a> is the negative <\/em>stakes\u2014what happens if the character fails <\/em>to act, fails <\/em>to solve the problem, and fails <\/em>to get what she wants? In narrative, the possibility of loss\u2014and the terrible consequences loss comes with\u2014creates suspense and motivates the audience to stay engaged with the story.<\/strong> (Shortform example: In Harry Potter<\/em>, if hero Harry doesn\u2019t defeat villain Voldemort, Voldemort will take over the wizarding world and torture or murder people.)<\/p>\n\n\n\n In branding, the possibility of loss\u2014the bad things that will happen to your customer if she doesn\u2019t buy your product\u2014motivates your customer to continue looking for a solution to the problem and a happy ending to her story. <\/strong>(Shortform example: if you sell hand soap and your customer doesn\u2019t buy it, her hands will be filthy and could infect her with diseases.)<\/p>\n\n\n\n Stakes are important because every moviegoer and customer, when confronted with a story, is always subconsciously asking, \u201cWhy should I care?\u201d and \u201cWhere can this take me?\u201d If there\u2019s nothing at stake, the story is boring, and people tune out. <\/strong><\/p>\n\n\n\n First, we’ll discuss the power of negative stakes. Then, we’ll discuss how to employ them, and how to add them to your brandscript<\/a>.<\/p>\n\n\n\n Interestingly, people aren\u2019t proportionally affected by gains and losses\u2014people dislike losing more than they like winning. For example, a person will be happy if they win $200, but much more unhappy if they lose $200. As a result, negative stakes are a stronger motivator than positive ones, and in some cases, people are two or three times more driven by loss than gain.<\/strong><\/p>\n\n\n\n For example, for a long time, George Wallace, the governor of Alabama, resisted the 1964 Civil Rights Act. Lyndon Baines Johnson was able to convince him to stop opposing it by laying out the negative stakes of doing so: If Wallace kept up resistance, he\u2019d go down in history as hateful.<\/p>\n\n\n\nLoss Aversion<\/strong><\/h4>\n\n\n\n