Uplift Consumer Motivation Not Must Haves

No one buys a Rolex watch, or, in this case, any other luxury watch, to check the time. A party without good food is lousy, even if cutlery was on point.

Or, you won't like someone even if they have good looks but lack personality or warmth.

Consider Rolex. At face value, it's just a watch. Sorry for being so blunt, but if you dissect all the so-called symbolism around it, it's a WATCH. Sorry to all watch lovers reading this, but the truth is the truth.

Interestingly, they themselves don't deny this; on their website, they have mentioned that they are watch manufacturers.

And clearly, they're not doing bad - Rolex generated $9.7 billion in revenue in 2022.

But then, if they are just a watch company, why do people go crazy for Rolex? Answer it’s definitely not their capability to show right time.

The main reason is that they don't rely on offering basic features. Instead, they have marketed Rolex worldwide as synonymous with luxury, prestige, excellence, and timeless elegance.

Which is something many of us aspire to have or like to portray. 

Spending a couple of thousands of dollars to get it is no big deal for someone with money.

But then again, what can you do to replicate this process so that you don't just sell a watch as a watch or any other product simply as a product?

The solution is to start raising and positively influencing customers' motivation toward your brand, service, product, or every other touchpoint instead of only relying on optimizing or improving must-have features.

To properly understand this, let's establish the basic idea of what a product with must-have features means. 

These are the essential or must-have features that your product needs to have to qualify as a product. Think of them as the minimum requirements to market and compete with other products in the same category.

For example, it needs four tires to market and launch a car. Or, let's say you sell pizza; your pepperoni pizza needs to have pepperoni. You must have some accounting certification or credentials if you are an accountant.

No one wants an account who has learned everything from watching Ozark's Marty Byrde.

Must-have features are something your customers won't compromise on, and don't assume you can ignore them or let them pass.

A product's success requires functional and must-have features. But from the customer's perspective, these are the features they expect to get. They don't see any greater value in it, which would make them buy it or desire to own it.

In other words, these features won't make them feel delighted, and a delighted customer is more willing to spend money, be loyal to your brand's offerings, and be happy to buy from you.

Next, we will discuss what you can do, so that they feel delighted to buy from you. Answer is to Uplift their motivation.

What is Customer Motivation?

Motivation is the human's drive to satisfy their needs.

Needs can be unfulfilled, recognized, or not recognized. But, when there is a need, it builds up tension, which psychologically & biologically triggers humans to work on reducing it.

And as the tension grows, the motivation to reduce it also grows more potent, both consciously and subconsciously.

For example, if you have a simple itch, you will subconsciously rub it. For a stronger itch, you will consciously rub it. But as it grows, you will rush to visit the dermatologist.

Here, the "Body itch" is what motivating you to take action to reduce it.

Interestingly, human tendency is to push or avoid pain and seek or approach pleasure.  Which is why they are always making excuses to not leave their comfort zone, and always seeking new things.

For example, many people wants to spend money on Rolex. Because they believe that wearing it will advance them in their social hierarchy and attract their peers' attention. Or maybe get the attention of opposite sex.

Take the example with HUEL, in one ad they have mentioned how their shake’s one take is suffice for all daily nutrients need - which is clearly a benefit.

While another ad they have mentioned how heavy meals slow us down, but not anymore with their instant meal pots. Here they have clearly called out the pain customer is having which is, and offered the solution.

In simple words, motivation is what drives people to take action. That action can be either to reduce pain or to seek pleasure. By first understanding what motivates your potential customer and positively influencing it, you can magnify your results.

All the great brands do this. They deeply understand what consciously and subconsciously motivates their customers.

Wrap Up:

I am more inclined toward media, product development, marketing, sales, branding, and strategy. By digging deeper into understanding what motivates the customer, I have created good ads and optimized other marketing and sales efforts.

But then again, understanding your customers' motivation won't just help you market them better but also create better products. It will further help you in brand positioning and delighting the customer overall.

Its use cases are not just limited to the business landscape but also to personal life.

So, the next time you are preparing lunch to impress your date, instead of just creating a perfect dish-which many will do. Why not serve it with aromatic candles and Italian music playing in the background?

But do remember to not compromise on serving good dish.