B2B Offers that Motivate Action

Christopher Ryaninfo@fusionmarketingpartners.com

Carrot & Stick Motivators

Napoleon Bonaparte said, “There are two levers for moving men: interest (the

carrot) and fear (the stick).”

Fear Interest

Using the Correct Incentive

Humans can be motivated in a surprising variety of ways, using the correct

incentive (including message and offer) for a specific audience is a big factor in

good marketing.

Greed

While greed is usually thought of as a negative emotion, it is really just the desire to get a better deal than the next person, or to enhance our position at a low cost.

Fear, Uncertainty, and Doubt (FUD)

When using the FUD formula, you are selling from the negative perspective. Instead of saying “If you buy our product, these good things will happen to you,” FUD copy implies, “If you don’t buy our product, these bad things will happen to you.”

Curiosity

If you have the task of generating leads for a new product or service, create the curiosity in your advertising by withholding a little information. A curiosity-seeker who is satisfied does not respond to advertising.

Anticipation

As noted marketing expert Jeff Walker explains, your prospect is always looking for ways to ignore your marketing message and you need to construct your message in such a way to override this impulse.

Status or Exclusivity

As soon as you tell your child he can’t have something, his interest in the forbidden object increases dramatically. Likewise, for many individuals, the desirability of a product rises in direct proportion to its difficulty of attainment.

Time Pressure

Time pressure creates a sense of urgency by saying “buy me today because it will cost you more tomorrow” or “only the first 200 respondents can take advantage of this offer.”

Convenience

Marketers who show people how their products and services will save them time and/or make their lives easier (at work or at home) have a significant selling benefit.

Financial

The financial hot buttons of your prospects can be pushed two ways:

1. By demonstrating how your product or service will save money.

2. By demonstrating how your product or service will help generate more income.

Learning

Many people have a thirst for knowledge and this can be a strong appeal in your promotional copy. They want information on how to do their jobs better, make their companies more profitable, and have a successful business and home life.

Remember

While fear can be a strong short-term motivator, interest (positive

rewards) is usually more effective for long-term changes.To read the full article click here!

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