We have learned – from Dan Pink in Drive, Chip and Dan Heath in Switch, and many others – that to engage and motivate people effectively, you need to reach both their rational self and their emotional self. The research shows that one of the main jobs of our rational brain is to justify the decisions of our emotional brain, and a good way to reach the emotional brain is to talk about personal goals.
I’ve been working with clients recently to help them engage their prospects better on their websites. I’m surfacing how the prospect’s personal goals will be satisfied by the product or offering by sharing social proof of how existing customers have achieved their personal goals.
To do this, I’m going through the clients’ success stories (and in some cases, doing more interviews) to find statements of:
For example, one of my favorites is a client who said that after implementing the solution, “I could wake up in the morning and not dread how much will I have to multi-task today.” Now, that’s a personal goal that’s been satisfied – not dreading waking up!
Another client said that as a result of a successful project with the solution, “everyone from management to sales and product management look at us [i.e., her group] as experts” in a particular area.
A last example, showing that you don’t have to help people sleep better to get a great personal benefit – eliminating annoying and tedious work is a great result as well: “The solution has saved our department a lot of time and headaches by eliminating most of the tedious, manual tasks associated with our [old process].”
Now I’ll be working with these clients to use these stories in their marketing at the top level, so prospects can immediately get emotionally engaged with how the solutions will improve their lives.
Here are three things you can do today to start using these ideas:
Don’t forget to sign up for my mailing list to make sure you don’t miss any posts.
Your host and author, Nils Davis, is a long-time product manager, consultant, trainer, and coach. He is the author of The Secret Product Manager Handbook, many blog posts, a series of video trainings on product management, and the occasional grilled pizza.
Please log in again. The login page will open in a new tab. After logging in you can close it and return to this page.