Interested in moving towards pleasure- Motivated by a “carrot”.
- Will tell you what they want.
- Mention ways users can gain from buying the product or service.
| vs. | Interested in moving away from pain- Mention quick, easy, free aspects.
- Motivated by a stick or a kick.
- Persuaded by fear of the unknown, falure, rejection, perception of potential discomfort.
- Will tell you what they don’t want
- Mention ways users can suffer from not buying product or service.
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Internally Motivated- Appeal to self-interest.
- Self assured and quieter. Moves steadily towards a goal.
- Can have difficulty in accepting other people’s feedback and direction.
- Influencing language: “You” know best. “You’ll” know when it’s right. Only “you” can decide It’s up to “you”.
| vs. | Externally Motivated- Appeal to family interests.
- They cannot decide for themselves, they need external words or actions from other people or sources.
- Users are often “seekers”.
- These people need close management.
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Open-minded- Use show and tell messaging.
- More likely to watch science fiction and fantasy TV shows.
- Democrats?
| vs. | Closed-minded- Use see and do messaging.
- More likely to watch sports and news on TV.
- Republicans?
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Conscious Thinkers- Use literal sight, sound touch references.
- Users likes sequential processes and logical order.
- Users think in terms of cause-effect.
- The conscious mind moves parts of the body.
- Use facts to say what’s right.
- Focus on the now.
| vs. | Unconscious Thinkers- Appeal to romance and imagination.
- Users multitask and process various info simultaneously.
- Users make connections between thoughts and feelings.
- The unconscious mind involuntarily moves parts of the body.
- Use feelings to descripbe what’s right.
- Focus on unlimited time and space, memories and future.
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