Your happiness and success at work is partly determined by whether or not your core ‘Motivations’ are being met. These Motivations are not a conscious decision, but rather emerge from your self-concept, beliefs, expectations and personality.

https://www.motivationalmaps.com/About

Firstly, Motivational Maps is not a marketing model. It is a tool designed to better understand the motivations Firstly, Motivational Maps is not a marketing model. It is a tool designed to better understand the motivations of individuals, teams and organisations, so as to develop a more productive and inspiring working environment. By understanding what it is that employees care about, businesses are able to provide a more effective personal development, appraisal and reward schemes that appeal to the particular motivations of their people.

The guroo philosophy places the customer at the centre of everything, and the customer after all is a person too. In as much as we are motivated to work, we must be motivated to do anything in life, including our purchasing decisions.

The Nine Motivators

According to motivational maps, there are nine motivators:

  • Expert – seeks knowledge, mastery, specialisation
  • Builder – seeks money, material satisfactions, above average living
  • Director – seeks power, influence, control of resources
  • Star – seeks recognition, respect, social esteem
  • Friend – seeks belonging, friendship, fulfilling relationships
  • Defender – seeks security, predictability, stability
  • Searcher – seeks meaning, making a difference, providing worthwhile things
  • Spirit – seeks freedom, independence, making own decisions
  • Creator – seeks innovation, identification with new, expressing creative potential

We all have every motivator to some degree, but some are more important to us than others. The top three are your strongest, with the highest – the core motivator that having the most influence over us.

ToTo a certain extent, the nine motivators can be mapped onto our motivations to buy, and that can play a role in the way we frame our marketing messages. By appealing to the core motivators of our typical clients they are more likely to appreciate the benefits that our products and services can provide them.

Identifying The Motivators

So we can’t exactly put our customers through motivational maps tests before we engage with them, but by developing customer personas we can start to get a better idea of what is likely to be a core motivator for them.

Although it is unwise to jump to conclusions based on certain stereotypes, there are certain behaviours and job roles that one can associate with the nine motivators.

Here are a few examples that may give you a clue…

Persona 1: The Introverted Specialist

This persona may be an engineer, technician or equally working in another detail-orientated role like finance or logistics. They thrive on consistency and often keep to themselves. The opportunity to learn and develop their skills is highly appealing, especially if it provides the means to protecting their role and deepening their understanding of a task they enjoy. They don’t want to be in the limelight and aren’t particularly interested in chatting to you all day.

Likely motivators: Defender, Expert

Persona 2: The Ambitious Business Leader

Often working their way to senior sales and management positions, this persona is driven to succeed, hit their targets and achieve the material rewards that follow. They may drive a flash car, wear an expensive watch and enjoy being able to assert control or influence. They probably don’t want to hear all the detail, but want to get to the straight to the point.

Likely motivators: Builder, Director

Persona 3: The Free-Thinking Creative

This persona might seem a little untidy but have their own kind of organised chaos. They love to be left to their own devices to work when and how they like, having the space to let their creativity loose. They are interested in ‘the new’ and love the opportunity to adapt and develop. Often the first to try a new thing, they see the world in a different way, unbound by rules and logic.

Likely motivators: Spirit, Creator

Persona 4: The Compassionate Care Worker

So long as there is enough money to live on, it just isn’t an issue for this persona. They seek fulfilment through purpose, doing something of benefit for others and the greater good. With a warm, amicable temperament, they are loyal and trustworthy, often going out of their way to support others.

Likely motivators: Searcher, Friend

Appealing to the Motivators

It isn’t an exact science, but once you’ve identified the core motivators that feel are most likely in play for It isn’t an exact science, but once you’ve identified the core motivators that you feel are most likely in play for your potential clients, you can adapt your messaging to ensure your marketing appeals. Some examples are shown below.

Expert – seeks knowledge, mastery, specialisation

  • You’ll be able to learn…
  • Expand your knowledge…
  • Find out how…

Builder – seeks money, material satisfactions, above average living

  • Enjoy the feeling of luxury…
  • Increase your sales / profits by…
  • Do you wish you could afford…

Director – seeks power, influence, control of resources

  • Take control of…
  • Manage your own…
  • Puts you in the driver’s seat…

Star – seeks recognition, respect, social esteem

  • Be the envy of your friends and colleagues…
  • Turn heads with…
  • Show the world that…

Friend – seeks belonging, friendship, fulfilling relationships

  • A place to spend time with the people that matter…
  • Connecting you with…
  • You don’t need to feel alone when…

Defender – seeks security, predictability, stability

  • Protect yourself and you family…
  • Reduce the uncertainty by…
  • Feel safe in the knowledge that…

Searcher – seeks meaning, making a difference, providing worthwhile things

  • Support your local…
  • Helping you make a difference…
  • Find what makes you happy…

Spirit – seeks freedom, independence, making own decisions

  • Choose from / how / what…
  • Giving you the time to…
  • Don’t be held back by…

Creator – seeks innovation, identification with new, expressing creative potential

  • Enabling you to personalise / customise…
  • Have the flexibility to create / add your own…
  • Available in a wide range of…
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