Glass Half Empty.
Marketing is generally focussed on encouraging people to acquire something they don't have.
But what if people are motivated more by the fear of losing something they have rather than the disappointment of not getting something new?
If people are motivated by avoiding negatives such as fear, regret or death, how do you reframe your approach?
posted by john dodds @ 8:42 AM
4 Comments:
not sure if this is answering your question, but i m trying anyway...
fear is very debilitating. i think it stops people from being reflective and therefore feeling positive or negative about something.
a positive approach might be that there is never something truly lost. there is always something new or evolving into something new. i think people can be motivated to acquire something new if they are able to see something positive in something new. if the product/brand cannot offer some benefit, it will be quite difficult to sell. though, that probably has always been true. but the form of benefit that is perceived as one changes over times as people's wants probably do... to not confuse myself or anyone further i just stop it here...
My point is that you can reframe a positive as an avoidance of the opposite negative. If the latter is the real motivation of potential customers, then that's the way to go.
You'll love our life insurance campaign then ...
hum...this is something I should really think about...thanks sharing for this outstanding thought!
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