After a week of being out of computer due to a myriad of mundane mistakes that produced a major disruption in my life, I’m back.  Thankfully.

Learning What Motivates Clients
Today, I want to recognize an insight prompted by a Duct Tape Marketing Colleague of mine in Davenport, IA — AJ Perisho.  (Check out his potent post right here!)

A Simple Three Prong Approach
AJ recently conducted a survey of his target audience — i.e. small business owners — about how they feel about ‘marketing’.  Specifically, AJ asked people for three (3) things:  “With respect to ‘marketing’, what are your biggest FEARS . . . FRUSTRATIONS . . . DESIRES?”

That’s a powerful question that YOU can use to learn more about what moves your prospective (and, existing!) clients to act on your value proposition.

People Act for Their Reasons, Not Ours
A wise person one told me, “People tend to maintain the status quo more than they are inclined to take actions and make changes”.  I tend to agree.  What I’ve also learned, however, is that changes are made when the need to do so is clearly understood . . . in a context defined by the person him or herself.

THAT . . . is why knowing what makes someone feel ‘less OK’ than they like . . . may hold the key to helping them take action with you.

KEY POINT:
If people do things for their reasons, LEARN THEM . . . and use them to help them take actions that make their lives better!