This week, I would like to talk about what my kids have taught me about marketing and motivation. “What’s in it for me?” is the question we all ask ourselves when patronizing a service or product. Let me share a few stories to illustrate these points. I have two daughters, and here’s the first lesson I learned from them. I realized that anytime I promise them something, they’ll anticipate it with great excitement—just like any kid would. They look forward to receiving what was promised, eager to hold it in their hands. Even if I forget, they’ll keep badgering and reminding me until I fulfill my promise. This taught me an important lesson for brands and businesses: once you promise your audience or market something, they’ll eagerly await it. When you finally ship the product or service, it’s helpful that they receive exactly what you promised, or even more. Now, for the first story: One day, I took their younger brother to get his hair trimmed. I took all of them along, and when the haircut was done, the girls were happy and said he looked good. It was the little boy’s first haircut. But a few days later, the two girls asked me, “Why don’t you take the boy to cut his hair again?” I was surprised—hadn’t it just been a few days? I ignored it at first, but they kept mentioning that the boy’s hair was getting bushy and needed trimming again. Finally, after two weeks, I took him back to the barber with the girls, and they were all happy. But just a few days later, they wanted to go again. I started to wonder—why were they so eager? Did they just like seeing their brother look neat, or was there something else? On the third visit, it clicked: they weren’t just interested in their brother getting a haircut. They also loved going to the barber shop because it gave them a chance to play with other kids. These kids got me there. This taught me a prized lesson about understanding the true motivations of your audience. Sometimes, what they’re asking for isn’t the main thing they want—it’s the experience or the benefits that come with it. What’s in It for me – them? A Key Marketing Insight. There’s always something in it for them—not just for the boy, but for my daughters as well. They weren’t just eager for their brother to get his hair trimmed; they were excited because every trip to the barber shop meant they would get a chance to play with other kids. They looked forward to what was in it for them. This realization is helpful when thinking about marketing. There’s always a motivation behind why people choose to buy a product or service. What drives someone to go out of their way—whether it’s to drive a distance or make a sacrifice—to purchase something? The answer often lies in what they’re getting out of it. As a business, it’s important to consider this when crafting your marketing campaigns. What’s in it for your customers? What’s the benefit that will drive them to take action? For my daughters, the haircut wasn’t the only draw; it was the opportunity to play and enjoy time with other kids. Similarly, your customers are not just buying a product or service—they’re looking for the value and experiences that come with it. So, the first marketing lesson here is to always understand what’s motivating your customers. What are they truly getting out of the transaction, and how can you highlight that in your marketing efforts? Recognize that there’s often more at play than just the surface-level transaction, and tap into those deeper motivations to drive engagement and loyalty. Promises and incentives in marketing: Putting them to work Another important lesson from my kids is the concept of promise value. On one occasion, I promised to take them to the waterpark. Later, while I was busy doing chores in the kitchen, I noticed that they had come in and arranged everything neatly. I was surprised and asked who had done it, and they proudly said it was them. Their first question to me was, “Have we done well?” Naturally, they were looking for my approval. Usually, I guide them or ask them to help me with small tasks to teach them responsibility. But this time, they took the initiative on their own. When I went to check on them, I noticed they had even bathed and organized their shoes and toys, ready for the trip. It then dawned on me: I had promised to take them to the waterpark the day before, and although they had reminded me in the morning, they were now taking steps to motivate me to fulfill that promise. This got me thinking about brands and businesses. What are you, as a marketer, doing to motivate your customers to take action? Just like my kids put in extra effort to encourage me, are you offering your customers something additional—a bonus, a perk, an incentive—to drive them to choose your product or service? In a marketing campaign, it’s not just about the product or service itself. It’s also about what else you can offer to motivate your clients. It could be a special offer, a discount, or any extra value that drives them to take the desired action. My kids taught me that while a promise is important, taking steps toward fulfilling that promise—offering something extra—can make all the difference in motivating people to act. Genuine Offers and Promises Beyond Clickbait Looking at this from a digital marketing angle where some brands overly push content just to make a name or money. It is imperative that we focus on what is beneficial to the end user – our clients and customers. What matters is what you are offering your clients, customers, and the market, not just social media’s sneaky tricks. Do you have something special that sets you apart from others? I’ve noticed that […]

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