Every part of the marketing process — from finding, winning and retaining customers, to creating digital and social media strategies — can be improved by integrating insights based on Motivational Styles. It gives you a holistic view of the consumer’s world.
Advocates want harmony at work and at home. They hear its heavenly strains and want everyone to enjoy it. As a result they are frequently at a loss to understand why others can’t. Advocates are forgiving, but also demanding. They are forward thinking and patient, for the most part, when others (usually Shapers and Sustainers) cannot grasp their vision. Advocates appreciate intelligence, but connect through the heart. They strive for authenticity and look for that quality in others. They want the genuine article. The real deal. But spare them every detail, because words don’t make it so. If something is true, it rings true. Advocates bring warmth and intuition to their work. They are preeminent at counseling and encouragement. The doctor with a great bedside manner — he’s an Advocate. So is the teacher who, day-after-day, patiently puts up with the most challenging kids in the class. An Advocate in a position of authority will consider everyone’s views. An Advocate who is not will bemoan the crush of expediency, the rush to get things done at the expense of people’s feelings.
Attending Art and
Add feeling and depth to the channels of communication with Advocates. Be real and be warm.
Discerners appreciate innovation and competence. Discerners are champions of new ideas and pre-disposed to being early adopters. They look to the future and value strategy over tactics. They will, however, look deeper into the why and wherefore. How such-and-such an
object, position or philosophy was constructed. If deemed worthy, it will win their undying respect. Discerners are a tough crowd to play to if they perceive weakness in your argument. Rather than dwelling on details, however, they prefer to take a big-picture, system-wide view before making a decision. Discerners invent, tinker and adjust the dials. Because they easily
separate thought from feeling, they fervently believe their view of life is more ‘objective’ and ‘logical’ and will argue the point. Being right usually trumps getting along.
Discerners want to see the big picture and a reason to respect your thinking.
Shapers are live-free-or-die types who prefer to work at their own pace. In this respect they never met a deadline they didn’t like, unless it is theirs. Shapers are comfortable in the sensory world and work well with whatever their preferred medium happens to be. That can be almost anything. Playing the cello. Dicing an onion. Fixing a pipe. Shapers are doers. Action figures. Where there are physical challenges — there are Shapers. They need to be engaged. If not, they will leave you in the wake of their motorcycle, muscle car or bi-plane. They are the ones with the sign on their shop — “gone skiing”. For Shapers the world is a sensory playground. They want to experience it. Don’t get the idea they are all cooking up a storm, hammering hot metal on an anvil or making jewelry. Many successful independent business-owners are Shapers.
Skiing | Motorcycling
Photography | Running
Shapers operate at the interface of man and material. Keep things short and interesting and rev up your engines if you want to grab their attention.
Sustainers are time-conscious individuals for whom a sense of security and order are primary concerns. They value and uphold traditions and maintain the status quo. They exercise judgment based on fact and precedent. Their steps are measured and careful, because it is always better to be safe than sorry. The boundaries between good and bad, right and wrong, then and now, are never fuzzy. When you cross the line, they will tell you. They may
forgive. But they will not forget. And they will be sure to remind you the next time, in case you forget. Sustainers know how to save for a rainy day, better than anyone. They are record-keepers and list-makers, par excellence. When they go to the supermarket, they take a shopping list. When they go to a meeting, they want an agenda. Birthdays, anniversaries, deadlines and vacations — they’re on the calendar. For Sustainers, what’s tried and true
trumps what is new and novel. Memberships, badges, credentials, reviews and affiliations are not to be taken lightly.
Crafts | Cooking
Collectible Antiques Gardening
Sustainers stand their ground, with watch in hand. Be serious, not flighty. Practical, not cute.
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When you understand someone’s Motivational Style, you’ll better understand that person’s world