“It’s important in life to know what our motivation is.” –DeVon Franklin
It’s also important in marketing and advertising to know what our motivation is. And that’s what I’m going to focus on here today.
What is your motivation?
Be honest. If your motivation is to sell products, you might see some success, but you will not continue to be successful.
A Greater Motivation
Let’s look at Apple. What would you say their motivation is?
You could probably argue that selling products at least factors into their motivation, but it is secondary. Bob Borchers, a former iPhone product marketing engineer, said (I’m quoting from the article “Former Apple employee recounts how Jobs motivated iPhone team”):
Steve Jobs didn’t have a specific device in mind, but instead gave the team a mission: create a phone that people would love so much that they’d never leave the house without it.
Does that sound like a man or a company whose primary motivation is to sell?
No. That’s what once made Apple unique and what other companies, especially Samsung, are now catching up with. Your motivation has to be to make great products people will love. The bonus with that is that those products then kind of market themselves.
Motivated by Money
We all know people who are motivated by money. We can see it a mile away. Their sales pitch is disconnected from customers, it’s truly all about them. And you get a sense that they will tell you anything just so they get what they want. Is that who you want to be?
I admit, there are exceptions. Some people, some companies who are motivated purely or mostly by money can be successful. But they are often successful at the cost of something greater—humanity, the environment, other people’s economies.
Look at the finance industry and all the wrongdoing that caused the U.S economic collapse. Those bankers, Wall Street traders, etc.—the ones who caused this mess—were all motivated by money. Greed.
Look at the oil industry. Sure, their advertising makes it seem like they’re interested in the environment or the earth’s future, but we all know they’re interested (at least for now) in one thing above all else—profits. And they do quite well in that category.
Eventually, I hope, that will change as consumers become more aware and demand more change. For now, it’s up to you to be the change. Ask yourself who you want to be. Which type of motivation sounds better to you?
What about You?
For me, I like Apple’s motivation—to make great products people will love. I find it authentic and more fulfilling. Imagine what would happen if every company were motivated by that—what a wonderful world we’d live in.
So, if you’re not getting the response you want on social media or in sales, maybe it’s time to rethink your motivation.
Are you just trying to sell to people? Or do you want to give them great products and services they will love?