Did you know that more than 50% of people who make new year’s resolutions to exercise more, diet, and save move have long given up on them before mid-year?
Why is that? The world is full of temptations. As a marketeer, you are constantly competing with people’s interests in the present moment to encourage behaviour with a longer-term benefit. But human beings, a.k.a you, me, and everyone, are motivated by immediate benefits.
So if you understand this clearly, your job to boost motivation for your desired behaviour becomes easier. Let me explain with the help of Irrational Lab’s reward matrix (see below):
As a marketeer, you want consumers to take action right now; however, the benefits are in the future and purely functional, such as eating healthy, exercising, and saving money. And our minds can’t process that and avoid action altogether.
Add immediate benefits: You have to add benefits to the upper-right quadrant, where the gratification is immediate, fun, or emotional, to increase consumers’ motivation.
Emre Guney 