The way we look at motivation has shifted greatly in the past years. Even though there are still companies that work with antiquated models of encouraging employees to create and clients to buy. Even though there are still groups that guide themselves by fear and distant rewards.

The general way of seeing things has changed though. It started with a few social media ideas : free usage, and no special rules for making it big on any of the networks. Continued with making a difference through personality and original features online. Got polished with a last minute coat of taking a stand for something and fulfilling a purpose. That sums up the great shift : this is what motivates people nowadays, for both creating and buying products.

<<Carrot and stick>>

An old idiom and a policy offering both rewards and punishment in order to induce a certain behavior (illustrated with a cart driver dangling a carrot in front of a mule and holding a stick behind it). Used widely for selling stuff to the wide masses, by combining fear and illusion.

<<Afraid of getting old? This product will keep you young!>>, said a night-cream commercial.

<<Like sweets? Afraid of getting fat? This candy is so sweet and fat free!>>. We still listen to many adverts with magical solutions to our fears and cravings.

But it goes without saying: many of them are not working anymore. Why is that? Cause the best things have come to be free.

Motivation for purchase

That's right, free, as in Facebook, Twitter, Youtube and basic LinkedIn (I should of retained myself, we are, after all, talking about professionals, aren't we?). Free as in <<try this on, even though you will never buy it>>. Free as in <<what can the marketer do/ give you, to get you listening to his/her story?>>.

I've said it before, there is too much information online, no one can read it all, nevertheless buy it all.

That's why advertisers can't afford to play the carrot and stick game anymore.

The motivation for purchase doesn't even rely on the special offers, awesome games or flawless content, this is what came to be the most surprising.

In a world of random purchases, what seems to be of most interest to the average buyer is the “why”. Why should he/she buy <<this>> from <<here>> and not something else from elsewhere?

The answer

Well. I don't have the answer ( as I am hardly an expert in reading people's minds). But my guesses would be:

• the product involves you, the client, into an active online/offline community and in an interesting activity

• the selling company has a clear purpose for selling the specific range of products

• the specific product represents something to you; so does buying it ( can be taking a stand, helping fulfilling a purpose)

• the company reaches you through extraordinary qualities extended beyond product functionality

That, or you really need a hairdryer.

No, really, whenever a company does crappy marketing or customer service online, some other 100 firms are ready to instantly replace it. Choosing one of these has to really matter.