The top 7 customer motivators

Welcome to the 27th issue of Write On!

The newsletter that took a punch from hall of famer Mike Ditka but did not go down.

Estimated read time: 2 minutes 57 seconds

But stories are longgg…

Another misconception I often hear about storytelling is that stories need to be long.

Let’s be honest… the first things we all think about when we hear “storytelling” are 500-page novels and 3-hour movies.

But the truth is, your stories can be as short as a few words.

Here’s an example:

Patagonia tells a story with 3 words and an image.

You can imagine this scene in your mind with no other context. And it tells you everything you need to know about Patagonia as a brand:

• They value family.

• They value being active.

• They value being outdoors.

All without saying any of those words.

Any parent will see this ad and instantly get it. If they see enough mini-stories like this, which brand do you think will be top of mind when they do their fall clothing shopping for their kids? There's a decent chance it’ll be Patagonia.

The point is… stories come in all different shapes and sizes when it comes to copywriting:

• Short → Ads

• Medium → Email

• Long → Landing Pages

I’ll dive into each use case in my upcoming course: The Storywriting Playbook.

265+ Write On readers are on the waitlist to become a better storyteller so they can sell more online. Consider joining them because you’ll get:

• Early access to the course launch

• Sneak peeks into the course

• Exclusive pricing

Just click the button below 👇

Top Finds This Week:

📖 Storytelling: What do Michael Jordan, Serena Williams, and Dwayne Johnson have in common? The answer makes for a cheeky example of how to use your customers’ stories in your marketing campaigns: (link)

🧠 Psychology: Advertising is applied psychology. Using it right helped Aazar 6x his company's growth. Here are 10 proven psychological concepts he recommends you try: (link)

✍️ Write On: You can sell anything with email marketing by answering these 5 questions: (link)

The top 7 customer motivators

To sell effectively, you need to know what motivates people.

I surveyed my audience of 40,000+ followers last year to understand what motivates people.

Hundreds of people replied.

Here are the most common categories of motivation + a real-life marketing example of how you could address each motivator:

7. Success

Words used:

• Legacy

• Winning

• Greatness

People want to win at life.

Nike doesn't sell sneakers... they sell greatness.

6. Fear

Words used:

• FOMO

• Fear of being average

• Fear of staying the same

People don't want to feel like they’re being left behind.

5. Money

It's no surprise to see money as one of the top motivators.

Mr. Beast uses money as an attention-grabber in many of his YouTube headlines.

170 million subscribers tell me he might be on to something.

4. Purpose:

Words used:

• Meaning

• Impact

• Giving

Brands that connect with their customers through a common Purpose are built to last.

Patagonia's entire business is built around its Purpose.

3. Freedom

Words used:

• Time

• Retirement

• Sovereignty

Give your customers the power to take control of their life.

A perfect example is The 4-Hour Workweek by Tim Ferriss .

"Escape 9-5. Live Anywhere. And Join The New Rich."

2. Family

For most people, family is more important than anything else.

Brands synonymous with family are winning multi-generational customers.

Perfect example: Disney World

1. Growth

Words used:

• Goals

• Learning

• Progress

If you can help people:

• Get 1% better

• Learn new skills

• Reach their goals

You will always find new customers.

Example: The Storywriting Playbook :)

Join 265+ others on the waitlist to become a better storyteller and sell more online:

Just click the button below 👇

That’s all for this week. Thanks for reading.

See you next Wednesday!

Joe

P.S. Whenever you’re ready, here’re three ways I can help you:

1. Facts tell. Stories Sell. Use storytelling in your copywriting to grow your business. Get early access to my new course: The Storywriting Playbook (👉Add me to the waitlist!)

2. Write On ad slots open back up in late September. Lock in a discounted rate now while the newsletter continues to grow (👉Grab an ad slot)

3. Keep your writing sharp all year round and enjoy free lifetime access to my collection of Write On copywriting guides (👉View all guides)

P.P.S. If you've got a moment, I'd love to get your feedback:

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