It should be no surprise that many email subscribers are in it for the deals and promotions. While you might not think that these types of subscribers would be championing your brand, you might want to open up your mind. Email acquisition through deals and promotion is an obvious extrinsic motivational tactic. Here are some tips to turn that into something intrinsic. Let’s start with defining our terms:
Extrinsic motivation for engaging in a behavior comes from outside of the person’s drive. The deals and promotions are a lure that come from outside (from a brand). Here’s an example: You take defensive driving. You really enjoy spending eight hours sitting at a desk listening to a lecture about checking your sideview mirrors. You engage in this behavior because you really want to lower your insurance rates.
Intrinsic motivation for engaging in an activity comes from within a person’s drive to pursue the activity for enjoyment of the activity itself. Here’s a familiar example: You really enjoy watch football games. You dream about being on the sidelines, sipping gatorade with the players, and dancing during every score. Your home is decorated in your favorite team’s colors: Green and Gold. You engage in these behaviors because you enjoy them.
Intrinsic motivation is much harder to develop and nurture. However, intrinsic motivation is more reliable, and it is honest. You’ll see better reviews and feedback from consumers who really do like your products as compared to consumers who tried your product because of a deal.
Motivations can change from extrinsic to intrinsic. I love to use the example that brushing our teeth as kids was probably extrinsically taught. However, as an adult, I would hope that most people brush their teeth for intrinsic reasons!
Here are 4 steps for turning that extrinsic motivation into intrinsic motivation.
1: The brand relationship begins as an opt in post purchase or as a sign up through a contest or deal. Motivation at this point is extrinsic. Let’s see how you change that to make it more intrinsic.
2: Engage with the consumer through a variety of routes. Social media channels allow consumers to interact with the brand and to build a relationship. Some tips include:
- Post comprehensive evergreen content with high share-ability. Participate in conversations around the topic.
- Routinely interact with consumers, engaging them with your brand’s voice and not just your product. Consumers want to know that there’s more to your product than just the product.
- Include a surprise when you ship orders. This technique is called “jackpotting” (think of Vegas). The slot machine players get even more intent on playing for longer durations of time after a jackpot.
3: Repeat variants of Step 2. Repeat again. Try it again. Moving extrinsic motivation to intrinsic motivation is not going to happen overnight nor is it an easy process. Keep chugging along here.
4: You’ll know when you get here. Your consumers’ behavior will begin to change. They will start looking to your brand for information. They will start engaging your brand on topics unrelated to your products and mission. They will begin to share your email content, even the ones without deals. Congratulations. You have successfully turned a previously extrinsically motivated consumer into a loyal ambassador for your brand.
*Do be aware that motivation can also move from intrinsic to extrinsic, which can mean trouble for a brand. We’ll touch on that in a later blog post.