By day I write business blogs and by night, I perform as a solo musician playing classic rock favorites all around the Metro Phoenix area. As a performing musician, I am constantly trying to figure out the best way to market to people to get them to come to my shows. Since all my marketing is done through social media, I have experimented with several different platforms and types of messages.
Marketing messages are ubiquitous, constantly vying for our attention. At the end of the day, people are drawn to take action much more so when something appeals to them on a personal level. If it doesn’t resonate with them personally, the message is often just noise. Think about how much more you notice car commercials when you’re in the market for a car, compared to when you are not.
My task then is to figure out how to personally reach people to get them to my live performances. Drawing on what I’ve learned at my “day job” about people’s behaviors and motivators, I decided to do a little experiment based entirely on appealing to my audience’s drivers.
Solely using motivators as the basis for this conversation, I will demonstrate 12 different ways a very similar message can be delivered. These 12 unique messages will be based on each one of the 12 Driving Forces, the cutting-edge motivators model created by TTI Success Insights. Since a person will hone in on messages that strike a chord with them personally, appealing to a person’s drivers is the way to move them into action.
While I certainly cannot - or should not - send twelve unique messages each time I promote a performance, it’s up to me to figure out which of these drivers, and its subsequent message, will create an emotional connection to reach my ideal audience.
Understanding Driving Forces
Different things drive people to take action and influence their behavior. Driving Forces measure a person’s motivators or drivers; the things that determine “why” they do what they do.
Driving Forces are built upon twelve descriptive words that drive most behavior. Based around six keywords (Knowledge, Utility, Surroundings, Others, Power and Methodologies), each keyword has two opposing words associated with it, representing opposite ends of a continuum.
There is no “right” or “wrong” end of the continuum in which to be, nor is there a “better” or “worse.” Below you will see each keyword and its two corresponding Driving Forces. Notice that each marketing message is specifically crafted to appeal to each of the individual twelve Driving Forces.
Crafting a specific marketing message
Instinctive - People who are driven by utilizing past experiences, intuition and seeking specific knowledge when necessary.
Marketing goal: Keep it simple by using basic facts and being less verbose.
Marketing message: Dave Clark will be performing classic rock hits this Friday from 7-9pm at Rock Bar, located at 22 Acacia Avenue in Phoenix.
Intellectual - People who are driven by opportunities to learn, acquire knowledge and the discovery of truth.
Marketing goal: Give them as much information as possible about the event, the performer, the venue and all other pertinent information.
Marketing message: Rock Bar is the place to go for live music this Friday. You’ll hear live classic rock music performed by Dave Clark from 7-9pm. Dave will be playing hits from the Beatles, Eagles, Pink Floyd and other 60s-80s classic artists. There is no cover charge and the menu is stacked with many items that run the gamut from healthy to comfort food. Rock Bar is located at 22 Acacia Avenue in Phoenix and children are welcome.
Selfless - People who are driven by completing tasks for the sake of completion, with little expectation of personal return.
Marketing goal: Talk about checking “see a live entertainer” off their to-do list.
Marketing message: Remember #8 on this summer’s to do list: go see live entertainment? Check off that box this Friday at Rock Bar. Dave Clark is performing classic rock hits from 7-9pm.
Resourceful - People who are driven by practical results, maximizing both efficiency and returns for their investments of time, talent, energy and resources.
Marketing goal: Let them know what’s in it for them. Stress food and drink specials, let them know they can enjoy a great meal, cold beer, good music and a great view (very efficient for their time and money).
Marketing message: Where else can you go to enjoy 150 menu items under $10, discounted beers during happy hour and live entertainment with no cover charge? Visit Rock Bar this Friday for the best value in the city and leave the cooking to us.
Objective - People who are driven by the functionality and objectivity of their surroundings.
Marketing goal: Stress the purpose of why they should attend.
Marketing message: You want to relax. You don’t want to cook. You like live music. You enjoy cold beer. We’ve got you covered at Rock Bar.
Harmonious - People who are driven by the experience, subjective viewpoints and balance in their surroundings.
Marketing goal: Talk about the surroundings of the venue, describe the bands & songs that will be performed with flowery adjectives, painting a picture of the experience. Talk about how they will feel when they attend the show.
Marketing message: Experience the picturesque views of the mountains shadows on the lake as you enjoy the beautiful sounds of Dave Clark performing your classic rock favorites. Smell the tantalizing creations of Chef John Stone as he creates the perfect meal just for you! Rock Bar is the place to find your bliss this Friday.
Intentional - People who are driven to assist others for a specific purpose, not just for the sake of being helpful or supportive.
Marketing goal: Show what the person stands to gain by attending.
Marketing message: You’ve worked hard this week and you deserve a night out! Enjoy great food, cold beer and live classic rock music this Friday night at Rock Bar.
Altruistic - People who are driven to assist others for the satisfaction of being helpful or supportive.
Marketing goal: Explain how attending the show will be to the benefit of others (i.e. a portion of the proceeds will be donated, or, you will be helping a local business survive the rough summer months, etc.).
Marketing message: Hello neighbors! Please support a local establishment and a local musician by coming to Rock Bar this Friday. You’ll enjoy the classic rock sounds of local resident Dave Clark while helping to support your favorite neighborhood gathering place.
Collaborative - People who are driven by being in a supporting role and contributing with little need for individual recognition.
Marketing goal: Let them know they will be considered a real team player by attending this event.
Marketing message: You enjoy staying under the radar and going with the flow. You and your team love to relax without being hassled. Rock Bar is the place to go to chill out after a long work week to enjoy great food and live entertainment.
Commanding - People who are driven by status, recognition and control over personal freedom.
Marketing goal: Let them know they will be seen and appreciated by attending the event. Tell them that this is “the place to be and the place to be seen.”
Marketing message: You have a choice of where to go for great food, cold beer and live entertainment. Some places talk while others deliver. Rock Bar is the place to be this Friday night.
Receptive - People who are driven by new ideas, methods and opportunities that fall outside a defined system for living.
Marketing goal: Stress the “something new” factor of attending this show, venue, experience.
Marketing message: Looking for something new and exciting to do this Friday? Come to Rock Bar where we have a brand new menu, six newly tapped beers on draft and are featuring the debut performance by Dave Clark from 7-9pm.
Structured - People who are driven by traditional approaches, proven methods and a defined system for living.
Marketing goal: Talk about carrying on the tradition of live entertainment as has been happening for years, just like your parents and grandparents enjoyed.
Marketing message: Your grandfather loved to sit on the porch and listen to his Victrola. Your Dad used to be in a rock band and your Mom sang in the church choir. You, too, have a love for music. Relive your childhood at Rock Bar this Friday and experience the classic sounds of musical artists you enjoyed when you were just a kid.
There’s a myriad of ways to send a similar message. And with so many messages bombarding us constantly, you need to cut through the clutter. Knowing who your audience is and what drives them will help you to send the right message. The goal should always be to appeal to them on a personal level to ensure your message is heard. When you appeal to someone personally, you bring emotion into the equation and your level of success will rise exponentially. Features and benefits may be nice, but emotion drives action.