So that got your attention. And therein lies the rub. Oftentimes brand managers and marketers spend a lot of time polishing their brands to make them as shiny and sophisticated as possible, missing what is so evidently the point of marketing – to influence behaviour. And influencing behaviour it turns out boils down to a simple collection of primal motivators; much like dangling a treat in front of a puppy. That’s right, whether we like it or not, we’re actually simple creatures when it comes to innate motivation.
Take a simple headline like the one above. It includes an implicit threat. If you don’t read this article you’re going to continue to miss out on something which your competitors know about. It’s like being in the playground when teams are being picked. That deeply unsettling feeling as names are called and yours isn’t. Exclusion is difficult to process for social (pack) animals as survival is intrinsically linked to being part of the group. But that’s just the beginning.