Motivational Segmentation


The other day I wrote an ebook about motivational segmentation. It wasn't called that, because, seriously, who would choose to read something with that title. Instead, I called the eBook, Grow Your Coaching Practice 8X With One Single Sales Strategy. But what I shared in that free eBook isn't just for coaches.

I would submit that learning and leveraging motivational segmentation is for anyone who is selling anything. In other words, it's for everyone.

We've talked about segmentation before

I've written about segmentation before (and even micro-segmentation).

I've told you about demographic segmentation. It's when you break your audience into segments based on demographic data. This can be powerful so that you pitch sell winter coats in San Diego, or swimsuits in Minneapolis in the winter. Demographic segmentation uses age, gender, income, ethnicity or even religion to craft more focused messages that will connect with audiences who are more alike than not.

You've also heard of behavioral segmentation. I showed you how to use behavioral segmentation to create anonymous personalization. Check out one of my YouTube videos.

An example of behavioral segmentation / anonymous personalization

In that video, I showed you how you can track people's actions (without invading their privacy) and use their behaviors (click stream) to shape how your website responds to them. It's pretty powerful!

Now let me show you a video that leverages motivational segmentation (clicking the photo will also take you to the video).

That's just crazy, right? You answer two questions and you suddenly can shape your content differently?? Ok, so now that I showed you what I'm talking about, let's back up a bit.

Because this isn't demographic or behavioral segmentation. This is something different.

What is motivational segmentation?

Motivational segmentation is about breaking up customers into smaller groups based on what moves them in order to more effectively communicate with them. As a result, segments will more effectively connect with your messaging and convert more often.

To do this well, you would need to define a core set of motivational segments that you could leverage. Additionally, you'd need to define the language and approach each segment would respond to. And lastly, you'd need to find a way to break up your customers into these segments.

As you saw in the video above, I did all of those things. But not alone…I had a little bit of help.

Using MCode and RightMessage for motivational segmentation

Back in October, our team at Cherith made some investments to purchase 5 companies and bring them all together into a single entity, which is now called Motivations AI. We specialize in a motivational assessment based on 60 years of research into motivation.

If you've ever used StrengthFinder, Enneagram, Myers-Briggs or another personality assessment, the MCode assessment will feel familiar (except it works on your own achievement stories rather than the made up alternatives you're normally asked to choose from).

In creating the latest version of the MCode, we introduced 8 new motivational dimensions. These are the segments I was using in the video. From our research we know the language, words, and approaches to take for people motivated in different ways.

But instead of having every website visitor take an MCode assessment, we used RightMessage to ask two quick questions. Based on their answers we created a quick approximation of their top motivational dimension.

RightMessage has been around for years but struggled to get customers to leverage their solution for personalization. Mostly I think this is because the notion of personalization is horizontal. So people buying the solution would need to come up with their own use for it, and then do the homework to make it useful.

As a result, they pivoted to other simpler uses of their incredible technology. But I'm still a fan of the core original feature, which is what I showcased.

How to use motivational segmentation

There's no easy way around the work that needs to be done. But just because it's work doesn't mean it's hard. In fact, it's quite easy.

Build the Landing Page

First, build your landing page for whatever you're offering. You can use whatever tools you like when building a WordPress landing page – but all our recent sites are using GeneratePress and GenerateBlocks.

Craft your Offer (across the 8 motivational dimensions)

Every offer needs three parts – the promise, the pitch, and the package. First create your headline – that's the promise. Then create your messaging around the solution offering, that's the pitch. And lastly, write up what's included – that's the package.

The first version of your 3Ps will be simple and straightforward.

Now, what you need to do is shape each of these based on the 8 motivational dimensions.

Set up RightMessage on your site

To leverage RightMessage on your site, you'll need to do these first 6 steps…

  1. Create an account
  2. Install the snippet of code on your site
  3. Create your 8 motivational segments
  4. Build your CTA Funnel
  5. Create your Toaster widget
  6. And use the questions / answers to auto-segment your audience

You can see here, creating the 8 segments is as easy as typing the segments into the SaaS.

You use the same segments/questions area to create your two questions, which you can then leverage in creating your CTA funnel.

All we're doing here is asking the two questions, but splitting the segmentation based on the answers. Question one asks a question with four options. Question two asks if another 4 are a better match, but leaves a 5th option that is a “no, my first answer is a better match”.

That takes us to the second to last part, which is auto-segmenting our visitors based on these two answers.

I should note that this is an approximate solution. RightMessage integrates with solutions like ActiveCampaign, so that if a person had actually taken the MCode, and you had their info in ActiveCampaign, you'd have a much stronger readout, and you could leverage that AC info on your website without the toaster or this logic.

Changing Your Landing Page Dynamically

The last step is what makes all the difference in the world. This is where motivational segmentation pays off – the different results that appear for each different person.

In the top bar, what you'll see is that I've created a campaign for site personalization. Then I've visited the page on my site where I want to make the changes. And then I've picked the segment. In this case, I've picked the Achiever. From there, I can pick any part of the page – from the promise to the pitch to the packaging – and change the language.

I do this eight times in RightMessage.

And when I'm done, I get 8 custom takes for 8 different motivational segments.

This isn't A/B or Multivariate Testing

What you're seeing isn't straight A/B testing. It's also not multivariate testing. It's something different.

Sure, we're changing multiple items at once – putting this squarely in the multivariate camp. But we're not looking to see what we can learn from these combinations. We already know what holds these things together – it's motivation.

And we're not looking to see which specific solution works the best. We're creating 8 ways that we want to work – each for their own segment.

In other words, we're not looking to figure out which solution is the right solution (which is what A/B or Multivariate testing does). Motivational segmentation gives us the chance to deliver the right message (see what I did there) to the right audience every time – shaping our communication to match what makes each customer most likely to pull the trigger.

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