Blog to Their Whys

In order to retain good employees, Minesh and Kim Baxi explain in the book Stop Hiring Losers, practice using motivators. By clarifying both the “why” of your own interactions as a business owner, you can work to understand the individual “whys” of others, leading to positive results for all.

The authors define 6 defining attitudes or world views:

1. LEARNING-motivated employees can be given the opportunity for advanced training, along with the opportunity to train new employees.

2. MONEY-motivated employees can be rewarded based on performance outcomes with gift certificates or trips.

3. BEAUTY/HARMONEY-motivated employees can be given the opportunity to decorate for corporate events or redesign workspaces.

4. ALTRUISM-motivated employees can be given the opportunity to represent your company in community and fundraising events.

5. POWER-motivated employees can be given titles and the opportunity to attend leadership seminars.

6. PRINCIPLE-motivated employees can be given the opportunity to represent the company as spokesperson for a social cause.

There is a strong parallel between success in motivating employees and success in blog marketing, we’ve learned at Say It For You. The secret is knowing your particular audience and thinking about how they (not the average person, but specifically “they*) would probably react or feel about your approach to the subject at hand.

For example, while you may point out that your product or service can do something your competitors can’t, that particular “advantage” may or may not be what your audience is likely to value. For example, even if your target audience falls in the money-motivated category, are you the least expensive (that might appeal to a cost-conscious group) or the most expensive (your audience might prize luxury and exclusivity)?

When building a plan to connect with an audience, Francesca Pinder of Brussels event planning firm Spacehuntr cautions, consider not only age, gender, and nationality, but where your target readers “hang out”, what they read and watch, and what they’re saying on social media.. Interviews, focus groups, and a lot of very alert listening can help you understand what causes they support.

In creating blog content, speak to your target audience’s whys!