At the heart of every campaign I run for a local business—whether it’s a family-run resort, a tourist activity, or an independent retail shop—are two deceptively simple questions:

What do you want to say? And who do you want to say it to?

This is my starting point. My Mantra. Every time. But this week, I will begin focusing more on a third, deeper layer of that second question:

What motivates your audience to care, engage, or take action?

Because without understanding that, even the best content falls flat.

Two Podcasts That Drove This Home

This week, my podcast harvest was in two different but equally powerful ways; these podcast episodes put motivation in the spotlight:

1. ReThinking with Adam Grant – featuring historian Daniel Immerwahr, who challenges the idea that we’ve lost our attention spans. He reframes the question: “It’s not that people can’t pay attention—it’s that they don’t want to.” “We’re not in an attention crisis. We’re in a motivation crisis.”
2. Think Fast, Talk Smart: “Six Motivations, One Workplace” – featuring James Root, who lays out six core human motivations that shape how we engage with the world.

As James Root puts it: “Motivation determines where attention flows, how we react, and what language resonates with us.”

This is true in the workplace, but it’s just as true in marketing.

The Six Motivation Archetypes (And How They Shape Messaging)

Here’s a breakdown of the six motivations from the podcast—along with how they show up in your customers, and how this helps shape messaging that speaks to each type:

Archetype -- Core Motivation -- How to Reach Them.

Achiever

• Results, progress, goals
• Show benefits clearly, promise outcomes, use action words: “get,” “build,” “unlock”

Balancer

• Harmony, boundaries, and well-being
• Use a calm tone, focus on ease and sustainability: “low stress,” “on your terms”

Belonger

• Community, connection, loyalty
• Highlight team, testimonials, shared values: “We’re all in this together”

Caregiver

• Service, helping others, compassion
• Use empathetic language and purpose: “Thoughtfully made,” “Your comfort matters.”

Seeker

• Growth, curiosity, adventure
• Emphasize discovery, experiences, and what’s new: “Explore,” “Try something different.”

Organizer

• Clarity, predictability, structure
• Use clear steps, reliable messaging: “Here’s what to expect,” “Plan ahead.”

So What Does This Mean for Your Business?

If your content didn’t resonate this summer—or if your engagement fell flat—it may not be about frequency, trends, or even quality.

It may be that your message didn’t speak to what your audience actually cares about.

This is why I ask those two questions again and again: What do you want to say? And who do you want to say it to—emotionally?

Because when your message matches your audience’s motivation, they stop scrolling. They pay attention. They take action.

So… Who Are You Talking To?

These six types aren’t personality labels. They’re windows into behavior. And when you begin to think about your customers—not just demographically, but motivationally—your message changes.

• You move from broadcasting to connecting.
• You move from noise to resonance.
• And you stop wondering why people aren’t listening—because you’ve finally started saying the right thing, to the right person, in the right way.

And that’s when your marketing starts to matter.

If there is a topic you’d like to hear more about by all means, comment below or direct message and I’ll do my best.

Nothing better than a good question to jump into.

Reach out for a talk over coffee or a hike I give information freely. I only ask to be paid when I do the work. tgold@bigwaterci.com

Comment below or share.

Trina Gold

Master Creator

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