Everything we do stems from an emotion. Ok, that's a strong statement and now I'm trying to think of things that are not emotion-based, but let's just all agree that lots of things we do stem from emotion.
Yet, most of the time when association membership and marketing study their members, the emphasis is on behaviors and transactions. Every day, I work with associations to help them capture sentiment from their members so we can truly understand what's driving them.
Let's look at New Years Resolutions, which by the way, are notoriously poorly executed. Here are the top 10 resolutions from 2019:
- Exercise more
- Lose weight
- Get organized
- Learn a new skill or hobby
- Live life to the fullest
- Save more money / spend less money
- Quit smoking
- Spend more time with family and friends
- Travel more
- Read more
Every one of these originates from a person and a story. There are strong emotions behind every single one of these resolutions. Every one of these is related to a healthier life or healthier relationships. This is the stuff that matters to human beings.
If you want to understand what drives people's behaviors, then you need to understand their sentiment. You need to understand the emotion behind it all.
So looking at 2020, what are you doing to understand what drives your members, or your customers, or even your employees? I would actually like an email back with your response. Please let me know: dave@propfuel.com
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