What Motivates People?
Motivation is the main aim of any communication. When we design a communications strategy, we're trying to motivate a group of people-- whether they be employees or clients-- to do something.
Any communicator should understand what motivates people so he/she/they can craft a strategy that will tap into those sources.
Leonard, Beauvais, and Scholl (1999) compiled the thoughts and data from researches and determined that the following are the main sources of motivation for people:
Intrinsic Process - Motivated by FUN
Instrumental - Motivated by REWARDS
Self-Concept (External) - Motivated by REPUTATION
Self-Concept (Internal) - Motivated by CHALLENGE
Goal Internalization - Motivated by CAUSE or PURPOSE
Pro tip: When crafting a communications strategy, ask yourself how am I trying to motivate my audience? What would be most effective? What moves them most effectively? Once you have your answer, be sure to weave that source of motivation into your messaging and strategy.
Barbuto, J. E., & Scholl, R. W. (1999). Leader’s sources of motivation and perceptions of follower’s motivation as predictors of leader’s influence tactics used. Psychological Reports, 84, 1087-1098.