Six Sermons framework for tailoring motivational messaging
The Six Sermons framework maps the three primary human motivations — achievement, affiliation, and power — against toward and away-from directions. Tell people they'll get more achievement, more love and approval, and more power and control if they follow your advice; then show them they'll experience failure, rejection, and loss of power if they don't. The real skill is identifying which combination applies to each prospect. Someone achievement-oriented doesn't care what neighbors think, so pitching a house based on neighbor approval falls flat. Ask about fears, frustrations, and desires using casual language — 'What's your biggest fear right now? What's your biggest frustration?' — then tailor your entire message to their dominant motivation type. Matching your message to motivation type dramatically increases conversions.
Relevant Clips3
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Match Message to Motivational Profile
Identify whether someone is achievement, affiliation, or power oriented and whether they're toward or away from motivated. Then tailor your message accordingly - don't sell house benefits based on neighbor approval to achievement-oriented people who don't care what others think.
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Six Sermons — Toward and Away Across Three Drives
The six sermons address toward and away from motivations for achievement, affiliation, and power. Tell people they'll get more achievements, love/approval, and power/control if they follow your advice, and they'll experience failure, rejection, and loss of power if they don't.
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Dig Until You Hit the Irrational Motivator
Ask about what's causing fear, frustration, worry, or anxiety, then follow up with questions about specific emotional desires. For example, instead of 'What kind of car do you want?' ask 'What's your biggest frustration with your current car?'