Franziska: Hi and welcome back to Basic Bananas TV. Today, I am sitting here at the Basic Bananas couch with Kevin. Hi Kevin.

Kevin: Hi. How are you?

Franziska: I‘m hot. Are you hot? It‘s like 75 degrees Celsius here.

Kevin: Very hot in here.

Franziska: So Kevin is one of our facilitators of the Clever Bunch and he just ran actually a Genius Bunch session. And Kevin spoke about what drives all human behavior and it was a fantastic session. So I pulled him aside and I said, hey could you share this for our audience on Basic Bananas TV. So take it away.

Kevin: Yeah, of course. So there are two forces that drive all human behavior and the first force is to get away from pain, to avoid pain and the second is to go towards pleasure. So anything we do in our life is driven to either go away from pain or go towards pleasure.

Franziska: Yup.

Kevin: When we think about that in marketing context, when we think about
what are the marketing/adverts that we convey it with, of course, products or brands are very clever to match pain or pleasure to using their brand or not using their brand. The example that we talk you through was, Qantas have this great added moment about home and their products or service that link you in bringing your home to your family. So there are possible associations with being with your family. So of course, if you want to travel, travel Qantas is going to bring you home to your family, great association.

Franziska: So which is moving to pleasure.

Kevin: Leading towards pleasure. And of course, on the other side of the thing, is in fact some of the examples of away from pain. You‘ve seen news, there are adverts that the (???) not having much sleep when they drive on the roads. So they use a real shocking video, they showed someone actually falling asleep on the road and having a crash, an impact. Of course, that negative association with pain makes you think very carefully about how you‘re going to drive.

Franziska: Yup. So moving away from pain of having a crash.

Kevin: Yeah, I don‘t want to have the crash or actually I need to make sure (???) very similar thing with mobile phone. Get your hand off your mobile phone. So once you get the pleasure of texting, they want to make it very clear how you get the pain here. You could do this but you‘re going to have a crash. You can hurt yourself or you can hurt someone else. So in marketing terms, using both for those to accentuate. Now you made a very good point in that session because we‘re discussing about pain and pleasure. Something felt uncomfortable in using pain in marketing because we don‘t want ????. But we also know how important it is that we actually have to have both pain and pleasure. Otherwise, people aren‘t going to find the reason why they need to act, they‘re not going to find a reason to do things.

Franziska: Exactly. So some people are motivated by pleasure. So moving towards getting a pleasurable outcome from using a product or service and then some people are motivated by moving away from the pain they can avoid using a product or service. Because of that reason, because they have different motivators, even you and I probably are different. We need to engage both of those behaviors through our marketing. I actually, as you say, I find it really hard to come up with pain statements because I am motivated by pleasure. But someone else might find it harder to come up with pleasure statements because they are motivated by moving away from pain.

Kevin: And you have to have a combination of both. We were talking about the example of American Express. They have this great advert of two people arriving at the airport and have lost luggage. One person has the American Express card and the other person doesn‘t. So the person who doesn‘t is in the situation where he‘s stock, he has no bag, he has no hotel and no accommodation. There‘s pain because he doesn‘t have American Express. Of course, on the other hand, there‘s a person who arrives in the airport with no baggage and he has American Express. So he can get help. He‘s got a driver, he‘s got a hotel, he‘s got someone to look after him, he can sit by the pool and drink because he‘s got American Express. So in that one piece of marketing, they say pain if you don‘t use American Express and pleasure if you do.

Franziska: I love it. That‘s such a great example for you to use also so you have to think about your own marketing. Are you using both of those behaviors? Are you using pain? Are you using pleasure? And if you do, well done. If not, maybe adjust it and see how you can make it both driven by pain, driven by pleasure and your marketing will be a lot more effective. So, is there anything else you wanted to add or that‘s pretty much it?

Kevin: If you want to take action on your marketing, it‘s worth seeing your personal life as well. So if you‘re feeling unmotivated to do something, that‘s understandable. What is the pain or the pleasure you need to associate with what you do to make yourself ???.

Franziska: If you know someone who would benefit from this tip, please share it with them. Thanks again Kevin. Thanks for being here today to work with our genius. They all love Kevin. Everyone loves Kevin. Thanks so much!