In advertising we learn how to motivate consumers with words. In leadership we need to know how to motivate employees with words. We can learn much from advertising. Principles are the same. I use them in my series, Leveraging Relationships in Communications. We just apply more rigor to advertising than we do leadership when it comes to relationships.
“Advertising’s New Medium: Human Experience” (Harvard Business Review, March 2013 edition) by Jeffrey Rayport shows the contrast. In using words, he says advertising operates in four ways to establish:
- Keywords in the mind
- New habits
- Ways of thinking
- Emotional connections
Contrast this with how to motivate employees. Do we plan this with them? We don’t to the extent we do with advertising plans. Our keywords are critical to change. According to Rayport, we establish a “cognitive beachhead.” They become the anchors by which we produce change. A change management plan for an employee will begin with keywords.
Using keywords, we repeat and follow up to change habits. Many times we need to change thinking first. This includes how an employee sees himself. We often skip this. Resistance to change is often fear though. It’s fear of embarrassment. It’s fear of failure. Changing the habits of employees with low confidence is hard. We work on confidence first. We work on new habits second.
Once we introduce a new habit, we need to introduce a way of thinking about it. This can be as simple as explaining why the new habit is good. On a higher level, it will provide context. For instance, rather than saying, “The industry is changing,” saying why gives context.
Finally, we make emotional connections with our words. We look for the emotions that really motivate an employee and connect our words to them. Saying “good job” connects a good emotion to a habit. A compliment strategy will help us do even a better job of this.
Advertising shows us how to motivate employees with words. Its principles are relationship building ideas used on a mass scale. We just don’t plan our relationships as well as we do our advertising.