"Unlocking the Power of Human Desires and the Importance of Community Management"

"Unlocking the Power of Human Desires and the Importance of Community Management"

Introduction:

Understanding the fundamental desires that drive human behavior is fascinating. One such desire is fear, which serves as a powerful trigger for action. FOMO (Fear of Missing Out) also plays a similar role. Additionally, there are connections to John Maxwell's six ethics. In this article, we will explore eight intrinsic desires that are biologically ingrained in humans and how they can be used to resonate with potential customers. We will also delve into the concept of community management and its significance in today's world.

The Eight Intrinsic Desires:

Humans possess eight innate desires that are often unconscious. These desires are deeply rooted and shape our actions and decisions. They include the desire to be valued, appreciated, trusted, respected, understood, and protected from being taken advantage of. Additionally, humans yearn for social recognition and the need to be socially connected. These desires are often referred to as secondary desires or acquired desires, which can be further divided into nine categories.

The Nine Acquired Desires:

The acquired desires are secondary to the innate desires but still hold considerable power. They include the desire for information, curiosity, cleanliness, efficiency, convenience, reliability, beauty, profitability, and the thrill of finding something unique. While these acquired desires are strong motivators, they cannot surpass the power of the eight intrinsic desires that humans are born with.

The Power of Fear:

Among the eight intrinsic desires, fear holds significant influence. When we experience stress or fear, our instinctual response is to find ways to cope, escape, or overcome the source of fear. This instinctual reaction makes fear a formidable force that is difficult to resist. By tapping into this primal fear, we can create compelling messages that resonate with our audience.

Four Points to Stimulate Fear:

To effectively stimulate fear, it is essential to consider four key points:

• 1. Recognizing when individuals are experiencing fear and stress.

• 2. Providing concrete actions to overcome the fear-induced stress.

• 3. Presenting recommended actions that the audience perceives as effective in escaping fear.

• 4. Ensuring that the message recipient is capable of taking the recommended actions.

Understanding Community Management:

Community management involves intervening in the relationships between users. It encompasses various aspects, such as establishing and maintaining communities, strengthening connections, and reorganizing them when necessary. Communities can be classified based on two axes: dynamic/static and purpose/emotional attachment. They can also be categorized based on interest, place, action, and practice.

The Significance of Community:

The importance of community mirrors the significance of customer success. Knowledge thrives within groups and environments, and communities provide opportunities for continuous learning and growth. In the B2B purchasing process, 84% of decisions begin with referrals, and 81% place trust in business advice from friends and family. Therefore, communities play a crucial role in shaping opinions and influencing purchasing decisions.

Contributions and Challenges in Communities:

Contributions within communities can vary greatly, following the 1-9-90% rule. This rule suggests that 1% of community members are active contributors, 9% participate occasionally, and 90% are passive observers. However, it is important to maintain an inclusive environment where all members feel valued and encouraged to participate.

Challenges in Community Management:

Community decline can occur due to several factors, including member stagnation, diminishing purpose or interest, and changes in the demographics of community members. To prevent decline, community managers must continuously adapt strategies to meet the evolving needs and expectations of the community.

Actionable Advice:

• 1. Understand the power of fear as a motivator and incorporate it into your messaging and marketing strategies to engage with your target audience effectively.

• 2. Invest in community management to foster meaningful relationships and create a sense of belonging among your customers. Leverage the knowledge and support within your community to drive customer success.

• 3. Regularly assess and adapt your community management strategies to ensure continued engagement and prevent community decline. Encourage active participation from members and create an inclusive environment where everyone feels valued.

Conclusion:

By understanding the innate desires that drive human behavior and recognizing the importance of community management, businesses can tap into powerful triggers and foster strong connections with their target audience. Leveraging the primal fear response and creating thriving communities can lead to increased customer engagement, loyalty, and ultimately, business success.