Desires vs. motivations
When it comes to using content to bring in new members, there’s an important concept that you need to keep in mind:Desires vs. motivations.Desire answers “what” questions—what do your target members want? Motivation answers “why” questions—why do your target members want what they want? In general, your members desire...
- A workspace that gives them everything they need to work
- Convenience
- Cost-efficiency
- Flexibility
- A sense of community
But more importantly, they’re likely motivated by…
- The drive to build a business they’re proud of
- The urge to be successful in life
- The desire to be around inspiring, likeminded people
- The ability to get the maximum volume of work done that they possibly can while still being able to enjoy their lives
- Human connection
- Having the least stressful workdays possible
The exact desires and motivations of your target members will vary depending on your space.All too often, coworking spaces create content that gets lost in addressing desires while neglecting motivations. The best content for coworking spaces connects the dots between the two.The key is to understand your target members deeply and to create content that speaks to them directly.
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An open thank you letter to the coworking industry
I wanted to take a minute to share my two cents on what makes this coworking industry special, what keeps me inspired to work every day, and my honest thanks to the industry that has given me so much.
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Creating great content is only half the job. If you want results, distribution is where it happens. In this post, I walk through exactly how I repurpose and share a single content asset across multiple platforms—from YouTube to email to LinkedIn—using the same frameworks we help coworking spaces build every day.
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One of the most valuable aspects of email marketing is the ability to create automations so that some of your core marketing functions are running on autopilot, without the need for you to manage them each time.