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Carrots and Sticks
In his bestseller, Drive, Daniel Pink provides a scientific analysis of the best way to motivate workers and reaches some surprising conclusions. He starts by describing various "operating systems" for human societies. The first one, Motivation 1.0, existed from the dawn of human history, and it was based solely on the need to survive. As such, it utilized incentives typically found in the animal kingdom.
After we became more sophisticated, a new operating system, Motivation 2.0, flourished. This system rewarded or punished various behaviors in order to create a more efficient workplace. Pink labels this approach, still prevalent in many industries, as "carrots and sticks."
However, at the start of the 21st century, a new operating system emerged. Instead of relying on rewards and punishments, it nurtures intrinsic motivation in a new and often counterintuitive manner.
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Online PR Corner: Call to Action
With the growth and success of search engine optimization, online PR agencies face new client demands for ROI, bottom-line results after desired rankings are achieved. Even though public relations is largely based on reputation management, an accepted reality for print publicity, this concept may seem more nebulous for clients evaluating your online efforts, perhaps due to the sheer volume of the Internet.
Once your clients are driving hundreds of unique visitors to their website every month (as determined by Google Analytics), you need to take advantage of this traffic to generate new leads for them. You can accomplish this critical task by creating a call to action.
A call to action provides an opportunity or offer, usually for free, for visitors to your client's website if they fill out a form with their name, email address and other basic information. The offer should consist of something valuable, perhaps an e-book of 20-to-30 pages, on a useful topic.
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