Motive share
A clear percentage for each motive, based on which ads and search terms brought in paying buyers, not just clicks.
Home Motive Map
File 004 · Buyer psychology
Find out why your buyers actually buy.
The Motive Map reads your ad results, search terms and order data, then shows what drives your buyers: convenience, price, quality, status or gifting. Each motive comes with the ad angles most likely to reach it.
- Inputs
- Ad results, search terms, order data, reviews
- Motives tracked
- Convenience, price, quality, status, gifting, plus custom
- Update
- Weekly, or on demand
- Segments
- By product, region, new vs returning buyers
Contents of the file
What you find inside.
Suggested angles
For each motive, three ad angles and example hooks written in your brand voice.
Gap check
Shows when most of your ads speak to one motive while most of your buyers respond to another.
Season shifts
Tracks how motives move during sales, festivals and gifting seasons, so you can plan creative ahead.
Competitor overlay
Compares your buyers' motives with the motives your competitors' ads are aimed at.
Review mining
Pulls the exact words buyers use in reviews, so your copy can use their language.
Worked example
A page from a real file.
Typed exactly as it appears in the workspace, for a packaged coffee brand in its first month on Motivestone.
File 004
Motive Map · Your buyers · Last 90 days
- Convenience
- 38%
- Price
- 31%
- Taste
- 22%
- Status
- 9%
- Your current ads
- 64% aimed at taste
Analyst verdict
Most of your ads sell taste, but most of your buyers buy convenience. Test "ready in 90 seconds" and "delivered before your first meeting" angles first.
Procedure
How it works, step by step.
- 01
Connect your data
Link your ad accounts read-only, and your store platform or an order export.
- 02
We tag every signal
Each ad, search term and review is tagged with the motive it speaks to.
- 03
Motives are weighted
Signals that led to orders count more than signals that only led to clicks.
- 04
You get angles
The map arrives with ready-to-brief ad angles for the motives you are under-serving.
Margin notes
Ground rules for this file.
Order data is used to weight motives and is never shared or shown outside your workspace.
Motive shares are estimates built from your signals. Small accounts get wider ranges, and the map says so.
You can delete connected data at any time from settings.
- A:
The map still works from ad results and search terms, but it weights clicks instead of purchases, which is less precise. The map is labelled accordingly.
- A:
Yes. Add custom motives such as "ingredient safety" or "made locally", and the tagging includes them from the next update.
- A:
Shopify and WooCommerce connect directly. Any other platform can upload a CSV of orders.
Related files
The rest of the dossier.
- Competitor Ad FilesEvery active competitor ad, with hooks, offers and run time
- Creative ScorerScore a draft ad before a single dollar is spent
- Spend AllocatorMove budget from weak ads to strong ones, with your approval
- Landing Page CheckRed-pen review of the page your ads send people to
- Trend BriefRising formats, hooks and offers in your category
- Weekly BriefingOne typed page every Monday, with three actions
Your case