Miller's "Tastes Great, Less Filling" ad series, which they used to launch the lite beer segment in 1974, is considered one of the most successful ad campaigns of all time. The goal of these ads was to communicate the two key consumer benefits of Miller Lite.
As part of the 2014 State of Independence research we conducted a cluster analysis looking at why people become and stay independent workers (self-employed, freelancers, etc.). Much like lite beer, there were two key motivations - flexibility and fulfilling work.
Flexibility is more than just being able to take time off from work.
Independent workers value their ability to choose the type of work they do, when, where and how they work and who they work with.
Independent workers see flexibility as a key benefit of the control they have over their work and their lives. For many independents, flexibility is important enough that they're willing to accept lower incomes to have it.
Independent workers describe fulfilling work as work that engages them by matching their skills, interests and abilities. Many independent workers describe this as work they love, especially those in the creative fields.
But most independent workers do not say they love their work. Instead they describe their work as something they enjoy, are interested in, motivated by or provideing a sense of purpose.
Interestingly, our cluster analysis shows most independent workers who report being satisfied or highly satisfied with independent work are almost evenly split between the fulfilling work cluster and the flexibility cluster as their main motivation for being an independent worker.
I don't think a "flexible work", "fulfilling work" commercial would be successful. But like the Miller commercials, these two attributes describe the main benefits of independent work.
Source: http://www.smallbizlabs.com
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