Why do some marketing campaigns captivate audiences and inspire action, while others fade into the noise?

The answers may lie in a marketer’s ability to understand and apply the Motivation-Ability-Opportunity (MAO) model. It is a framework that breaks down the psychology of consumer behaviour into three actionable pillars:

1. Motivation: What gets your audience’s attention and makes them care?
2. Ability: Can they easily take the next step?
3. Opportunity: Are you reaching them at the right time and place?

When these three elements align, they create the perfect conditions for engagement, action, and ultimately, conversion. 

One brand that nails this is Airbnb. 

By inspiring wanderlust, making bookings effortless, and interacting with its audience at the perfect moment, Airbnb mastered incorporating these three elements to drive results.

So, let’s use Airbnb as an example to see how the MAO model works.

Whether crafting campaigns for a startup or scaling a SaaS product, this framework can help you create marketing strategies that grab attention and produce meaningful results. Let’s dive in!

Element 1, Motivation: Why Do People Care?

Getting people to notice your product is one thing, getting them to care is another. Motivation is the psychological force that pushes someone toward a decision. 

It’s the drive behind why people feel like they need a product or service rather than just casually considering it.

In consumer psychology, motivation is made up of three key components:

1. Needs – Fundamental problems people want to solve.

Needs are the most basic motivators, as they stem from problems people want to solve. Some needs are basic, like food, security, or shelter, while others are more psychological, such as the need for convenience, social belonging, or personal growth. 

Airbnb tapped into the basic need for affordable, comfortable travel by positioning itself as a solution for cost-conscious travellers seeking unique, local experiences. 

Their messaging emphasised budget-friendly options without sacrificing quality, reinforcing trust through user-generated content like reviews and stories from real hosts. 

This addressed the fundamental need for cost-effective lodging and reassured potential customers that they could have an authentic and enjoyable experience, all while feeling confident about their choice. 

2. Desires – Aspirations or goals that people strive toward.

While needs focus on solving problems, desires tap into aspirations: what people want, not just what they require. Research on consumer motivation suggests that aspirational branding can drive engagement by associating products with lifestyle improvements. 

Airbnb leveraged this by positioning their stays as more than accommodations; they sold the dream of immersive travel. 

Instead of focusing on features like pricing and availability, their campaigns also highlighted unique stays, from treehouses to historical castles, using aspirational visuals and storytelling. 

Slogans like Don’t Go There. Live There. tapped into the desire for authentic experiences, making travellers feel like they were choosing adventure and self-discovery rather than just booking a place to sleep.

3. Emotions – Feelings that influence decision-making.

Emotions are often the strongest motivators and Airbnb’s marketing capitalised on this by building trust and excitement. 

Social proof, such as testimonials and reviews, is one of the most powerful psychological triggers in marketing.

Airbnb amplified host and guest stories, used testimonials as social proof, and made reviews a core part of its brand storytelling. Campaigns featured real travellers finding a home away from home, evoking a sense of belonging and emotional connection. 

This emotional pull made customers more comfortable transitioning from traditional hotels to Airbnb stays.

How You Can Apply the Concept of Motivation 

• Highlight your product’s core benefit and why it matters to your audience.
• Focus on the aspirational value of your product, not just its features.
• Use emotional storytelling and social proof to build trust.

Now that we understand why people care, let’s explore how we can make it easier for them to take action.

Element 2, Ability: Can They Take Action Easily?

Enhancing consumers’ Ability is about removing barriers that prevent them from following through with a purchase or decision. Even the most motivated customers can fall short of completing a purchase if it’s not easy to take action. 

If the effort required to take action outweighs their motivation, they’ll abandon the process. 

The ability to act depends on several factors:

• Time – How much time or effort does the user need to invest to take action?
• Knowledge – Do customers have the know-how to use your product or service?
• Resources – Can customers afford to take action (financial, physical, etc.)?
• Usability – How intuitive and user-friendly is your product or service?

Airbnb knows that making the booking process straightforward is key to conversions. They offer features like instant booking so users can book accommodations immediately without waiting for the host’s approval. 

This streamlined process removes friction and makes booking quick and effortless.

Their intuitive website and mobile app design further enhance usability. With easy-to-use filters, potential guests can quickly find accommodations based on their preferences. 

From setting dates to selecting amenities, making a booking feels natural and uncomplicated.

By lowering these ability barriers, Airbnb makes the decision to book accommodation almost automatic. 

The less effort required, the more likely the audience is to convert.

How You Can Apply the Concept of Ability

• Streamline your conversion process by removing friction and simplifying steps.
• Ensure your product is easy to use.
• Use automation and tech tools to reduce the number of steps your customers need to take.

With barriers to action removed, the next step is ensuring the right conditions are in place for your customers to act.

Element 3, Opportunity: Are the Conditions Right for Action?

Opportunity refers to the external conditions determining whether a customer can follow through with their decision. Even if customers are motivated and able to take action, external factors can still stand in their way. 

There are 3 things you can consider to enhance the element of Opportunity:

1. Accessibility – Ensuring customers can access your product when they need it.

No matter how motivated a customer is, they won’t convert if they can’t access your product or service. This could be due to logistical barriers, pricing structures, or simply not being present on the right platforms.

Airbnb made their service more accessible by expanding rapidly into key travel destinations and introducing features like Pay Less Up Front, allowing customers to book accommodations with a partial payment instead of the full amount. 

By removing restrictions on availability and access, Airbnb made it easy for travellers to act the moment they decided to book a stay.

2. External influences – Leveraging trends to connect with your audience.

Social, cultural, and environmental factors can significantly impact a customer’s readiness to act. 

Shifting social trends, cultural movements, or even broader environmental changes like the economy or major events can shape behaviour and decision-making.

For example, Airbnb capitalised on these by aligning its offerings with the growing rise of the sharing economy and tapping into peak demand periods, such as the 2016 Rio Olympics.

It took advantage of the accommodation shortage by positioning its platform as the go-to solution for travellers. This strategy paid off, as 85,000 guests stayed in Airbnb listings during the event.

How You Can Apply the Concept of Opportunity

• Make your product accessible on relevant platforms and locations.
• Align with trends and moments when your audience is most receptive.
• Capitalise on peak demand periods and timely events.

Bringing It All Together: The Power of MAO in Marketing

Airbnb’s success is a prime example of how aligning the Motivation, Ability, and Opportunity elements can create a winning marketing strategy.

It made its customers care by tapping into travellers’ motivation. It simplified the booking process to enhance their ability to take action. Finally, it ensured the opportunity for its audience to act was available at the right time.

When all three elements (motivation, ability, and opportunity) work in harmony, they lay the foundation for increased engagement, conversion, and long-term brand loyalty.

Airbnb’s ability to master these components turned it from a startup into one of the most recognisable brands in travel today.

How about you? How would you start creating strategies that resonate deeply with your audience by applying the MAO model today? Let me know in the comments!