As a marketer, you’re probably familiar with marketing psychology as a tool for understanding customers.
But in all your excitement about crafting the perfect marketing proposal or running a campaign plan with phenomenal results, you often forget about one big factor that influences everything from the marketing goals to the approach used in marketing execution:
You, the marketer.
Marketers are human. It is inevitable that you’ll bring your own set of biases, needs, desires, and habits into your marketing practice.
This is often a pitfall for marketers because, despite your best intentions, marketing psychology tells us the truth that:
Marketers are inherently selfish.
While you strive to place your consumers as the top priority, your brain is wired to act on selfish motives. You know, things like “I want to prove my marketing mettle to the boss” or “I need to get more customers from this campaign.”
These motives often lead to a gradual decay of consumer empowerment. You no longer prioritize meeting consumer needs and goals and work on satisfying your own goals first.
If you want to hack your brain into steering consumer empowerment to the top consistently, you need to understand the “why” behind your near-automatic selfish behavior. Here, marketing psychology offers a lot of insight.
Why Marketers are Inherently Selfish?
In retrospect, do you think digital marketers want to be selfish? Are they stuck on their selfish decisions to cater to their needs? Hardly. After all, they just want their marketing campaigns to deliver well!
Let’s evaluate some of the reasons behind selfish marketing strategies based on marketing psychology:
Business owners have the final say
All digital marketers know that the requirements and suggestions of the business owner are the top priority at the end of the day. In most cases, the owner directs their expectations according to their own self-interests as well.
Given the effort that digital marketers exert to create the perfect content and strategy for a website, it gets hard to let go of their works. With this, they tend to overload the website with too much information, therefore negating consumer empowerment.
Reusing their best set of strategies
Even skilled digital marketers tend to forget that digital marketing is not a one size fits all experience. They make the mistake of cross-selling their top marketing strategy without considering their customers’ needs. They idealize that if their brilliant strategy worked before, it’s impossible not to work again.
Overkill offers and requests
With their pursuit to attract customers in several creative ways, marketers can often place too many offers on their website and social media pages. From overcrowded sales waving at their faces to bombarding the customers with cues to like, share, or comment – they lose the critical balance of attraction.
Marketing Psychology Behind Selfish Habits
As a marketer, it’s your job to secure Leads and ROI every waking day.
But before you step into your office, your basic human needs still profoundly affect the way you portray your interests at work. Every action you make is a building block towards your personal goals.
Think about it for a moment. Did you recently lend a hand to your colleague at work? Or do charity work last weekend? You definitely helped people with good motives.
But at a subconscious level, there’s still a guarantee of self-satisfaction you will get from these actions. Still not convinced? Let’s further tackle the “why” behind this.
Maslow’s Hierarchy of Needs Theory
According to the American psychologist, Abraham Maslow, human behavior is driven by different levels of personal needs.
Considering your basic needs are met, such as food and shelter, you start aiming for a sense of belongingness from the people around you. This goal pushes you to do good things for others.
Once you fulfill your social needs, you will want reciprocation and appreciation for your efforts. You enter a stage where the complex pursuit for a good status in life becomes essential. It’s no longer just living to survive but striving to be recognized by others.
Now here comes the interesting part. The top of the pyramid states the need for self-actualization, which majorly supports our main idea, don’t you think? At the end of the day, you have to prove to yourself that you are truly good to ensure happiness and satisfaction from your personal life and work.
Another leading theory that supports self-interest as a driving factor behind human desire and motivation is Psychological Egoism. For centuries, great thinkers such as Socrates and Glaucon argued that people mainly engaged in good behavior out of fear of punishment. Once these social punishments are gone, humans act with their selfish nature, no matter the consequences.
Later on, contemporary thinkers Thomas Hobbes and Sigmund Freud also echoed this theory. They believed that people are mainly concerned with ulterior motives, seeking pleasure, and avoiding pain.
Do you resonate with these ideas?
Of course, these controversial takes from egoist perspectives often lead to negative reactions. Even so, it’s essential to accept this aspect of human nature to understand our self-serving motivations fully.
Don’t get us wrong, though. There are surely positive outcomes from self-actualization. Just like how a mentor and his student are both accomplished with learnings or a scientist immersed in research to share his knowledge. People can enjoy mutual benefits and recognition.
So when should you be worried that you’re being selfish? No matter how good your intentions are, you can get caught up on these selfish behaviors with one simple reason.
After all, you’re a human being who’s wired to act on instinct. What now?