Marketing and manipulation
Dr. Bruno Roque Cignacco SFHEA
Author of the best-selling book “THE ART OF COMPASSIONATE BUSINESS” (Routledge), consultant, TEDx speaker, and lecturer.
It is very common to see customers disappointed because of having been enticed by deceptive or manipulative stratagems implemented by companies. These manipulative ploys aim to reduce customers’ natural freedom of choice, and force them into choosing specific pre-selected alternatives.
Some examples of companies’ disrespectful behaviour toward their customers are the use of pushy sales techniques, continuous unsolicited telephone calls, and the delivery of junk mail and intrusive spamming, among others. Some companies through attractive advertising campaigns aim to promote needs which are superfluous and also showcase idealised role models (e.g., the successful entrepreneur, the vital young man, the perfect lady, etc.) which can often confuse customers regarding their innermost fundamental needs.
Organisations that use these ruses have no interest in developing sustainable relationships with customers which exceed specific transactions. These companies tend to put any potential mutually beneficial relationships with customers on the back-burner, which makes this approach extremely short-term-oriented.
Many companies are not interested in taking the time to create an emotional connection and rapport with customers in order to discover and acknowledge their unique needs. In many cases, companies completely ignore customers’ specific and unique preferences.
Some companies do not have the least interest in making customers feel that the product they buy is right for them. Sometimes, customers are not treated as human beings, but as mere means (impersonal figures in a company’s database) to potentially contribute to achieving a company’s economic results (profits, sales, etc.).
In all these situations, customers tend to feel blatantly utilised, which makes them suspect a company’s real intentions when they interact with this organisation. These customers perceive that companies are not being authentic, which prompts these very customers to act in a similar way.
Consequently, companies should adopt a thoughtful and loving attitude when they interact with customers. Each encounter with customers should be considered as an opportunity to develop and strengthen fruitful relationships with them. These golden occasions should empower companies to offer more value than expected by customers in order to delight them.
A very important question for self-reflection is: How can we use more non-manipulative marketing techniques with our customers?
This is an excerpt from the book "The Art of Compassionate Business: Main Principles for the Human-Oriented Enterprise" (2019, Routledge - Productivity Press). This book can be found here bit.ly/2MAkr4k
Talent Assessment, Engagement & Culture Consulting | Leadership Development and Coaching | Founder at Business Purpose
4 年The future of business is people-centric. This article is an important reminder of how the businesses that aim to succeed in the future will need to really practice a more genuine, "thoughtful and loving attitude" to their customers, and - of course - their employees. Thank you for sharing your thoughts Dr Bruno Roque Cignacco! Martyn Clark – this has very much reminded me of your book.
Author of the best-selling book “THE ART OF COMPASSIONATE BUSINESS” (Routledge), consultant, TEDx speaker, and lecturer.
4 年Dear Laura Farkas thank you for your insights
Chief Funnel Architect and CMO @ LMNts Marketing | Author | #EB100 2023-24 | Best Marketing CMO 2022 | Clutch 2024 Lead Generation Award
4 年A great overview of the consumerist culture. I always believed in having a customer as a co-creator of the product or service more like a buyer. Thank you for sharing this extract.?
THE MYSTIC IN A SUIT ?? Activating Visionary Leaders: make sense of your inner-work, embody more soul, align with your Mission & lead with your spiritual gifts
4 年Mike Smith - BIG 4 ALUMNI TURNED RECRUITER
Connecting nations and companies with people through online portal communities. The Commerce Company
5 年Sadly, we see far too much "click bait" messaging online which eventually has proven to turn consumers off, becoming something of a meme of itself.? Given that ad click revenues seem to be dropping for this kind of marketing, suppose it has earned its own rewards. If the product is worthy, just being honest about it should be enough to drive people to take a look if they see a need.? Ultimately, the customer decides if the product makes it - true for business to consumer or business to business. Answering your question, perhaps it is time to ratchet back a bit on hype and focus more on the features benefits and advantages of the products we sell.? Could just be my last millennium HP training kicking in though... In those days, some said that if HP sold sushi, it would be marketed as cold dead fish - always thought that a bit mean. ;-)