The Four Most Important Elements of Marketing (That Most Marketers Don’t Even Understand)

By Oli Luke

The marketing world right now is highly over-crowded.

It seems that everybody wants to be a marketer of some kind – it’s perceived as very sexy at the moment.

And let’s be honest with ourselves, it’s a great business!

We get to work from a laptop, charge premium fees and have huge margins … what’s not to love.


There’s one huge difference that separates the top 10% of marketers and the big crowd of noise-makers below them.

It took me a long while to work this out, but once it clicked, it was one of the biggest breakthroughs that I’ve personally had.

Do you want to know what it is?

Well, it’s an actual understand of the psychology behind marketing.

Let me explain …

A lot of marketers right now are completely tactic focused.

They run Facebook ads, or they build funnels – they’re completely focused on the technical elements of marketing.

They’re good at looking at numbers, they understand a platform or they can make things look pretty …

But that is NOT marketing.

What the top 10% understand is that tactics are just things.

The important part of marketing is understanding the deep level of persuasion and how to influence humans to take actions.

Because once you understand this, then everything else is gravy.

But if you don’t understand the deep phycology of marketing, then you’re always going to be restricted.

In this article, I’m going to go into quite a bit of detail around this subject.

Some of it may be complex, some of it may sound “woo woo” – but I’ll do my best to communicate in a language that is simple to understand and easy to read.

In order to understand the phycology of marketing, you must understand the different kinds of desire.

Because one misconception that a lot of marketers make is the understanding that the success of your marketing comes down to desire that already exists in your audience, not your marketing.

What I mean by this is that as marketers, all we can do is take the hopes, dreams and fears that already exist and focus them on our product/service.

We cannot create desire, all we can do is tap-in to the conversations that are already going on in our audiences mind, and direct them towards our solutions.

Now, there are only four different kinds of desire that we can “tap” into – from a marketing point-of-view – in order to drive action.

Acquisitiveness, Rivalry, Vanity, and Love of Power

That’s it.

If you can understand which of these desires your product/service taps into, then your audience and message will instantly become clear.

Let’s go through them …


This is the desire to acquire money or material things, mainly fuelled by the desire to be powerful, sexy and perceived as rich.

This is powerful if you can find the right audience and tap into this emotion, it’s why Tai Lopez can post a picture of his Lamborghini on Instagram and get tens of millions of engagements, it’s why the sales process of selling a £1m watch is commonly easier than selling a £200 watch and it’s why the old “Work two hours a day from your laptop and make millions” scams were so scarily popular.

If you can tap into the emotion of acquisitiveness and define your messages to get involved in the conversation happening in your audiences mind, then the success of your marketing will multiply.


This is the desire to be better, or be more successful than others.

In the marketing world, this is a huge desire – it may be why you’re reading

this newsletter – your desire to be better, stay ahead of your competitors and maybe even ruin your rivals.

But this is desire is why the man driving the Ferrari doesn’t feel satisfied, it’s why for some that there’s no “goal posts” for success and it’s what drives us to always be buying/investing in new learning.


This is the motive of immense potency; wanting to be either famous, respected or be seen as important.

It’s why business people pay for fancy offices they can’t afford, or write books and have launch parties that don’t make any financial sense … this desire to be respected and be famous.

From a marketing point of view, this is what your premium brands tap into – they make the customer feel VIP and they focus on experience.

The Love of Power

This is a big one, it’s similar to vanity but on a different end of the scale.

For people that see themselves as important, this is by far the strongest desire in their lives – they want to be seen as powerful, and they’re always on the pursuit for more power.

This desire is what is behind some of the crazy buying decisions you see the “super rich” make.

It’s why having a premium service that charges 10X everything else that you offer will likely always have a few buyers … these people.

They’re the four.

Understand them, and how your products/solutions meet one of those desires, then you’ll instantly be more clued up than the vast majority.

Once you understand what desire you meet, it also allows you to change your marketing messages and be clear on the real reasons why people buy from you.

If you can do this, then you’ll have the deep underlying understanding of your marketing – which you can then apply your tactics to.

Let me give you an example …

With my business, the desire that attracts my customers is commonly rivalry – they want to stay ahead of their competition, they want to be the biggest and the best and they fear falling behind.

My marketing messages are around being an ‘advanced marketer’ and learning the ‘best information’ – essentially staying ahead of the game.

Make sense?

Work out what desire you meet, ensure your core marketing message reflects that … and everything else is just gravy.

This, by the way, is why you’ll see some people in your space get amazing results – yet they have absolutely rubbish marketing.

It’s frustrating – but if you understand the deep psychology – then it makes complete sense.

700k campaign


The “Take-Away” Direct Mail Campaign That Generated $700,000 of Sales from a Small Burnt-Out Email List (Without Having Any of the Subscribers Postal Details).

Leave a comment

700k campaign

Swipe Files & Campaign Walkthrough

The “Take-Away” Direct Mail Campaign That Generated $700,000 of Sales from a Small Burnt-Out Email List (Without Having Any of the Subscribers Postal Details).

Copyright 2018 Oli Luke © All Rights Reserved