Vadim Kotelnikov    

Marketing To the Subconscious

Mind and Values


Business e-Coach     



Marketing To the Subconscious Top 10 Subconscious Values Marketing Strategies Emotional Marketing Experiential Marketing Pricing Psychology Colors and Emotions Behind Them Marketing To the Subconscious


 Knowing Customers

Customer Needs    What Makes People Buy >> Be the First

Top 10 Subconscious Values    Understand Risks Perceived by Customers

Cultural Differences  >>  Color Psychology in Marketing and Branding

Listening To Customers  >>  Tips



Marketing Strategies

Virtuoso Marketing

Name    Logo    Slogan    Core Marketing Message (CMM)

Standout from the Competition >> Advice to Disruptive Innopreneurs

Customer Value Proposition

Focus on Emotional Drivers  >> Success Stories

Credibility Marketing    Empathetic Marketing

Creating Customers >> Attractive Headlines

Buzz Marketing  >> Success Stories

How To Sell Your Ideas To Decision Makers

3 Magical Phrases To Get People Listening



The Power of Unconscious

The unconscious part of our minds drives behavior and initiates the change that marketers seek. Researchers say that over 90% of all consumer behavior is driven by their unconscious minds. Neuro-imaging research technologies have also shown that the unconscious mind of the consumer is the driving force in how and why consumers buy.

Subconscious vs. Conscious

If over 90% of the decisions of your prospects are driven by their unconscious mind, would you, as a marketer, focus your efforts on the subconscious or the other 10%?

Leading companies realize this and target the subconscious mind in their marketing campaigns. Nike’s slogan “Just Do It.” is a good example. It’s catchy and triggers a bunch of positive associations such as achievement, power, optimism, and joy.

Many successful marketers use intriguing and persuasive words such as 'imagine' or 'discover' that tap into customers’ deepest values and  desires, no matter what they are. Once people see themselves happier, wealthier, freer, or whatever else you promise, they subconsciously talk themselves into buying.

Even if you sell mundane products such as toilet paper or accounting software you can still make them exciting.

For instance, Andrex Toilet Tissue used the image of a Golden Labrador puppy in its advertising campaign and achieved remarkable success because people appreciate a Labrador unconsciously as a great family member with exceptionally soft fur.

You can also learn from the software company Wave Accounting that turned its accounting software into a luscious customer experience through its focus on beauty and design.

Repetitions and ‘test drives’ are very important as they register best on the subconscious mind.

Price is also a powerful trigger for the subconscious. A higher price conveys a premium product experience, causing a powerful subconscious emotional mix of self-esteem, recognition and joy in consumers.

Appeal To Subconscious Values and Motivators

Unconscious core values operate automatically largely out of our awareness. They are not specific to any particular situation. Being at the root of our perceptions, they color what we think or do in every situation. For most people, top subconscious values are self realization, security, sexual harmony, and adherence to tradition... More