The Power of
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,
use intriguing and
persuasive words such as 'imagine' or 'discover' that tap into
values and desires, no matter what they are. Once people see
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
For instance, Andrex Toilet Tissue
used the image of a Golden Labrador puppy in its
campaign and achieved remarkable success because people appreciate a
Labrador unconsciously as a great family member with exceptionally
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
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
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
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...