The Power of
Unconscious
The
unconscious part of our
mind
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.
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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.
Even if you sell mundane products such
as toilet paper or accounting software you can still make them
exciting.
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Virtuoso Marketing
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.
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Sell
Benefits
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.
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