The Power of
unconscious part of our
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,
Even if you sell mundane products such
as toilet paper or accounting software you can still make them
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
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.