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.

→ 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.

→ 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.

→ 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.