Customer Needs



Marketing to the Subconscious

Targeting Subconscious Mind and Values

Vadim Kotelnikov

Vadim Kotelnikov, founder of 1000ventures - personal logo Vadim Kotelnikov




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  

The Power of Subconscious

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.



Vadim Kotelnikov advice quotes

White marketing is about is about a love-driven appeal to noble desires of potential customers.

Vadim Kotelnikov

Vadim Kotelnikov, founder of 1000ventures - personal logo    Business e-Coach    Innompic Games icon





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

Beliefs and Values

East vs. West

Deep Motivators of Consumers


Vadim Kotelnikov advice quotes

Having learned how to engage my subconscious mind I awaked my inner genius, started ideating on autopilot and inventing complex solutions every night.

Vadim Kotelnikov

Vadim Kotelnikov, founder of 1000ventures - personal logo    Business e-Coach    Innompic Games icon





Neuro-imaging research technologies have also shown that the unconscious mind of the consumer is the driving force in how and why consumers buy.

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.

How Our Mind Works

Subconscious vs. Conscious

Subconscious Values


Empathetic Marketing

Emotional Marketing

Customer Experience

Love Story

Customer Experience Management



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

For instance, one company 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.

Another company 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.

Knowing Customers

Customer Needs


Risks Perceived by Customers

Cultural Intelligence

Cultural Differences

Color Psychology

What Makes People Buy

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