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.

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.