Marketing to The Minds by Engine Room
When marketing a product to a customer, it’s best to target the subconscious mind. People like to think that they’re being rational before they make a financial decision. But the truth is, most of these decisions are based on the unconscious.
1. No Time to Think
It’s hard to admit, but people prefer to shop without it requiring a lot of thinking. Thinking needs energy and it can be tiresome. If you give potential customers too many choices and too much information, it can backfire and exhaust them to even make a purchase, even if you ARE what they need.
What you can do:
2. Fear of Risk
People are excited to acquire something new, but they hate losing something even more. Customers tend to be cautious because the feeling of loss is greater than the feeling of gaining something. Human’s first instinct is to be defensive towards something new so the unconscious mind tends to play a role in making a decision.
What you can do:
Instead of positioning your product as new and cutting-edge, position it as a safe choice. Implement the “See Now, Buy Now” strategy and establish an illusion of urgency so that there will be a strong FOMO.
3. Priming
First impressions are critical. Most people are subjective in their purchasing decisions. Their first experiences, first brand impressions, messages, even sensory experiences…and the first thing they heard about the product, especially from word of mouth.
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What you can do:
Carefully craft your first brand message and adapt a consumer’s perspective. Choose the first words you’re going to say in your delivery, pay attention to your social media feed, down to the color you use in your branding. Season them with information that will lead them to seek evidence that supports purchasing a product.
4. Social Reviews
People like to think that they’re innovators, ground-breakers, the first to many new things. But the unconscious mind doesn’t follow that logic. We tend to follow the trend and be inspired to take action based on what other people do. Word of mouth is powerful. People like to look up for social reviews especially in purchasing decisions. It’s crucial to make sure your customers have a good brand experience and have a name online.
What you can do:
Don’t be afraid of social reviews, rather than considering it a weakness, use it to build up your strength. Others’ opinions can be shaped to your expectation. You can do it by providing the customer reviews on your page/website to convince them to buy what you’re selling.
“Despite what most of us would like to tell ourselves, at an unconscious level we aren't individual pioneers, we're sheep”?
-Philip Graves, 2013