As a marketer, you need to understand how your customer’s subconscious mind influences their buying decisions. You spend your days asking yourself questions. The answers to which are going to help you choose a direction, plan a campaign, and ultimately, build wealth or gain followers.
While that is a key component and first step to any great strategy, you really need to go beyond that and understand not only WHO your target is, but how their mind works.
There are some great tips I’ll outline below that will help you address the subconscious mind of your customers and turn your messaging into money in your pocket.
Why People Say “No”
First, it’s important to note that the conscious mind only makes up about 0.006% of our thinking. It is rational, critical thinking, and responds to words and language. The conscious mind wants to be right, it wants to be in control, and it wants to feel good. This is the main reason that, most of the time, a person’s default answer is ‘no’. It’s simply the path of least resistance.
The subconscious mind is always storing and analyzing information in the background, up to 2.3 million bits per second, and it’s responsible for intuition, creativity, dreams, memories, and emotions. It’s important that when you’re writing a blog post or social post for your business that you must appeal to the subconscious in your writing.
The subconscious mind responds to pictures, images, and feelings, NOT words — it wants what is best for you, based on what you’ve programmed into it over time.
How Does the Subconscious Mind Work?
Brian Tracy states in this article that, “Your subconscious mind is like a huge memory bank. Its capacity is virtually unlimited. It permanently stores everything that ever happens to you. It does not think or reason independently; it merely obeys the commands it receives from your conscious mind. Just as your conscious mind can be thought of as the gardener, planting seeds, your subconscious mind can be thought of as the garden, or fertile soil, in which the seeds germinate and grow. Your conscious mind commands and your subconscious mind obeys.”
One of the best examples of how the subconscious mind can work is demonstrated in interaction with children.
Nearly every parent has had a negative experience when telling their child, “Don’t make a mess…”, “Don’t leave your toys everywhere”, “Don’t spill that…”
Parents may think they are warning their child to be careful or work on cleanliness, but once you’ve put phrases like ‘don’t leave your toys everywhere’ into the subconscious mind it may result in the child actually leaving their toys everywhere.
Instead, saying things like “Can you clean up when you’re done?” has no negative connotation and the subconscious mind is more willing to complete the task.
In marketing, this is demonstrated with language like, “I don’t want you to buy this until you’re sure you want to get results that will change your life for the better.”
See the difference?
How We Use This in Marketing
Let’s imagine for a minute…
You’re in the middle of a big launch for your new product.
Everyone is bustling around you and the office is louder than you ever remember it being before. You can smell the coffee brewing in the break room, you can hear papers crinkling as someone runs past your desk to a meeting, and you can feel your stress levels rising.
Suddenly, it hits you.
This information you’ve learned is rising up in your mind and you think you have a great way to integrate new types of messaging to your potential consumers for this launch. You feel the smile spread across your face, and suddenly you notice the light shining in through the open window.
Someone must have cracked it open and a light breeze is flowing in. While everyone else seems to be going about their day you start to relax, you feel the focus take over, and you start writing. You have decided you’re going to engage the subconscious mind in order to get your customers to be more willing to purchase your newest product.
You feel giddy as you start to type up some ideas and the day that seemed so stressful and overwhelming just a few moments ago starts to fade into the background.
Everything is quiet now, you’re in your own head and you’re focused on the clicking of the keyboard as you type.
You feel determined, you feel happy, and you can’t wait to show this off.
So, what did you decide to do?
You decided to tell a story.
Your Subconscious Mind Responds Well to Stories
The subconscious mind responds extremely well to stories and experiences. When you become engaged in a story, you enter what is called a ‘trance’ state that makes you more willing to open up and accept a message.
If you’re trying to sell any product, like a digital online course, you must tell a story.
Most people are hardwired for storytelling because it’s how humans developed and passed information from one generation to another.
By engaging this part of the mind you’re open to share emotions and introduce memories. Since the subconscious mind is less rational and logical than the conscious mind, it isn’t really sure which memories are real and which are made up. This allows you to let the mind follow you down a path as though it feels something and remembers something that may not have happened at all.
Write For Personality Types Other Than Your Own
What else can you do?
A challenge that most people run into is writing for personality types OTHER than their own. If someone is a Big Picture Thinker who is attracted to a speculative future, it can be difficult to write for the Detail Thinker who prefers solid, tangible facts. Unfortunately, it also means that if your reader is planned and orderly and wants all of the information up front, it can be hard to hook them with a ‘Go with the Flow’ writing approach that relies on ‘gut reactions’.
Because this is so common, we’ve included a graphic for you below that you can keep as a constant reminder to write for other types of personalities using the suggestions below.
Have you ever experimented with messaging geared toward the subconscious mind before? What are you excited to try out? Reach out to us with your feedback below and let us know how it went. Get more digital marketing knowledge delivered right to your inbox by subscribing to our newsletter.