About 95% of Our Thoughts Are Generated in the Subconscious

For marketers, it is crucial to understand that around 95% of our thoughts are generated in the subconscious. This means that people often are unaware of the real reasons behind their actions. Understanding this can transform how we approach marketing strategies and consumer engagement.

Take, for instance, a consumer buying a car. They might believe they are purchasing it for practical reasons like getting around town efficiently. However, when at the dealership, they choose a car that symbolizes their status and material success. Despite the initial intent, their decision is driven by unconscious motivations, such as the desire for prestige. In reality, they might even think walking more would be healthier for them. This example shows that consumers often don't know their true motivations and might even give misleading reasons to avoid embarrassment.

This lack of self-awareness among consumers presents both a challenge and an opportunity for marketers. It implies that relying solely on what customers say about their motivations can be misleading. Instead, successful marketers must act like detectives, uncovering the hidden drivers of consumer behavior.

The subconscious mind influences decisions long before we consciously make them.

Studies show that choices are often made 8-12 seconds before we think we have decided. This is crucial for marketers to understand because it highlights the importance of influencing consumers at a subconscious level.

For example, subliminal cues can significantly impact decision-making. Subtle symbols or signals can make people more likely to choose one option over another, even if they are unaware of these influences. Similarly, habits form when behaviors are consistently linked to specific contexts. Marketers can reinforce these behaviors by creating strong contextual cues, such as product placement or packaging that prompts automatic associations.

Assumptions and Customer Knowledge

Entrepreneurs often assume that customers know exactly as much, or a little less, about our product as we do. Therefore, we might, for example, lower the price based on things the customer may not know, such as the belief that a discount is always desirable. However, sometimes the customer may not want a discount, valuing the product’s perceived quality and status over a lower price. This mismatch between what we assume and the actual customer preference underscores the need to dig deeper into consumer motivations.

Practical Tips for Marketers

1. Understand Emotional Needs: Recognize that many decisions are driven by emotional needs such as the desire for recognition or the fear of missing out. Tailor your marketing messages to address these underlying emotional triggers.

2. Use Subliminal Cues: Incorporate subtle, positive symbols and cues in your marketing materials to influence consumer behavior subconsciously.

3. Create Contextual Cues: Design marketing strategies that link your product to specific contexts and behaviors. For instance, placing hand sanitizers near doorways can encourage a habit of using them regularly.

4. Leverage Storytelling: Engaging narratives that evoke emotions can effectively influence the subconscious mind. Use storytelling to create memorable and emotionally charged experiences for your customers.

5. Focus on Peak Moments: Identify and enhance key moments in the customer journey that have a disproportionate impact on their overall experience. This could be the unboxing experience, customer service interactions, or first-time product use.

By understanding the unconscious brain, marketers can better predict and influence consumer behavior. Recognizing that consumers often do not know their real motivations allows to create more effective marketing strategies that appeal to deeper, often hidden, drivers. By focusing on emotional needs, using subliminal and contextual cues, leveraging storytelling, and enhancing peak moments, we can create powerful marketing campaigns that resonate with consumers on a subconscious level, leading to greater engagement and loyalty.

As Edward Bernays said,

"The successful propagandist must understand the true motives and not be content to accept the reasons which men give for what they do."

This insight is invaluable for marketers striving to connect more deeply with their audience.

Robin Zieme, Chief Growth Officer, Channel Factory