Up to now, you should have known that 95% of human activities controlled by the subconscious mind. This means purchasing decisions of customers also mainly made by their subconscious. As good marketers, we should all aware of this fact intuitively. As well, we should take advantage of it to get access to our target clients and be successful in marketing. If you’re a beginner in the field and seeking a way to manage your business by the subconscious mind, this article is for you.
How understanding human behavior leads to business success
I put this part first for the reason that the leaders or the human resource department take the main role in obtaining achievements in business, which requires them to understand well about their employee’s behavior.
Research reveals that 81% of individuals who take advantage of a behavior profile experience an improvement in decision making, specifically making less risky and more reliable decisions, due to the ability to move subconscious thought more in the conscious realm.
Studies show higher employee engagement stems from several key factors, such as feeling their supervisor knows them well enough to maximize their strengths. As a result, engaged employees logically deliver better results.
The cost of employee turnover is high. In actuality, of failed hires, 89% reported an inability to mesh with the company culture, a fact that would have been revealed through the use of behavior profiling as part of the hiring process.
Therefore, implementing processes and tools that delve into human behavior allows organizations to better utilize their staffing resources.
How marketers target the subconsicous mind
We have to communicate that our brand meets implicit or psychological goals that activate our reward center to target the subconscious brain,
When this happens, we trigger an emotional response which leads to a quick decision. When there is no strong emotion involved, we are more likely not to make a decision – at least immediately.
So, what kind of psychological goals do people have? It’s complicated, but many of these goals relate to protecting us from harm or building strong social ties. Indeed, our brain is hard-wired to make decisions that optimize our survival chances. That’s why we find movement on a screen so distracting. We can’t stop ourselves looking towards a moving object as in the past it could have signaled potential danger. Whatever the motivation, we almost can’t help ourselves when we see an opportunity to achieve such a goal.
One benefit of identifying your visitors’ most important implicit motivations is that you can include relevant psychological goals in your value proposition and content to improve engagement and intent.
The model has eight overriding implicit motivations, each of which is then broken down into four individual motivational categories. The eight implicit emotions are:
Each of the thirty-two categories also has four expressions/manifestations to enable marketers to identify the detailed nature of each motivation category.
How can digital marketers apply all these learnings?
Our brains analyze the difference between the pain (or the price) and the reward when considering a decision.
When the difference is sufficiently large and a net positive, we will be open to purchasing a product. We can change the net value by increasing the expected reward (improve the benefits or performance of the product) and/or reducing the pain (lower the price or make it easier to purchase).
This means that optimizers should focus on simplifying the decision-making process. You can do this in a variety of ways, but it starts with understanding the implicit motivations of your users. Are they seeking power, self-development, individuality? Are you echoing these sentiments in your copy, your value proposition, your design? Furthermore, are you creating dissonance with your messaging? If you’re not aligning your messaging with that which your users expect, there’s an inherent divide (which isn’t helping your conversion rate).
The goal here is to produce messaging that caters to System 1 – the fast and intuitive brain. If not, your users will shift to System 2, which is often less rewarding for them and less effective in the sales process.
That’s not to say the rational side needs to be thrown out entirely – products meet rational needs while brands help us meet psychological motivations. Especially with more generic products and services (e.g. hosting sites), your brand can use psychological motivators to differentiate from the competition.
Read my other articles here to get more knowledge on the subconscious mind and how to use it right.
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