Triggering the Unconscious Mind for Unthinkable ROI by JeanetteMcMurtry #bmancsc
TL;DR: We need to move from "unique selling propositions" to "emotional selling propositions."
How does the unconscious mind make marketing decisions? How can you use basic psychology to tap into marketing?
Consumers are obsessed with their smart phones. How can we market to people who are so distracted?
This is different, depending on who you are. Millennials very different with this than Boomers, for instance.
90% of all thought is unconscious- so why are we marketing to the other 10%?
Our conscious and unconscious values are very different. Consciously you want to be helful, choose your own path and find meaning in life. Unconsciously you want to maintain security, be sexually fiulfilled and honor tradition. What consumers say, is not what they think.
There is a consumer trust deficit. Why? Because of things illustrated by Adbusters.net- irresponsible advertisers.
Who do we trust? We trust people we know. We also trust consumer opinions posted online.
Human behavior is based upon two emotional premises: the pursuit of pleasure and the avoidance of pain. If you know your customers' pain, you can help develop an effective marketing strategy.
Consider Freud- the id, ego and super ego. Which of these makes the decision for your customers?
People are motivated by happiness. We want to put ourselves into a brand story that promotes goodness and happiness. We want to make the world a better place. How is your brand taking advantage of this? Tom's shoes did a great job building a brand around this.
B2B is more emotional than B2C marketing. Why? Because B2B matters more. This is why personal value consistency is important for B2B purchases.
Social proof is an important driver to human behavior, too. We don't want to miss out.
Editorial comment (my thoughts): this talk discussed several psychological perspectives but didn't understand the confluct between some of these. In other words, the speaker picked and choose ideas to prove their point rather than consistency bwith any one psychological perspective.
This talk also focused on personality psychology. Social psychology is a different understanding of motivation which has a lot to say about marketing and persuation, too. In fact, I tend to believe a social perspective to psychology over a personality-driven perspective.
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