If you’re a service provider, you’ve likely experienced this before: people express interest in what you offer, but when it comes to closing the sale, something feels off. The excitement fades, and you’re left wondering why they didn’t hit “buy.”
The answer lies within the subconscious mind. What many marketers don’t realise is that 95% of purchasing decisions are made subconsciously. Most marketing efforts focus on the rational mind, which only governs 5% of decision-making. So if you’re only talking to the conscious mind, you’re missing a huge opportunity to connect and convert.
What Is the Subconscious Mind’s Role in Marketing?
The subconscious mind is where beliefs, emotions, and habits live. Unlike the conscious mind, which makes logical decisions, the subconscious operates based on deep-rooted beliefs and emotional associations. Whether we realise it or not, these beliefs are often formed from past experiences and reinforced over time.
When we market our services, most of the time we’re speaking to the rational mind – offering details like features, price, and benefits. But that’s only scratching the surface. What really moves the needle is appealing to the emotions and beliefs driving decisions on a subconscious level.
Why Your Marketing May Be Missing the Mark
If you’re simply listing the logistics of your service – what it includes, how it works, the price – you’re addressing the 5% that is consciously processing information. But what about the emotional connection? What about the beliefs and feelings people have about themselves, your service, and the transformation you offer?
By not addressing these underlying factors, your marketing is missing the chance to truly connect with potential clients on a deeper level.
How to Tap Into the Subconscious Mind Ethically
This doesn’t mean using manipulative tactics. Quite the opposite – conscious marketing means tapping into people’s beliefs and emotions to help them align with themselves and their needs in a way that’s empowering.
Here are some ways to start connecting with the subconscious mind in your marketing:
1. Tell stories.
Storytelling is one of the most powerful ways to connect with your audience on a deeper, emotional level. While facts and figures appeal to the rational mind, stories bypass that and speak directly to the heart. When you share a narrative—whether it’s about how your service came to be, the journey of a client, or even your own experiences—you invite your audience to step into the story with you.
2. Build resonance.
To truly resonate with your audience, you have to speak to their emotions, their struggles, and their dreams. This goes beyond just offering solutions—it’s about making people feel understood on a personal level. Resonance occurs when your message aligns so closely with your audience’s inner thoughts and feelings that they think, “Wow, this was made for me.”
Ps: this is the entire first module of Mirrored Marketing - you'll learn how to cultivate the deepest resonance with clients in here...
3. Use visual elements.
People may not always remember what you said, but they will remember how you made them feel—and much of that comes down to visuals. The colors, fonts, and imagery you choose for your marketing materials all carry subconscious messages that your audience may not even be aware of. This is why branding is so much more than just a logo; it's an entire experience.
4. Repeat messages.
The subconscious mind needs repetition to absorb and act on new beliefs. Think of how many times you've heard a jingle or slogan before it really sticks. It’s the same with your core message—you need to repeat it consistently across all your marketing channels. This doesn’t mean being repetitive in a boring way; instead, it’s about reinforcing your message through different stories, formats, and visuals.
By incorporating these strategies, you can create marketing that not only speaks to the logical part of your audience but also connects with them emotionally, leading to more conversions and lasting relationships.
To dive deeper into the subconscious and how it drives marketing decisions, check out the latest episode of The Mirror.
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