The human brain is a marvel of evolution. On one end, our conscious side allows us to contemplate grand ideas while another level, our subconscious side runs mostly on autopilot.
The conscious brain is relatively slow and thoughtful while the subconscious brain simply reacts to stimulus and is very fast by comparison. If you place your hand on something that is hot the unconscious mind reacts without any conscious thought.
Planting a seed into the conscious brain and nurturing it is the most common path that is discussed when it comes to marketing. However, when it comes to marketing and sales, tapping into the subconscious side can pay huge dividends.
“The conscious mind determines the actions; the subconscious mind determines the reactions, and the reactions are just as important as the actions.” E. Stanley Jones.
Here are six facts that will get your juices flowing when trying to tap into a prospective client’s subconscious brain.
SIZE– A study looked at moviegoers and popcorn consumption. What the researchers discovered was that when the theater sold bigger containers of popcorn moviegoers consumed more popcorn. I’m sure that this study is what led to super-size or biggie-sizing orders.
Could, simply, changing the container size translate into greater sales?
LANGUAGE– In another study, researchers looked at the use of language and how it translated to enjoyment. When a menu item included more flowery language such as “crispy” cucumbers, it translated into a higher enjoyment and value for the meal by the clientele. Here are a few flowery words, for those in the culinary world, to help you spice up your menu.
In his book Mindless Eating: Why We Eat More Than We Think, Professor Brian Wansink of Cornell University describes an experiment that concluded that the use of descriptive titles alone that used flowery words translated into a 27% increase in sales.
If the simple act of adding flowery words to the description of a menu item subconsciously made consumers enjoy and value it more, then, what flowery words can you use to describe your product or service?
FONT/DESIGN– In another study typeface was referred to as the body language of the text. Just as body language can either enhance or distract you from a message, the typeface you use in print can affect the way somebody views a product favorably or unfavorably. D Bnonn Tennet concluded that 16pt type font was the easiest to read on a computer screen. Kevin Larson of MIT found that some font choices and design actually caused some readers to frown involuntarily. The muscles associated with frowning have been linked to the area of the brain responsible for governing emotions.
Here is a slideshow that demonstrates the impact typography has on a reader’s emotional state.
Could changing your typeface positively impact the perception readers have on your offers?
PHYSICAL– Physically seeing something can translate into heightened levels of desire and higher valuations vs just looking at a picture of the item. In another test some restaurant goers were presented with menus with the text description of a desert, others were presented with just pictures of deserts while still others were presented with the platter containing the actual deserts. Physically presenting the deserts translated into more sales, pictures were next, followed by text only.
Can offering a live demo improve your sales?
MULTI-COLORS– More colors translate into higher perceived value. In another study, researchers used a common soap powder half was placed in a multi-colored box and the rest in a standard two-color box. The only difference between the two products was the number of colors used on the box. The researchers then gave the two samples to several households to try. When the researchers returned to see which of the two products the consumers preferred consumers overwhelmingly placed a higher value on the product in the multi-colored box.
Could simply adding more colors to your packaging leave consumers with a higher perception of its value?
MUSIC– Music can dramatically affect a prospective client’s buying decision. In another study, a restaurant noticed a significant correlation between the background music that was playing and a person’s wine selection. When they played German background music they sold more German wine and when they played French background music they sold more French wine.
Could the use of background music influence a buyer to choose one item over another?
The human brain is a fascinating and complex organ that is capable of being subconsciously manipulated by savvy business owners.
What can you change today to tap into your prospects subconscious brain and drive higher perceptions and valuation of your product?
