How does the way we think influence your marketing material?
To start with, let me ask you a question to illustrate how our mind works.
A Notepad and a pencil together cost £1.10.
The Notepad is £1 more than the pencil
How much does the pencil cost?
We have our conscious and our subconscious, and how they interpret information is different.
Before we go into how they affect our marketing material, let’s explain how they both work first.
Conscious thought, is who you think you are. It answers most of your day to day questions, but, just like most of us, can be a bit lazy.
This is because it requires effort to complete tasks.
However, your conscious mind is good for catching mistakes and fixing them.
Your subconscious is different.
It’s constantly processing a ton of information from all of your senses and filtering the parts that matter. It’s working all the time constantly, without your conscious mind even knowing it’s going on.
It’s like when you see a sentence that on second inspection is incorrect, but you had no problem reading it. You can read it because your subconscious automatically assumes what it should say, and this can be further demonstrated with the teaser.
Your subconscious automatically thinks the answer to how much the pencil is, is 10p.
If the pencil was 10p and the notepad was £1 more than the pencil, it would mean the combined cost would be £1.20.
Now your conscious mind has to do some work and find the answer.
It’s 5p by the way.
Your conscious and subconscious are what they are because of your memory.
Your subconscious is your long-term memories and experiences, while your conscious mind is your working memory and only holds around 4-5 new things at a time.
In order for a task to be off set to your subconscious, your conscious mind needs to repeat the process over and over again, until it becomes second nature or habitual.
For example, riding a bike or tying your shoe lace or clicking onto Facebook on your mobile.
They eventually become automatic.
How does this apply to marketing material?
Something that is either hard to read or confusing, tends to be remembered better than traditional designs. Which may contradict what we’ve typically been told in marketing.
The goal in marketing is usually to make the message as easy to understand as possible, but if you look at some of the adverts today, they’re designed to be more confusing.
We’re bombarded with advertising, so we filter a lot of it out.
If you see a ‘normal’ advert for a product, you would just block it out. However, if something looks different and catches your eye, you’re more likely to pay attention to it.
The more you can force your audience to answer questions, and get involved, the more likely they are to remember your message and engage their conscious mind, instead of it being filtered out automatically by your subconscious.
Did you get the teaser right?
We asked Indie Filmmaker, Ricardo Lacombe, Elite Business Acadamy Founder, Craig Wilkinson and Ex Professional Referees Roger Dilkes and Mark Halsey.
This is what they got!