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The Power of Instinct

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The Power of Instinct

The New Rules of Persuasion in Business and Life

Public Affairs,

15 min read
8 take-aways
Audio & text

What's inside?

Most consumers make buying decisions based on instinct — so why do so many marketers try to appeal to their conscious minds?

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Editorial Rating

8

getAbstract Rating

  • Analytical
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Recommendation

Do you try to logically “convince” people to buy your product? If so, you’re off track, writes instinctive marketing expert Leslie Zane. Learn why it’s largely a waste of time to employ marketing approaches that appeal to consumers’ reason, and how to connect to their unconscious minds instead. Gain a deeper understanding of the unconscious factors driving consumer preference. Zane guides you in increasing your brand’s “mind share,” ensuring consumers develop positive associations with your brand and a bias toward choosing it over the competition.

Summary

Stop trying to persuade customers and start appealing to their unconscious minds.

Unconscious, instinctual decision-making is responsible for as much as 95% of your daily choices. Thus, brands that hope to best their competitors will be those that appeal to consumers’ unconscious minds. Marketers must eschew approaches that rely on logical persuasion, turning their focus instead to better understanding unconscious drivers.

Many of the metrics that companies rely on to determine their influence with customers, such as the Net Promoter Score (NPS), hinge on what consumers can recall using their conscious minds. Therefore, these measures provide limited help to marketers hoping to tap into the power of unconscious choice. The best way to ensure you stay in people’s unconscious minds is to embed your brand into their memories and associations. Your brain makes connections similarly to a large language model (LLM) — only your brain can make about 100 trillion connections compared with the trillion ChatGPT could make in 2022. By making your brand memorable, or “sticky,” you can change the...

About the Author

Leslie Zane is an instinctive marketing expert, a TEDx speaker, and the founder of the brand consulting firm Triggers.

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