We like to think that we are in control of our lives and that our decisions are the result of careful thought processes. However, the truth is that most of our decisions are not conscious. They are deeply rooted in our minds and influenced by our emotions.

In a recent video, marketing expert, Sujan Patel, talks about the role of subconscious decisions in marketing. He argues that marketing is about triggering action, and to do that, marketers need to influence people’s subconscious. This means connecting with people on a deeper level and creating offers that are so compelling that people feel like they have no other choice but to act.

But why are our decisions not conscious? According to Patel, we subconsciously make decisions because we are emotional creatures. We buy things that make us feel good and then come up with logical justifications for our choices. For example, you might buy an expensive SUV because it makes you feel good emotionally, but then justify your decision by saying that you need it to see clients.

This is where the famous quote comes in: “People emotionally buy something and logically justify it.” Essentially, we make decisions based on how we feel, and then use logic to back up those decisions. As a result, we often don’t realize that our decisions are not conscious.

So, what does this mean for marketing? It means that marketers need to figure out how to influence people’s emotions in order to trigger action. They need to connect with people on a deeper level and create offers that are so compelling that people can’t resist them. To do this, marketers can use tools like contrast, reciprocity, and scarcity, which are outlined in Robert Cialdini’s book, Influence.

Cialdini’s book is often referred to as the Bible of marketing because it provides a blueprint for how to influence people’s subconscious. By understanding the principles outlined in the book, marketers can create marketing materials that deeply connect with people and trigger action.

However, marketing is not just about getting attention. The goal of marketing is to get specific people to take action. This might be something as small as liking a Facebook post or leaving a comment on a video, but it’s still an action. These small actions are what Cialdini calls “micro actions.” By getting people to take a small action, marketers can then lead them to take a slightly bigger action, and so on.

Cialdini provides an example of this in his book. He talks about an organization in Canada that had difficulty getting people to donate bone marrow. To solve this problem, the organization asked people to wear a pin to support patients with bone marrow cancer. Those who wore the pin were then asked to visit cancer patients, and those who visited were asked if they would be willing to donate bone marrow. As a result of these micro actions, 80% more people donated bone marrow.

This example illustrates the power of micro actions and how they can lead to bigger actions. By getting people to take a small action, marketers can start them on a journey that leads to a bigger action.

In conclusion, our decisions are not as conscious as we think. They are deeply rooted in our emotions and influenced by our subconscious. This means that marketers need to figure out how to influence people’s emotions in order to trigger action. By understanding the principles outlined in Cialdini’s book, marketers can create marketing materials that deeply connect with people and lead them to take action. By getting people to take small actions, marketers can then lead them to take bigger actions and ultimately achieve their marketing goals.

Click Here to Watch The Video: https://youtu.be/B9xav2ZoaZY