Blog Content Appeals to Unconscious and Conscious Awareness

Decades ago, Sigmund Freud argued that there are meanings, highly significant to humans, but which are obscured from immediate awareness. The discovery of those unconscious meanings attached to products and services allows advertisers to design appeals to tap those motivations, the authors of Persuasion in Advertising explain.

The concept of “selling to the unconscious” as Joel Weinberger writes in, is no longer “new news”.  In fact, in purchasing products and services, unconscious processing is as least as important in human decision-making, Weinberger stresses. We blog content writers should find Weinberger’s analysis of the difference between the way consumers choose products compared to the way they choose services to be especially relevant to our work. If a purchase is likely to be a thought-out decision that is not repeated often, he teaches, messaging should focus on conscious values; if a purchase is something that is frequent, or just happens, messaging should focus on unconscious values.

“Conscious thought has but a minority stake in the human decision making process, “ emphasizes. Traditional marketing tends to neglect the sub-conscious, the authors say, but that is not where many decisions are made. Most marketing practices, they add, “polish the pros, muffle the cons, and sometimes inject some emotions.” In the end, they caution, “science-based marketing evolution cannot be avoided”.

Tangible products are often thought to be easier to market, observes, They can be shown, demonstrated, touched, and displayed.  Services, on the other hand, are intangible, and it can be harder to show value. Besides, unlike products, once services have been consumed, they cannot be resold or reused.

Arke disagrees, pointing out that both service and product-based organizations compete on the quality of both products and services in terms of the customer experience. On the other hand, Arke points out, when people are involved, there is room for error and inconsistency.

At Say It For You, where we create content to market both products and services, we know that our main goal is to raise prospects’ awareness of solutions. Since, in practical terms, we are not aiming for an immediate sale, we blog content writers keep on telling the business’ or the practice’s story in its infinite variations over long periods of time, knowing that, to a certain extent, the readers who end up as clients and customers have self-selected rather than having been “sold”.

In fact, when you’re composing business blog content, I teach at Say It For You, imagine readers asking themselves (perhaps on a subconscious level) – “How will I use the product (or service)?” “How will I feel?”
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