Take A Look Into Your Customer's Mind

By Author: Kaye Z. Marks
Total Articles: 252
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Why exactly do certain advertisements appeal to certain people?

The most obvious solution would be a matter of interests. Men who enjoy home improvement will be drawn in by a home improvement advertisement. You play up the interests that you know they have.

This is where a lot of companies might end when looking at how a person perceives advertisements. There are a lot more details to why certain ads work with certain people.

Going beyond something as basic as hobbies or interests, understanding the conscious and subconscious ways that people take in advertisements can do a lot to target the largest group of people possible.

The conscious mind: This part of the mind is going to focus on primarily the facts of the advertisement. Are you telling them about a sale or a new product about to be released? Are you explaining to them in detailed information that your company is the best one for them to shop at? All of this information is going to register the most with the conscious mind. Here you need to develop a great reason for them to come in. Catchy headlines and interesting tidbits of information about ...
... your industry will register most with the conscious part of the mind.

The unconscious mind: Here is where images and layout come into the play. Color printing will have the biggest impact on the unconscious part of the mind. This is something that does not deal with analyzing and looking at the facts. If you have a pleasing image or a nice, comfortable layout, it will affect the unconscious part of the mind the most. Quite often, you might see something that just appeals to you and you cannot quite say why. There is your unconscious mind at work.

So how can you combine these two sides to make a great advertisement?

By knowing that both sides of the mind are going to have an impact on how people view your ads you can make sure both sides are getting what they need.

Use color printing and properly design the advertisement to best appeal to the unconscious level. Give them something that they simply like to look at.

Next focus on the actual text you are using in the advertisement to give them the best information you can. Word things in a way that gives people exactly what they need to know as fast and efficiently as possible.

Looking back at the above example of the home improvement buff, just because you are selling something dealing with home improvement, if it does not appeal to him because of the language or design, he still will not have interest in buying. Focusing on common interest is good, sure, but it only works if you understand how everything else in your advertisements affects people.

Your job is to make sure that when they are done reading your ads, every part of their mind is pleased.

Kaye Z. Marks is an avid writer and follower of developments in color printing industry and how these improvements can benefit small to medium-scale business.