Who Is Your Client and How Do You Approach Them?

In order to better serve the character and needs of their customers, and ultimately sell more, marketing professionals first define their target-group profiles. This is the reason that the electronics chain MediaMarkt uses a red colour in its marketing, and that Holland & Barrett pervasively uses the colour green. The colour red attracts dominant individuals in search of a good deal for a new gadget, while the colour green assures those in search of security, natural health and beauty items that all products are anointed by Mother Nature herself ( Figure 20.1 ). This is due to subliminal messaging which communicates with the emotional, limbic centre of the brain, accounting for the vast majority of an individual’s decisions. Even if you spend months on end evaluating different vehicles, your brain’s emotional centre may have already made the decision, your well-intended research done in vain. Your critical faculties then actively support the emotional decision as a rational one.