The Science of Persuasion

On this episode, I had the pleasure of chatting with Richard Shotton, a behavioral science professional who is aware of a factor or two about advertising. He gave us some unimaginable insights into easy methods to apply behavioral science to branding and shopper conduct. 

One of many coolest issues we realized was that embracing imperfections in your branding can really make you extra relatable and endearing to your prospects. Plus, leveraging behavioral biases can provide you a short-term increase whereas additionally constructing belief together with your viewers. Win-win!

Richard is the founding father of Astroten, serving to manufacturers like Google and Barclays apply behavioral science. He authored “The Selection Manufacturing unit,” a best-selling ebook on advertising biases. His contributions have earned him honors from the IPA and affiliations with Churchill Faculty, Cambridge College. His latest ebook, “Phantasm of Selection,” is out now. 

We speak about:

• [0:00] Intro
• [1:35] The second that ignited Richard’s ardour for behavioral science
• [4:05] The artwork of embracing imperfections in branding
• [8:13] Utilizing behavioral biases for short-term outcomes and constructing belief
• [10:27] 16 ½ psychological biases that affect what we purchase
• [11:51] The hole between what individuals say and do
• [16:58] Richard’s course of for writing his books
• [19:11] Making complicated research extra accessible
• [20:22] Concrete vs. summary: the facility of visualization in communication
• [25:21] How worth notion influences worth
• [28:43] Richard’s must-read books for advertising and enterprise
• [30:06] Richard’s recommendation to entrepreneurs

  Join with Richard Shotton right here:

  • https://www.astroten.co.uk/
  • https://www.linkedin.com/in/richard-shotton-a555541/

   

  Mentions:

  • Alchemy: The Shocking Energy of Concepts That Don’t Make Sense: https://www.amazon.com/Alchemy-Shocking-Energy-Concepts-Sense/dp/0753556529
  • Affect, New and Expanded: The Psychology of Persuasion: https://www.amazon.com/Affect-New-Expanded-Psychology-Persuasion/dp/B08RLT11Q3/ref=sr_1_1?crid=1C5W3C9YPFU1D&key phrases=affect+ebook&qid=1685032749&s=books&sprefix=affect+boopercent2Cstripbookspercent2C139&sr=1-1 
  • Priceless: The Delusion of Honest Worth (and The way to Take Benefit of It): https://www.amazon.com/Priceless-Delusion-Honest-Worth-Benefit-ebook/dp/B003DRO5OY/ref=sr_1_2?crid=2ABTZHVOSEAT7&key phrases=priceless+applies+psychology+to+pricing&qid=1685032829&s=audible&sprefix=priceless+applies+psychology+to+pricingpercent2Caudiblepercent2C207&sr=1-2
  • Atomic Habits: An Straightforward & Confirmed Approach to Construct Good Habits & Break Unhealthy Ones: https://www.amazon.com/Atomic-Habits-James-Clear-audiobook/dp/B07RFSSYBH/ref=sr_1_1?crid=FU62BYK81PUN&key phrases=atomic+habits&qid=1685032876&sprefix=atomic+habpercent2Capspercent2C531&sr=8-1
  • Phantasm of Selection: https://www.amazon.com/Phantasm-Selection-Psychological-Biases-Affect/dp/B0BXFJF2BJ/ref=sr_1_1?crid=BKX9PW2NEJ5Z&key phrases=phantasm+of+alternative&qid=1685037880&sprefix=phantasm+of+choicepercent2Capspercent2C255&sr=8-1
  • The Selection Manufacturing unit: https://www.amazon.com/The-Selection-Manufacturing unit-Richard-Shotton-audio/dp/B07GSDPLK3/ref=sr_1_1?crid=26Z8U2EXW2WRB&key phrases=the+alternative+manufacturing unit&qid=1685037906&s=audible&sprefix=the+alternative+factorpercent2Caudiblepercent2C144&sr=1-1

   

   Join with Kaye right here:

  • Model Character Quiz: https://www.kayeputnam.com/brandality-quiz/
  • https://www.youtube.com/person/marketingkaye
  • https://www.fb.com/marketingkaye/
  • https://www.kayeputnam.com/
  • https://www.kayeputnam.com/brand-clarity-collective/

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