The Science of Persuasion

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

One of many coolest issues we realized was that embracing imperfections in your branding can truly make you extra relatable and endearing to your clients. Plus, leveraging behavioral biases may give you a short-term increase whereas additionally constructing belief along 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 e-book on advertising biases. His contributions have earned him honors from the IPA and affiliations with Churchill School, Cambridge College. His latest e-book, “Phantasm of Selection,” is out now. 

We discuss:

• [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 folks 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 ability 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+e-book&qid=1685032749&s=books&sprefix=affect+boopercent2Cstripbookspercent2C139&sr=1-1 
  • Priceless: The Fable of Truthful Worth (and Take Benefit of It): https://www.amazon.com/Priceless-Fable-Truthful-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 Option to Construct Good Habits & Break Dangerous 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+selection&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+selection+manufacturing unit&qid=1685037906&s=audible&sprefix=the+selection+factorpercent2Caudiblepercent2C144&sr=1-1

   

   Join with Kaye right here:

  • Model Persona 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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