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 tips on 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 can provide you a short-term enhance 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 Alternative Manufacturing facility,” a best-selling ebook on advertising biases. His contributions have earned him honors from the IPA and affiliations with Churchill School, Cambridge College. His latest ebook, “Phantasm of Alternative,” 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 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 value 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 Tips on how 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 Method 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 Alternative: https://www.amazon.com/Phantasm-Alternative-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 Alternative Manufacturing facility: https://www.amazon.com/The-Alternative-Manufacturing facility-Richard-Shotton-audio/dp/B07GSDPLK3/ref=sr_1_1?crid=26Z8U2EXW2WRB&key phrases=the+selection+manufacturing facility&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/consumer/marketingkaye
  • https://www.fb.com/marketingkaye/
  • https://www.kayeputnam.com/
  • https://www.kayeputnam.com/brand-clarity-collective/

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