The Science of Persuasion

In this episode, I had the pleasure of chatting with Richard Shotton, a behavioral science expert who knows a thing or two about marketing. He gave us some incredible insights into how to apply behavioral science to branding and consumer behavior. 

One of the coolest things we learned was that embracing imperfections in your branding can actually make you more relatable and endearing to your customers. Plus, leveraging behavioral biases can give you a short-term boost while also building trust with your audience. Win-win!

Richard is the founder of Astroten, helping brands like Google and Barclays apply behavioral science. He authored “The Choice Factory,” a best-selling book on marketing biases. His contributions have earned him honors from the IPA and affiliations with Churchill College, Cambridge University. His newest book, “Illusion of Choice,” is out now. 

We talk about:

• [0:00] Intro
• [1:35] The moment that ignited Richard’s passion for behavioral science
• [4:05] The art of embracing imperfections in branding
• [8:13] Using behavioral biases for short-term results and building trust
• [10:27] 16 ½ psychological biases that influence what we buy
• [11:51] The gap between what people say and do
• [16:58] Richard’s process for writing his books
• [19:11] Making complex studies more accessible
• [20:22] Concrete vs. abstract: the power of visualization in communication
• [25:21] How price perception influences value
• [28:43] Richard’s must-read books for marketing and business
• [30:06] Richard’s advice to entrepreneurs

  Connect with Richard Shotton here:

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

   

  Mentions:

  • Alchemy: The Surprising Power of Ideas That Don’t Make Sense: https://www.amazon.com/Alchemy-Surprising-Power-Ideas-Sense/dp/0753556529
  • Influence, New and Expanded: The Psychology of Persuasion: https://www.amazon.com/Influence-New-Expanded-Psychology-Persuasion/dp/B08RLT11Q3/ref=sr_1_1?crid=1C5W3C9YPFU1D&keywords=influence+book&qid=1685032749&s=books&sprefix=influence+boo%2Cstripbooks%2C139&sr=1-1 
  • Priceless: The Myth of Fair Value (and How to Take Advantage of It): https://www.amazon.com/Priceless-Myth-Fair-Value-Advantage-ebook/dp/B003DRO5OY/ref=sr_1_2?crid=2ABTZHVOSEAT7&keywords=priceless+applies+psychology+to+pricing&qid=1685032829&s=audible&sprefix=priceless+applies+psychology+to+pricing%2Caudible%2C207&sr=1-2
  • Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones: https://www.amazon.com/Atomic-Habits-James-Clear-audiobook/dp/B07RFSSYBH/ref=sr_1_1?crid=FU62BYK81PUN&keywords=atomic+habits&qid=1685032876&sprefix=atomic+hab%2Caps%2C531&sr=8-1
  • Illusion of Choice: https://www.amazon.com/Illusion-Choice-Psychological-Biases-Influence/dp/B0BXFJF2BJ/ref=sr_1_1?crid=BKX9PW2NEJ5Z&keywords=illusion+of+choice&qid=1685037880&sprefix=illusion+of+choice%2Caps%2C255&sr=8-1
  • The Choice Factory: https://www.amazon.com/The-Choice-Factory-Richard-Shotton-audio/dp/B07GSDPLK3/ref=sr_1_1?crid=26Z8U2EXW2WRB&keywords=the+choice+factory&qid=1685037906&s=audible&sprefix=the+choice+factor%2Caudible%2C144&sr=1-1

   

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