Modern Wisdom #1053 - Richard Shotton - 11 Psychology Tricks From the World’s Best Brands
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Jan 31, 2026 
Richard Shotton, behavioural scientist, founder of Astroten and author, explains how brands use psychology to stick in memory. Short takes cover concrete language, packaging and price signals, scarcity and habituation, humour and distinctiveness, messenger credibility, and the illusion of effort. Quick, punchy examples show why some marketing feels inevitable and memorable.
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Embed Scarcity To Boost Engagement
- Bake scarcity into product design to boost engagement.
- Wordle's daily-only model created anticipation and massively increased adoption.
Messenger Choice Multiplies Persuasion
- Who delivers a message matters nearly as much as the message itself.
- Neutral, credible, and relatable messengers multiply persuasive power.
Use Big Partnerships As Credible Signals
- Use high-profile partnerships as costly signals of brand belief.
- Extravagant celebrity tie-ins signal confidence and screen out unserious brands.
