Social Media Marketing Podcast Hacking the Human Mind With Applied Behavioral Marketing
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May 30, 2024 
Richard Shotton, an expert in applied behavioral science, discusses leveraging biases in marketing, making concepts memorable, building trust through precision messaging, and embracing flaws for success. He also explores the power of scarcity in marketing, consequences of misusing behavioral biases, and the importance of ethical practices in shaping desired actions.
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Localizing Appeals Increased Blood Donations
- Richard Shotton discovered applied behavioral science while improving a UK blood-donation campaign by localizing appeals.
- Tailoring messages to create personal responsibility boosted response rates by 10–15%.
Behavioral Science Is Highly Practical
- Behavioral science is directly relevant because marketing is fundamentally behavior change.
- Its robustness comes from peer-reviewed experiments, and its range covers many marketing problems.
Make Benefits Concrete And Visual
- Translate abstract claims into concrete, visualizable language to boost memorability.
- Replace vague benefits like "quality" with vivid specifics such as "we answer within two rings."