Everyone Hates Marketers | No-BS Marketing & Brand Strategy Podcast 4 ½ Psychological Biases Every Marketer Needs to Know
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Dec 19, 2023 
Richard Shotton, a pioneer in applying behavioural science to marketing, discusses the power of human biases, the importance of specificity in marketing, breaking conventions, the declining use of humor, and the various psychological biases marketers should be aware of.
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Present Bias And Concreteness Matter
- Present bias makes people prioritise immediate benefits over future ones, undermining long-term goals like pensions or climate action.
- Concreteness boosts motivation because people remember vivid, visualisable details far better than abstract ideas.
Shift Costs To The Future
- Use timing to move pain away from now, for example ask people to increase pension contributions when they next get a pay rise.
- Align the timing of cost and benefit to work with present bias rather than against it.
Charity Test Of 'Give More Tomorrow'
- Anna Brannon's charity work showed asking donors to increase donations in a few months raises generosity more than asking for increases immediately.
- You can adapt 'save more tomorrow' into 'give more tomorrow' for fundraising.