Richard Shotton

speaker

1,228 appearances 5 recordings 4 series first heard Jan 2026 last heard 27 Jun

Richard Shotton’s voice in public audio — every appearance, attributed to the second.

Trend

recordings per month · last 12 months

Recordings per month over the last 12 months — 5 in all, peaking in Jun 2026 with 3.

Appearances

newest first · ▶ plays the moment

Modern Wisdom · 11 Psychology Tricks From the World’s Best Brands - Richard Shotton - #1053 · 31 Jan 2026 podcast

So if there is a brand that gets a celebrity like JLo, the general person on the street won't know whether JLo costs, and I don't know whether she costs 100 million or 50 million, but I know she's very, very expensive.

And that sends a credible signal about how much the brand believes in their offering.

The argument being extravagant advertising works in the long term.

If I hire J-Lo to advertise my terrible soft drink, I might get people to try it once, but they're not going to recommend it to their friends.

They're not going to come back.

I'm going to go bust.

But if I have a brilliant soft drink and I get J-Lo to be the face of it, well, then it works out for me because I know that...

People will try it, recommend it, and it will go on and on and on like that.

So the fact that extravagant spend is an effective screening mechanism, only people who genuinely believe in their brand would do it because if you thought your brand was awful, adopting that largesse would make you bust.

That's, I think, what makes it a credible and powerful and persuasive signal.

So KFC, there's a few different things there.

I think the power of a secret is quite interesting.

But the other one that they did that I really loved was a bit more tactical, but it's kind of one of the themes that we've come back to again and again, which is this power of scarcity.

So they did a slightly different approach to the examples we've discussed so far.

And there was a wonderful Australian campaign, I think it was back in, first in 2016, where they would promote $1 chips.

So you get these big, large fries for $1.

Very, very good deal.

And when they did it for the first few years, hidden in the tiny little T's and C's at the bottom of the ads was the fact that you could only get four bags of chips per person.

What the marketing team did was put that front and center of the messaging.

So they tested loads of different behavioral science biases that could boost sales.

Showing 561–580 of 1,228 · page 29 of 62