I've just launched a new YouTube channel!! The concept? I take real businesses struggling to stand the f*ck out, provide my positioning/branding/lead gen help, and record it all for YouTube. The first mini-series features three freelance marketers (copywriter Rob, ecommerce designer Laura, and non-fiction book coach Vicky).I hope you'll set aside half an hour to watch it through. Maybe with your morning coffee? Or lunch break? Or evening onion soup? And then, the usual "Subscribe, Like, Share" would go a long, long way too.https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q***Richard Shotton is a pioneer in applying behavioural science to marketing. He started his career as a media planner, handling esteemed accounts like Coke, Lexus, and comparethemarket, before founding Astroten, a consultancy dedicated to leveraging behavioural science in marketing.With a robust twenty-three-year tenure in the marketing domain, Richard has been instrumental in helping brands such as Google, Mondelez, and BrewDog navigate their challenges. His book, "The Choice Factory," has captivated readers in fifteen languages, teaching how behavioural science holds the key to resolving business challenges. Following this success, his latest book, "The Illusion of Choice," was released in March 2023, further cementing his influence in the field.Adding to his accomplishments, Richard attained an associate position at the Moller Institute, Churchill College, Cambridge University, in 2021, affirming his dedication to advancing the understanding and application of behavioural science in academia and the marketing landscape.Topics Covered:(00:00) - – Intro (04:10) - – Human present and concreteness biases (05:41) - – Case study of industries navigating the human bias (12:30) - – The power of specificity (18:10) - – The "Red Sneakers Effect” (20:10) - - Breaking conventions and status perception (30:10) - – The declining use of humour in marketing (35:59) - – The importance of concreteness (39:40) - – The power of framing in marketing (45:26) - – The peak-end rule in advertising ***→ Buy my book: book.stfo.io→ Watch my YouTube channel: https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q→ Take my 60-second quiz: stfo.io/q→ See my pretty face on LinkedIn: https://www.linkedin.com/in/louisgrenier/→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r→ Leave a review on Spotify: https://open.spotify.com/show/7iEF1qovZZiaP1iRtxGARo🐔

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“What did the council decide on item 42?” — answered with the speaker and the moment.

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