Why we buy what we buy - Richard Shotton

Richard is author of the No.1 Marketing Book The Choice Factory which was the winner of BBH’s World Cup of Advertising books in 2018 beating some industry heavy-weights. Richard has 20 years of experience in Advertising planning, market research and behavioural science and last year made the big leap to set up a consultancy following the success of his book.

In this episode

• How he ended up writing the best-selling marketing book of 2019
• Why behavioural science should matter to every marketer
• Why rhyming phrases are not just more memorably but also more believable too
• How the decline in CMO & agency tenure is impacting on long term effectiveness
• How our own experience impacts on our perceptions (the false consensus effect)
• The impact of social proof on sales and how to use it
• Why you’ll spend less on a night out when paying cash
• How making something easy is a huge competitive advantage
• Why branded glasses make beer taste better and worth more
• Why a 4.5* review beats a 5* review (the pratfall effect)
• How many of the best ideas happened by accident but were

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Twitter | @uncensoredCMO

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Get in touch:
Website | www.uncensoredcmo.com

Email | jon@uncensoredcmo.com

Follow Richard:

Twitter | @rshotton

The Choice Factory