Why Flaws Make You More Likable | Richard Shotton
The Art of Charm
Be Distinctive to Be Remembered (von Restorff Effect)
Richard analyzes Liquid Death's unconventional branding and how distinctiveness drives recall and success.
What makes people trust you faster, remember your message longer, and say “yes” more often? Behavioral science has the answers. In this episode, AJ and Johnny sit down with behavioral science expert and author Richard Shotton to break down the psychological tactics behind persuasion, trust, and influence that anyone—not just brands—can use.
From the power of concrete language to the pratfall effect, messenger bias, social proof, and scarcity hacks, Richard explains why these timeless psychological triggers work just as well in networking and sales as they do in billion-dollar marketing campaigns. Whether you’re trying to stand out in a crowded room or get people to take action, these strategies are your edge.
What to Listen For
[00:00:00] Why ancient persuasion tactics still work today
[00:00:53] Abstract vs. concrete language — why clarity wins
[00:05:20] How Apple’s “1000 songs in your pocket” made history
[00:09:59] Why simple language makes you seem smarter
[00:12:21] The pratfall effect — why flaws make you more likable
[00:14:42] How to use the messenger effect to boost credibility
[00:21:16] Social proof done right (and why most people get it wrong)
[00:30:56] Scarcity and the pumpkin spice effect — why limits drive desire
[00:36:23] Zeigarnik effect — the open loop that holds attention
[00:51:40] Distinctiveness and the Liquid Death effect
[00:55:42] How breaking small conventions signals status
[00:57:05] Why giving people control boosts persuasion
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Episode resources:
Hacking the Human Mind: The behavioral science secrets
Richard Shotton: Behavioural Science
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