Behavioral Science For Brands: Leveraging behavioral science in brand marketing. Interview: Steve Martin, author of Messengers, on the eight key traits of an effective messenger
May 29, 2025
In a candid discussion, Steve Martin, co-author of the influential book 'Yes!', shares his expertise in persuasion as the CEO of Influence at Work UK. He dives deep into the eight traits that define an effective messenger and emphasizes the powerful role these traits play in how messages are received. The conversation also explores the tricky nature of trust in today’s world, highlighting strategies for brands to enhance credibility and engage consumers effectively. Prepare for insights that blend science with practical marketing wisdom!
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Steve Martin's Start in Influence
- Steve Martin shared how he connected with Robert Cialdini, starting a 25-year collaboration in influence research.
- A chance contact and timing turned into a lasting professional partnership and deep friendship.
The Messenger Is The Message
- The messenger often shapes how the message is received more than the content itself.
- Society increasingly relies on who delivers a message as a shortcut for trust and truth.
Hard vs Soft Messenger Traits
- Messengers fall into hard traits like status and competence, or soft traits like warmth and trustworthiness.
- The persuasive power depends on context and which traits resonate more with the audience.
