DataFramed

#324 Using Behavioral Science to Hack Your Customers Minds with Richard Shotton, Founder at Astroten

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Sep 29, 2025
Richard Shotton, behavioral science consultant and founder of Astroten, dives into the intriguing intersection of psychology and marketing. He discusses how concrete language can massively enhance memorability and why simplicity trumps jargon in communication. Shotton highlights the power of 'fresh-start' moments, showing how they boost receptiveness to change. He shares insights on using social proof effectively and the pratfall effect—how admitting flaws can actually make brands more appealing. Packed with actionable strategies, this conversation reveals the untapped potential of behavioral science in influencing consumer decisions.
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INSIGHT

Make Language Visual And Concrete

  • Visualisable language is far more memorable than abstract numbers or jargon.
  • Use concrete imagery like “a thousand songs in your pocket” to boost recall and persuasion.
ADVICE

Simplify Language To Gain Credibility

  • Keep explanations simple and avoid needless jargon to increase perceived intelligence and clarity.
  • Replace complex words with plain alternatives to improve comprehension and trust.
INSIGHT

People Prefer Mental Shortcuts

  • People are cognitive misers who use heuristics for quick decisions rather than full rational analysis.
  • Work with predictable biases instead of trying to overturn human nature when influencing behavior.
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