#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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Behavioral science is revolutionizing how businesses connect with customers and influence decisions. By understanding the psychological principles that drive human behavior, companies can create more effective marketing strategies and product experiences. But how can you apply these insights in your data-driven work? What simple changes could dramatically improve how your audience responds to your messaging? The difference between abstract and concrete language can quadruple memorability, and timing your communications around 'fresh start' moments can increase receptivity by over 50%. Whether you're designing user experiences or communicating insights, understanding these hidden patterns of human behavior could be your competitive advantage.

Richard Shotton is the founder of Astroten, a consultancy that applies behavioral science to marketing, helping brands of all sizes solve business challenges with insights from psychology. As a keynote speaker, he is known for exploring consumer psychology, the impact of behavioral experiments, and how biases shape decision-making. He began his career in media planning over 20 years ago, working on accounts such as Coca-Cola, Lexus, Halifax, Peugeot, and comparethemarket. He has since held senior roles including Head of Insight at ZenithOptimedia and Head of Behavioral Science at Manning Gottlieb, while also conducting experiments featured in publications such as Marketing Week, The Drum, Campaign, Admap, and Mediatel. Richard is the author of two acclaimed books: The Choice Factory (2018), which was named Best Sales & Marketing Book at the 2019 Business Book Awards and voted #1 in the BBH World Cup of Advertising Books; and The Illusion of Choice (2023), which highlights the most important psychological biases business leaders can harness for competitive advantage.

In the episode, the two Richards explore the power of behavioral science in marketing, the impact of visual language, the role of social proof, the importance of simplicity in communication, how biases influence decision-making, the fresh start effect, the ethical considerations of using behavioral insights, and much more.

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