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Why Flaws Make You More Likable | Richard Shotton

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Oct 27, 2025

Guest

Richard Shotton

Richard Shotton, a behavioral science expert and author of "Hacking the Human Mind," shares fascinating insights into the art of persuasion. He reveals how using concrete language can boost trust and retention, while admitting flaws can actually make you more likable. Richard explains the power of social proof and the importance of scarcity in marketing tactics, illustrated by real-world examples like Starbucks and the pumpkin spice phenomenon. He offers actionable tips to harness these psychological principles in both personal and professional interactions.

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INSIGHT

Make Ideas Visually Concrete

Concrete, visual language is far more memorable than abstract phrases.
People remembered concrete phrases about ten times more often in Richard Shotton's study.

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ANECDOTE

How Apple Made Storage Tangible

Apple turned abstract storage into a vivid image: "a thousand songs in your pocket."
That concrete phrasing boosted memorability and understanding during the iPod launch.

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ADVICE

Use Simple Language To Impress

Use simple words; clear language makes you seem smarter.
Replace complex terms with simple equivalents to increase perceived intelligence.

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Speak in Precise Terms for Trust and Memorability

01:11 • 5min

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Concrete vs. Abstract Language Improves Recall

05:52 • 4min

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Keep Language Simple to Appear Smarter

10:21 • 2min

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Admitting Flaws Boosts Likeability (Pratfall Effect)

12:24 • 7min

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Use Third-Party Messengers to Increase Credibility

Implying Norms Beats Explicit Claims

Why Social Proof Is Deeply Rooted in Evolution

33:34 • 2min

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Scarcity and Habituation Make Seasonal Products Desired

35:55 • 5min

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Use Scarcity in Scheduling to Increase Bookings

41:11 • 2min

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Create Open Loops to Hold Attention (Zeigarnik Effect)

43:27 • 6min

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Test Small Psychological Hacks and Iterate

49:31 • 2min

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Use Information Gaps and Secrets to Add Perceived Value

51:40 • 2min

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Leverage Present Bias to Increase Conversions

53:43 • 4min

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Attach Actions to Clear Moments to Close Intention-Action Gaps

58:00 • 1min

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Be Distinctive to Be Remembered (von Restorff Effect)

59:19 • 2min

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Breaking Conventions Signals Status and Attracts Attention

01:01:15 • 3min

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Giving People Illusions of Control Increases Commitment

01:03:50 • 2min

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Where to Find the Book and Further Reading

• Mentioned in 11 episodes

Hacking the Human Mind

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Michael Aaron Flicker

Richard Schott

#140

• Mentioned in 108 episodes

The Tipping Point

How Little Things Can Make a Big Difference

Malcolm Gladwell

In The Tipping Point, Malcolm Gladwell examines the phenomenon of social epidemics and how ideas, products, and behaviors spread rapidly. He introduces three key principles: the law of the few (the role of connectors, mavens, and salespeople in spreading ideas), the stickiness factor (how messages or trends must be memorable to spread), and the power of context (how environment and circumstances influence human behavior). Gladwell uses various examples, such as the rise in popularity of Hush Puppies shoes, the decline in New York City's crime rate, and the success of children's TV programs like Sesame Street, to illustrate these concepts. The book provides insights into how small changes can lead to large-scale social and behavioral transformations.

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

Check in with AJ and Johnny!

⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠AJ on LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

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