Uncensored CMO

Why we buy what we buy - Richard Shotton

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Dec 16, 2019
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ANECDOTE

From Articles to Book

  • Richard Shotton wrote many behavioral science articles to easily share experiments with clients.
  • These articles later helped him create his successful book, The Choice Factory.
INSIGHT

Rhyme Boosts Believability

  • Rhyming phrases are more memorable and believable than non-rhyming ones.
  • Despite evidence, use of rhyme in advertising has sharply declined over decades.
INSIGHT

Lost Marketing Techniques Persist

  • Distinctive brand assets like mascots have declined, yet they remain powerful for memorability.
  • Many effective marketing techniques have fallen out of fashion despite proven impact.
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