BrainFuel

This episode explores the murder mystery genre and how thinking like a detective can help you understand your audience - the first step to communicating change. The three key questions - 1. Do they have the means (to make the change)? 2. What is their motive?  3. Do they have opportunity!   Anyone near Plymouth, UK on 7 November - come along to our in-person live workshop to find out more!  Click here for more info Anyone not online - keep an eye out for our murder mystery meets behavioural science challenge - coming soon!        

This episode talks through what habits are and how to write a behavioural statement so you can get clarity on the challenge you are working to solve. 3 AHA moments 💡 Your audience may not be aware of their habits. They are behaviours that take place on autopilot.  Habits are contextual so by focussing on the trigger and time before the behaviour takes place is key to changing behaviour. Once formed habits do not need rewards but they will use them when forming. When thinking about your audience's barriers and rewards ask if they are still relevant and if the barrier is now lack of reward.   Subscribe to BrainFuel 🧠 To get the Habit Worksheet join the podcast's sister newsletter 'BrainFuel'  www.behaviourchange.marketing/subscribe   Behaviour Change Marketing Bootcamp News ⚡ Final date for 2023 announced  Wednesday 13th December 2023    

Today's episode welcomes Nedra Kline Weinreich, president and founder of Weinreich Communications. Nedra has over 25 years experience delivering social marketing to create positive change on health and social care issues.    Quote from Nedra "I would say the the biggest issue that I see in campaigns that are trying to reduce stigma, whether it's around mental health issues, or any other kind of stigmatised issue is you want to avoid the S word, which is stigma. If you keep talking about how there's a stigma to mental illness, or to getting treatment, and that we need to remove the stigma, what that actually does is reinforce that there's a stigma. We shouldn't be talking about the stigma over and over again." What is social marketing? Nedra explains what social marketing is in 60 seconds and how it is different to a traditional behavioural science research approach.  Social marketing Mental Health Campaign Nedra shares the campaign "Take Action for Mental Health" a campaign designed to help you check in, learn more, and get support for your own mental health or the mental health of someone you care about.  3 aha moments 💡 Stigma is not the main barrier. Tools to talk are. Talking about stigma normalises stigma. Avoid the 's' word When talking about suicide, don't normalise it as an option instead talk about the hope and help. Hope that it can be stopped. Help - where the services are. Who people can turn too.   Nedra's book recommendation Made to Stick by Chip &  Dan Heath  Links Take Action for Mental Health - https://takeaction4mh.com/ Take Action for Mental Health evaluation - https://www.rand.org/pubs/research_reports/RRA2101-1.html Suicide prevention messaging toolkit -https://www.suicidepreventionmessaging.org/  Nedra's website includes free social marketing resources - https://social-marketing.com/   Few seats left! Join us at Behaviour Change Marketing Bootcamp  The next Bootcamp training takes place on 31st October 2023.  ➡️Click here to find out more. ⬅️  

Today's episode explains why Behaviour Change Marketing Bootcamp training is not a course! Not because we don't love training. But because the training is designed to focus on skills development and for busy pros who are short on time. It accelerates your learning through a dedicated one-day where we can kick-start your application of behavioural science to your work.  This November we have four weeks follow up for everyone - so that when you get going back at the ranch you can check in with questions that you never thought of in the day. Plus we're all about stopping the duplication and starting to stand on each others shoulders by sharing our wins and hints and tips! That's why - once you have been through Bootcamp ALL MASTERCLASSES are then free! So you can keep learning and growing. This episode is late out and we missed the early bird - so for any Podcast fans reading this - use the coupon code PODCAST and it will give an extra 25% saving!        

Learn how to use uncertainty in messaging to drive behavior change. Understand the negative effects of uncertainty and the biases that impact messaging. Discover the importance of addressing audience perspectives and using concrete language. Find out about bonus masterclasses and the power of swapping objectives to influence decision-making.

This episode is a Behind the Scenes look at the reality of using behavioural science in the workplace. Alison Trout works with Ruth the host to run behavioural insight deep dives and shares the a behind the scenes look at the framework COM_B.   Quotes "you have to quite courageous to use this approach...!" Alison Trout   Three aha moments Be prepared to tell people what their real problem is! Be prepared to get comfortable - uncomfortably Be prepared to check for unintended consequences   Book Thinking Fast & Slow, Daniel Kahneman, 2011  Chapters     Applying behavioural science in public health. (2:35)   Applying behavioural science in local councils. (7:16)   Using behavioural science in organizational projects. (11:18)   Using behavioural science in marketing campaigns. (16:53)   Applying behavioural science in organizational change management. (22:59)   Using Combi and TDF for behaviour change insights. (29:58)   Applying behavioural science in the workplace. (35:43)

Case study - internal comms. 89% increase in actual change This episode welcomes Josephine Graham. Josephine is a communications and marketing writer and strategist with a couple of decade’s experience across the private and public sector. Josephine aims to raise the bar of how we communicate with sometimes neglected audiences, such as internally with colleagues, by using behavioural science and testing to achieve measurable results for stakeholders.  After Bootcamp she applied the theories to her day job with brilliant success. She saw an 89% increase in actual change! In this episode we focus in on COM_B and discuss the reality of using behavioural science in the workplace. Quotes …it was really satisfying to do something properly, and do something that made a difference. Because, you know, you know, what it's like when you're on that hamster wheel of just churning stuff out, and to actually be able to take the time to step back. And think through, like you say that the journey that people were going on, and, and, you know, what their blockers actually were… Josephine Graham Three aha moments 1. You can use COM_B as an effective prompt tool as an exercise at your desk. It doesn't need to be overcomplicated. The end result was the tone and messaging within two emails! 2. The upfront time means you have saved so much time for the future. Audience insight has a long shelf life. 3. Josephine had a clear measurable goal … so she can share it …and we can learn from it! Did I mention two emails! Josephine recommends to just get going - start small, use the skills regularly! Book The Inner Rebel came out of Josephine. She highly recommended a journal instead of a book! Chapters (time-stamp) Introductions. (0:01) Meeting John Peel and Bootcamp. (2:13) The importance of a COM-B. (4:24) What are the capabilities people are missing out on? (6:53) How did you build the email campaign? (9:07) The importance of content. (11:33) How much time did you spend on the course? (14:01) How to start with behaviour change? (16:21) One book that changed her life. (18:45) The power of journaling and the importance of memories. (20:15)   Join us at the final Behaviour Change Marketing Bootcamp of 2023! 🧠 Every training day has been booked out this year. The last one is 31st October 2023 with two extra bonus masterclasses. One on Internal Comms and one on Insight Mapping.  Check out the day here. 💗          

Learn about the four signs that indicate ineffective communication strategies, including not knowing the vision, not knowing the stakeholders, targeting everyone, and not measuring the work. Explore the importance of tailoring messaging for childhood vaccinations and setting measurable goals for behavior change. Discover how using a dashboard can enhance communication and the value of asking quality questions.

Are you an idiot magnet? Todays episode is a short and sweet one following the excitement of the Unleash Your Inner Rebel conference led by Advita Patel.  The day was headlined by Thomas Erickson, author & behavioural scientist and Sam McAllister, Broadcaster & soon to be Netflix star with many other incredible speakers.  It was a day about leading change – it offered a huge amount from both a personal and professional perspective.  We ran the behavioural science session so folk could get going in this wonderful stuff and get active in making positive change.  You may tell when listening we were very excited! And sorry I think I mispronounce the name of the Unleash Your Inner Rebel conference is my haste to share the many insights from the day. Listen in for a dose of inspiration and to challenge your thinking so you can accelerate change.   Quote “If you cannot communicate you cannot lead!” Thomas Erickson, Author & Behavioural Scientist   3 AHA moments  Own your decisions especially those made in moments of change. If you think someone is an idiot maybe you need to reflect on your need to right. You don’t influence people by being right, you influence people by listening.   Timestamps  Are you really surrounded by idiots? (1:36) Leadership is a communication process. (3:08) The problem with confusing clever words with personality. (5:17) Own your decisions when things don't go right. (6:53) Leaving the BBC to write her book. (8:45) Behavioural Science Workshop. (10:17) The importance of having a framework. (11:51) Two fab quotes (14:04)     Links Unleash your Inner Rebel   Want your team to get on the same page around behavioural science? Book a call with Ruth to discuss your needs.

* disclaimer* written by AI In this episode, we welcome Phil Barden author of Decoded and Owner & MD of Decode marketing consultancy. There are exciting developments happening at Decode, a consultancy focused on applying behavioral science to marketing. We talk about how Decode has incorporated AI into their work, specifically in the area of human vision and testing creative artwork. The AI developed by Decode has been trained using 15,000 hours of human eye tracking video and has achieved an accuracy of nearly 99%, replicating human vision. This AI can analyze videos and static images in minutes, providing insights on areas of interest, legibility of text, reading time, word familiarity, visual complexity, and even memorability.   The book "Decoded" written by Phil, the founder of Decode, is praised for its valuable insights and case studies that apply behavioral science to marketing strategies.  We chat about how that understanding goals and motivations is crucial in developing effective marketing strategies, and that Decode's approach helps bridge the gap between engagement and application of this knowledge in marketing campaigns.   Timestamp: Phil’s most memorable marketing moment. (2:36) Why do you not believe in change? (6:48) How to link goals and motivations to the value proposition? (9:05) How to link the value chain. (14:24) Maslow’s hierarchy of needs. (16:48) Creative effectiveness measure at scale fast. (21:38) Solving a real problem in marketing. (23:31) Optimising the implementation gap. (28:35) Why writing in capitals makes it harder to read? (31:40)