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richard shotton
@rshotton
Founder of Astroten, a consultancy that applies findings from behavioural science to marketing. Author of The Choice Factory.
EntrepreneurHerne Hill, Londonamazon.co.uk/Choice-Factory…Joined December 2008
459 Following
39.9K Followers

richard shotton’s posts

richard shotton
@rshotton
I think this tagline ('You never actually own a Patek Philippe' etc) is one of the best out there It gives the buyer an alibi (I'm doing it for my kids) and it reframes the price (something to be mentally split across generations)
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richard shotton
@rshotton
The Myers-Briggs personality test: Originally designed to identify appropriate marriage partners Has no basis in clinical psychology Has no statistical significance to its retest So why do 79% of FTSE 100 companies use it? In Uncharted by Heffernan
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richard shotton
@rshotton
After 20 years at agencies, I've decided to set up on my own. The plan is to offer brands advice on applying behavioural science to their marketing. However, if that doesn't work out I have a foolproof backup plan courtesy of
@vizcomic
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richard shotton
@rshotton
Campaign from German Rail: when people searched for overseas destinations they were served images of remarkably similar-looking places in Germany & the cost of getting to either one A brilliantly creative example of price relativity HT
@laurenleaksmith
contagious.com/news-and-views
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richard shotton
@rshotton
At the age of 23, long before he achieved power, Caesar was captured by pirates. His reaction showed a brilliant understanding of the psychology of price In Creative Blindness - the excellent book by ⁦
@davetrott
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richard shotton
@rshotton
Fantastic story of "bike shedding": how corporate decision-makers focus on trivial issues, that they know lots about, rather than more important but complex issues issues Russell Davies in Market Leader
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richard shotton
@rshotton
The Myers-Briggs personality test: Originally designed to identify appropriate marriage partners Has no basis in clinical psychology Has no statistical significance to its retest So why do 79% of FTSE 100 companies use it? In Uncharted by Heffernan
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richard shotton
@rshotton
Perhaps the greatest title of a psychology paper ever (The study amended essays, replacing long words with shorter ones. Participants who saw the essays with the shorter words judged the author as more intelligent than those who read the more wordy essays)
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richard shotton
@rshotton
After 18 years of working full time at agencies, I've decided to go part-time The plan for my own time is to focus on applying behavioural science to advertising, whether that’s consulting, training, speaking or writing If you have any suitable projects please let me know
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richard shotton
@rshotton
I've just finished writing my second book - The Illusion of Choice: the 16 1/2 psychological biases that influence what we buy It should be out out in March If you want to be kept up to date when it comes out let me know
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richard shotton
@rshotton
I think this might be one of the best pieces of copywriting in recent years By reframing which element of the G&T was most important it created a new category of premium tonics
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richard shotton
@rshotton
Bob Bob Ricard sells more champagne than any other UK restaurant The key is a wonderfully simple bit of design - every table has a 'press for champagne' button Every diner at least considers buying, friction is removed completely and the novelty injects a little fun Genius
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richard shotton
@rshotton
Classic ad from Campari Normally stressing the unpopularity of your product is a disaster - but not, in this case, if your audience thinks Italians have more sophisticated tastes that Americans...
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richard shotton
@rshotton
My next book is out in early 2023 and Chris Parker has designed a great cover Let me know if you want me to update you on launch details
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richard shotton
@rshotton
Social proof suggests that people tend to follow what they perceive to be the norm of behaviour- so the government should highlight the vast majority who are complying with rules, not the minority who aren’t Finkelstein in The Times
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richard shotton
@rshotton
There might be plenty of snowflakes, phone zombies or selfie addicts, but no one identifies as one So this ad talks to our perception of other people, not how they identify themselves It ends up speaking to no-one
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richard shotton
@rshotton
Interesting piece in ⁦
@TheWeek
on how many companies make their money in different ways than you might expect- McDonalds generate their profits from buying and leasing out sites and Coke in licensing its recipe
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richard shotton
@rshotton
Bob Bob Ricard sells more champagne than any other UK restaurant The key is a wonderfully simple bit of design - every table has a 'press for champagne' button Every diner at least considers buying, friction is removed completely and the novelty injects a little fun Genius
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richard shotton
@rshotton
Tim Delaney: “a brilliant use of a universally accepted truth about airline food makes a telling point about the car and what could be an aloof brand immediately becomes accessible. It looks simple but isn’t. We work on Porsche and still haven’t done anything as good as this”
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richard shotton
@rshotton
Interesting piece in ⁦
@TheWeek
⁩ on how many companies make their money in different ways than you might expect- McDonalds generate their profits from buying and leasing out sites and Coke in licensing its recipe
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richard shotton
@rshotton
The Myers-Briggs personality test: Originally designed to identify appropriate marriage partners Has no basis in clinical psychology Has no statistical significance to its retest So why do 79% of FTSE 100 companies use it? In Uncharted by Heffernan
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richard shotton
@rshotton
In 1911 London Underground introduced escalators. Unfortunately, people were too scared to use them Ads explaining escalators were completely safe had no effect Until William Harris got involved... Brilliant example of show, don’t tell from Creative Blindness by
@davetrott
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richard shotton
@rshotton
In the toilet stalls in Cineworld Leicester Square there’s a vent If you peer into it behind the plastic bars there’s a still of John MClane in Die Hard crawling along A lovely touch that conveys their love of cinema far more powerful any vapid slogan about passion....
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