The episode centres on the application of behavioural science, particularly the work of Bass Wouters and Dr. Robert Cialdini, to marketing, sales, and lead generation, emphasising how small, costless changes can lead to massive results.

Key Topics Discussed:

• Behavioural Science vs. Market Research: Bass Wouters explains that behavioural science is fact-driven research on how humans actually make choices, contrasting it with traditional market research where people often inaccurately predict what will influence their behaviour. Case studies, such as the social proof message on UK tax payments and hotel towel reuse, demonstrated that appeals based on what peers are doing are far more persuasive than rational or environmental appeals.
• Daniel Kahneman's System 1 and System 2: The discussion explores Nobel laureate Daniel Kahneman’s concept of two decision-making systems:
  • System 1: The fast, instinctive, shortcut-based brain that makes the vast majority (90-98%) of decisions.
  • System 2: The slower, rational, effortful brain.
• Wouters emphasises that persuasive efforts should focus on triggering System 1, which "runs the show," rather than System 2, which is targeted by rational arguments.
• BJ Fogg’s Behavioral Model: The Fogg Behavioral Model is introduced as a framework for designing desired behaviour. Behaviour occurs when three factors converge at the same moment: Motivation, Ability (ease of the action), and a Prompt (trigger). Bas notes that most people incorrectly push for more motivation when they should be focusing on increasing ability (making the action easier) and ensuring the prompt occurs at the right moment (when motivation is high).
• The Power of Conciseness ("Word Jenga"): Wouters discusses the concept of "Word Jenga"—removing unnecessary words to reduce mental effort. Case studies show that shortening copy, even from three sentences to one, can lead to significant conversion increases (e.g., 46% increase on a landing page). They suggest communicating digitally with the simplicity required for System 1, which is compared to speaking to a "child of seven."

Online Influence Lab and Workshop:

Bass Wouters announces the launch of the Online Influence Lab on October 9th and a free workshop focused on practical, real-life case studies demonstrating how to design a winning prompt, increase ability, and boost motivation. He uses the case of "the Dutch Amazon" (bol.com) increasing product reviews by 400% as a workshop example. The online presence for the work is at 

onlineinfluence.com

.

Brought to you by the team at The Lead Engine who specialise in generating mortgage leads.

Many people assume Bing is cheaper due to less competition, while others dismiss Google Ads as too expensive. We put those assumptions to the test with comparable budgets to see which platform truly offers the best value.

What you will learn by listening:

• The Shocking Cost Difference: Discover which platform was the "clear winner" in this specific campaign and how one delivered new clients for less than half the cost of the other.
• The Key Metrics: We break down the data on average Cost-Per-Click (CPC) and traffic volume, revealing a nearly two-fold difference in efficiency.
• The True Measure of Profitability: We calculate the final, eye-opening Cost to Acquire a Customer (CAC) for both platforms—the data that dictates profitability.
• The Ultimate Takeaway: Find out why the core lesson of this experiment isn't just about which platform won, but why you must never rely on industry assumptions and the crucial role of continuous, dedicated testing in financial services lead generation.

Don't guess where to spend your budget. Listen now to get the concrete data and insights you need to make profitable decisions.

Brought to you by the team at The Lead Engine who specialise in generating mortgage leads.

The Best Time to Advertise for Mortgage Leads
In this insightful podcast episode, we explore the critical aspect of timing in mortgage lead advertising. We delve into various factors that influence the effectiveness of lead generation and conversion in the mortgage industry.

Key Insights on Lead Response Time
The episode starts by highlighting the crucial importance of quick response times in lead conversion:

• Responding within the first 5 minutes significantly increases your chances of qualifying a lead.
• Delays in response time can dramatically reduce conversion rates.
• Being the first to respond gives a substantial competitive advantage.

Advertising Schedule Strategies
We discuss the pros and cons of different advertising schedules, challenging some conventional wisdom about when to run ads.

Broker Preferences vs. Reality
The episode reveals interesting findings from a LinkedIn poll about mortgage brokers’ preferences for receiving leads, and how these might not always align with optimal lead generation times.

Conversion Rates: Bought vs. Brand-Generated Leads
We explore the differences in conversion rates between purchased leads and those generated by a brand’s own efforts.

Exclusive Case Studies
The highlight of this episode is the presentation of three detailed case studies from real mortgage brokers. These studies provide valuable, data-driven insights into:

• The most effective days and times for generating high-quality leads
• Surprising findings about weekend lead generation
• The impact of advertising schedules on lead quality and conversion rates

Listeners will gain practical, actionable insights from these case studies that could significantly improve their lead generation strategies.

This episode is a must-listen for mortgage professionals looking to optimise their advertising efforts and maximise their lead generation success.

Brought to you by the team at The Lead Engine who specialise in generating mortgage leads.

Research by Luca Cian, Aradhna Krishna, and Ryan S. Elder—published a behavioural science experiment: ‘A Sign of Things to Come’ which shows that dynamic imagery, or visuals that suggest motion, can actually influence our behaviour.

One of the most interesting tests involved a warning sign for falling rocks. In one version, the rocks had already landed at the bottom of the cliff. In the other, the rocks were depicted mid-fall, as if gravity had just pulled them from the cliffside.

The results were fascinating. Drivers slowed down and paid more attention to the sign with the rocks in mid-air. The implied movement triggered a response—our brains couldn’t help but notice it. This effect isn’t about consciously choosing to look; it’s subconscious. Movement, even implied movement, has a way of pulling our focus.

This got my team and me thinking: if this works on road signs, could it work in marketing? Could images that suggest movement—like kids running through a room, a car driving past a house, or a football with a shadow suggesting it’s just been kicked—grab people’s attention in the same way? And, more importantly, would this attention translate into action? Could it actually generate more leads?

So, we set up a series of experiments to find out. For Facebook ads, we used two types of images: one set featured static visuals, like an empty lounge or a stationary object. The other set used visuals with implied movement, such as kids running through the lounge. We wanted to see which images would make people stop scrolling and click.

But we didn’t stop there. We extended the test to Google Ads and landing pages. Some pages featured static images, while others used animations or visuals suggesting movement. Half the visitors saw one version; half saw the other. The question was simple: does adding motion—or the impression of motion—get more people to leave their details and inquire about a mortgage?

We even asked a few people to compare pairs of images and tell us which one grabbed their attention first. From an empty lounge to kids running, from a plain football to one with a shadow, we wanted to understand what drew their eyes.

Brought to you by the team at The Lead Engine who specialise in generating mortgage leads.

Join The Lead Ladies and some of The Lead Engine team in this entertaining episode as they vent about their holiday annoyances!

Featuring input from the Queens of Christmas on what to banish to Room 101, and a surprising twist from our resident Grinch, it’s a festive mix of humour and holiday spirit. 

Brought to you from the team at The Lead Engine who specialise in lead generation, web design and content marketing for financial services.  

Brought to you by the team at The Lead Engine who specialise in generating mortgage leads.

In this week’s podcast, Alex chats with mortgage broker Jamie Thompson about his triumphant journey as a first-time buyer specialist, highlighting how he effectively utilises search engine optimisation (SEO) to attract leads and enhance his business. 

Jamie shares practical tips and strategies for other brokers aiming to create impactful content that boosts both traffic and the quality of leads, making this episode a valuable resource for those in the mortgage industry looking to elevate their online presence.

Follow Jamie on LinkedIn.

Visit Jamie Thompson Mortgages.

listen back to Jamie Thompson - Business Superhero Series - Episode 171.

Brought to you by the team at The Lead Engine who specialise in generating mortgage leads.