Some people are just more convincing than others. People laugh more at their jokes, they're better at finding partners, and ultimately they get paid more. Understanding what makes these people more convincing is something my guest has spent years studying. In this episode, I chat to Joseph Marks who explains why taller people get elected more, how attractive people receive higher pay and why expensive cars don't get honked at. 

Link to Joseph's book Messengers: https://amzn.to/2maUW0z

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Marketers are constantly told stories about how a brand targeted millennials with great success. But is it a smart tactic? In this episode I chat to best selling author Richard Shotton who explains that consumers aren’t really changing and to influence them we need to think beyond simple segmentations like ‘millennials’. 

Link to Richard’s book: https://amzn.to/2ZtvLcB

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“How do you plan to get to the polling booth?”. This phrase can swing voter turnout by 9% and ultimately change the outcome of an election. To figure out why I chatted to bestselling author Steve Martin about the powerful consistency principle. 

Link to Steve’s book Small Big https://www.amazon.com/small-BIG-changes-spark-influence/dp/1455584258

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You’re influenced by scarcity, even if you don’t notice it. In this podcast Richard Shotton explains why marketers love scarcity, why so many Airbnbs contain pianos, and why cookies taste better when they’re the last in the jar. 

Link to Richard’s book https://www.amazon.com/Choice-Factory-behavioural-biases-influence/dp/085719609X 

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The UK governments contains a team of 60+ behaviour scientists in charge of nudging the country. They tweak HMRC letters, JobCenter scripts and road signs on the M6 all to nudge British people in the right directions. Listen to hear the success they’ve had and what the private sector could learn.

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Did you know that removing a $ sign from a menu increases the amount consumers buy? In this episode I chat to Sybil Yang who explains the psychology behind pricing, how to organise the most effective menus and why charm pricing shouldn’t be ignored.

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There are simple rules that make brands stand out, but most marketers and advertisers dismiss them. In this episode Richard Shotton will explain the science behind distinctive marketing and why so many brands fail to capture our attention. 

Link to Richard’s book https://www.amazon.com/Choice-Factory-behavioural-biases-influence/dp/085719609X 

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One line of text has helped the UK government save billions in unpaid tax, helped pubs sell 2x more beer and stopped hikers stealing endangered petrified wood. In this episode Steve Martin explains how social proof can dramatically influence consumers and how brands use it to great success. 

Link to Steve’s book The Small Big: https://www.amazon.com/small-BIG-changes-spark-influence/dp/1455584258

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Did you know that companies spend millions trying to discover when customers have kids? In this episode I chat to best-selling author Richard Shotton about the power of habit. He explains how life events encourage purchases, why those aged 49 are more likely to run a marathon and how Sainsbury’s used habitual marketing to generate billions in revenue.

Link to Richard’s book https://www.amazon.com/Choice-Factory-behavioural-biases-influence/dp/085719609X 

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Let’s say you're trying to negotiate a pay rise at work. Do you know what to say, how to say it, or even when to say it? Most of us have no idea. In the episode best selling author, Steve Martin, talks through 5 effective tactics for getting the best deal in a negotiation.

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