Ep 14: Use behavioural science to unlock campaign potential with Richard Shotton

<p>If mail is distinctive, does it become more memorable? </p><p><br></p><p>Richard Shotton, behavioural scientist and author of <em>The Choice Factory</em>, and Rory Sutherland, get under the skin and into the minds of consumers.  </p><p><br></p><p>Together, they explain: </p><p><br></p><ul><li>Techniques brands can use to become more memorable </li></ul><ul><li>The value of costly signalling </li></ul><ul><li>How mail’s physicality can enhance engagement and attention  </li></ul><ul><li>Why Christian Aid Week’s mail campaign was a success </li></ul><p><br></p><p>Plus, they discuss fascinating behavioural studies that explain how people react to mail, what that means for brands and, most importantly, why. </p><p> </p><p>00:00 Intro  </p><p>00:41 Welcome to Richard  </p><p>1:43 How long has Richard been an expert of direct mail?  </p><p>03:06 Generations by Bobby Duffy – the relationship between Gen Z and direct mail </p><p>04:03: Richard explains why surprising requests are more noticeable </p><p>05:34 Why mail’s physicality can enhance engagement and build trust </p><p>09:32 Richard’s example of successful direct mail – Christian Aid Week </p><p>12:15 Outro </p><p> </p><p>Richard is the founder of Astroten and author of <em>The Choice Factory</em> and <em>The Illusion of Choice, </em>which is a best-selling book available in 16 languages.  </p><p><br></p><p>He specialises in applying behavioural science to marketing for brands like Google, BrewDog and Santander. He also co-hosts the podcast <em>Behavioural Science for Brands</em>. </p><p> </p><p><strong>Follow Richard. </strong></p><p><strong>LinkedIn </strong>- <a href="https://www.linkedin.com/in/richard-shotton/" target="_blank" rel="noreferrer noopener"><u>https://www.linkedin.com/in/richard-shotton/</u></a>  </p><p><strong>X </strong>- <a href="https://x.com/rshotton" target="_blank" rel="noreferrer noopener"><u>https://x.com/rshotton</u></a>  </p><p> </p><p><strong>Follow Rory. </strong></p><p><strong>LinkedIn</strong> - <a href="https://www.linkedin.com/in/rorysutherland/" target="_blank" rel="noreferrer noopener"><u>https://www.linkedin.com/in/rorysutherland/</u></a> </p><p><strong>X </strong>- <a href="https://x.com/rorysutherland" target="_blank" rel="noreferrer noopener"><u>https://x.com/rorysutherland</u></a> </p><p> </p><p><strong>Watch the full episode.  </strong></p><p><strong>Website</strong> - <a href="https://www.marketreach.co.uk/mail-unleashed/richard-shotton-the-choice-factory" target="_blank" rel="noreferrer noopener"><u>https://www.marketreach.co.uk/mail-unleashed/richard-shotton-the-choice-factory</u></a> </p><p><strong>YouTube</strong> - <a href="https://youtu.be/pLKvb_ZrdkM" target="_blank" rel="noreferrer noopener"><u>https://youtu.be/pLKvb_ZrdkM</u></a> </p><p> </p><p>Curious about the power of mail in your marketing mix? Follow us for fresh inspiration and real-world examples that show how mail delivers impressive business results. ⬇️ </p><p> </p><p><strong>LinkedIn </strong>- <a href="https://www.linkedin.com/company/marketreach-from-royal-mail/" target="_blank" rel="noreferrer noopener"><u>https://www.linkedin.com/company/marketreach-from-royal-mail/</u></a>  </p><p><strong>X</strong> - <a href="https://x.com/MarketreachUK" target="_blank" rel="noreferrer noopener"><u>https://x.com/MarketreachUK</u></a>  </p><p><strong>Facebook</strong> - <a href="https://www.facebook.com/p/Marketreach-100057126832884/" target="_blank" rel="noreferrer noopener"><u>https://www.facebook.com/p/Marketreach-100057126832884/</u></a>  </p><p><strong>TikTok</strong> - <a href="https://www.tiktok.com/@marketreachuk" target="_blank" rel="noreferrer noopener"><u>https://www.tiktok.com/@marketreachuk</u></a> </p>