5 Behavioural Science Tips for More Persuasive Content - Teacher: Phill Agnew

When a customer sees that the service they're getting, that the product they're getting, is high effort, they value that product or service much more. When they see that it takes time and diligence and care to create a cup of coffee, they'll enjoy the cup of coffee more than if it feels easy to create. If we showcase effort in our work increase our sales  This is Phil Agnew, a self professed behavioral science nerd, and the host of the UK's number one marketing podcast, Nudge. And on this episode of Useful Content, Phil shares with us five behavioral science, marketing, and copywriting tips. That are proven to increase the positive responses you get from your content. Some people make content with incredible claims of instant results, but we'll discuss why it's important to make the things that you say, sound believable  It always becomes more powerful when it's more believable. can be easy for a marketer to say, I've spent a lot of time working on it. But It's hard to trust it.  It's hard to make it stand out.  What is the best way to use I, you, or we? when you're talking to your audience  Turns out, when people say you, when you direct the message at a single person, it's far more effective.  And Phil shares with us what he discovered about how to persuade people from Apple's CEO Steve Jobs  I did a two part episode on Steve Jobs about two years ago, a where I detailed every single psychological bias he used throughout his career, and I watched every single one of his keynotes twice, and I think the thing that I noticed when I watched them is at the start of almost every single keynote, he says  Let's make useful content.  Hello and welcome to Useful Content. And today we have a brand new teacher in our Useful Content classroom, Phil Agnew. Hi, Phil. Hello, thank you so much for having me. I'm very, very happy to be here. And I believe you 100%. We were just chatting before and, um, it was a really great chat to introduce who you are to my audience and of course, uh, introduce them to Nudge. But before we start to talk about the thing that we came to talk about, Phil, could you please share with people. What you do and how you help your clients and your listeners make useful content.  I'm a behavioural science nerd, basically. I love this world of behavioural science, which for those of you who don't know is basically the application of psychology and science into changing how people make decisions. I'm a marketer by trade. I've spent the last 10 years in marketing jobs for tech companies like Hotjar, Buffer, and Brandwatch, but I've recently gone full time on my podcast, which I've been running for five years. My podcast is called Nudge. It's the UK's number one marketing podcast and the most popular marketing podcast about behavioral science and marketing. And I basically spent all of my days interviewing people far smarter than me about behavioral science and how psychology can drive people to take certain actions. And then I guess the different thing about me, my differentiator, as the old marketer in me would say, is that I learn from these experts and then I, desperately try in any way possible to actually test it out for myself. So if somebody tells me to use a certain nudge to influence people, I'll go and use that on my email list, or I'll run a Reddit ad to test it out, or I will go and interview members of the British public to see if it works on them, or all sorts of experiments that I run to basically see if this psychology holds up in the real world, and I share those results on my podcast. So that's me. Yeah. And it's fantastic. It's like, it's so practical and so real and it's evidence ba...