Interview: Sarah Carter, Co-Author of How Not to Plan, on Using Behavioural Science to Improve Health and Sustainability
If you want to make and idea stick, there is a six point checklist to work through. Make your message: In the final analysis, you have to go with what sticks and work on amplifying that rather than artificially attempting to manufacture a sticky message. To illustrate, consider the story of Jared Fogle and his Subway diet.
Must Read Summaries • Summary: Made to Stick - Chip and Dan Heath: 1
Anti-personalization: The best ad for one, is the best ad for all
Samuel Brealeysamuelbrealey.substack.com
The Laws ofAdvertising
Nobody cares
If its not seen, its useless
You need risk to stand out
Don’t bore, seduce.
You can’t create by committee
Fun > Serious
As the brain can generate counter-arguments prolifically when directly challenged, it’s best to avoid this. Instead use subtler cues. That way the conscious mind doesn’t realise it’s being persuaded and confirmation bias isn’t activated.
The British Airways ads illustrate the pervasive power of subtle cues – ever since 1989 they have featured the
Richard Shotton • The Choice Factory
M&S Food Porn
- Marks & Spencer's food advertising uses slow-motion visuals of food, dubbed "food porn," to trigger primal responses.
- This technique, focusing on food in motion, dramatically increased sales, exemplifying multi-sensory marketing.
Transcript:
Phil Barden
So my second example is Marks& Spencer's in the UK, which is an upscale retailer. And