Re-cap of articles from 2018
Category: Blog & News
Here's a re-cap of the ground I covered in 2018.
- Effortless influence– Imagine how good a frustration-free workday would feel? I want this for you.
- How to make behavioural economics a habit– Move from “knowing” to “doing”.
- When to apply behavioural economics to your business– Identifying triggers for applied BE.
- Focus on how not why to change behaviour– How Oslo stopped people driving in the city.
- To change behaviour, find the angles– Blunt force gets reactance, so instead we need to chip away.
- Free Behavioural Analysis tool– Clarify your behavioural challenge. I used this on my own business which lead to me successfully running my first public 2 day BE bootcamp.
- The era of two speed consumers– While we think everything is changing, behaviour fundamentally is not.
- Three truths about how people respond to information– Don’t try to influence anyone without first contemplating their ‘baggage’.
- BE and segmentation: Do we need both?– Behavioural economics is about similarities. Segmentation is about differences.
- How the cult of busy impacts what people buy– Perceived busyness enhances self-control rather than making customers vulnerable to temptation.
- How traffic noise increased customer willingness to buy insurance– Background noise was used to prime customer purchase behaviour.
- Coles’ Little Shop Collectibles: WTF?– The horror of a CRAPP campaign that has become marketing folklore.
- Why misspelling a name is more of a problem than you realise– Small things matter more than they should.
- The beauty of effort– The fraught area of trying (too) hard.
- Less in the morning, more in the afternoon: How desire for choice varies by time of day– Squaring new research on circadian rhythms with other research on decision-making fatigue.
- Easier to track but harder to trap: The challenge of modern day customers– They may be leaving their muddy digital footprints everywhere but they have perversely never been more difficult to capture.
- Why you should move the shampoo– The importance of signalling effort to convince your customer you are valuable.
- The birdbath principle: Attracting customers by reducing fear– Leaving them exposed will thwart any attempts to convert them.
- The science of menu design– How to influence what customers buy.
- Handwritten typefaces can increase sales of indulgent products– Choosing the right typeface for a product can have a significant impact on its success.
- Swiping right on product images– People tend to swipe right more often if the product faces to the right.
- How to get LinkedIn prospecting messages right– Examples of how to, and how not to, connect with prospective customers.
- How congruence impacts conversion– An example of an effective print ad for men’s elevator shoes.
- Why smaller businesses need to smile more than larger businesses– It has to do with expectations of warmth.
Pricing and payment
- Don’t be cagey about pricing– Why so many customers abandon shopping carts.
- What if I give you five oranges?- The importance of context.
- How a small change increased sales 77%- The power of periodic pricing.
- You don’t need to optimise everything, just these two things– The peak/end rule.
- How a Wi-Fi password changed behaviour– Priming customers and yourself to take action.
- Getting text messages right– Effective reminder messages.
- Carrot of stick with your latte: Why fees can beat discounts– Avoiding pain is better than seeking gain.
- Why longer gift card expirations are bad for customers– Counter-intuitive customer behaviour that politicians ignore.
- The Hawk-Eye approach to customer complaints– The power to complain may reduce the likelihood they will.
Staff and stakeholders
- Motivating the unmotivated– How to lead someone to conclude change is good.
- Getting staff to do stuff– When just being paid isn’t enough!
- How Shopify uses priming to change staff behaviour– Removing microwave buttons can improve staff performance.
- Arming your advocate: How to influence someone to influence someone else– How to support them moving from an “I” to “we” decision.
Habits and personal effectiveness
- Dealing with the most difficult person of all– All roads lead back to you.
- There’s nothing harder than soft skills– We expend most of our energy on people issues, yet that’s not what we’ve been trained for.
- Future proofing professional jobs– If algorithms can replace technical skills all that will save us is our ability to manage the ‘grey-areas’ of business.
- Disentangling urgent vs. important tasks– Overcoming the ‘mere urgency effect’
- Make de-prioritising a priority– Why most businesses set themselves up to fail,
- Why an hour sometimes feels shorter than that– Making the most of the void between tasks.
- Taking charge of smartphone habits– They ruin dinner, they ruin concentration, so here’s how to rewire your phone habits.
- Productivity hacks from a health retreat– Including a 50 minute hour
- Habit tips by personality type– Some people love structure, others get bored. For some, sharing goals keeps them accountable whereas others don’t need that support.
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