Richard Shotton at HUM London 2024
Hacking the Human Mind: Behavioural Science
At the Humans Under Management London 2024 event, Richard Shotton presented on the application of behavioural science in marketing. With 24 years of experience, Shotton is a leading expert in the field.
The talk focuses on how understanding human behaviour can enhance financial advisers' ability to influence client decisions. It addresses the challenge of effectively communicating recommendations that resonate with clients' natural decision-making processes.
Key insights from the talk include:
- Cognitive Misers: Recognising that clients often prefer quick, effortless decisions rather than complex analyses.
- Social Proof: Emphasising the importance of demonstrating that many people like them are making similar choices.
- Concreteness: Using clear, visualisable language to make concepts memorable.
- Simplicity: Reducing friction in communication to encourage action.
Watching this video will equip financial advisers with practical strategies to improve client engagement and enhance the effectiveness of their recommendations.
