Would you like to learn how to truly unlock the power of your right brain, or to be more technically accurate, the right hemisphere of your brain? If you're a knowledge worker like me, you spent a lot of time in your left hemisphere. But with simple techniques at your disposal, which you're about to learn, you will be able to engage your right hemisphere in problem-solving ideation, developing marketing campaigns, creating your daily to-do list and so much more. By now, you probably know I have another podcast called Get Yourself Optimized. It's all about optimizing your life, career business, intimate relationship, peer group, health, mindset, even your soul. The problem is, statistically speaking, you're probably not listening to it. And you, my friend, are missing out. In fact, I'm about to prove it to you because I'm about to share with you one of my early episodes from that show for this week's Marketing Speak. My guest for this episode number 204 of Marketing Speak is Bill Donius. Bill is an expert on creativity and unlocking the power of the right side of the brain. In fact, he's a New York Times bestselling author of the book, Thought Revolution, where he interviewed 200 CEOs, managers, and regular people, and it's all about how to think differently. Bill is a former public company CEO and his clients have included Fortune 500 companies such as Walt Disney Studios, Nestle, Wells Fargo, and Kawasaki. Bill also has a TEDx talk, which is a must-watch. And now and now without any further ado, on with the show.
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As marketers, we often make a lot of assumptions about what people want and how they'll behave when presented with certain information. Occasionally, we have a study or two to backup our hunches but often we rely on gut instinct and a few insights glean from the collective wisdom of our peers to get us over the line. Usually it's enough. But what if you were able to go beyond the general consensus, the conventional wisdom and access hard data about what works and what doesn't? Unfortunately, it's rare that someone takes a systematic approach to uncovering the underlying principles that drive human behavior and decision making and applies them to marketing. For the last 25 years, that's exactly what Dr. Flint McGlaughlin has been doing through his brands MECLABS, Marketingexperiments.com and Marketing Sherpa. Flint has been using the web as his testing ground in conducting behavioral experiments and real world situations to gain data on human decision making. What has emerged from Flint's research is a replica method of offer response optimization and messaging that could change the way you think about marketing. On this episode number 203 of Marketing Speak, Dr. McGlaughlin joins me to talk about the blind spots of the marketing industry, how we can drop the buzzwords and create more authentic messaging that resonates with our audience, and various other pearls of wisdom from his book, The Marketer as Philosopher. Stay tuned for an episode that will take you beyond focus groups and shallow insights into profound philosophical questions about human behavior that will help you transcend the current marketing paradigm.
As marketers, it's really important for us to understand what makes people tick, our target audience in particular. We learned a lot from last week's episode with Dr. Robert Cialdini, author of Influence and Pre-suasion. Now, we're going to continue to dive deep into people's brains and why they do what they do, and how we can rewrite their source code, installing new tiny habits that change their lives and their destinies. And of course, what you learn today about habit formation can help you install the habits you've been wishing you had for years. For example, hitting the gym, quitting smoking, waking up early, creating a morning ritual that you actually stick with. So this is a game-changing episode for you personally. Today's guest in this episode number 202 is Dr. BJ Fogg. BJ is a world-renowned behavior scientist with deep experience in innovation and teaching. He runs the Behavior Design Lab at Stanford University. He also teaches his models and methods and graduate seminars. On the industry side, BJ trains innovators to use his work so they can create solutions that influence behavior. The focus areas include health, financial wellbeing, learning, productivity, and more. Some really big names in Silicon Valley were BJ students. BJ wrote a seminal book persuasive technology about how computers can be designed to influence attitudes and behaviors. That book, together with his early experiences, inspired an annual global conference on the topic. Fortune Magazine named BJ a new guru you should know for his insights about mobile and social networks. BJ has a new book coming out called Tiny Habits which you can pre-order on Amazon. It'll be out December 31, just in time for your New Year's resolutions. But here's a massive action you can take today, not having to wait till December 31. This will change your destiny. Register for The Optimized Entrepreneur workshop that BJ and I are teaching together at Stanford on October 1st, go to bitly.com/getoptimizedworkshop and now on with the show.
Persuasion, the ability to persuade. It's a core skill that every entrepreneur should be adept in. Without it, you'll probably find it hard to raise capital, attract clients, or even close a sale. Thankfully, becoming a master persuader is relatively straightforward. All you have to do is invest a little time and effort into learning a few basic principles, six of them to be exact. Those principles are outlined beautifully in the bible of persuasion, the book, Influence: The Psychology of Persuasion, by our guest today Dr. Robert Cialdini or Bob as he likes to be called by. These universal principles of persuasion are as follows. Number one, reciprocity. We tend to reciprocate even if we really don't want to. This isn't just because of social pressure, it's in our genes even. Hare Krishna, for example, want to give you a flower, but you'll go out of your way to avoid them so you don't get stuck with a flower you don't even want and feel obligated to make a donation. But you will make that donation even though you don't want to because of that social pressure, the law of reciprocity. Number two, scarcity. When it's scarce, we want it more. We see scarcity used to manipulate us with special offers that are time-limited and/or quantity-limited, and it works. Number three, authority. If you are the undisputed guy or gal in your category, the one with the New York Times bestseller or the keynote speaker who's invited to all the big industry events, that status conveys a halo of infallibility and awesomeness on you. Number four, consistency. We want to be consistent with our previously formed opinions even if they're wrong. We don't want to look inconsistent, confused, wishy-washy, even just to ourselves, so we will double down on our stupid original bad calls. Number five, liking. This one seems pretty obvious, but it's insidious. We want to do business with people we like. It's unfortunate if those people are inept, and doubly unfortunate if the person we don't like for some unjustifiable reason is the exact right person for the job. Number six, consensus. This is also known as social proof. There are lots of ways we could have social proof. A client list with impressive names, as seen on logos from the major TV networks and in TV shows, a who's who of celebrity friends. It means basically that you've come preselected which saves me the consumer or client, a lot of time in terms of the due diligence that would normally be required. Fewer calories to burn in our big brains. Bob followed up with this seminal work with another one pre-suasion. I'll let Bob defined pre-suasion for you, but suffice it to say, it's powerful. Whether you're familiar with Bob's work or not, you probably have come across some concepts he developed like social proof because they have become crucial tools for marketers seeking to understand human behavior. Dare I say even a cornerstone to marketing. On this episode number 201, I'm excited to welcome Bob to my show so he can share with you some of his game-changing wisdom backed by hard science and lots of research on human psychology in marketing. If you're looking to understand your market on a deeper and more profitable level, and then to ethically influence them to take the action is right for both them and you, this episode is not to be missed.
You and I have made it to episode number 200 together. This, my friend, is a milestone. It was pretty awesome when we got to episode 100. But now, we are at 200. This is almost four years in the making, my friend. I couldn't be happier that you have joined me on this journey. I want you to be with me for the next 200 episodes as well. This episode, in particular, I'm quite proud of because it is a culmination of some of my favorite knowledge bombs. I have my favorite interviewer in the world interviewing me, this is my wife, Orion Talmay. She has her own wonderful podcast, Stellar Life. She interviews some of the most amazing people in the world—big-time authors, speakers, personal development experts, and so forth. You know what? Couples who podcast together stay together. You're going to love this episode. It's got a lot of good stuff and we go off on some really interesting tangents that may not be directly related to marketing but will enhance your life, I promise. Now, without any further ado, on with the show.