Effective technique for getting less generic answers from AI - ask Chat-GPT to adopt a personality such as an MBA professor or a comedian In the vg Co-Intelligence by ⁦Ethan Mollick⁩

⁩“People’s indifference to brands should be the starting point” Sarah Carter quoted at ⁦Contagious

Steve Jobs had a gift for reframing a problem Here he elevates shaving a few seconds off the starting speed of the Mac to the equivalent of saving a dozen lives... folklore.org/Saving_Lives.h…

Why It Works: How Oasis definitely (maybe) applied behavioural science to ticket sales If you managed to buy a ticket for the Oasis reunion shows, the chances are a powerful behavioural science bias was influencing your decision. marketingweek.com/shotton-oasis-…

It’s not flashy but this is a great bit of copy in that it puts itself in the shoes of the reader Most signs would say door opens ‘outwards’. But that adds a degree of complexity as the reader has to translate outwards into their context. Far better just to say ‘towards you’

A new article for Marketing Week looking at how Oasis applied tactics from behavioural science to sell tickets at inflated prices The article covers the idea of sunk costs - how once we have spent a little time or money we go to illogical lengths to avoid feeling like that

The full text of the 1996 Apple Think Different ad From Actionable Gamification by Yu-kai Chou

Brilliant study into the power of variable rewards from Mazar (2017) She bought a vending machine and tested different promotions for sweets When the promo was 'every third purchase is free' it boosted sales by 43% versus offering a consistent 1/3 price reduction HT

The Binmore continuum Richard Thaler on why behavioural biases affect even the biggest, most consequential decisions In Misbehaving

When media and creative work together HT The Ad Professor

Easy to forget how historically unique the last 150 years have been in terms of growth This chart from Gregory Clarke looks at real wages adjusted for inflation over a 800 year perspective In Growth

Lovely new book on copywriting… I was drawn to the subtitle: “207 Micro-Lessons” Not 200, not 210 but the very precise 207. And the fact it’s Micro lessons made it feel like it wouldn’t be hard work So far it’s living up to the sub title

Lovely quote about the importance of spotting ideas not just having them FCUK is extreme eg of this in advertising Trevor Beattie spotted internal French Connection memos being sent from UK office to Hong Kong labelled: FCUK to FCHK & saw the potential In Very Good Copy

One of the curses of human nature is to conflate expense and quality The history of the 🍍 is perhaps the most powerful demonstration In Why we hate cheap things

In our latest podcast, MichaelAaron & I interview Kate Waters about practical ways that brands can apply behavioural science We cover brands such as the AA, Zoe and BHF and how they use tactics from lateral social proof to language reframing theconsumerbehaviorlab.com/the-practical-…

How saying it strange can make it more memorable In Read Me

On the medical origins of the word tabloid Via The Economist

The White Castle must be the only burger chain with a Latin philosophy joke as its mantra Desideres ego ergo sum - I crave therefore I am

Claude Hopkins on human nature being perpetual In Very Good Copy by ⁦Eddie Shleyner 🇺🇦⁩