Ad Infinitum Ep. 5 "Substantiation" with Special Guest Richard Shotton
This week, we shift focus from our Media Roundtable podcast to another near and dear to our hearts; Ad Infinitum. Yes, the world’s only podcast solely dedicated to audio ads is back with a must-listen episode. Presenting, Ad Infinitum Episode 5 - “Trust Factories, or Illusions of Credibility”.
Host Stew Redwine (Oxford Road’s VP of Creative Services) welcomes Richard Shotton, author of “The Choice Factory” and “The Illusion of Choice”. Richard has written extensively on consumer behavior and is a renowned thought leader in the advertising space, applying findings from psychology and behavioral science to help people make better marketing choices.
“Don't think you have to solve these problems yourselves–there's 130 years of experiments into how to persuade people more effectively.”
– Richard Shotton, author of “The Choice Factory”
Join Stew and Richard as they try to answer the age-old question, “Why should I trust you?” They also break down top-spending creative from Bank of America, Babbel, Vick’s, and Upside.
Getting Precise 🤏– Hear the one study that proves why “47%” hits harder than “around 50%.”
Lightning-Bugs vs Lightning⚡️– The right word makes all the difference. Audience associations with the words we choose (say Vick’s gummies vs supplements) have a big impact. (h/t to Mark Twain)
An Honor Just To Be Nominated 🏆– How you show up is part of the message. Your audience knows if you’re spending big on ads and that costly signaling helps your credibility.
If you want to understand why some ads just “feel” more trustworthy than others, you absolutely should hear the 7 influential studies in this episode that shape your trust every day (including right now). Listen to the whole episode (and complete lesson #5 of your audio ad masterclass) by clicking below.