Sweating the small stuff: How to use behavioural science to build more effective communications

Crawford Hollingworth and Liz Barker

Details how marketers can apply behavioural science to optimise everyday communications.
  • Marketers must clearly define the behavioural response required by the customer and pinpoint any potential behavioural barriers.
  • It is then essential to analyse the context in which the communications will be received, read and acted upon.
  • Conduct a behavioural economics audit of the communications, analysing and optimising it using insights from behavioural science, to prepare for pilot and testing of the optimised version.
  • Seven key concepts from behavioural science – choice architecture, salience, anchoring, framing, chunking, cognitive ease and social norms – are also covered....

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