Most B2B marketers think persuasion is instinct. It isn't. It's psychology, and most brands are getting it wrong without realising why their messaging falls flat while competitors' sticks.
In this episode, Dan sits down with Phill Agnew, host of Nudge, to unpack the behavioural science principles hiding behind some of the biggest marketing wins in history. They cover why Zoom beat GoToMeeting by saying less, not more (the goal dilution effect), why Apple never mentioned megabytes and instead sold "1,000 songs in your pocket" (concrete phrases), and why anchoring a scary price before the real one makes buyers say yes. They also dig into the human-to-human connection principle: why Banksy hides behind anonymity, why Lush sticks employee names on products, and what that means for faceless B2B brands trying to build trust.
Essential listening for any B2B marketer who wants their messaging to actually stick, not just sound clever.
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