This is the Read to Lead podcast, episode 483.

Many brands, many businesses want to convey abstract values, trustworthiness, quality, premiumness.

It's fine to have that as an objective,

but what you need to do as a copywriter is translate that abstraction into much more concrete

terminology. Every day, people make hundreds of choices. Many of these are commercial,

a shampoo to pick, how much to spend on a bottle of wine, whether to renew a subscription.

These choices might appear to be freely made, but psychologists have shown that subtle changes

in the way products are positioned, promoted and marketed, can radically alter how customers

behave. Hi, I'm Jeff Brown, and this is the Read to Lead podcast. It's the podcast dedicated

to your personal and professional growth. I believe if you want to

achieve true success in your business and in your life, then making reading a habit is a great way to

start. I'm here in an attempt to make books more accessible to you. We do that through a conversation

with the book's author. That author this week is a man who goes by the name Richard Schotton. He's written a book called The Illusion of Choice, 16 and a half psychological biases

that influence what we buy. I'm going to ask Richard to share about what marketers need to

understand about habit formation and how they might apply that knowledge to successfully persuade

the effectiveness of asking questions

in your copy, why it's a mistake to attempt to improve the perception of your intangible attributes

like trust or quality head-on, and a lot more. Did you know I host a monthly live stream called

Ask Me Anything? Yes, that's right. It's the third Thursday of each month,

and each month is themed, and this month's theme is productivity. I would love for you to join me

for this productivity themed Ask Me Anything happening Thursday, July 20th. It's just one small part

of what being a Read to Lead Plus member gets you. In addition to that,

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