37: The Irrational And Invisible Influences That Drive Human Behavior with Rory Sutherland

When focused on growing your business, it's completely normal to focus on things that logically yield growth. Things like which networking events to attend, how to add more subscribers to your email list, how often to post on social media, what type of ads you want to run, how to get more people to your seminars, how to get more clients to refer.... And while these are completely logical ideas, it's often the ideas that leverage irrational and invisible influence that yield outsized returns. When was the last time you thought about: What your office or Zoom background is "signaling" to prospective clients? What minor detail or design on your website could drastically improve conversions? How to package your services in a way that feels less overwhelming and provides clarity around exactly what the client receives? What things could be causing your clients to perceive your services as expensive rather than a bargain? Rory Sutherland, author of Alchemy: The Dark Art and Curious Science of Creating Magic in Business, Brands, and LIfe, consults with companies around the world to help them enhance their branding and marketing by better understanding the invisible influences that shape our behavior. We discuss: Why you can't always trust what people say they want The real reason why people go see doctors (and financial advisors) The psychological challenges involved when saving for retirement (and what to do about it) How to use context to influence decision-making and behavior The power of "signaling" - the most underrated component in building trust And way more! *For more resources discussed in this episode, check out www.wiredplanning.com/episode37. *For more resources and insights on mastering the human side of money (including our popular "Wisdom Round-Up" email), go to www.wiredplanning.com.