How do you convince customers your brand has authority? You get into the specifics. Richard Shotton is the behavioral science expert armed with the tactics you need.Richard is the Founder of Astroten, the company helping brands like Google, Mondelez, BrewDog and Barclays apply behavioral science to solve their challenges.Daniel and Richard discuss how generalizations make customers feel unsure about your brand, why visual language is sticky, and tactical psychological biases you can use today to get your emails read.And thanks to our episode sponsor, Retention.  What do brands like Warby Parker, Dr. Squatch, Vital Proteins, and Blendjet all have in common? Retention.com is their highest performing ROAS channel by far. Visit Retention.com to book a demo today.Follow Richard:LinkedIn: https://www.linkedin.com/in/richard-shotton/Twitter: https://twitter.com/rshottonAnd to buy a copy of Richard's latest book head to AmazonFollow Daniel on Twitter: twitter.com/Dmurr68LinkedIn: linkedin.com/in/daniel-murray-marketing Sign up to The Marketing Millennials newsletter: workweek.com/brand/the-marketing-millennialsDaniel is a Workweek friend, working to produce amazing podcasts. Find out more, visit: www.workweek.com