01:19 Why is persuasion important?
02:19 A definition of persuasion and the difference between persuasion and manipulation
03:17 How do we make decisions?
03:47 System 1 and System 2, from Thinking Fast and Slow
04:15 Example of a cognitive bias
05:00 A bit of mathematics
07:51 95% of our decisions as consumers are made this way…
08:31 Do we make decisions “emotionally” then back up with logic?
09:44 How can we become better persuaders with video?
10:32 Strong brands have this quality in abundance, weak brands do not…
10:48 2 key principles from behavioural economics
12:28 Mere exposure and share of brand voice connection
13:35 Don’t blend in – do a content gap analysis
15:09 How to best use features, data and benefits
15:20 Emotion and the marketing funnel
15:59 Nike and ASOS examples
17:07 Wrapping up