Whether it’s cluttering our inboxes or littering our letterboxes, junk mail is an unavoidable irritation; Brits receive 3.2 billion pieces every year. But while it might be hateful, it’s also effective. What is it about direct mail that spurs sales even as we rip it up and chuck it out?
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Patrick sits at the intersection of behavioural science and data science. He is an expert in personalised persuasion – that is, how to target nudges specifically depending on audience and context; social proof, for example, might work for charities but not for luxury watches. Patrick also consults on comms psychology – how to grab attention, engage emotionally, and nudge behaviour. He is a part-time university lecturer and author of a marketing comms book, Hooked, and his work has appeared in international press. He has provided psychology consulting to household-name brands for over a decade.
