Joseph introduces his topic of this week, overcoming obstacles, as well as his guest, Dr. Dave Popple, a corporate psychologist and President Psynet Group. Joseph explains how he often struggles with the obstacle of creating ideas for content, and how Statista, a website that has data statistics of over 80,000 topics, has helped him overcome this obstacle. Dave explains how his mindset is through the behaviors of people, and how people think allows him to help others overcome obstacles in decision making, specifically Joseph, who has a SEO focused thinking process. Joseph and Dave discuss RISPA, a format that Dave has come up with for a decision making process which stands for, rejection, indifferent, skeptical, procrastinate, and attention. Dave goes into the process of how he came up with RISPA, and how these five hoops are always the five obstacles in creating content, selling products, and many other situations.
Joseph and Dave discuss likeability, and how likeability ultimately affects whether or not you will be able to go through the five RISPA hoops, as well as how easily a message is communicated. Dave explains how if you sent out your message with a little bit of counter culture within it, it will likely increase the likeability of you to better get your message communicated to pass through the first hoop of RISPA, and have customers not reject you. They also discuss AI software, and how this software is able to determine likability, specifically joyfulness in content. The two also discuss the Barnum effect, and how this affects marketing, and can benefit you and your product, and to help you figure out your customers interests, similar to how horoscopes are vague to apply to everyone. Dave also explains how he is cautious using the combination of the Barnum effect with AI software, as these are incredibly powerful, and if someone who does not have firm ethics make use of these can cause devastation.
Joseph and Dave discuss nudging theory, which is when one goes shopping at the grocery store, the high profit items are eye level, while the low profit items are near the ground. Dave gives an example of nudging on his television show, it has a segment where the team picks who will get fired from the company, and as there was a voting tie between the mother of the head of the company and another employee on whether or not they will be one of the three people who might get fired. Dave had the ballot redone to break the tie, and put the mother higher up on the ballots, and the person who she was tied with at the bottom of the ballot, resulting in seven people changing their vote from the other employee to the mother. The two discuss the balance between likeability and credibility, and how to successfully interest people, a balance is necessary because if either likeability or credibility hold too much power, that interaction will not be as successful.
Joseph and Dave discuss how best to use RISPA to create content, and how it is important to think of RISPA because many people who create content tend to skip overcoming rejection and indifference, ignoring the emotional aspect of marketing. Dave explains that the piece of content that has the biggest impact on his life, The Failure of Nerve, that overcame all of RISPA for him, and helped him change his life for the better. Dave explains Psynet Group, and what they do. The two also discuss the software Sybil software, which is the backbone behind Psynet.