- Nick Mason is the CEO and co-founder of Turtl, a company that uses science and psychology to create digital content.
- He said people are motivated by certain emotions and tend to trust people who are like them.
- He shared three ways people can use these principles to get ahead at work.
Marketers try a lot of things to get people’s attention in a cluttered world. Nick Mason is the CEO and co-founder of Turtl, a company that uses scientific and psychological principles to create digital marketing content and sales for the likes of Amazon, Cisco, Nestlé, and Lexus, and says those same principles can be used broadly by people trying to get ahead.
“What we’re really about is applying science to the problem of business communication to get better outcomes,” said Mason. “There’s all kinds of research out there on what causes us to pay attention, what causes us to maintain attention, and then what actually causes us to take action as a result of the attention that we just paid.”
He told Insider what these attention-grabbing techniques look like in practice (using independent and its own research), and how they can be used in day-to-day communications from pitch decks to CVs to get ahead – particularly by freelancers or marketers.
Use reciprocity to build people’s trust
Today, many companies will generate leads by producing content – like an in-depth research report – and asking potential customers to share their information in a form in order to access it.
“From a psychological perspective, that’s a terrible idea,” said Mason. “There’s this idea in psychology of reciprocity, which [suggests] that if you give someone something first, they’re more likely to do a favor for you later.”
If you’re a freelancer, this could mean offering a potential client a trial of your services pro-bono, making them more likely to trust your skills and in time, hire you, Mason said.
Tap people’s need for self-determination
One of the key pillars of Turtl’s approach is self-determination theory. If you can ensure that people feel “autonomy, relatedness, and mastery,” Mason said, “they’ll persist longer with the activity.”
This might look like giving your audience more choices or tasks so they feel more …….