Ten Behavioural Science Principles Every Communicator Should Know
Drawing on his Substack "Cut Through!", Baugh goes beyond the typical “Nudge” framework to explore psychological forces that drive decision-making and engagement. Here's a taste of the standout principles his audience is buzzing about:
- The power of the elephant – Our emotional brain often overrules rational arguments. Messages that resonate emotionally will make a deeper impact than dry data alone. This is the number-one rule of influence.
- Social proof – We're hard-wired to follow the crowd. Hearing “people like me…” often sways behaviour more than any expert testimony.
- Cognitive ease – Clarity beats complexity every time. Communicators should master their topic but explain it simply.
- Authority bias – Credentials and status matter. Who communicates often influences how their message is received.
- Framing effects – The same content can feel different depending on how it’s presented.
- System 1 vs. System 2 thinking – Understand when audiences react intuitively vs. think critically, and how to appeal to each mode.
Baugh emphasises that you can’t bludgeon people with data—to change minds, communication must feel safe and relatable.
