I’ve noticed that, now more than ever, tighter marketing budgets mean we rarely get a second chance to make an impression. For years, I relied heavily on tried-and-true methods like A/B testing. While those approaches certainly offer some useful data, I gradually realized they don’t really get to the heart of what makes people tick. I craved a way to dig deeper—to really understand what drives my audience to make decisions.
That’s when I started integrating behavioral science into my marketing approach. What I discovered was eye-opening: by tapping into the subtle psychological triggers and universal human motivations beneath every choice, I was able to build campaigns that connected on a much deeper and more emotional level—no matter the industry or the communication channel.
At Full House Partners, where I work as Managing Partner, I was part of the team that developed what we call Persuasion Testing. This method goes a step beyond standard experimentation. Rather than simply testing which message “wins,” Persuasion Testing incorporates behavioral principles right into the strategy. Now, I don’t just know which ideas resonate—I understand why. Every piece of communication can then be refined for maximum impact, across email, social media, ads, and more.
In a recent interactive workshop with some colleagues and clients, we experimented with Persuasion Testing and saw firsthand how it uncovers insights that traditional testing often overlooks. With this methodology, my team and I have become much more agile. We’re able to adjust our messaging swiftly and confidently, ensuring that every campaign delivers genuine value to our audience and measurable results for our clients.
Embracing behavioral science has gone far beyond just boosting clicks or improving engagement rates. It’s given me a much richer, more profound understanding of what really motivates my audience. When I weave these insights into our campaigns, the results are reliably more persuasive, efficient, and impactful.
With the current level of competition out there, I’ve come to believe that integrating behavioral science—especially Persuasion Testing—is simply no longer optional. For me, the difference has been transformative. If you want to truly move people and drive action, start by understanding the deeper factors that shape their behavior.