Why do people pay more for the same cup of coffee just because it's served in a nicer cup?

Why does a limited time offer suddenly make us want something we didn't even consider yesterday?

If you've ever wondered why perfectly designed campaigns flow flat, while quirky, unpolished, those terrible ones, they just go viral, this episode will flip your assumptions completely.

In this episode of Marketing Unzipped, we're talking about the psychology of choice!

Marketing is built on a strategy called Choice Architecture which is the idea that the way a decision is presented shapes the outcome, even if the options stay exactly the same, you're not changing the product, you're just changing the frame.

Imagine that you're at a coffee shop. The menu offers a small coffee for £2, a medium for £3.50, and a large for £3.75. Most people will go straight for the large, not because they need more coffee, but because the price difference nudges them to think it's better value that medium option. It exists to steer the choice only and this kind of behavioural design works because people don't make purely rational decisions. We take shortcuts.

Today we discuss all the ways that you can use that in marketing to grow your business!

https://thepursuitagency.com/

On today's episode of Marketing Unzipped we're talking about Answer Engine Optimisation or AEO. This is something that is quietly disrupting the way we think about SEO and it's a fundamental rethink of how visibility online actually works.

For the last two decades, search engine optimisation has shaped how we write content, structure websites, and compete for attention. But something’s shifted – subtly at first, now unmistakably.

People no longer search the way they used to.

We’re seeing a profound change in behaviour. Users aren’t just typing keywords – they’re asking full questions in natural language. And they’re not necessarily looking for pages anymore – they’re looking for answers.

This shift marks the rise of what could be the next evolution in digital marketing: Answer Engine Optimisation.

And it’s not a gimmick. It’s a direct response to a new wave of AI-native tools and platforms that are fundamentally changing the traditional search experience.

AEO isn’t about replacing SEO – it’s about modernising it.

Search Engine Optimisation still matters. But now it needs a strategic counterpart. A framework that recognises the growing role of AI in shaping what gets seen, quoted, and trusted.

That’s why Answer Engine Optimisation matters.

https://thepursuitagency.com/

On today's episode of Marketing Unzipped, I have the pleasure of interviewing Fiona Scott of Scott Media.

Fiona and I have worked together since the early days of The Pursuit Agency and I couldn't wait to have her as a guest on the show because she has so much knowledge and wisdom to share and as you hear she's had an AMAZING career as a journalist before starting her PR business.

Scott Media isn't your normal PR agency. Fiona operates as a newsroom and is a journalist for her clients, writing their press releases and supporting them to make their businesses visible to the business world. I can honestly say working with Fiona is one of the best decisions I ever made. because when I go to football or meet up with family and friends they'll tell me about opening the paper and seeing me in it or logging onto the internet and there I am on a news website! And that right there is the power of PR!

Fiona shares about crisis management explaining what it is and giving an example that she had to spend a bank holiday weekend dealing with!

If you're looking for a PR partner who works with you in your business and you like what you hear and want to have a conversation head to www.scottmedia.uk or pop her an email at fiona@fionascott.co.uk

https://thepursuitagency.com/