About BaSIC

BaSIC focuses on the Behavioral Science of Influential Communication.

I’ve always been interested in communication and human behavior, so naturally I gravitated toward a career in marketing communications. There are a huge number of resources out there covering marketing, web, social, and promotional communications and how to do them effectively, but there are relatively few that explore WHY they work.

So I started this blog. BaSIC focuses on the behavioral science of influential communication. Influential communication is any form of communication used to persuade an audience to take some action.  Influential communications can take almost any form: advertising, websites, a tweet, email, speeches,  essays… really, any kind of persuasive communication.

Here, I explore psychology, neuroscience, perception, cognition and all other manner of behavioral science that help us understand why influential communications work and how to make them more effective.

Randy Burch


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