Ep 99: Nancy Harhut on Using Behavioural Science in Marketing to Drive Customer Action and Loyalty
How can we apply principle of behavioural science in marketing and how did your book come about ?
\nCan you talk about how can marketers use some of the behavioral science principles with example - loss aversion, reciprocity, autonomy bias, Von Restorff effect etc
\nHow can we use behavioural science or 'human behavior hacks' to increase effectiveness of email marketing ?
\nWhat is choice architecture and can you give an example of application of the same in marketing ?
\nNancy answers the above questions and many more, as she gives a practitioner's perspective on application of behavioural science in marketing. Nancy Harhut is a co-founder and chief creative officer of HBT Marketing. Her specialty is blending best-of-breed creative with behavioral science to prompt response. She and her teams have won over 200 international and national awards for marketing effectiveness. Prior to cofounding HBT Marketing, Nancy held senior creative management positions with agencies within the IPG and Publicis networks.
\nPlease visit her company website https://www.hbtmktg.com
\nConnect with her on Linkedin https://www.linkedin.com/in/nancyharhut/
\nCheck out her book on Amazon https://www.amazon.in/Using-Behavioral-Science-Marketing-Instinctive-ebook/dp/B09ZY7JNWQ/
\nJagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
\nPlease visit Jasravee at https://jasravee.com/
\nConnect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
\nEmail Jasravee at jasravee@theadiva.com
\nIndex & Flow of Conversation
\n00:00 Preview & Introduction to Nancy Harhut
\n02:11 About the Book - Using Behavioral Science in Marketing
\n04:20 Being Hardwired as Human - Decision Defaults & Shortcuts
\n06:47 Humans take Emotional Decisions, Justify it with Logic
\n08:56 Example of Use of Emotion - Selling Business Intelligence Software
\n13:09 Loss Aversion Principle - Talking About Loss Instead of Benefits is More Compelling
\n14:17 Reciprocity Principle - Obliged to Return the Favor
\n15:24 Reciprocity - Example of Financial Service
\n17:43 Principle of Social Proof
\n19:32 Human Behavior Hacks - Making Email Effective
\n20:17 Email Marketing -Using Eye Magnet Words
\n22:20 Email Marketing - Von Restorff effect
\n23:03 Testing Various Principle for Email Marketing - Example of Testing Various Principles for a Client
\n30:05 Choice Architecture -Ways Choices Are Presented - Example of Insurance for Employees
\n33:13 Which Behavioral Principle to Apply for a Specific Marketing Challenge -Identify Main Buying Barrier
\n38:15 Nancy Harhut Faces Rapid Fire
\n40:13 Connect with Nancy Harhut
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\n#socialproof #ReciprocityPrinciple #emailcopywriting #neuropsychology #consumerscience #neuromarketing #consumerpsychology #consumerbehavior #Behaviouralscience #B2bmarketing
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