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Ep 99: Nancy Harhut on Using Behavioural Science in Marketing to Drive Customer Action and Loyalty

Jagged with Jasravee : Cutting-Edge Marketing Conversations with Thought Leaders

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Episode  ·  41:41  ·  Feb 9, 2023


How can we apply principle of behavioural science in marketing and how did your book come about ?  Can you talk about how can marketers use some of the behavioral science principles with example - loss aversion, reciprocity,  autonomy bias, Von Restorff effect etc How can we use behavioural science or 'human behavior hacks' to increase effectiveness of email marketing ?   What is choice architecture and can you give an example of application of the same in marketing ?  Nancy 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.  Please visit her company website https://www.hbtmktg.com Connect with her on Linkedin https://www.linkedin.com/in/nancyharhut/ Check out her book on Amazon https://www.amazon.in/Using-Behavioral-Science-Marketing-Instinctive-ebook/dp/B09ZY7JNWQ/ Jagged 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.  Please visit Jasravee at https://jasravee.com/ Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/   Email Jasravee at jasravee@theadiva.com Index & Flow of Conversation 00:00 Preview & Introduction to Nancy Harhut 02:11 About the Book - Using Behavioral Science in Marketing 04:20 Being Hardwired as Human - Decision Defaults & Shortcuts  06:47 Humans take Emotional Decisions, Justify it with Logic 08:56  Example of Use of Emotion - Selling Business Intelligence Software  13:09  Loss Aversion Principle - Talking About Loss Instead of Benefits is More Compelling 14:17 Reciprocity  Principle - Obliged to Return the Favor 15:24 Reciprocity - Example of  Financial Service 17:43 Principle of Social Proof 19:32 Human Behavior Hacks - Making Email Effective  20:17 Email Marketing -Using Eye Magnet Words 22:20 Email Marketing - Von Restorff effect 23:03 Testing Various Principle for Email Marketing - Example of Testing Various Principles for a Client 30:05 Choice Architecture -Ways Choices Are Presented - Example of Insurance for Employees 33:13 Which Behavioral Principle to Apply for a  Specific Marketing Challenge -Identify Main Buying Barrier 38:15 Nancy Harhut Faces Rapid Fire 40:13 Connect with Nancy Harhut Follow Jagged with Jasravee on Social Media Campsite One Link : https://campsite.bio/jaggedwithjasravee Facebook Page : https://www.facebook.com/jaggedwithjasravee Instagram : https://www.instagram.com/jagggedwithjasravee/ Podcast Page : https://anchor.fm/jagged-with-jasravee Youtube Page : https://www.youtube.com/c/jaggedwithjasravee Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle  Pvt Ltd. Website : https://jasravee.com/ #socialproof #ReciprocityPrinciple #emailcopywriting #neuropsychology #consumerscience #neuromarketing #consumerpsychology #consumerbehavior #Behaviouralscience #B2bmarketing

41m 41s  ·  Feb 9, 2023

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