402 Using Behavioral Science in Marketing by Nancy Harhut
The Marketing Book Podcast
Douglas Burdett
4.9 • 868 Ratings
🗓️ 23 September 2022
⏱️ 71 minutes
🧾️ Download transcript
Summary
Using Behavioral Science in Marketing: Drive Customer Action and Loyalty by Prompting Instinctive Responses by Nancy Harhut
About the Book:
Increase engagement, response rates, and the ROI of marketing initiatives with this step-by-step guide to harnessing hardwired consumer behavior and instinctive responses.
Using Behavioral Science in Marketing shows how to apply behavioral science principles in key areas of marketing, including marketing communications, email, direct mail and ad campaigns, social media marketing, and sales funnel conversion strategies.
Highly practical and accessible, it includes case studies and examples from AT&T, Apple, Spotify, and The Wall Street Journal showing how these approaches have been used in practice.
Using Behavioral Science in Marketing also reveals how to increase consumer involvement and engagement, convey exclusivity and desirability, and prompt customer action and loyalty with scientifically proven principles such as autonomy bias, storytelling, and the Von Restorff effect.
Featuring common mistakes to avoid and key takeaways at the end of each chapter, it's also accompanied by downloadable checklists and an interactive template to use in practice.
In a highly competitive space, where even an incremental advantage can result in significant uplifts, this is a crucial resource to create stand-out and successful marketing-especially for marketers in highly regulated or highly competitive environments.
About the Author:
Getting people to take action is what Nancy Harhut is all about. Her specialty is blending creativity with decision science to prompt response.
A frequent speaker at industry conferences, Nancy has shared her passion with audiences worldwide including in London, Sydney, Moscow, Madrid, Stockholm, Sao Paulo, Berlin, and all over the US.
Along the way, she's been named a Top 40 Digital Strategist, a Top 100 Creative Influencer, a Social Top 50 Email Marketing Leader, and one of The 10 Most Fascinating People in B2B Marketing.
Prior to co-founding HBT Marketing in Boston, Nancy held senior creative management positions with Hill Holliday, Mullen, and Digitas. She and her teams have won over 200 awards for digital and direct marketing effectiveness.
And, interesting fact – she plays the accordion!
Click here for this episode's website page with the links mentioned during the interview...
Transcript
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| 0:00.0 | This is Nancy Harut, author of using behavioral science and marketing, drive customer action and loyalty by prompting instinctive responses. |
| 0:07.0 | And you are listening to the Marketing Book Podcast. |
| 0:11.0 | Welcome to the Marketing Book Podcast. podcast. And now here's your host, Douglas Burdett. |
| 0:24.0 | Hello, thanks for joining me on the marketing book podcast, |
| 0:27.0 | where each week I publish an interview with the author of a new marketing or sales book |
| 0:31.0 | and which has been named as one of the top marketing podcasts by |
| 0:33.9 | Forbes and LinkedIn amongst others. Don't worry about taking notes you can find |
| 0:38.3 | links to everything linkable in this episode's website page at marketingbook |
| 0:41.8 | podcast.com. |
| 0:43.4 | And since I get to read every book featured on the show, |
| 0:46.8 | if I can recommend a specific marketing or sales book |
| 0:49.9 | or any other resource I know of |
| 0:51.8 | for whatever challenge you're facing, |
| 0:53.3 | send me a LinkedIn connection invite with a message that you're a listener |
| 0:56.6 | and I will do my best to get you pointed in the right direction. |
| 1:00.4 | My name again is Douglas Burdett. This episode is sponsored by marketing architects, |
| 1:06.0 | creators of the all-inclusive TV advertising concept that's so revolutionary, |
| 1:11.0 | they wrote a book about it. I'll tell you more and how to get a free copy of the book in a few minutes. |
| 1:16.0 | Now let's get on with the show. |
| 1:18.0 | Today we welcome Nancy Harhood to talk about her book |
| 1:21.0 | Using Behavioral Science and Marketing, Drive Customer Action and Loyalty by Pro- to talk about her book using behavioral science and marketing drive customer |
| 1:23.8 | action and loyalty by prompting instinctive responses published by |
... |
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