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

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 [e-mail]

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

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