Marketing Podcast with Nancy Harhut
In this episode of the Duct Tape Marketing Podcast, I interview Nancy Harhut. Nancy Hall Co-Founder and Chief Creative Officer of HBT Marketing. A frequent conference speaker and author Using Behavioral Science in Marketing: Drive Customer Action and Loyalty by Invoking Instinctive Responses.
Behavioral scientists have studied how people make decisions, and what they’ve found is that often people don’t make these well-thought-out, well-considered decisions. What people are doing instead is we’re relying on decision-making shortcuts, which are these automatic, instinctive, reflexive behaviors that humans have developed over millennia as a way to conserve mental energy. In this episode, Nancy Harhut joins me to talk about how we as marketers can increase the likelihood that people will engage and respond to our marketing messages.
I ask Nancy Harhut the question:
- [1:29] How do you define instinctive response?
- [4:00] Do you ever think that people can learn behavioral science and develop instinctive reactions that aren’t necessarily for the best?
- [5:45] Where did you get this idea of using behavioral science in the marketing world?
- [6:46] How do we create emotion so that they have a chance to back it up with logic?
- [10:47] Many times we do things to avoid pain or immediate harm before we do them any good for us. I’ve heard marketers tell people to buy painkillers instead of vitamins. How does that play into a marketer’s ability to get an instinctive response?
- [11:48] Are there positive ways to use scarcity and urgency?
- [13:45] How does compensation come into play with people?
- [17:23] How can you bring some urgency and scarcity to businesses that have a very long sales cycle?
- [19:33] Do you find that any of these techniques or methods are visually more effective than words or stories?
- [21:18] When a client comes to you and they struggle with a challenge, do you have a checklist that you use, or is each case unique?
- [22:23] One of the things you do in the book is that you break up with action steps at the end of the chapter. Do you have checklists and stuff that people can download too?
- [23:22] Where can people learn more about your work, connect with you, and get a copy of your book?
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This episode of the Duct Tape Marketing Podcast is brought to you by the HubSpot Podcast Network.
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