A How-To Guide On Getting Inside Of A Customer’s Brain

Marketing Podcast with Nancy Harhut

In this episode of the Duct Tape Marketing Podcast, we interview Nancy Harhut.Nancy is Co-Founder and Chief Creative Officer of HBT Marketing. A frequent conference speaker, Using Behavioral Science in Marketing: Driving Customer Behavior and Loyalty by Encouraging Instinctive Responses.

Important points:

Behavioral scientists have studied how people make decisions, but what they’ve found is that very often people don’t make these well-thought-out decisions. What people are doing instead is relying on decision shortcuts. This is an automatic, instinctive, reflexive behavior that humans have developed over thousands of years as a way to conserve mental energy. In this episode, Nancy Harhut joins me as a marketer on how to increase the likelihood that people will engage and respond to her marketing message.

Questions I ask Nancy Halhat:

• [1:29] How would you define an instinctive reaction?
• [4:00] Have you ever worried that people will study behavioral science and produce instinctive responses that aren’t necessarily good?
• [5:45] Where do you think marketers get this idea of ​​using behavioral science in the marketing realm?
• [6:46] How do we create emotion so that they have a chance to back it up with logic?
• [10:47] Often, we do things to avoid pain or impending loss before we do something good for ourselves. How does that affect a marketer’s ability to get an instinctive response?
• [11:48] Is there a way to take advantage of scarcity and urgency?
• [13:45] How does reciprocating motion relate to humans?
• [17:23] How do you bring urgency and scarcity to a business with very long sales cycles?
• [19:33] Do you find any of these techniques or approaches more visually effective than words or stories?
• [21:18] When clients come to you and they struggle with challenges, is there some sort of checklist you use or is it unique to every case?
• [22:23] One of the things you’ve done in your book is break it down into action steps at the end of the chapter. Is there a checklist or something I can download?
• [23:22] Where can people learn about your work, connect with you, and get your book?

do you like this show? Click above to please leave a review iTunes please!

This episode of the Duct Tape Marketing Podcast HubSpot Podcast Network.

HubSpot Podcast Network is the audio destination for business professionals seeking the best education and inspiration on how to grow their business.