Nancy Harhut is a top forty digital marketing strategist, keynote speaker and author of the award-winning book ‘Using Behavioral Science in Marketing.’

Listen as Nancy reveals to Aaron Hassen specific behavioral science-backed techniques and approaches proven to help increase buyer response to marketing messages and advertising.

Topics covered in this video include:

01:11 - Why Nancy believes in behavioral science in marketing
03:28 - What prevents brands from communicating in ways that drive better results
04:56 - The role of direct response to change buyer behavior at the moment
07:06 - The fallacy of logic-first decision-making
09:40 - Is it ethical to use behavioral science to influence buyers?
12:48 - Loss aversion motivates buyers twice as much as benefits
14:31 - Leveraging the endowment effect to improve conversion rates
16:47 - Using labeling to achieve a 64% increase in response
19:12 - How AT&T used framing to change buyer perceptions
20:24 - Clever ways GE and Cognos used emotion to drive action
24:25 - The critical question for determining which behavioral science technique to use
26:53 - The most powerful and most underused behavioral science techniques

Video mentions include:

Robert Cialdini, direct response marketing, brand marketing, behavioral science, messaging, loss aversion, endowment effect, labeling, conversion rates, AT&T, GE, Cognos, IBM, authority principle, magnitude encoding process, social proof, Scientific American, rhyme is reason bias, Pringles.

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