A How-To Information On Getting Inside Of A Buyer’s Mind

Advertising and marketing Podcast with Nancy Harhut

Nancy Harhut, a guest on the Duct Tape Marketing podcast On this episode of the Duct Tape Advertising and marketing Podcast, I interview Nancy Harhut. Nancy is the co-founder and Chief Inventive Officer at HBT Advertising and marketing. A frequent convention speaker and writer of Utilizing Behavioral Science in Advertising and marketing: Drive Buyer Motion and Loyalty by Prompting Instinctive Responses.

Key Takeaway:

Behavioral scientists have studied how individuals make choices and what they discovered may be very usually individuals aren’t making these well-thought-out, well-considered choices. What persons are doing as a substitute is we’re counting on decision-making shortcuts, that are these computerized, instinctive, reflexive behaviors that people have developed over the millennia as a technique to preserve psychological vitality. On this episode, Nancy Harhut joins me to speak about how we as entrepreneurs can improve the chance that individuals will have interaction with and reply to our advertising and marketing messages.

Questions I ask Nancy Harhut:

  • [1:29] How do you outline instinctive responses?
  • [4:00] Do you ever fear that individuals would possibly be taught behavioral science and create instinctive responses that aren’t essentially for good?
  • [5:45] The place do you see entrepreneurs getting this concept of utilizing behavioral science within the advertising and marketing realm?
  • [6:46] How will we create emotion in order that they get the chance to again it up with logic?
  • [10:47] Quite a lot of occasions we’ll do issues to keep away from ache or quick loss earlier than we’ll do issues which are good for us. I’ve heard entrepreneurs speak about individuals will purchase painkillers as a substitute of nutritional vitamins. How does that one play right into a marketer’s skill to get an instinctive response?
  • [11:48] Are there constructive methods to make use of shortage and urgency?
  • [13:45] How does reciprocation come into play with people?
  • [17:23] How do you deliver some urgency and shortage to companies which have a really lengthy gross sales cycle?
  • [19:33] Do you discover that any of those strategies or these approaches are more practical visually versus phrases or tales?
  • [21:18] When a consumer involves you and so they’re battling a problem, do you might have sort of a guidelines you employ, or is each case distinctive?
  • [22:23] One of many stuff you’ve performed within the e book is that you just sort of break down on the finish of the chapter with motion steps. Do you even have some checklists and issues that individuals can obtain as nicely?
  • [23:22] The place can individuals be taught extra about your work, join with you, and get a replica of your e book?

Extra About Nancy Harhut:

Extra About The Company Workshop:

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