Boost Response With These Behavioral Science Hacks

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As marketers, we all want to create campaigns that grab attention, drive action, and build lasting customer loyalty. But in today's noisy world, that's easier said than done.

What if there was a way to trigger audiences to engage with your brand instinctively? According to Nancy Harhut, a top digital strategist and co-founder of HBT Marketing, that's exactly what behavioral science can do.

In her award-winning book, ‘Using Behavioral Science in Marketing ,’ Nancy Harhut reveals the fascinating psychology behind how people really make decisions. Spoiler alert: we don't always carefully weigh our options. In fact, research shows we rely on mental shortcuts and gut reactions far more than we realize.

"People don't actually make decisions, they default to decision-making shortcuts," Nancy Harhut explained in our recent interview for my 'Business With Humans ' video podcast (a companion to this newsletter). "Very often, we're making decisions for reasons that we're not even aware of."

As marketers, we understand how the subject lines we choose for our email campaigns can impact their open rates and, by extension, increase the chance for click-through, particularly if the message enclosed is clear and resonant. Of course, email is one of many mediums where leveraging behavioral science techniques can boost results.

If you're like me, you're constantly hunting for effective ways to improve your results. So, let me offer you a sampling of the techniques and examples Nancy Harhut mentioned in our interview. If these pique your interest, you'll definitely want to watch our full video interview for even more insights:

Trigger #1: Loss Aversion

One of the most potent behavioral science techniques is loss aversion - our innate tendency to avoid losing something we already have.

"In marketing, we double down on the gains, the advantages, the benefits," says Nancy Harhut. "But behavioral scientists have found that loss aversion is actually twice as motivating."

In one experiment Harhut's agency ran for a client, they tested different ways to motivate employees to save more in their 401(k) plans. The message framed around avoiding a mistake performed the best.

Highlighting what your audience stands to lose by not taking action can light a fire under them more effectively than simply showcasing the potential gains.

Trigger #2: The Endowment Effect

Closely related to loss aversion is the endowment effect - our tendency to value something more highly just because we own it.

Nancy Harhut gives the example of an email she received saying she had a $15 credit that would expire at midnight. That felt very different than a limited-time $15 discount.

"Mathematically, it's the same thing, but psychologically, they're worlds apart," she notes. "Because it was my $15, and if it was going to expire, I was going to lose it."

Trigger #3: Labels

Another behavioral science technique we discussed is labeling. Researchers found that when you label someone as part of a group, they start to behave like the other members of that group - even if they hadn't previously thought of themselves that way.

In one study, people who were randomly told they were "politically active" voted at a 15% higher rate than the control group in an upcoming election. The mere label was enough to change their behavior.

Whether you label your prospects as innovative early adopters, savvy deal-finders, or any other desirable category, it can significantly influence how they view themselves and the actions they take.

Trigger #4: Rhyme is Reason

Finally, Nancy Harhut mentioned a technique that is often overlooked: rhyme is reason.

Studies show that rhymes are easier for our brains to process and remember. But rhyming taglines and headlines aren't just catchy and memorable; they're believable and persuasive because they just feel right. And as Nancy Harhut puts it, "If something feels right, it's not a big leap to assume that it is right."

From "If it's Covid, take Paxlovid" to "Once you pop, you can't stop," rhymes have been used in marketing and advertising for decades because they work.

Using Behavioral Science in Marketing

In her book, 'Using Behavioral Science in Marketing,' Nancy Harhut includes approximately 25 behavioral science techniques which are rooted in decades of research and have been field-tested by numerous brands and organizations.

With so many options, how do you decide which trigger to apply to your communications? For this, Nancy Harhut recommends starting with a key question: Why might your target audience NOT take the action you want them to take?

"Once we get to that very critical question, then we can start to think about the appropriate behavioral science principles to pull forward," she advises.

In business, understanding how your customers really think and what motivates them to act is invaluable. Using behavioral science in your marketing allows you to create messages that resonate on an instinctive level.

"Properly used, behavioral science is just one more tool in the toolbox to increase the likelihood that people will do what you want them to do," says Nancy Harhut.

I’ve only scratched the surface of my exciting discussion with Nancy Harhut .

Dive deeper into the fallacy of logic-first decision-making, the ethics of using behavioral science to influence buyers, and even more behavioral science triggers and examples by watching our full interview here: https://youtu.be/ZvjRqVyzgzc?si=j35dVyYr3hVGsqzG

Final note: We're heading into planning season for 2025. If your business needs help developing a growth strategy, including ideal investments in brand and demand, please consider reaching out to me and my team at Aaron Hassen (AH) Marketing for help.

Thank you ?? for your attention this week!

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