How Content Marketing and Behavioral Science Go Hand-in-Hand
Nancy Harhut was working in advertising when a colleague recommended she read Influence: The Psychology of Persuasion by Dr. Robert Cialdini. She devoured the text and discovered a new passion for behavioral science. From there, she began a quest to learn everything she could about the field and apply some of the lessons to her work.
Not so surprisingly, the behavioral science techniques Nancy was learning worked (more on that shortly!). She set off in a permanent new direction, marrying marketing best practices with behavioral science research, and she’s never looked back.?
Today, Nancy is co-founder and chief creative officer at HBT Marketing . She’s been experimenting with behavioral science in marketing for over a decade. In fact, she even wrote her own book on the subject, Using Behavioral Science in Marketing: Drive Customer Action and Loyalty by Prompting Instinctive Responses.
Nancy describes behavioral science as “the study of how people behave or, more specifically, why they do what they do. Scientists have found that people don’t often make decisions. Instead, we rely on decision-making shortcuts to conserve mental energy.”
These automatic, instinctive and reflexive shortcuts present a massive opportunity for marketers because if you know that people are likely to do Y when they see X, and you want them to do Y, you’ll know you need to show them X. You can proactively build it into your creative strategy to nudge people along.?
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Marketing Creative + Behavioral Science | Award-Winning Author | International Keynote Speaker | Chief Creative Officer
2 个月“These automatic, instinctive and reflexive shortcuts present a massive opportunity for marketers because … if you know that people are likely to do Y when they see X, and you want them to do Y, you’ll know you need to show them X.” Thanks for the feature, Managing Editor magazine and Nikki M. Carter ??! Totally enjoyed talking behavioral science with you. And sharing easy ways marketers can increase response. Thanks for the shout out about my book, "Using Behavioral Science in Marketing: Drive Customer Action and Loyalty by Prompting Instinctive Responses."