Using Behavioral Science in Marketing - Nancy Harhut - Hard Corps Marketing Show - Episode #305

Using Behavioral Science in Marketing - Nancy Harhut - Hard Corps Marketing Show - Episode #305

Get ready to roll up your sleeves and say “wow” because Nancy Harhut, Co-Founder and Chief Creative Officer of HBT Marketing (Human Behavior Triggers), is back with Casey Cheshire on The Hard Corps Marketing Show. Nancy shares her passion for behavioral science and marketing creativity while giving the ins and outs of how to grow your business and customers. 
 
 
Busted Myths:
  • Customers will tell us what they think their reasoning is when buying a product.
 
 
Takeaways:
  • Behavioral scientists have found that up to 95% of decision-making purchases take place in the subconscious mind.
  • The Pull of the Magnetic Middle is the concept that people don't like to be way out on the far edge. People like to stay in the middle of the field. When a customer is informed that they are on the edge of your sale, they'll normally buy in to be comfortable in the middle.
  • Behavioral scientists have found that people are twice as motivated to avoid the pain of losing an item as they are to achieve the positivity of purchasing more products.
  • When you give somebody a reason to do something, they're more likely to do what you ask them to do because they were brought up to do what they have been told to do. So, when you tell a customer why they should buy something, oftentimes they buy in.
  • When we hear the word “because” it becomes this automatic compliance trigger and we start to agree without even processing what comes next. It makes us sign and do whatever needs to be done.
  • When an online store has “10 items left”, on average people bought more because they thought they only had 10 left. It influenced them to buy quickly before it “runs out” when in reality they have more in the warehouse.
  • When people aren't sure of what to do. They look to others, particularly others like themselves and, they follow their leads. So companies will try to relate to their customers on a personal level to gain more of a following to grow their business.
 
 
Quote of the Show:
  • “ if the information is scarce, we value it more. We're actually more persuaded by the information we believe if it is not widely available.” (16:14)
 
 
Shout Outs:
  • Ellen Langer out of Harvard university
 
 
Book Recommendations:
  • Brainfluene - Roger Dooley
 
 
Links:
 
 
Ways to Tune In:

Creators and Guests

Casey Cheshire
Host
Casey Cheshire
CEO & Founder of Ringmaster Conversational Marketing. Casey Cheshire is a marketer, serial entrepreneur, and adventurer. He has been in EO for close to 10 years and counts his relationships as a key reason for his continued success. Casey’s passion for podcasting led to him founding Ringmaster Conversational Marketing. Ringmaster helps B2B businesses launch podcasts that drive growth and revenue. Previously, Casey founded and ran Cheshire Impact for 10 years. It became the top Salesforce Pardot marketing automation solutions partner in the world before a successful exit in 2021. He is also a US Marine Corps Veteran where he served in the Infantry and deployed to some very hot climates. In his free time, Casey likes to skydive, climb mountains, and pretend to be a hungry bear for his two kids.
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