Dots Oyebolu speaks with Nancy Harhut, Co-Founder and Chief Executive Officer of HBT Marketing. They explore the world of behavioral marketing and how marketers can leverage psychological principles to drive customer acquisition and brand loyalty. The conversation covers practical applications of behavioral science, from influencing stakeholders to crafting compelling narratives that activate multiple areas of the brain.
Key Takeaways:
0:00 Introduction.
04:06 No magic wand exists that makes people take action every time.
07:12 Behavioral science principles work across all demographics and environments.
12:03 The appeal of the phrase: "Would you be willing to consider this?"
21:57 Customer cynicism grows with ChatGPT and increased information access.
25:42 Scarcity drives immediate decisions when interest already exists.
29:36 More brain activation improves understanding and memory retention.
30:17 “Narrative transport” pulls listeners into the story so they feel what the characters feel.
32:30 Once ideas become yours through stories, you're reluctant to give them up.
34:30 Focus on lifetime value rather than just immediate acquisition.
39:30 Information gap theory: people take action to close gaps between what they know and want to know.
Resources Mentioned:
https://www.linkedin.com/in/nancyharhut/
HBT Marketing | LinkedIn
https://www.linkedin.com/company/hbt-marketing/
HBT Marketing | Website
https://www.hbtmktg.com/
Insightful Links:
https://www.ogilvy.com/ideas/how-increase-your-marketing-effectiveness-behavioral-science
https://terakeet.com/blog/behavioral-marketing/
https://kadence.com/how-to-use-consumer-behaviour-to-drive-customer-action-and-loyalty/
https://contentmarketinginstitute.com/articles/content-increase-audience-response/
https://www.naylor.com/associationadviser/10-free-behavioral-science-secrets/
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