On this episode of Brainfluence, we explore how behavioral science can be utilized in both B2C and B2B marketing. Nancy Harhut shares how campaigns that focus on emotional impact over product features can increase purchase intent. We also discuss information gap theory and how marketers can use it to pique interest, availability bias, and autonomy bias. We dive into how giving people choices can increase the likelihood of a buying decision, and how the use of the word “because” can increase compliance. In addition, we cover temporal landmarks, guiding customer choice, and the importance of coming off as engaged and interested in clients’ work. Join us as we dive into these fascinating behavioral science principles and their applications in marketing.For marketers, science trumps cleverness. Nancy Harhut, aka @nharhut, shares actionable ideas from her book, Using #BehavioralScience in #Marketing Click To Tweet
Nancy Harhut – Key Moments
Acceptance of Behavioral Science in Marketing [00:00:44] Nancy discusses the growing acceptance of behavioral science in marketing, citing the creation of C-level positions like Chief Behavioral Science Officer as an indication of its power and effectiveness.
Skepticism in B2B Marketing [00:01:20] Nancy talks about encountering skeptics in B2B marketing who believe that behavioral science doesn’t fit in with the rational sell, and shares an example of a successful campaign for a company that did business intelligence software.
Autonomy Bias in Marketing [00:06:04] Nancy explains autonomy bias, the innate desire for control over oneself or one’s environment, and how marketers can use it by offering choices to make people feel like they have some kind of control.
The Power of Choices [00:06:42] Having choices can increase the likelihood of making a buying decision, but too many choices can lead to analysis paralysis. Marketers should use choices to feed into the desire for autonomy, but guide customers towards a specific direction.
Temporal Landmarks and Discounting [00:10:05] Temporal landmarks are days when people feel like they can start fresh and accomplish anything, making it a great time to convince someone to commit to something. Temporal discounting is the tendency to prefer immediate gratification, which can be overcome by making people feel that their future selves are the same as their present selves.
Retirement Age Progression Tool [00:12:36] Merrill Lynch’s age progression software for retirement funds and its impact on people’s perception of saving for retirement.
Information Gap Theory [00:14:07] Using information gap theory to create curiosity and interest in a product or service by posing questions that create a gap between what people know and what they want to know.
Availability Bias [00:18:17] Nancy and Roger discuss how availability bias affects people’s fears and decision-making processes, and how it was used in a successful marketing campaign for a B2B client.
Overcoming Bias in B2B Purchases [00:21:18] The mental process of keeping the status quo and avoiding risk affects many B2B purchases, and marketers need to find ways to overcome this bias to promote change.
Automatic Compliance Triggers [00:24:08] Nancy talks about the power of using the word “cause” as a trigger for automatic compliance, and how it can be used in marketing to increase customer engagement.
The Power of “Because” [00:24:43] Nancy Harhut explains how the word “because” triggers automatic compliance and how it can be used in marketing.
The Credibility of Charts and Graphs [00:25:26] The mere presence of a chart or graph can increase the credibility of the text that’s next to it.
Using Behavioral Science Principles in Marketing [00:27:39] Nancy Harhut shares how she begins a new project by looking at the desired behavior, the target market, and the number one reason why people may not want to take action. She also discusses some of the behavioral science principles that can be used in marketing.
Nancy Harhut Quotes
The Importance of Citing Behavioral Science: “I think being able to point to what behavioral scientists have found in the market adds credibility to us as marketers. And so our clients, as a result, are a little bit more willing to listen to what we have to say and feel a little bit more confident when they’re rolling out our campaigns.”
Autonomy Bias: “Giving people a few choices makes them feel like they have some kind of control. And control is a deep seated desire for people.”
B2B Marketing: “People make their decisions for emotional reasons and then justify them later for the rational one. So I always say to clients, have both, have both in your marketing messages.”
The Power of “Because”: “She identified the word because as an automatic compliance trigger. When we see it or when we hear it, we just start to nod up and down like little Bobbleheads without fully processing what comes next.”
Marketing Tactics: “Usually where we’ll start is to look at the action we’re asking people to take and what’s the number one reason why they won’t do it.”
About Nancy Harhut
Nancy Harhut is the Chief Creative Officer at HBT Marketing. She specializes in blending creative with decision science to prompt responses and has spoken at industry conferences around the world. Prior to co-founding HBT Marketing, she held senior creative management positions with Hill Holliday, Mullen, and Digitas, and has won over 175 awards for digital and direct marketing effectiveness.
Nancy Harhut Resources
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