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Advertising Podcast with Nancy Harhut

On this episode of the Duct Tape Advertising Podcast, I interview Nancy Harhut. nancy is co-founder and artistic director of HBT Advertising. Frequent speaker and writer of Utilizing Behavioral Science in Advertising: Drive buyer motion and loyalty by eliciting knee-jerk responses.

Principal level:

Behavioral scientists have studied how folks make choices and what they found is that fairly often folks don’t make these properly thought out and thought of choices. As an alternative, what persons are doing is counting on decision-making shortcuts, that are these automated, instinctive, reflexive behaviors that people have developed over millennia as a method to preserve psychological power. On this episode, Nancy Harhut joins me to speak about how we as entrepreneurs can improve the probability that individuals will interact and reply to our advertising and marketing messages.

Questions I ask Nancy Harhut:

• [1:29] How do you outline instinctive responses?
• [4:00] Do you ever fear that individuals will be taught behavioral science and create knee-jerk responses that are not essentially for the most effective?
• [5:45] The place do you see entrepreneurs getting this concept of ​​utilizing behavioral science in advertising and marketing?
• [6:46] How will we create emotion in order that they have an opportunity to again it up with logic?
• [10:47] Many occasions we’ll do issues to keep away from fast ache or loss earlier than doing issues which are good for us. I’ve heard entrepreneurs speak about folks shopping for ache relievers as a substitute of nutritional vitamins. How does that affect a salesman’s capability to get a knee-jerk response?
• [11:48] Are there optimistic methods to make use of shortage and urgency?
• [13:45] How does reciprocity with people come into play?
• [17:23] How does some urgency and shortage deliver firms which have a really lengthy gross sales cycle?
• [19:33] Do you suppose any of those strategies or approaches are extra visually efficient than phrases or tales?
• [21:18] When a consumer involves you and is fighting a problem, do you may have some sort of guidelines that you just use or is every case distinctive?
• [22:23] One of many issues he is achieved within the guide is he breaks it down on the finish of the chapter with motion steps. Do you even have some checklists and stuff that individuals can obtain too?
• [23:22] The place can folks be taught extra about your work, join with you, and get a duplicate of your guide?

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