#114 Nancy Harhut – Using Behavioural Science To Boost Sales

Nancy Harhut is the co-founder and chief creative officer of HBT Marketing. Nancy is the author of Using Behavioral Science in Marketing. Getting people to take action is what Nancy is all about. Her speciality is blending best-of-breed creativity with behavioural science to prompt response. Nancy’s been named one of the 10 Most Fascinating People in B2B marketing, a Social Top 50 Email Marketing Leader, and a Top 40 Digital Strategist.

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(00:00) Introduction
(03:05) Why do you do what you do? 
(05:02) What behaviour triggers do consumers make?   
(07:07) What are customers searching for in social proof? 
(09:07) How to get quality testimonials for social proof
(11:16) How to get existing customers to leave reviews
(14:52) Eye-magnet words to increase engagement
(17:15) The best words to use for copywriting & sales
(20:33) The benefits of giving more than you get
(25:45) How to capture people's attention for free 
(29:30) How to generate urgency & scarcity 
(32:20) How to nail email marketing for sales
(33:50) How important is storytelling for sales?
(37:07) Behavioural science approach to storytelling
(39:50) Customer success stories & product stories
(41:30) The consistency principle for company loyalty
(46:00) The decision making process to make a purchase
(49:10) Behavioural science approach to promotions
(53:50) How to gain authority for marketing & sales

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