Name: Use behavioural science to improve your marketing
Uploaded: 2023-09-13T10:28:15.961Z
Duration: 160.96
Description: Content marketing traditionally focuses on the benefit for the customer, but behavioural science tells a different story. Nancy Harhut, Author and CCO, explores how the factors that affect behavioural change must be considered when executing a successful content marketing strategy, and that highlighting the negative may be the best call to action.

Nancy Harhut book final edit 4.mp4

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English

{{00:00:00}}
I'm Nancy Harhut.

{{00:00:00}}
I'm the Chief Creative Officer at HBT
Marketing, and I am the author of Using

{{00:00:04}}
Behavioural Science and Marketing:
Drive Customer Action and Loyalty

{{00:00:07}}
by Prompting Instinctive Response.

{{00:00:20}}
People very often don't
make well-thought-out,

{{00:00:22}}
well-considered decisions.

{{00:00:23}}
What we do instead is we rely
on decision-making shortcuts.

{{00:00:27}}
We kind of cruise along
through life on autopilot.

{{00:00:29}}
When we encounter a certain
situation, we just default to

{{00:00:31}}
these hardwired behaviours.

{{00:00:33}}
We do this as people because it
helps us conserve mental energy.

{{00:00:36}}
We've evolved as humans to do that.

{{00:00:37}}
But if marketers can understand
that, if marketers understand that,

{{00:00:41}}
people rely on decision defaults,
we can get out ahead of it.

{{00:00:44}}
We can trigger or prompt those
instinctive, automatic, hardwired

{{00:00:48}}
behaviours, and that makes it more
likely that we get the engagement

{{00:00:51}}
and response that we're looking for.

{{00:00:53}}
We like to think that we're pouring our
heart and our soul into our marketing

{{00:00:55}}
messages and people are gonna spend every
bit as much time devouring, consuming

{{00:00:59}}
our messages as we spend creating
them, and that's not really the case.

{{00:01:02}}
You know, people are, again, cruising
along on autopilot and they think they

{{00:01:07}}
know why they make decisions, but very
often there are other factors at play.

{{00:01:10}}
And so what we want to do
is, as marketers, we want to

{{00:01:13}}
tap into those other factors.

{{00:01:15}}
So, one example for instance is,
you know, in marketing we focus

{{00:01:19}}
on benefits, gains, advantages.

{{00:01:21}}
It's all these are the wonderful
things that will happen if you

{{00:01:23}}
just buy my product, if you
just sign up for my service.

{{00:01:25}}
But behavioural scientists have found
that people are actually twice as

{{00:01:29}}
motivated to avoid the pain of loss as
they are to achieve the pleasure of gain.

{{00:01:34}}
So here we are in marketing going, oh,
gain, gain, gain, advantage, benefit,

{{00:01:38}}
and it turns out that people might be
more motivated actually if we focused on

{{00:01:42}}
the pain that you'll be in if you don't
do what I'm asking you to do, or perhaps

{{00:01:45}}
we focus on the pain that you can avoid
if we do do what we're asking you to do.

{{00:01:50}}
So it's understanding how people make
decisions using things like loss aversion,

{{00:01:56}}
using things like social proof, using
things like autonomy bias, and infusing

{{00:02:00}}
that into our creatives so that we get
the response that we're looking for.

{{00:02:04}}
At the end of the day, marketers want
to get people to behave a certain way.

{{00:02:08}}
They want to get people to
take some kind of an action.

{{00:02:10}}
It might be to click, it might be to
call, it might be to try or buy or buy

{{00:02:13}}
again, it might be to give up some data.

{{00:02:15}}
It, you know, it might be just to
like something or download something.

{{00:02:18}}
But at the end of the day, we are trying
to get people to behave in a certain way.

{{00:02:22}}
We're trying to get
them to take an action.

{{00:02:24}}
And behavioural science is all about
how people make those decisions, why

{{00:02:28}}
they do what they do, and how we can get
them to do more of what we want them to.

I'm the Chief Creative Officer at HBT
Marketing, and I am the author of Using

Behavioural Science and Marketing:
Drive Customer Action and Loyalty

People very often don't
make well-thought-out,

What we do instead is we rely
on decision-making shortcuts.

We kind of cruise along
through life on autopilot.

When we encounter a certain
situation, we just default to

We do this as people because it
helps us conserve mental energy.

But if marketers can understand
that, if marketers understand that,

people rely on decision defaults,
we can get out ahead of it.

We can trigger or prompt those
instinctive, automatic, hardwired

behaviours, and that makes it more
likely that we get the engagement

We like to think that we're pouring our
heart and our soul into our marketing

messages and people are gonna spend every
bit as much time devouring, consuming

our messages as we spend creating
them, and that's not really the case.

You know, people are, again, cruising
along on autopilot and they think they

know why they make decisions, but very
often there are other factors at play.

And so what we want to do
is, as marketers, we want to

So, one example for instance is,
you know, in marketing we focus

It's all these are the wonderful
things that will happen if you

just buy my product, if you
just sign up for my service.

But behavioural scientists have found
that people are actually twice as

motivated to avoid the pain of loss as
they are to achieve the pleasure of gain.

So here we are in marketing going, oh,
gain, gain, gain, advantage, benefit,

and it turns out that people might be
more motivated actually if we focused on

the pain that you'll be in if you don't
do what I'm asking you to do, or perhaps

we focus on the pain that you can avoid
if we do do what we're asking you to do.

So it's understanding how people make
decisions using things like loss aversion,

using things like social proof, using
things like autonomy bias, and infusing

that into our creatives so that we get
the response that we're looking for.

At the end of the day, marketers want
to get people to behave a certain way.

They want to get people to
take some kind of an action.

It might be to click, it might be to
call, it might be to try or buy or buy

It, you know, it might be just to
like something or download something.

But at the end of the day, we are trying
to get people to behave in a certain way.

We're trying to get
them to take an action.

And behavioural science is all about
how people make those decisions, why

they do what they do, and how we can get
them to do more of what we want them to.

Expert Insight

Content marketing traditionally focuses on the benefit for the customer, but behavioural science tells a different story. Nancy Harhut, Author and CCO, explores how the factors that affect behavioural change must be considered when executing a successful content marketing strategy, and that highlighting the negative may be the best call to action.

Tools

Audience Behaviour

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Nancy Harhut

Discover insights from other experts

Behavioural science shows marketers how focusing on loss in their CTA is two times more effective than relying on gains and benefits.


Focus on the negative

Harhut details the relationship between marketing and behavioural science, and how it lays foundation to further understanding the customer and providing them with the necessary CTA.