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Nancy Harhut is Co-Founder and Chief Creative Officer at HBT Marketing, a consultancy which specializes in applying human behavior techniques in marketing and whose clients include H&R Block, AARP and Transamerica. Based in Boston, Massachusetts, she previously held senior creative management positions with agencies within the IPG and Publicis networks, where she worked with clients including Dell, Bank of America and AT&T. A regular international conference keynoter, she has been recognized as an Online Marketing Institute Top 40 Digital Strategist and Ad Club Top 100 Creative Influencer.
Reviewed by Doreen Chombu for Readers' Favorite
Using Behavioral Science in Marketing (Drive Customer Action and Loyalty by Prompting Instinctive Responses) by Nancy Harhut is a scientific marketing manual on increasing sales. The author gives strategies marketers can inject into their advertising campaigns to attract customers. Each strategy influences human behavior and is backed by scientific research. From making advertisements that trigger emotions to using wording that will stimulate customers to buy your product, this book has it all. The author explains how you can use loss aversion, social proof, storytelling, scarcity of products, multiple options, and many more tactics to make your product more desirable and memorable for customers.
Using Behavioral Science in Marketing is a fully packed book that can be used for academic or business purposes. Nancy Harhut left no stone unturned on each topic. She provides well-researched information and offers practical and visual examples of implementing these strategies. She refers to case studies on human mental and social behavior and how the outcomes apply to marketing and sales. The book also contains graphs and charts presenting data and experiment results. The author gives random quotes throughout the book that will make you view marketing in a different light. I related so much to what she wrote because I have made purchases based on the principles found in this book. We all want to sell something to make some cash. Whether you are running a small operation or a big store, I advise you to get a copy of this book because it will give you the perfect guide to advertise your goods or services to increase sales.
