Neuromarketing: How to Influence the Behavior of Your Consumers With Nancy Harhut [The Opportunity Ep.108]

Sometimes, consumers need a little nudge to convince them
to add your product to their checkout cart. 


You could try using discounts and promotions to lure
consumers in, but these techniques aren't always sustainable and
can eat into your bottom line. So what strategies can you use
instead?


Nancy Harhut believes the answer lies in neuromarketing.
Nancy is the Co-Founder and CCO of HBT Marketing, an agency that
blends creativity with behavioral science to drive consumer
engagement.


Through many years of research, Nancy has learned that
consumer behavior often isn't rational. Instead, people are
driven by hard-wired, instinctive and emotional responses. By
tapping into behavioral science techniques, entrepreneurs can
trigger these instinctive responses to boost
conversions. 


In this episode, Nancy joins us to explain the science
behind consumer decision-making and walks us through how to use
concepts like the authority principle, social proof, and loss
aversion to increase purchase intent. According to
Nancy, 


"Behavioral scientists have found that people are twice as
motivated to avoid the pain of loss as they are to achieve the
pleasure of gain. So as a marketer, you should inject a little
well-placed loss aversion. Instead of saying "Take advantage of",
try saying "Don't miss out on". That's what people really pay
attention to because people hate to lose out."


Don't risk missing out on any more sales! Use Nancy's
expert advice to gain an advantage over your competitors and
stand out from the crowd. (See what we did there?)
Topics Discussed in This Episode:


Nancy's entrepreneurial background and the origins of HBT
Marketing (03:45)


Neuromarketing and behavioral science and how it applies
to marketing (08:43)


The topics Nancy's book covers and how it can help
marketers (15:40)


How Nancy created a 13% increase in purchase intent for
one of her clients (17:41)


Top techniques to trigger emotional responses in your
customers (20:54)


How different demographics respond to neuromarketing
techniques (31:17)


Common mistakes people make when attempting to use
neuromarketing (35:01) 


Cringy marketing techniques you should avoid
(37:47)


What inspired Nancy to write her book Using
Behavioural Science in Marketing (44:38)


Changes and trends that have influenced marketing over
the last few years (48:35)

Mentions:


Empire Flippers Podcast


Empire Flippers Marketplace


Schedule a call with our expert sales
advisors 


HBT Marketing


Using Behavioural Science in Marketing by Nancy
Harhut 


The believing Brain by Michael Shermer



Sit back, grab a coffee, and learn how to
increase purchase intent through behavioral marketing.