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Using Behavioral Science in Marketing: Drive Customer Action and Loyalty by Prompting Instinctive Responses
National Indie Excellence Awards 2023 - Marketing & Public Relations
Business Book Awards 2023 - Smart Thinking
Next Generation Indie Book Awards 2023 - Business
Increase engagement, response rates and the ROI of marketing initiatives with this step-by-step guide to harnessing hardwired consumer behavior and instinctive responses.
Using Behavioral Science in Marketing shows how to apply behavioral science principles in key areas of marketing, including marketing communications, email, direct mail and ad campaigns, social media marketing and sales funnel conversion strategies. Highly practical and accessible, it includes case studies and examples from AT&T, Apple, Spotify and The Wall Street Journal showing how these approaches have been used in practice.
Using Behavioral Science in Marketing also reveals how to increase consumer involvement and engagement, convey exclusivity and desirability, and prompt customer action and loyalty with scientifically proven principles such as autonomy bias, storytelling, and the Von Restorff effect.
Featuring common mistakes to avoid and key takeaways at the end of each chapter, it's also accompanied by downloadable checklists and an interactive template to use in practice. In a highly competitive space, where even an incremental advantage can result in significant uplifts, this is a crucial resource to create stand out and successful marketing-especially for marketers in highly regulated or highly competitive environments.
Business Book Awards 2023 - Smart Thinking
Next Generation Indie Book Awards 2023 - Business
Increase engagement, response rates and the ROI of marketing initiatives with this step-by-step guide to harnessing hardwired consumer behavior and instinctive responses.
Using Behavioral Science in Marketing shows how to apply behavioral science principles in key areas of marketing, including marketing communications, email, direct mail and ad campaigns, social media marketing and sales funnel conversion strategies. Highly practical and accessible, it includes case studies and examples from AT&T, Apple, Spotify and The Wall Street Journal showing how these approaches have been used in practice.
Using Behavioral Science in Marketing also reveals how to increase consumer involvement and engagement, convey exclusivity and desirability, and prompt customer action and loyalty with scientifically proven principles such as autonomy bias, storytelling, and the Von Restorff effect.
Featuring common mistakes to avoid and key takeaways at the end of each chapter, it's also accompanied by downloadable checklists and an interactive template to use in practice. In a highly competitive space, where even an incremental advantage can result in significant uplifts, this is a crucial resource to create stand out and successful marketing-especially for marketers in highly regulated or highly competitive environments.
- GenresBusinessNonfiction
288 pages, Paperback
Published August 30, 2022
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Displaying 1 - 7 of 7 reviews
March 17, 2023
Loved the content but wish it was half the length. The studies and behavioral science terminology were helpful, but I could have done without all the case studies and anecdotes.
April 8, 2024
This year I made a "New Year's Reading Resolution" where I find titles that help my personal and professional development. This was the second book of the year, and it did not disappoint. As a matter of fact, it blew away all expectations and is probably one of best book I've ever read related to marketing. Every marketer should have this book in their library and should considered it "required reading."
I cannot speak highly enough of "Using Behavioral Science in Marketing." Nancy's combination of exposition and personal story telling make this book not only educational, but relatable and highly enjoyable. After every chapter I found myself incorporating what I had just read into my current projects. It's actionable information that you can use immediately.
Take note, reading this book is like learning the magician's secrets to their show. You'll find yourself recognizing the tips and techniques marketers use on you every day to influence your actions; knowledge that is helpful both personally and professionally.
I will absolutely read this book again (with a highlighter in hand next time). I'll share it and constantly use it as a reference for all future projects. When creating a new marketing message, I now ask myself "WWND?" (What Would Nancy Do?)
I cannot speak highly enough of "Using Behavioral Science in Marketing." Nancy's combination of exposition and personal story telling make this book not only educational, but relatable and highly enjoyable. After every chapter I found myself incorporating what I had just read into my current projects. It's actionable information that you can use immediately.
Take note, reading this book is like learning the magician's secrets to their show. You'll find yourself recognizing the tips and techniques marketers use on you every day to influence your actions; knowledge that is helpful both personally and professionally.
I will absolutely read this book again (with a highlighter in hand next time). I'll share it and constantly use it as a reference for all future projects. When creating a new marketing message, I now ask myself "WWND?" (What Would Nancy Do?)
May 24, 2023
Using Behavioral Science in Marketing: Drive Customer Action and Loyalty by Prompting Instinctive Responses is, hands down, an indispensable book for marketers or anyone else looking to influence customer behaviour. It sits on my desk right next to my coffee and I thumb through it multiple times a day. It's chock full clear and practical guidance with examples littered throughout. As a marketer who's been interested in behavioural science for a number of years now, this book has quickly risen to the top as my go-to resource when thinking about how to engage with a target audience. Thank you Nancy!
January 19, 2024
I'll read 50 or more books this year, but I'm certain I'll not read a better one than Nancy Harhut's Using Behavioral Science in Marketing. This is an absolute treasure of a read, blending strong academic research with real world pragmatism. Even though I've previously gorged on Daniel Kahneman, Dan Ariely, and Robert Cialdini, who get lots of attention in this book, it never felt repetitive or stale. Brilliantly done and a terrific early year surprise!
October 9, 2022
Air information in the book is not new however I enjoyed refreshing it. The structure is very good for shaping marketing messages based of behavioral aspects of consumer actions. There are good case stuff I support theoretical material. Overall the book should be in the table to refer once needed. I like the fullness the information that can be applied for different product and services.
January 17, 2024
Everyone who is in marketing should read this book! Nancy Harhut puts forth 25 strong behavioural science principles that are proven to work. Loaded with real world examples and references, this is a must read for sales and marketing professionals.
October 25, 2022
If you are in marketing, then you should read this book. Nancy brings together 25 principles which you can use in your marketing to help create desire in your prospects and customers.
For example, what does it mean that people make decisions both emotionally and rationally? What on earth is loss aversion and the endowment effect? How can you create urgency? Reciprocity, etc
The book is easy to read and Nancy backs up the principles with data and case studies to really bring the points alive. This is now one of my “must read” recommendations to people who are in marketing.
For example, what does it mean that people make decisions both emotionally and rationally? What on earth is loss aversion and the endowment effect? How can you create urgency? Reciprocity, etc
The book is easy to read and Nancy backs up the principles with data and case studies to really bring the points alive. This is now one of my “must read” recommendations to people who are in marketing.
Displaying 1 - 7 of 7 reviews