Talking Too Loud with Chris Savage Marketing (But Make It Science) with Nancy Harhut
Jun 17, 2025
Nancy Harhut, co-founder and chief creative officer at HBT Marketing, shares her expertise in behavioral science to unveil the subconscious shortcuts that influence customer decisions. She discusses how principles like reciprocity and loss aversion can enhance marketing strategies. The conversation explores the ethical use of brain science, the impact of AI on personalized marketing, and the importance of navigating consumer choices. Harhut shares insights on turning satisfied clients into brand advocates and highlights the balance between personalization and consumer agency.
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Subconscious Decision Shortcuts
- People do not make decisions purely based on conscious logic but rely on subconscious shortcuts developed over time.
- These decision defaults help us make countless daily decisions quickly without full awareness.
Address Barriers With Behavioral Science
- Identify both reasons why customers should and shouldn’t act to address barriers effectively.
- Use behavioral science tactics ethically to increase the chances customers will act now rather than later.
Reciprocity Success with Cartoon Gifts
- A financial client reactivated advisors by sending personalized New Yorker cartoons as gifts.
- This triggered reciprocity and resulted in a $68 million lift in revenue for the client.
