Nancy Harhut

Using Behavioral Science in Marketing is a step-by-step guide to using behavioral science principles to increase engagement, response rates, and the ROI of marketing initiatives. The book covers a wide range of topics, including marketing communications, email, direct mail and ad campaigns, social media marketing, and sales funnel conversion strategies. The book is practical and accessible, and includes case studies and examples from AT&T, Apple, Spotify, and The Wall Street Journal. It also reveals how to use scientifically proven principles such as autonomy bias, storytelling, and the Von Restorff effect to increase consumer involvement and engagement, convey exclusivity and desirability, and prompt customer action and loyalty. The book also includes common mistakes to avoid and key takeaways at the end of each chapter. It is accompanied by downloadable checklists and an interactive template to use in practice. This is a crucial resource for marketers who want to create standout and successful marketing, especially in highly regulated or competitive environments.