Why do people say one thing and do another? Why do some ads flop while others go viral? In this episode, Dr. Lauryn sits down with behavioral marketing expert Nancy Harhut to explore the science behind how people actually make decisions—and how marketers can ethically influence those instincts to boost attention, engagement, and conversions.

Nancy shares decades of experience blending behavioral science with marketing strategy, revealing practical tools that business owners and service providers can use right now. You'll learn about eye magnet words that increase clicks, why the word “free” still works wonders, how to use social proof and authority to build trust, and why loss aversion might be your best sales tool. Whether you’re a clinic owner, entrepreneur, or content creator, this conversation is packed with actionable insights to improve your messaging and get better results.

Key Takeaways:

• Behavioral marketing leverages subconscious decision-making. Up to 95% of decisions are made in the subconscious mind—using behavioral prompts can dramatically improve ad performance and message retention.
• Certain words have proven psychological impact. Words like “you,” “free,” “new,” and “alert” are eye magnets that instinctively capture attention and drive engagement across email, print, and social media.
• Use social proof and authority to build trust. Testimonials, certifications, and credibility signals reduce uncertainty and help potential clients feel confident choosing your service or product.
• Loss aversion is more powerful than gain. Framing your offer in terms of what someone could lose (vs. what they’ll gain) can double response rates and increase urgency in decision-making.

About the Guest:

Nancy Harhut is the Co-Founder and Chief Creative Officer of HBT Marketing, where she helps brands apply behavioral science to increase marketing performance. With a background as a top-ranked creative director, Nancy has led successful campaigns for major global clients and was named a Top 10 Digital Marketer by the Online Marketing Institute. She’s spoken at hundreds of industry conferences worldwide and is the author of Using Behavioral Science in Marketing: Drive Customer Action and Loyalty by Prompting Instinctive Responses. Nancy’s work focuses on making marketing smarter by understanding how people really think and act.

Buy Nancy’s Book: Using Behavioral Science in Marketing

Follow Nancy: LinkedIn | Instagram 

Resources:

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