Did you know that applying behavioral science to your agency's work will result in better outcomes for your clients? By utilizing research-backed methodologies, you'll gain a competitive advantage. With extensive research on how to decipher customer thought processes, behavioral science is an incredibly useful tool for influencing and predicting their behavior.

Our guest today, Shirin Oreizy, is the founder and CEO of Next Step, a marketing agency that specializes in using behavioral science and research methodology to help clients achieve their marketing goals. Their approach is different from traditional marketing, which often puts all customers in the same box. Instead, Next Step seeks to de-risk the process and provide evidence-backed results. Shirin discusses the basics of the behavioral science approach, why it is so useful for agencies, and how her agency's methods lead to the best possible outcomes for clients.

In this interview, we'll discuss:

• The role of behavioral science in digital design.
• 4-phases to use behavioral science to your agency's advantage.
• The importance of process transparency to gain clients' trust.

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Sponsors and Resources

E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service.

An Under-Utilized Tool that Became the Agency's Differentiator

Behavioral marketing agencies have changed the way companies approach business, by offering unique solutions and products designed to meet the specific needs of their clients. While many agencies may rely solely on website design, graphics, and typography, successful agencies understand the importance of behavioral science in creating unique products and driving conversions. Shirin's interview explores the four-phase methodology used by her agency to leverage behavioral science, as well as the benefits of process transparency in driving sales.

The Role of Behavioral Science in Digital Design

The gap between what we know we should do and what we end up doing is significant. Behavioral science takes into account the fact that people's emotions, environment, and social factors heavily influence their decisions. By studying these behaviors, agencies like Shirin's can identify gaps in existing marketing plans and develop tailored solutions that meet the unique needs of their clients.

Understanding Human Behavior to Design Unique Solutions and Products

Behavioral science is a social science that takes into account many external factors. It's important because people's emotions, environment, and social factors heavily influence their decisions. Behavioral scientists take into account things like people's laziness, biases, and heuristics, which are often overlooked in traditional marketing practices.

The 4-Phases to Use Behavioral Science to Your Agency's Advantage

Shirin's agency has developed a research methodology called the science of design, which uses behavioral science as the backbone to understanding a situation. It's a combination of qualitative and quantitative research to try to figure out why consumers prefer a product or ad. The 4 phases are as follows:

1. Behavioral Science Assessment: Their behavioral science researchers analyze how the client is currently marketing. They identify gaps and issues that can be addressed immediately.
2. Qualitative Research: This phase involves talking to about 10 people to verify the agency is moving in the right direction.
3. Quantitative Research: This phase involves testing the different hypotheses against each other. The goal is to figure out what works. The test groups have significant numbers so there is no question about the results.
4. Incorporating the principles: Designers and copywriters get involved to incorporate these principles into the work they're doing for the client.

Why Process Transparency Will Help You Sell More

Process transparency is one of the core principles of behavioral science. Research shows that human beings value effort, hence explaining the process behind a product or service ensures clients will value the result more. Clients with information about what happens in the background are willing to wait longer, increasing the likelihood of driving conversions.

Do You Want to Transform Your Agency from a Liability to an Asset?

If you want to be around amazing agency owners that can see what you may not be able to see and help you grow your agency, go to Agency Mastery 360. Our agency growth program helps you take a 360-degree view of your agency and gain mastery of the 3 pillar systems (attract, convert, scale) so you can create predictability, wealth, and freedom.