The Behavioral Science of Buying: Driving Predictable Revenue with Nancy Harhut

Why do buyers really say yes? We like to believe our prospects make rational decisions based on features, benefits, and ROI, but the truth is entirely different: humans make decisions based on emotion and rationalize them later with logic.I sit down with Nancy Harhut, Co-founder and Chief Creative Officer of HBT Marketing and author of Using Behavioral Science in Marketing. Nancy has spent decades at the intersection of cognitive psychology and marketing performance, helping brands use established behavioral triggers to materially improve response rates, conversions, and revenue.