It’s a lie told so often most marketers believe it: If you get the right message to the right person at the right time, you’ll get the right results.
The truth?
Your job isn’t just to get the right message to the right person at the right time. It’s to do it in the right way — a brain-friendly way.
That’s the advice from Nancy Harhut, co-founder and chief creative officer at HBT Marketing and author of Using Behavioral Science in Marketing.
Of course, it’s not a simple directive. The human brain is illogical and irrational. It thinks unconsciously. As Nobel Prize economist Daniel Kahneman put it, the brain seeks shortcuts everywhere.
So, how can marketers use their brains to deliver content the right way for their human customers? Nancy has some ideas in her Content Marketing World presentation, the 3 Inconvenient Truths About Human Behavior — And How They Hurt Your Marketing. Watch the video above.
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Cover image by Joseph Kalinowski/Content Marketing Institute
