When you pull back from the narrow focus of influence and influence marketing and look at marketing and advertising overall, the linchpin to being successful in any of this stuff we call a job or career is understanding consumers. The first rule of any type of communications is to know your audience. If you don’t know them, or don’t start there, you’re creating a long way to the goal rather than an efficient one.
But it’s more than just understanding where they live, how much money they make, their gender, age and ethnicity. To be really good at persuading an audience to take action, you also have to understand their behavior, their psychology and as much as you can, get in their heads.
Nancy Harhut studies human behavior. Her background is in the advertising world. She spent time at Mullen and Hill Holiday in Boston. She’s been a creative director which may sound nothing like studying human behavior. But the best creatives put that topic at the front of their mind to better inform their ideas.
Nancy has a new book out called Using Behavioral Science in Marketing. It’s actually refreshing to see a book about understanding consumer’s brains coming from someone other than a researcher or scientist, though I love me some Roger Dooley and Martin Lindstrom.  
I asked Nancy to join us to talk about human behavior through the eyes of a marketing creative person, to uncover how those insights can help creators, agencies and brands in the influence space and beyond. 
This episode of Winfluence is presented by Tagger, the complete influencer marketing software platform. Sign up for a free demo today at jasonfalls.co/tagger.
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