How People Make Decisons and Using It to Your Advantage

The Lazy, Crazy Way People Make Decisions (And How to Use That to Your Advantage!)

As marketers fight for attention and engagement, they overlook a critical fact about their audiences: they have lazy brains!

It’s not that the people you target aren’t smart and educated – they are. It’s just that the human brain is hardwired to take the easy way out. It conserves as much mental energy as possible. Social scientists have proven that people cruise through much of their day on autopilot, defaulting to hardwired behaviors when they make many decisions. They give these behaviors little to no thought, responding automatically.

And, as behavioral economists have documented, some of these automatic responses are actually irrational — or what we’d call crazy!

To give your marketing the best chance for success, you need to factor these decision defaults into your social media campaigns, blogposts, and other content. Often, they’re what people rely on when choosing what to read, who to trust, and when to buy.

Once you know that the human brain typically takes the path of least resistance, and that people frequently don’t make well-considered, rational decisions, you can craft social campaigns that your target market instinctively engages with.

Key session takeaways include:

  • Magical words that increase readership and incite action
  • The surprising effect of numbers in headlines
  • Why you should feature faces in your posts – and the one mistake you must avoid when doing so
  • The neuroscientific advantage that only stories provide
  • The 4 emotions most likely to create viral content

Nancy Harhut

Nancy Harhut is passionate about the impact behavioral science can have on marketing. A Hatch Top 100 Creative Influencer, Online Marketing Institute Top 40 Digital Strategist, and Social Top 50 Email Marketing Leader, she has created integrated campaigns for some of the world’s biggest brands. She and her teams have won over 200 awards for digital and direct marketing effectiveness.


The Chief Creative Officer of HBT Marketing, Harhut is known for her interesting and actionable insights that focus on the application of behavioral science to marketing.  A top-ranked speaker, she’s wowed audiences all over the world, including London, Sydney, Stockholm, Moscow, Madrid, Berlin, New York, Los Angeles, Chicago, and more. Companies seeking an added advantage tap her for campaign development, consulting, and content creation. Follow her on twitter at @nharhut.

Attendees rave about Nancy, her presentation style, and content she delivers during her talks!

This was an amazing presentation that I feel is relevant to anyone, even outside of marketing. Nancy gave a great presentation displaying the power of human impulses and the way the human brain evaluates various propositions.” 

“Yours was easily the BEST of the conference! Very well done and so applicable to virtually every industry.”

“ABSOLUTELY LOVED this session!! So well-spoken and so darn interesting. I really geeked out during this session in the best way possible. Excellent job.”

“I think it’s safe to say we can all add Neuroscientist to our job titles after that enlightening keynote. Thanks @nharhut! ”

“Engaging and witty session with important inputs on marketing based on behavioral science”

“Nancy Harhut is the bomb. Super smart, practical, research-backed.”

Please note that due to a scheduling conflict, Tracy Trost is unable to present during our new July dates.

Register and take advantage of our lowest rates of the year — super early bird ends May 3rd!

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