Nancy Harhut

Nancy Harhut

Nancy is the Chief Creative Officer at Wilde Agency. Her specialty is blending best-of-breed creative with decision science to prompt response. Along the way, she’s been named NEDMA Direct Marketer of the Year, Ad Club Top 100 Creative Influencer, OMI Top 40 Digital Marketing Strategist, and Andi Emerson Award recipient. Prior to Wilde Agency, Nancy held senior creative management positions with Hill Holliday, Mullen and Digitas. 

Nuts & Bolts: Creative

Creating an effective print ad is not easy. The environment is cluttered. And people read newspapers and magazines for the content, not the ads. So, our ads need to attract attention, be relevant, clearly communicate and compel the reader to take some kind of action. A fair—but tall—order, you say? Here’s four secret weapons: Color. Science tells us that color plays a strong role in our subconscious judgment. In fact, research indicates that color can improve readership, brand recognition, recall and response. According to one study by Strath-more Press, ads in color are actually read up to 42 percent more often than the same

Live From DMA 07: Four Ways to Leverage Human Behavior

Social scientists have shown human beings have developed shorthand ways of making decisions—instinctive or reflexive actions in response to certain stimuli. As marketers, we can leverage these instincts to make our materials stronger. Here are four basic human behaviors and how marketers can use them to their advantage. • People respond to authority figures. Social scientists have found that because we don’t have the time to research everything, we’ll defer to someone who appears to be an authority on the subject. Habitat for Humanity leveraged this behavior when it put Rosalynn Carter’s name in the cornercard of its fundraising solicitation. With all the

Make the Sale

Boosting lead conversion requires finesse and a well-executed strategy By Nancy Harhut I just returned from speaking at Moscow's 5th International Direct Marketing Conference. When I was there, one of the attendees asked me if American direct marketers spend more time acquiring leads or building loyalty. A good question. But it left out that important grey zone—converting leads. It can be a long, hard road from lead acquisition to customer retention. Unfortunately, there's no magic bullet that converts prospects. The good news is that with some smart thinking and diligence, it can be done. Longer Buying Cycle To start, it helps to