Melina Palmer: Why Your Customers Can’t Tell You What They Want

We, as humans, don’t buy for the reasons we think we do, and there are ways to communicate our message so that we tap into those mental models and frameworks – not to manipulate, but to make your case in a way our brains can understand and connect with.  My guest today, Melina Palmer, CEO of The Brainy Business, and author of What Your Customer Wants and Can’t Tell You, will share exactly what behavioral economics is and why it matters to your success as a business, as a marketer, and as a persuasive communicator. Melina also shares why our customers can’t even always tell us what they want, and we explore the concept of Behavioral Baking and how it works to better connect with customers.


Key Takeaways:

  • Look for anywhere you’re communicating: “10% fat” instead of “90% fat-free” and see where you can flip it and reframe it to more appealing language and messaging (even if it is, logically, the same thing). 
  • Reframe your messages as a question to get people talking and understanding what they are looking for. 
  • Customers are distracted and are, habitually, buying 95% of the time. You need to understand which side of the habitual line you are on. 


“Essentially, behavioral economics is the psychology of why people buy and understanding what’s really happening within the brain. It’s so important for everyone in life and in business because our subconscious brains are making 99% of our decisions at any given time.” —  Melina Palmer


About Melina Palmer:

Melina Palmer is founder and CEO of The Brainy Business, which provides behavioral economics consulting to businesses of all sizes from around the world. Her podcast, The Brainy Business: Understanding the Psychology of Why People Buy, has downloads in over 160 countries and is used as a resource for teaching applied behavioral economics for many universities and businesses. Melina obtained her bachelor’s degree in business administration: marketing and worked in corporate marketing and brand strategy for over a decade before earning her master’s in behavioral economics. A proud member of the Global Association of Applied Behavioral Scientists, Melina has contributed research to the Association for Consumer Research, Filene Research Institute, and runs the Behavioral Economics & Business column for Inc Magazine. She teaches applied behavioral economics through the Texas A&M Human Behavior Lab and her first book, What Your Customer Wants and Can’t Tell You, published in May 2021


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Book: What Your Customer Wants and Can’t Tell You

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