Apr 9, 2021
I can hardly believe the topic
of this episode! It has been such a long time in the making and I’m
so honored and overjoyed to be able to share this with you. My
first book, What Your
Customer Wants and Can’t Tell You, is coming out and will be available in the
world starting May 11, 2021 in the US and shortly thereafter around
the world. This book has been a labor of love and I am so
unbelievably ready for it to be out in your hands!
In this episode, I will let you
know what to expect when you get your copy of the book, why I wrote
it, and some behind-the-scenes details from the
- [00:08] Today’s episode is a
sneak peek at my brand new book, What Your Customer Wants and Can’t Tell
- [02:29] I’ve known for a long
time that I want to write a book (many books if I’m honest...so
expect more in the future!). I would say that I have been pretty
actively pursuing the process of getting an agent and a publisher
since late 2018 when the podcast was really gaining some good
- [04:04] A behind the scenes
look of how I found my publisher.
- [04:47] The next step was to
finalize the best approach to my first book, and it was determined
that going with a format that is very much in line with what you
have come to know and love here on the podcast: what behavioral
economics is, why it matters, and how to start applying it in
- [06:29] Smart brands work with
the subconscious mind of the customer, and can uncover things
people didn’t even know how to articulate for themselves. These are
our favorite brands, the ones that change the world because they
are so perfect people can’t help but fall in love with
- [07:30] Now with the power of
behavioral economics we can understand the science of why people
buy. There are business case studies and academic research among
many fields and two Nobel prizes paving the way for businesses to
use a recipe of sorts to begin applying this
- [09:08] Existing books from the
field were either too mainstream or too focused for people in
business to use for application. I saw this space in the middle
(and knew it existed from the thousands of you around the world who
love The Brainy Business podcast).
- [10:04] There was a gap, and so
I have filled it with this book. That’s why I wrote
What Your Customer Wants and
Can’t Tell You. To give
a practical how-to guide that you can actually use to start
applying behavioral economics in business and uplevel your career.
It is backed by tons of research, interviews, and my own experience
over the years as an applied behavioral economist.
- [11:31] It is conversational
and fun to read so you will retain what you learn and keep going
through the material while giving you the insights you need to
start using the information.
- [11:50] This book is not meant
to sit on a shelf collecting dust. It isn’t a one and done. It is
created to make it really easy for you to use again and again,
project after project.
- [12:03] There is a free PDF
workbook that goes along with the book you can download off my
website (which will come out when the book does in May) with all
sorts of tactics and ways to use the insights beyond what could fit
in the book.
- [13:05] It matters to me that
everyone around the world has access to the awesomeness that is
behavioral economics AND that they can start using it in a way that
will get them results.
- [13:54] This book was carefully
curated into four parts, which are intentionally presented in a
- [14:01] Part one helps you see
your brain differently, to know how it really works, and be open to
- [14:33] Part two is dedicated
to the concepts that are most applicable in business.
- [15:34] At the end of each of
these chapters you will find some tips and a prompt to start
applying the information yourself. There is also information on the
corresponding episodes of the podcast so you can go learn more
about each concept, AND there is a section letting you know where
you will see that particular concept come up again in part three of
- [16:14] The concepts you will
find in part two of the book are framing, priming, anchoring &
adjustment, relativity, loss aversion, scarcity, herding, social
proof, nudges and choice architecture, the paradox of choice,
partitioning, the pain of paying, surprise and delight, the
peak-end rule, habits, and reciprocity.
- [17:38] Part three builds upon
the foundations (concepts) from the previous section and shows how
they can be combined in various ways to get incredible results for
- [19:00] Similar to the
experience in part two, each chapter ends with a list of the
concepts that were included within the stories or information in
that chapter, so you can easily reference back to them as you begin
the application process using the prompts provided.
- [20:30] Part four is what helps
this book be more than an interesting read. It shares some of your
brain’s biases and tricks that are there to keep you feeling safe
but keep you stuck when you actually want to change.
- [21:22] Melina’s first
book, What Your Customer
Wants and Can’t Tell You is officially on presale and available
on Amazon, Bookshop, Barnes &
Noble, Book Depository, and Booktopia. Buy today and be one of the first to receive
a copy when it officially launches May 11, 2021.
- [23:02] Thank you so much to
everyone who has already preordered. It has been awesome to see
traction already. The book has hit #1 new release status in
multiple categories on Amazon including market research business
books and business encyclopedias, many weeks before it is even
available which is so cool. At one point so far it was in the top
25,000 books selling on Amazon of the nearly 50 million they have
there, which is amazing.
- [23:39] Thank you to the early
readers and supporters.
- [24:11] What an amazing ride
it’s been getting this book ready. I can’t wait for you to receive
yours and to hear what you think!
Thanks for listening. Don’t
forget to subscribe on
Android. If you like
what you heard, please leave a
review on iTunes
and share what you liked about the
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