Shownotes
Are you charging the right prices and are they nudging customers to buy? Are your brand’s nuances sending the right signals to your customer’s brain?
Melina 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), is scheduled for publication in May 2021.BUSINESS BUILDING INSIGHTS
- Make it easy for customers to find what they want or they will get overwhelmed and go somewhere else.
- Everything about your business should be relatable to your ideal customers right down to your logos, colors, and fonts.
- Build positive experiences for your customers. Surprise and Delight moments can erase bad experiences.
- Think of your Brand as a memory - a collection of the experiences people have with you.
- Extend beyond that negative point so that at the end people are happier with their overall experience with you even if something that was a little bit bad happened.
How To Get Customers To Buy
- Guide people to go in the right direction in the way you present information. It's called 'choice architecture.'
- Choice is all about context. And the way it is presented makes a difference.
- How you present something should be worded or framed in a way that resonates with your specific ideal customers.
- The subconscious brain is very literal and will take big font equals big price. That goes together with small font equals small price.
- Keep product titles simple and clear. If you use adjectives, keep it short and snappy.
- Use images that demonstrate experiences in product descriptions and promotions so people can imagine how it will feel.
- Think about what you want buyers to feel and use words that convey that feeling in your descriptions. <-- Pro tip! Watch Food Network shows and listen to how they describe a dish when they try it for great examples of how to do this.
- 99% of anything our brains do is done on a subconscious level. When you do videos or post images showcasing your products, share the sensory emotions you experience to activate a mirror experience in the brains of your viewers. <-- Listen in for exactly how this works!
- Tune in for lots more fascinating tips about how to use the way our brains work to get more sales!
Resources Mentioned
- Melina's Book - What Your Customer Wants And Can't Tell You
Melina's Contact Links
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Transcripts
Gift biz unwrapped episode 315.
Speaker:You're saying exactly the same thing,
Speaker:but how you present the information changes the way that the
Speaker:brain feels about it.
Speaker:Attention gifters bakers,
Speaker:crafters, and makers pursuing your dream can be fun.
Speaker:Whether you have an established business or looking to start one.
Speaker:Now you are in the right place.
Speaker:This is give to biz unwrapped,
Speaker:helping you turn your skill into a flourishing business.
Speaker:Join us for an episode,
Speaker:packed full of invaluable guidance,
Speaker:resources, and the support you need to grow.
Speaker:Your gift biz.
Speaker:Here is your host gift biz gal Sue moon Heights.
Speaker:Hi there.
Speaker:It's Sue and thank you for joining me here today.
Speaker:If you're a longtime listener,
Speaker:I so appreciate your loyalty.
Speaker:And if you're brand new here,
Speaker:welcome, you've picked a great show to start with.
Speaker:Before we dive into the topic at hand,
Speaker:I'm excited to tell you that the long awaited registration is
Speaker:now open for my free masterclass.
Speaker:Talking all about how to turn your handmade products into an
Speaker:income producing business in the class.
Speaker:You'll learn the biggest single thing makers who are just starting
Speaker:out in their businesses,
Speaker:miss, which prevents them from growing.
Speaker:You'll also hear the five critical elements that must be included
Speaker:in your price so that you can make money,
Speaker:how to attract customers,
Speaker:who will pay what your product is worth and the secret
Speaker:to loyal customers who will buy from you again and again,
Speaker:to register,
Speaker:just go over to gift biz,
Speaker:unwrapped.com forward slash masterclass.
Speaker:There select a time that works for you.
Speaker:And I'll see you in class.
Speaker:Now. I know I say this often,
Speaker:but seriously,
Speaker:I am so excited for you to listen to this particular
Speaker:episode. You are going to experience the proverbial kid in a
Speaker:candy store.
Speaker:Joy. When you find out all the ways that you can
Speaker:increase attraction for your business,
Speaker:the kind of attraction where people can't wait to order your
Speaker:products. That's a big promise.
Speaker:I know,
Speaker:but stay with me here because this information is worth millions.
Speaker:I could have said that it was priceless pretty quickly.
Speaker:You'll understand my choice of words.
Speaker:Okay. Today it is my pleasure to introduce you to Molina
Speaker:Palmer. Melina is the founder and CEO of the brainy business,
Speaker:which provides behavioral economics consulting to businesses of all sizes from
Speaker:around the world,
Speaker:her podcast,
Speaker:the brainy business,
Speaker:understanding the psychology,
Speaker:why people buy has downloads in over 160 countries and is
Speaker:used as a resource for teaching applied behavioral economics for many
Speaker:universities and businesses.
Speaker:Think about this.
Speaker:Are you charging the right prices?
Speaker:And are they nudging your customers to buy?
Speaker:Are your brands nuances sending the right signals to your customer's
Speaker:brain? Molina teaches applied behavioral economics through the Texas a and
Speaker:M human behavior lab and her first book,
Speaker:what your customer wants.
Speaker:And can't tell you is scheduled for publication.
Speaker:Next month,
Speaker:May, 2021 Melina.
Speaker:Welcome to the gift biz on repped podcast.
Speaker:Thank you so much for having me.
Speaker:I have heard you speak a couple of times.
Speaker:I've listened to your podcast and for a long time,
Speaker:I've been thinking I have got to get her on the
Speaker:show. So now is the time perfectly aligned with your book?
Speaker:Yeah. Yes,
Speaker:absolutely. I know we've connected a couple of times too.
Speaker:I think in person,
Speaker:maybe it's biz chicks a while back.
Speaker:I remember chatting with you a little bit.
Speaker:Yeah. I was delighted when I got your email.
Speaker:So thanks for reaching out.
Speaker:Yes, I'm so happy.
Speaker:And we're going to start off by doing what is a
Speaker:tradition here that is having you describe yourself a little bit
Speaker:differently and in a creative way through a motivational candle.
Speaker:So if you were to share with me what a candle
Speaker:would look like that would really resonate with you,
Speaker:what color would it be and what would be a quote
Speaker:on that candle?
Speaker:Well, I debated quite a bit as to whether it should
Speaker:be purple or just like super gold glitter ridiculousness,
Speaker:but decided I'm going to stick with,
Speaker:I'm going to say it would be a purple candle and
Speaker:purple is a color.
Speaker:I use a lot in my own branding and it's a
Speaker:color of creativity and innovation.
Speaker:And so that is a reason that I picked purple for
Speaker:my branding and my kind of mascot is a purple brain.
Speaker:So it felt like that should go well together.
Speaker:And the quote that would go on it is how I
Speaker:end all the episodes of my show and how I sign
Speaker:off on my emails,
Speaker:which is be thoughtful.
Speaker:And it's kind of a little hidden gem there.
Speaker:The bee is capitalized for behavioral economics,
Speaker:which I know we'll get into a little bit.
Speaker:And then thoughtfulness is just understanding your own brain and the
Speaker:way it responds and thinking about the things you do a
Speaker:little bit deeper than we might naturally.
Speaker:I love that.
Speaker:And you shared with me a little bit before we started
Speaker:recording that you are also a creator at heart.
Speaker:Yes. 100%.
Speaker:So I've made all my holiday gifts for years and years
Speaker:and years.
Speaker:And sometimes you get a bit busy and do something a
Speaker:little bit less time consuming,
Speaker:but I've done custom quilts for people for whether it's baby
Speaker:showers or holidays,
Speaker:as well as I do knitting and crochet,
Speaker:I one year paid for all my holiday gifts by making
Speaker:crocheted items that I sold at different craft stores and things
Speaker:along the way,
Speaker:and do specialty cakes for my kids for their birthdays.
Speaker:So 100% love doing all the crafts.
Speaker:Love it.
Speaker:So we're circling you in as one of our own hair,
Speaker:for sure.
Speaker:Yes. For sure.
Speaker:So Where did you get into the whole interest in how
Speaker:the brain works and share with us a little bit of
Speaker:your experience there and what's led you to today?
Speaker:Absolutely. So one thing that you'll notice,
Speaker:which is using a concept called priming,
Speaker:but when you go to search for my podcast,
Speaker:or if you're looking for something like behavioral economics,
Speaker:the logo I have for my company is very friendly and
Speaker:inviting and kind of cartoony.
Speaker:And it's intentionally set up that way.
Speaker:So people know it's not going to be some boring lecture
Speaker:that is not helpful for them with the level of what
Speaker:they're looking for.
Speaker:And so,
Speaker:yes, trying to just make sure everything's very relatable and getting
Speaker:into my background.
Speaker:So my undergraduate degree,
Speaker:I got in marketing and I remember there was this one
Speaker:section of one book of one class,
Speaker:just tiny little tidbit that had just a little bit about
Speaker:buyer psychology and like why people do different things act the
Speaker:way they do by the way that they do.
Speaker:And I thought it was just amazing and so fascinating.
Speaker:And in that moment said,
Speaker:Oh, I'm going to go back.
Speaker:MBA's not for me.
Speaker:I'm going to go get a master's in this someday.
Speaker:And I spent the better part of 10 years calling universities
Speaker:and asking about programs that had to do with,
Speaker:about buying psychology.
Speaker:And everybody said,
Speaker:it wasn't a thing.
Speaker:It didn't exist.
Speaker:So kind of too bad.
Speaker:So I was working in industry,
Speaker:running the marketing department for it ended up being about six
Speaker:years. But while I was there,
Speaker:I was in this innovation program and they brought in some
Speaker:people from what's called the center for advanced hindsight at Duke
Speaker:university, which is their behavioral economics wing.
Speaker:And they were talking about research that they were doing.
Speaker:And I just knew that that was what I'd been searching
Speaker:for for a decade.
Speaker:And so I found myself a program in behavioral economics and
Speaker:got my master's and realized really quickly.
Speaker:I knew I was early into the field,
Speaker:but there just wasn't a lot about how to apply it
Speaker:and use it and stuff that was so obvious to me
Speaker:about communication and marketing and pricing and company strategy just didn't
Speaker:exist anywhere yet.
Speaker:So started the podcast and here we are,
Speaker:What also resonates with me throughout the book,
Speaker:because you gave me an advanced copy.
Speaker:So I've gotten a little peek into what's there.
Speaker:You're going to position something.
Speaker:Whether, you know,
Speaker:you are or not,
Speaker:and people are always going to form an impression,
Speaker:one impression or another.
Speaker:So you can't really avoid it anyway and doing it to
Speaker:get the right message across is really where you're trying to
Speaker:go, not to manipulate,
Speaker:but to provide the right message,
Speaker:Right. And just helping people to find the best solution for
Speaker:them. And when you think about your business,
Speaker:you are creating products that are adding value,
Speaker:and you have a customer that you spend all this time
Speaker:thinking about the avatar or persona or whatever you're looking at
Speaker:and what they want.
Speaker:And you're creating things for them.
Speaker:But if you're not making it easy and to find the
Speaker:things that they want,
Speaker:they will get overwhelmed and potentially go somewhere else.
Speaker:In the world of behavioral economics.
Speaker:We talk about this in terms of what's called a nudge
Speaker:to help people go in the right direction.
Speaker:And also that what's called choice architecture.
Speaker:So the way that you present information,
Speaker:and I love the kind of quintessential example here is if
Speaker:you think about setting like kids loose in a cafeteria and
Speaker:say they have all the money in the world and no
Speaker:one will ever know what they chose,
Speaker:we would all probably expect that it's French fries and ice
Speaker:cream and pizza,
Speaker:and nothing of any nutritional value is what they're going to
Speaker:get. But what the study found and they did across school
Speaker:cafeteria as was when you moved something to the front.
Speaker:So if you took desserts and put them at the front
Speaker:of the line,
Speaker:the kids were 25% more likely to pick those than they
Speaker:were when it was in a more neutral spot.
Speaker:When you put it toward the back of the line,
Speaker:they were 25% less likely to choose the desserts and whatever
Speaker:was at eye level,
Speaker:whether it was carrot sticks or French fries is what they
Speaker:were most likely to choose.
Speaker:So choice is really all about context and the way that
Speaker:is presented makes a difference.
Speaker:And so if you don't think about it,
Speaker:you might be setting it up.
Speaker:So a bunch of kids are going to be on a
Speaker:track to obesity.
Speaker:If you put a bunch of desserts first or put them
Speaker:somewhere else,
Speaker:Willy nilly,
Speaker:and don't really think about it.
Speaker:But if you have some intentionality,
Speaker:it can help nudge them to make healthier choices that they'll
Speaker:actually probably be happier with in the long run.
Speaker:Yeah. And you know,
Speaker:you bring this up in the book too saying it's not
Speaker:limiting their choices,
Speaker:it's positioning the choices.
Speaker:Right? So to your point,
Speaker:all the healthy stuff up front,
Speaker:it doesn't mean they still can't get the other stuff they
Speaker:might want.
Speaker:It's just where it's positioned.
Speaker:I remember this a lot from my corporate days.
Speaker:Cause I worked with a lot of grocery stores.
Speaker:And if you ever wonder why milk and all the dairy
Speaker:is way in the back,
Speaker:it's because that's usually what people are coming for,
Speaker:at least at that time.
Speaker:And you had to walk through then the whole store to
Speaker:get there.
Speaker:So same type of thing.
Speaker:You're going to pass.
Speaker:So many other things.
Speaker:Also the same reason why produce and all of the higher
Speaker:priced items are usually on the periphery because that's the way
Speaker:people walk.
Speaker:Right? Yeah.
Speaker:So I can relate to it a lot in that way
Speaker:as well.
Speaker:Yeah. Yeah.
Speaker:So I have to say you caught me with something I
Speaker:didn't know.
Speaker:Right. In the beginning of the book,
Speaker:which I thought was so interesting and it's just a different
Speaker:way of positioning.
Speaker:We talk about branding here a lot that everything is encompassed
Speaker:in your brand.
Speaker:Like the colors you use,
Speaker:the images,
Speaker:all of that.
Speaker:But you talk about brand as being a memory.
Speaker:I would like you to share a little bit of more
Speaker:of that concept,
Speaker:but I'm also taking from that,
Speaker:that your brand then keeps expanding upon itself as new memories
Speaker:are made,
Speaker:Right? Yes,
Speaker:definitely. And I wish that I could claim that I came
Speaker:up with that myself,
Speaker:Peter Steidel,
Speaker:there's a quote from his book called neuro branding saying that
Speaker:a brand is a memory.
Speaker:But when you look at the way that our brain puts
Speaker:things together,
Speaker:it is very much kind of collecting all this information for
Speaker:you. And I love using that example of your favorite brands.
Speaker:So if you who are listening,
Speaker:think about some of your favorite brands and who comes to
Speaker:mind, the ones that come up now,
Speaker:if you stop for a moment and say like,
Speaker:why, why is Disney or Apple or Kate spade or whatever,
Speaker:why are any of them,
Speaker:your favorite brands and what might they do if they were
Speaker:to kind of have a slip up here or there that
Speaker:if it was a new brand,
Speaker:you were having an experience with that you didn't know about
Speaker:yet where you would go write a terrible Yelp review about
Speaker:how awful they are and never go there again.
Speaker:But if it was something a little bit off with Amazon
Speaker:or Disney,
Speaker:you might go,
Speaker:well, they do so much good stuff.
Speaker:I still love them.
Speaker:They're still a 10 in my mind.
Speaker:And it's because of all those things that come to mind.
Speaker:When you think about those favorite brands,
Speaker:those past experiences are those memories compiled together.
Speaker:It's a great opportunity to realize this collection of experiences that
Speaker:people have with you both.
Speaker:So you can look at building other great ones in,
Speaker:you know,
Speaker:their chapters on surprise and delight and things like that in
Speaker:the book.
Speaker:But you also,
Speaker:if one thing goes wrong,
Speaker:maybe where it may feel like it's the end of the
Speaker:world, or you get a complaint,
Speaker:you have an opportunity to extend beyond that item that has
Speaker:happened, which is getting into the peak end rule,
Speaker:which is also in the book,
Speaker:definitely helping,
Speaker:as you might be able to get a sense for the
Speaker:book is about being able to understand what behavioral economics is
Speaker:and work toward actually starting to apply it kind of a
Speaker:framework to use it in your own business without having to
Speaker:go get PhD or master's degree.
Speaker:Yeah. There is so much in the book.
Speaker:I mean,
Speaker:so many,
Speaker:if I continue to take notes,
Speaker:I don't know.
Speaker:My little online highlighter was going crazy to tell you the
Speaker:truth. And I have pulled out a couple of things.
Speaker:Cause I love for people to leave here with a couple
Speaker:of things that they can specifically do,
Speaker:but give his listeners.
Speaker:I'm telling you guys,
Speaker:you have to get this book and we'll talk about it
Speaker:later. But there is so much in here.
Speaker:And the thing Molina is a lot of this is really
Speaker:easily applicable.
Speaker:Once you understand it,
Speaker:once you hear it and know it,
Speaker:right, just to get back to memory for half a second.
Speaker:I think what you were saying really makes sense,
Speaker:because let's say you've had customers for a long time and
Speaker:then all of a sudden,
Speaker:one thing goes wrong.
Speaker:Like for us,
Speaker:the postal service is delayed because it's the holidays and they're
Speaker:fully packed or whatever the situation is.
Speaker:Customers are much more understanding when they've had so many good
Speaker:experiences with you all the way along,
Speaker:because it's not the norm.
Speaker:Right. But what happens if the first experience isn't a good
Speaker:experience? So that does have a lot of weight on the
Speaker:overall experience,
Speaker:but as I was pointing out,
Speaker:and this is looking at something called again,
Speaker:the peak end rule.
Speaker:And so if you were to look back on an experience,
Speaker:say eating out at a restaurant and people say,
Speaker:Oh, how was it?
Speaker:Or someday when we're eating out a lot more,
Speaker:we'll remember that better.
Speaker:I Can't wait.
Speaker:I know,
Speaker:But, Oh,
Speaker:how is everything?
Speaker:And you say fine.
Speaker:But when you actually are trying to reflect,
Speaker:there are so many different items you could have been putting
Speaker:into play there,
Speaker:but beyond the sound,
Speaker:the amount of time you were having to wait,
Speaker:the flavor was the food hot,
Speaker:like all of these different data points.
Speaker:And are you looking at that every minute,
Speaker:every 15 minutes,
Speaker:every millisecond,
Speaker:how are you quantifying this?
Speaker:It becomes a very difficult calculation for your brain,
Speaker:which is why it uses a simple rule of thumb to
Speaker:say that there are only two points that matter when we
Speaker:are evaluating our entire experience with a brand or with some
Speaker:sort of customer journey that we have been on.
Speaker:And that is the peak,
Speaker:whether it is a negative or a positive one,
Speaker:and then the end.
Speaker:So if the first buying experience someone has with you,
Speaker:that they're ordering something for a holiday and it was delayed
Speaker:and they're upset because this happened,
Speaker:this negative peak is a really bad point to end an
Speaker:experience on.
Speaker:But if you instead look and say,
Speaker:how can I do a little bit of something extra to
Speaker:make that just a little bit better or to get them
Speaker:something else that's beneficial.
Speaker:It doesn't have to be a discount or something,
Speaker:but what can you do to extend beyond that negative point
Speaker:and make it so it's not the end that can help
Speaker:make it.
Speaker:So people are happier with their overall experience with you,
Speaker:even if something that was a little bit bad happened.
Speaker:And so if there was an experiment done where,
Speaker:how people put their hands in really,
Speaker:really cold water for a minute and they didn't like it
Speaker:clearly, but then they went a second time and after a
Speaker:minute they warmed the water just by a single degree for
Speaker:about 30 seconds.
Speaker:So your hand is in cold water for 90 instead of
Speaker:60 seconds,
Speaker:which would seem like it's worse,
Speaker:but people all said they liked that experience better.
Speaker:And would rather do that again than only have their hand
Speaker:in the cold water for 60 seconds.
Speaker:And it's because of that,
Speaker:just like little bit better helps us to feel that the
Speaker:overall experience wasn't as bad.
Speaker:Well, I've often heard that if you're speaking in or you're
Speaker:in a meeting or whatever,
Speaker:people will remember the last thing that you present the most.
Speaker:And I'm thinking,
Speaker:as you're talking about this,
Speaker:if for some reason you find that somebody's brand new,
Speaker:this is the first time you're interacting with them.
Speaker:That it's a little off to pay attention and really make
Speaker:sure that you've added on.
Speaker:And just like you were saying something a little bit special,
Speaker:extra, whatever,
Speaker:to kind of neutralize the initial issue.
Speaker:Yes. And then if brand is memory,
Speaker:then would it also hold true then that as they continue
Speaker:to work with you and have more and more experiences that
Speaker:you're able to,
Speaker:at some point erase that initial bad experience or does it
Speaker:always stay?
Speaker:It won't always stay because of the only being the two
Speaker:data points.
Speaker:So assuming you have some peaks,
Speaker:hopefully positive ones that are better than that one negative point
Speaker:that was previously a bad peak.
Speaker:So if you have something that is better,
Speaker:that has happened,
Speaker:that was maybe one of those surprise and delight moments.
Speaker:It can really erase that for people.
Speaker:Okay. That's great news because we all can do that for
Speaker:sure. All right.
Speaker:So one of the other things I definitely want to talk
Speaker:about here is the whole idea of mirror neurons.
Speaker:So why don't you define what that is?
Speaker:And then we can get into some conversation about it.
Speaker:Sure. So one of the ways that we learn from other
Speaker:people is using these mirror neurons.
Speaker:And the way they were discovered was actually by accident.
Speaker:And the,
Speaker:as the story goes,
Speaker:there was a team in Parma,
Speaker:Italy that was studying different areas of the brain.
Speaker:And so they had a monkey who was hooked up to
Speaker:some systems and they were trying to map different areas of
Speaker:what lights up in your brain when you move your arm
Speaker:or things like that.
Speaker:And so as the story goes,
Speaker:grad student walked in and was eating some ice cream or
Speaker:perhaps gelato since it was Italy and the monkey didn't move,
Speaker:you couldn't see it physically take any action,
Speaker:but its brain was lighting up.
Speaker:So when the person was moving their arm to put the
Speaker:ice cream cone to their mouth,
Speaker:the monkey's brain was lighting up as if its arm was
Speaker:moving. When the student was eating the ice cream,
Speaker:the monkey's brain was lighting up as if it was doing
Speaker:that as well,
Speaker:even though it didn't have any sort of movement.
Speaker:So what this figured out is when we see something that
Speaker:someone else is doing,
Speaker:or we can have that experience,
Speaker:our brains will light up as if we are already doing
Speaker:it, which makes it easier when we're going to do it
Speaker:ourselves. This is why watching someone open a jar of pickles.
Speaker:If you've never done it before,
Speaker:you could try yourself by having seen them do it once
Speaker:before and really practical way of using this in your own
Speaker:business is you've seen the ads for games or whatever,
Speaker:where it says,
Speaker:like, click here,
Speaker:click here.
Speaker:And it's got like a finger moving,
Speaker:like it's clicking on the button or click to subscribe.
Speaker:And it goes,
Speaker:click, click.
Speaker:You actually like it's pushing on the button.
Speaker:It seems like it's unnecessary.
Speaker:And that it doesn't influence you,
Speaker:but actually it can be activating those mirror neurons and it
Speaker:makes it so it's easier for you to click the button
Speaker:yourself because your brain feels like it's already done it before.
Speaker:And we sort of self heard and we'll be likely to
Speaker:follow our own actions when we've done it already.
Speaker:That makes so much sense to me.
Speaker:It's kind of like directing a person also on how to
Speaker:buy. If you like,
Speaker:what you've seen here,
Speaker:click the button below,
Speaker:you'll go to the sales page.
Speaker:The button will be there.
Speaker:Whatever your checkout process is.
Speaker:The other thing that I think is so relevant to everyone
Speaker:who's listening here is,
Speaker:and no surprise to you Molina.
Speaker:We've got this whole barrier about going live on social media.
Speaker:Like how do I do it?
Speaker:What do I say?
Speaker:And I'm thinking of these mirror neurons as being the way
Speaker:to provide content to your audience.
Speaker:So let's say you are a crochet hair and you have
Speaker:this beautiful,
Speaker:let's go with mittens and a hat,
Speaker:for example,
Speaker:to actually demonstrate putting it on,
Speaker:you know,
Speaker:where your ponytail goes when you put it on or whatever,
Speaker:and putting on the mittens and how warm and soft they
Speaker:are and going through not only demonstrating physically,
Speaker:but also speaking through the experience somewhat replicates,
Speaker:then what the viewer would be doing in their brain.
Speaker:Is that right?
Speaker:Yes. And I would even go a step further than that,
Speaker:to where if you show,
Speaker:if you have this sort of a skill,
Speaker:but would be it for which,
Speaker:for video editing and things,
Speaker:not everybody has,
Speaker:but ideally if you had to like click by and we've
Speaker:seen those kinds of like fast motion videos,
Speaker:where then it's like putting it in the box,
Speaker:getting it to the thing,
Speaker:drop it off,
Speaker:it comes to you.
Speaker:Someone arrives,
Speaker:opens the package,
Speaker:you see their excited face when they get it.
Speaker:And maybe they take the soft mitten or the scarf and
Speaker:kind of like rub it against their cheek and you can
Speaker:see how much they love it.
Speaker:And they put it on and they feel the warmth and
Speaker:they're out playing with their kids or whatever that all is
Speaker:really helping someone to see the value,
Speaker:which feels like it should be implied.
Speaker:So 99% of anything our brains are doing is done on
Speaker:a subconscious level.
Speaker:And we like to think that we're consciously making all these
Speaker:decisions the time,
Speaker:but really the vast majority is done kind of under the
Speaker:radar using these what we might call a gut instinct or
Speaker:a rule of thumb to make a choice.
Speaker:So things like that,
Speaker:mirror neuron activation and the video and being primed by different
Speaker:things. So in this case,
Speaker:there's a lot of value in the power of touch.
Speaker:And even if something is online and there have been studies
Speaker:that if you have a fabric with really great lighting to
Speaker:where someone can see the texture,
Speaker:their brain will react as if they are touching that item,
Speaker:that you kind of know what it feels like.
Speaker:And there's a difference between explaining something as being,
Speaker:you know,
Speaker:couch, material,
Speaker:leather kind of go,
Speaker:okay, right?
Speaker:Whereas if you say buttery,
Speaker:soft chocolate,
Speaker:Brown leather,
Speaker:you feel something there differently and you want it more because
Speaker:your brain will take on the endowment effect.
Speaker:You have this like perceived ownership over the item,
Speaker:especially if you touch it,
Speaker:but you can get that across in videos really well done,
Speaker:lit pictures and things.
Speaker:When you are activating those mirror neurons and that activity of
Speaker:experiencing an item,
Speaker:This is something so tangible for us to do.
Speaker:I mean,
Speaker:we can go back and look at product descriptions even,
Speaker:and add more adjectives and adjectives to the point of as
Speaker:if someone was experiencing it.
Speaker:Like what would be the adjectives of somebody lighting a candle
Speaker:that you make and placing it in the perfect place with
Speaker:the snow coming down outside or something like that.
Speaker:But adding those adjectives will help.
Speaker:I think what you just said is personalized the product for
Speaker:someone who's viewing it and making them feel that it's more
Speaker:desirable, that the product would be more desirable to have So
Speaker:interesting. Isn't it stay tuned because there is more to come
Speaker:right after this quick break.
Speaker:Yes. It's possible increase your sales without adding a single customer.
Speaker:How you ask by offering personalization with your products,
Speaker:wrap a cake box with a ribbon saying happy 30th birthday,
Speaker:Annie, or at a special message and date to wedding or
Speaker:party favors for an extra meaningful touch.
Speaker:Where else can you get customization with a creatively spelled name
Speaker:or find packaging?
Speaker:That includes a saying whose meaning is known to a select
Speaker:to not only are customers willing to pay for these special
Speaker:touches. They'll tell their friends and word will spread about your
Speaker:company and products.
Speaker:You can create personalized ribbons and labels in seconds,
Speaker:make just one or thousands without waiting weeks or having to
Speaker:spend money to order yards and yards print words in any
Speaker:language or font,
Speaker:add logos,
Speaker:images, even photos,
Speaker:perfect for branding or adding ingredient and flavor labels to for
Speaker:more information,
Speaker:go to the ribbon print company.com,
Speaker:right? And it's just More relatable and it's not even something
Speaker:they would ever be able to articulate to you.
Speaker:But if you look at this as being going back to
Speaker:the nudging,
Speaker:so at Texas a and M have done a lot of
Speaker:research through the human behavior lab on optimizing menus for different
Speaker:restaurants and wineries and things.
Speaker:And so one of the things that we do there is
Speaker:making it,
Speaker:so the description for something that you're wanting to nudge someone
Speaker:toward like the best wines or whatnot,
Speaker:or most popular ones,
Speaker:maybe have three lines of a description instead of two,
Speaker:just a tiny bit of a difference.
Speaker:But if you add a little bit more detail to the
Speaker:one that you're trying to feature,
Speaker:the brain is going to pick up on that and see
Speaker:that there's a little bit more there and naturally kind of
Speaker:cling on to those different words.
Speaker:And so with the candle piece,
Speaker:like you were talking about,
Speaker:if you have the scent described with really great adjectives,
Speaker:but also having a picture like you said,
Speaker:yet, someone lighting the candle,
Speaker:but it's that moment of like smelling it where your eyes
Speaker:are a little bit closed eyes,
Speaker:that first kind of scent,
Speaker:you know,
Speaker:the image I'm talking about without me even having to describe
Speaker:it much more,
Speaker:if you can showcase that with someone experiencing your candle,
Speaker:people will quickly go,
Speaker:that smells good and you don't have to say it.
Speaker:You can show it to them using a really well chosen
Speaker:picture and then finding out what that means can be the
Speaker:hints of if you have cranberry and cinnamon and orange nearby,
Speaker:and then you have the description that has some great adjectives.
Speaker:It all comes together.
Speaker:You know,
Speaker:we had a conversation about this,
Speaker:just, I guess it was this week in my VIP group,
Speaker:we were talking about the lifestyle images,
Speaker:like on a website versus three word rebellion,
Speaker:which is a topic that we had talked about in a
Speaker:prior podcast.
Speaker:Like how many words should you put on?
Speaker:Or should it be an image?
Speaker:But then there's also the popularity right now of flat lays
Speaker:where people are just showing the product.
Speaker:And one of the things you talk about in your book
Speaker:is having photos that show an intent,
Speaker:your example was either tea or coffee.
Speaker:I forget which,
Speaker:but having a pot with the mug like is if someone
Speaker:is getting ready to enjoy a cup of,
Speaker:was it tea or coffee?
Speaker:I forgot.
Speaker:Right? It's T in this having to do with the mirror
Speaker:neurons as well.
Speaker:So mirror neurons don't really activate for movement without a consequence,
Speaker:I guess.
Speaker:So when there's an action and a goal at the end,
Speaker:you're more likely to get them.
Speaker:So what they were looking at is showing where it was
Speaker:like a picture of someone,
Speaker:but it made it look like they were cleaning up the
Speaker:tea cup to where there were kind of crumbs or on
Speaker:the table.
Speaker:Then they had just sort of no background just holding the
Speaker:tea and the saucer.
Speaker:And then one where it was maybe looking more like you're
Speaker:getting ready and surveying.
Speaker:Are you going to drink where there's full stuff on the
Speaker:table? And when there is a goal that you're able to
Speaker:see what's happening,
Speaker:it will be more likely to trigger those mirror neurons than
Speaker:if it's just look a candle.
Speaker:Doesn't really,
Speaker:even if someone's pointing at it or something,
Speaker:it might not have the same impact as that smelling it
Speaker:action that we can tell something is happening.
Speaker:And so our brain is going to focus in a different
Speaker:way. Got it.
Speaker:So the way we were talking about this is a photo
Speaker:that shows an experience.
Speaker:Yes. Okay.
Speaker:So to summarize here,
Speaker:gift biz listeners,
Speaker:I want you to think of this when you're thinking of
Speaker:mirror neurons is if you're doing something that's live,
Speaker:actually demonstrate it.
Speaker:Like it might seem silly.
Speaker:We'll stick with candles that you would take off the lid
Speaker:and maybe smell your own candle,
Speaker:or maybe be sitting at a table next to one of
Speaker:your candles lit like it might seem obvious,
Speaker:but the point is,
Speaker:what is your viewer seen and what are they experiencing?
Speaker:So get as many sensory things in with those lives that
Speaker:you possibly can,
Speaker:product descriptions.
Speaker:Look at that and add descriptive experiential,
Speaker:I guess adjectives would maybe be the way to say that.
Speaker:And then with lifestyle photos showing the intent,
Speaker:like you were just talking about Molina,
Speaker:does that kind of summarize that up a little bit for
Speaker:us? Yes.
Speaker:And I will add two things to it.
Speaker:One being,
Speaker:if we're looking at like you were talking about three word
Speaker:rebellion, so your title,
Speaker:the name of the product,
Speaker:you don't want to go over the top crazy with all
Speaker:the words and descriptive adjectives and things.
Speaker:You want something a little bit snappy,
Speaker:that's going to draw someone in to get started.
Speaker:But if you have so much going on in that top
Speaker:header portion,
Speaker:like if it was safe,
Speaker:strawberry banana scented candle,
Speaker:that's delicious,
Speaker:really amazing.
Speaker:And blah,
Speaker:blah, blah,
Speaker:as the header yikes.
Speaker:Right. That we're going to get overwhelmed and go away.
Speaker:So don't want to put tons of adjectives and things everywhere,
Speaker:but selectively using those.
Speaker:Yeah. So maybe in the product descriptions,
Speaker:but not in headline image.
Speaker:Right. And you can still use a great adjective in the
Speaker:product name or the headline,
Speaker:but don't try to put all your eggs in that basket
Speaker:because it's not going to pay off as well as a
Speaker:really good description.
Speaker:I was just going to make a comment on the visual
Speaker:since we're there right now,
Speaker:is your words,
Speaker:don't have to say the same thing that the picture does,
Speaker:right? No,
Speaker:they don't.
Speaker:But it's a balance of having things working in tandem where
Speaker:you don't have to do exactly the same thing.
Speaker:And if there's a picture of all the ingredients or something,
Speaker:you don't have to list them all or what that happens
Speaker:to be.
Speaker:But if you're trying to think about what you want the
Speaker:person to feel in this case and keeping the candle here.
Speaker:So it feels probably silly to say something like warming because
Speaker:candles provide,
Speaker:they've got the flame aspect and whatever.
Speaker:But if we're looking at just that holiday candle talking about
Speaker:it, being a warming sensation or this like a warm hug
Speaker:or some thing that if you're trying to evoke that feeling,
Speaker:it might be valuable to include it in the name,
Speaker:but it doesn't have to go there.
Speaker:You just want to be selective of what's the most important
Speaker:thing that you want to have there.
Speaker:The other thing I was going to say was if you
Speaker:want some really great examples about how you can make something
Speaker:on a screen where you're not able to get the senses
Speaker:in the same way,
Speaker:but people that are incredibly talented at this that you can
Speaker:use as inspiration for your making business is to go watch
Speaker:the food network.
Speaker:And there's a reason.
Speaker:So they take a bite of the food,
Speaker:or if you've ever watched like food network challenge,
Speaker:like next food network star,
Speaker:if you watch how they teach them,
Speaker:you have to take a spot enough bite,
Speaker:but they are explaining what is happening in that moment to
Speaker:help the viewer trigger the same sensory emotions of taste and
Speaker:the smell.
Speaker:So when they're straying things and they go,
Speaker:Oh my gosh,
Speaker:this smells amazing.
Speaker:And then they take a bite and say,
Speaker:Oh, it's just the way that the butter is really mixing
Speaker:in with that brightness of the lemon coming through is really
Speaker:helping to combat the thickness of this particular cut of fish,
Speaker:whatever. Right.
Speaker:But they are telling you what is happening.
Speaker:And it is getting a lot of sensory emotion and things
Speaker:happening for you to where you want to go make that
Speaker:recipe or keep watching.
Speaker:You want to eat it yourself.
Speaker:You want to do the same thing.
Speaker:Like if you're talking about those lives,
Speaker:when you light that candle and say,
Speaker:Oh man,
Speaker:I just love the center of this.
Speaker:It's this really warming kind of a cinnamon scent.
Speaker:And you have the cranberry in there which adds a hint
Speaker:of brightness with the citrus.
Speaker:And it just all makes us together.
Speaker:It's like a warm holiday hug here and a candle,
Speaker:right? Like that makes a difference than just,
Speaker:Hey, here's the candle.
Speaker:It's cranberry orange cinnamon to them.
Speaker:Yeah, no,
Speaker:your description right there.
Speaker:It just adds so much more depth to what you're demonstrating.
Speaker:You're already there alive.
Speaker:So by talking it through and I love your example of
Speaker:going and watching what other people do,
Speaker:because as you were saying it,
Speaker:I was closing my eyes and listening and then comparing it
Speaker:against the same visual with no words.
Speaker:Right. And it is,
Speaker:there is such a difference there for sure.
Speaker:Right. And I don't know if you got to this point
Speaker:in the book,
Speaker:but people are more likely they feel better about spending money
Speaker:and there's less pain of paying.
Speaker:There's a chapter in the book on the pain of pain
Speaker:when they're buying a gift.
Speaker:So Hey,
Speaker:good news,
Speaker:everyone who's listening because probably the majority of what you make
Speaker:are things that you are putting together as gift type of
Speaker:packages. And so knowing that people like to give gifts,
Speaker:it's easier for them to spend money when they're giving a
Speaker:gift and they are more likely to spend more on items
Speaker:and feel better about it than if they were buying something
Speaker:for themselves.
Speaker:Being able to point out how this thing is a really
Speaker:great gift.
Speaker:This makes a great gift.
Speaker:Like when you can't be there to give a hug yourself,
Speaker:send this lovely sweater because,
Speaker:or this blanket or whatever,
Speaker:and they will feel your love.
Speaker:There'll be enveloped in it this holiday season.
Speaker:Even if you can't be there with them,
Speaker:reminding people,
Speaker:it's a great gift will make them feel better about buying
Speaker:it. Even if they gift one to themselves.
Speaker:Well, they could do that for sure.
Speaker:Yeah. That could be an upsell option maybe,
Speaker:but that makes sense.
Speaker:And the idea that you're being generous and gifting,
Speaker:and boy don't,
Speaker:we know from the last year we just came out of
Speaker:so many times when we couldn't be with somebody and people
Speaker:were gifting.
Speaker:So that's interesting to know.
Speaker:And I don't know that you keep up with any of
Speaker:these numbers Molina,
Speaker:but gifting has risen this last year.
Speaker:Like crazy for that reason alone.
Speaker:If you can't be with each other,
Speaker:zoom is great,
Speaker:but also gifts coming in,
Speaker:right? You guys,
Speaker:these are tips and points and ideas that are throughout the
Speaker:book. We would be here for probably a week.
Speaker:If we were trying to go through everything that was in
Speaker:the book.
Speaker:So I've picked out again,
Speaker:just a few things that I think would really be relevant,
Speaker:but like,
Speaker:honestly, all of it is to be honest.
Speaker:So in the chapter where you talk about framing,
Speaker:and you've also talked about this in a presentation,
Speaker:and I think it did really narrows it in and makes
Speaker:people understand this.
Speaker:And then I'm going to tell you my one surprise that
Speaker:I didn't know.
Speaker:But will you talk about the hamburger example in terms of
Speaker:framing? Yes.
Speaker:I feel like I probably say all the time.
Speaker:This is one of my favorites because I love all the
Speaker:examples, but I use this one a lot.
Speaker:Well, if they weren't your favorites,
Speaker:you wouldn't put them in your book or your presentation.
Speaker:Yes, for sure.
Speaker:Yes. So if you were to say,
Speaker:so imagine you're going to go it's spaghetti night and you
Speaker:have to go stop by the grocery store to pick up
Speaker:some ground beef for Turkey and you get there and you
Speaker:see, there are two stacks of ground meat.
Speaker:The one is labeled as 90% fat free.
Speaker:And the one next to it is labeled as 10% fat.
Speaker:Which one do you feel more compelled to buy?
Speaker:And having used this example a zillion times,
Speaker:I can say that almost everyone always says they want 90%
Speaker:fat free.
Speaker:That's the one that they want.
Speaker:And maybe you took a look,
Speaker:even though you want that one.
Speaker:And you realize it's saying exactly the same thing,
Speaker:but how you present the information changes the way that the
Speaker:brain feels about it.
Speaker:So especially 10% fat,
Speaker:maybe we look at it and go,
Speaker:Ugh. Like I haven't been able to get to the gym
Speaker:and over a year now that sounds awful.
Speaker:Where's that 10% going to go.
Speaker:Whereas 90% fat free feels like you're doing such a great
Speaker:thing for yourself and your family.
Speaker:What a healthy choice,
Speaker:even though it's the same,
Speaker:your brain doesn't hear it that way.
Speaker:And so being able to realize that and know the way
Speaker:that you present something,
Speaker:maybe you didn't add in everything the offer might be right.
Speaker:But the way that it was worded or framed didn't resonate
Speaker:as well.
Speaker:If you change around the title or the call to action
Speaker:button or whatever it is,
Speaker:it can make a really big difference in something resonating with
Speaker:people or not.
Speaker:If you look at tweaking those frames.
Speaker:Yeah. I mean,
Speaker:this was so incredible to me and it makes me want
Speaker:to go back and look at all my copy everywhere.
Speaker:Now I'm presenting and you have a number of different examples.
Speaker:There's another one that I think we have a little time,
Speaker:cause I really want to drill down this point.
Speaker:And then I'm going to tell you my surprise.
Speaker:I'm keeping everyone in suspense,
Speaker:which I always do.
Speaker:People who follow me know I like to tease a lot,
Speaker:but that Snickers one was really interesting too.
Speaker:Yeah. So that concept called anchoring and adjustment,
Speaker:which is both a form of framing and priming,
Speaker:which is how the examples kind of build on each other.
Speaker:As you go throughout the book.
Speaker:The piece with Snickers is there was a study done using
Speaker:two different end cap displays in a grocery store.
Speaker:And so one says,
Speaker:Snickers bars buy them for your freezer.
Speaker:And the other one says,
Speaker:Snickers bars by 18 for your freezer of which most people
Speaker:probably agree.
Speaker:18 is a lot more Snickers than most people buy a
Speaker:particular visit.
Speaker:And so you might,
Speaker:if you were creating the ad for that,
Speaker:if you were on the marketing team and think,
Speaker:Oh 18,
Speaker:like that's an arbitrary number.
Speaker:I don't want to have people ask why I came up
Speaker:with it and you know,
Speaker:then was unlimited and people could get a hundred Snickers bars
Speaker:if they wanted.
Speaker:And so your logical brain will kind of talk you into
Speaker:going with that safe option of them.
Speaker:And maybe you don't feel like it makes a difference that
Speaker:much at all.
Speaker:But actually what they found is when the number 18 was
Speaker:used, instead of the word them,
Speaker:there was a 38% increase in sales.
Speaker:Just from that one change.
Speaker:It's not that people bought 18.
Speaker:They might have bought,
Speaker:I think you say nine instead of maybe one or two
Speaker:or three.
Speaker:Right? So when we see the word them,
Speaker:it's like a fancy word for zero essentially.
Speaker:And maybe we'll get two or three,
Speaker:like you said,
Speaker:but when it's 18,
Speaker:your brain would go,
Speaker:Whoa, I'm way better than everybody else.
Speaker:I don't need 18.
Speaker:I'll just get six as you go through.
Speaker:And you don't even realize how that little nudge had an
Speaker:impact. This is why people buy more when something is labeled
Speaker:as 10 for $10 instead of $1 each.
Speaker:And it's like double or more,
Speaker:even if it's the exact same product,
Speaker:exact same needs from that person.
Speaker:When you have those big numbers that can set an anchor,
Speaker:it makes a real big difference in the amount that people
Speaker:end up.
Speaker:Got it.
Speaker:Yeah. And you know,
Speaker:it's so crazy to me because even though you see that
Speaker:logically behind it,
Speaker:it's the same price.
Speaker:You're still tempted to go in one direction or another.
Speaker:Right. Okay.
Speaker:So here is the surprise that I had no idea about
Speaker:when something's on sale and I've known this from my advertising
Speaker:days of the past that you always want to have something
Speaker:that's relative.
Speaker:So let's say something was $45 and now it's 30.
Speaker:Okay. So you still want to have regularly 40 or 45
Speaker:with a slash through it and then the price of 30,
Speaker:but the difference and the thing that's surprised me so much
Speaker:as you demonstrate that make that 30 smaller in font where
Speaker:the tendency of you'd think,
Speaker:Oh, well we want to make it bigger because you want
Speaker:to show that it's a lower price.
Speaker:It actually feels like less money when that $30 is smaller,
Speaker:Right? The tendency that people would have is,
Speaker:and you see this on sale tags everywhere is to have
Speaker:the old price kind of in this small font so that
Speaker:you know what it was.
Speaker:And then it's like,
Speaker:look at this amazing big sale price.
Speaker:I pray it's only $30 now that you make it really
Speaker:huge. But that subconscious brain is very literal and will take
Speaker:big font,
Speaker:equals big price essentially is how that goes together.
Speaker:And small font equals small price.
Speaker:And when you change it to where the old price that's
Speaker:crossed out is still larger than the new sale price,
Speaker:which is in a smaller font.
Speaker:It had an increase on sales from people because that very
Speaker:literal association happens with those sides of the numbers and what
Speaker:it feels like for The brain.
Speaker:So seriously,
Speaker:I'm going through all my sales pages,
Speaker:looking at how they look.
Speaker:And I don't know.
Speaker:I like after I had told you,
Speaker:I'm about two thirds done with the book at this point,
Speaker:I'm going back and looking at all my highlights and then
Speaker:comparing them against things that I have out there and making
Speaker:adjustments accordingly,
Speaker:because there is so much goodness,
Speaker:like the little tips in the ideas and it makes so
Speaker:much sense when you hear them.
Speaker:Some of them are,
Speaker:it's kind of like,
Speaker:well, that seems so obvious.
Speaker:Why didn't I have a recognize that before,
Speaker:but you just don't right,
Speaker:Right. The subconscious knows what it does.
Speaker:I don't know if this made it into the,
Speaker:I think I say this at least once in the book,
Speaker:but where you read some of these and go,
Speaker:Oh, of course that's how you know,
Speaker:it's on the right path.
Speaker:Right. So you say something in the subconscious says,
Speaker:yeah, I do that.
Speaker:Yeah, that's right.
Speaker:It recognizes those rules that it's using along the way.
Speaker:And even though some seem really maybe counter intuitive,
Speaker:like the size of the font when you look at it
Speaker:and that's where,
Speaker:like you said,
Speaker:I have strategically chosen examples.
Speaker:You, as the listener may think,
Speaker:well, I don't know,
Speaker:but if you were to go and just type it out,
Speaker:or when you get your copy of the book,
Speaker:you can see it there,
Speaker:you see it and go,
Speaker:yeah, that does feel smaller.
Speaker:It does feel like a better deal when I see it
Speaker:this way.
Speaker:But when you're creating it for yourself,
Speaker:you're using that conscious logical brain to build it.
Speaker:But everyone who's buying from you is in that subconscious space.
Speaker:And so that's really what the whole book is about,
Speaker:is helping you to understand those tricks that the subconscious is
Speaker:using so that you can communicate with it better.
Speaker:Okay. So now I have a question and you led perfectly
Speaker:into this question.
Speaker:Great. Let's not go through the story.
Speaker:I'm going to let people get the book and read the
Speaker:story about the briefcase versus the backpack.
Speaker:But what you've talk about here is everything within an image,
Speaker:subconsciously is picked up by someone who is looking at that
Speaker:image. And so here's my question for you.
Speaker:If, as an audience,
Speaker:let's say we know that based on the product that we
Speaker:sell, or I'm just going to pretend like I'm a product
Speaker:maker and I'm thinking this through,
Speaker:okay. I'm thinking of images that I'm going to make.
Speaker:And based on the product that I sell,
Speaker:I know a lot of my customers like Southern living,
Speaker:for example,
Speaker:the magazine Southern living.
Speaker:So is there a difference in impact of an image if
Speaker:I do a lifestyle photo and I have the magazine Southern
Speaker:living maybe laid out somewhere versus the same picture with a
Speaker:mechanical engineer magazine laid out there.
Speaker:Yes. There definitely can be.
Speaker:And there's,
Speaker:we do research in eye tracking and brain scanning and things
Speaker:that I do.
Speaker:And we do at the lab for clients and whatnot to
Speaker:where if you really were wanting to dig in on something
Speaker:to see how it's working and whether it's pulling attention or
Speaker:not, we can get into something really specific for individual clients
Speaker:and things.
Speaker:But in general,
Speaker:yes, we're being primed by what is there.
Speaker:So if there's in the chapter on priming for,
Speaker:when you're looking for that story later and all that sort
Speaker:of imagery around,
Speaker:you want to be really selective of what makes it there
Speaker:and what you're using and where it is,
Speaker:because it can all be building that experience.
Speaker:And it's either building toward what you want and what's going
Speaker:to resonate,
Speaker:or it's just random and is potentially going to be distracting
Speaker:or pulling people away from you feeling like they're not your
Speaker:ideal client,
Speaker:even if they can't articulate what pulled them away.
Speaker:Yeah. That's interesting.
Speaker:I used to have a boss who,
Speaker:and I felt this was so staged.
Speaker:We would go into pretty big negotiations.
Speaker:And he shared with me how he positions things in his
Speaker:briefcase. This is the days when you did use a briefcase,
Speaker:but he would open up the briefcase and he would have
Speaker:his Mo block pen.
Speaker:And he might have another contract with another big company sitting
Speaker:there, like,
Speaker:so he strategically did that to position the meeting.
Speaker:And it was just so interesting to me,
Speaker:the way he did that.
Speaker:But now reading what you're talking about,
Speaker:it's reinforcing to me what he was doing.
Speaker:I kind of think we landed the contracts because we were
Speaker:just that good.
Speaker:But there's that I bet it's a mix.
Speaker:Right? The other things probably didn't hurt in that way and
Speaker:yeah, can definitely set the stage.
Speaker:That's also having the other contract is looking at something called
Speaker:social proof,
Speaker:which when you look at the Yelp reviews and the number
Speaker:of stars you have and testimonials that all builds on us
Speaker:being a hurting species and we don't have time for it.
Speaker:But again,
Speaker:it's in the book.
Speaker:Yeah. But it goes to testimonials being so important,
Speaker:especially when you're not just telling people how your customers love
Speaker:your product.
Speaker:It's when other people are talking about it.
Speaker:There is so much more weight given with that.
Speaker:Right. Absolutely.
Speaker:If I could just buy a book for everybody,
Speaker:I would,
Speaker:because there's just so much in here and Molina a lot
Speaker:of things that I've never heard before,
Speaker:but when I hear them,
Speaker:it's like,
Speaker:yes, obviously.
Speaker:So, right.
Speaker:Yeah. So I already told you I'm going home and finishing
Speaker:the book today because I just have two.
Speaker:Awesome. I tried to get it all done yesterday,
Speaker:but it just didn't happen.
Speaker:But today,
Speaker:so share with everybody where they can learn more about you
Speaker:and also how they can get their hands on.
Speaker:Absolutely. So the best resource of all the things would be
Speaker:to go to my website,
Speaker:the brainy business.com
Speaker:and there you can find,
Speaker:so I do have a podcast.
Speaker:It has lots about the book.
Speaker:Now it is available on presale.
Speaker:If you're listening to this episode,
Speaker:right. When it comes out.
Speaker:But like Sue said,
Speaker:it's coming out pretty soon after,
Speaker:so it should be shipped to you quite quickly,
Speaker:but it's on Amazon and Barnes and noble and bookshop and
Speaker:Booktopia and all these different spots.
Speaker:So that is all available.
Speaker:And it'll be coming out in may.
Speaker:And if you go to the website,
Speaker:you can also get now the first chapter and read it
Speaker:for free to be able to have access if you want
Speaker:to kind of start in on that.
Speaker:But yes,
Speaker:the brainy business.com
Speaker:and you can find me on all the socials as the
Speaker:brainy biz,
Speaker:the IC.
Speaker:And I am sure there are a million good tips that
Speaker:you pick up through the podcast every single week too.
Speaker:So I am an avid listener.
Speaker:And if you're liking what you're hearing here and in the
Speaker:book also for sure.
Speaker:Check out Molina's podcast.
Speaker:Thank you.
Speaker:And I guess didn't actually say,
Speaker:I don't know if we said the name of the book
Speaker:maybe at the very beginning,
Speaker:but it's called what your customer wants and can't tell you,
Speaker:I think we said it once,
Speaker:but probably good.
Speaker:If you want to just go search for it.
Speaker:Yeah. I said it in the intro,
Speaker:but not a problem at all to say it again,
Speaker:because I want people to know exactly what it is for
Speaker:sure. Okay.
Speaker:As you're looking out into the future,
Speaker:besides the fact that it's all about the book right now,
Speaker:what do you see in the future for yourself?
Speaker:I have been building the business to have kind of a
Speaker:three pronged approach.
Speaker:And I think one that's really important while I do corporate
Speaker:projects and things is small businesses and especially female owned businesses
Speaker:and entrepreneurs have always been really important to me.
Speaker:And so to make sure that they don't get left behind
Speaker:as behavioral economics really scales up,
Speaker:I've created a courses and membership group and things that go
Speaker:along with this DIY application of using the book and everything
Speaker:that's available for those in small business so that they can
Speaker:really use and do better in their own communication and things
Speaker:like that.
Speaker:So they feel really confident in their sales.
Speaker:So I've been working on and we'll continue to expand that
Speaker:out to have really great resources for that group.
Speaker:Much like your Fabulous,
Speaker:because I don't know that we can get enough of you.
Speaker:So I idea hear that there are more ways Molina.
Speaker:Thank you so much.
Speaker:You are so incredibly interesting.
Speaker:And I so appreciate having you here to share with us
Speaker:today. Yeah.
Speaker:Thanks for having me Now.
Speaker:I want you to know that I was true to my
Speaker:word. When I got home later in the day after this
Speaker:interview, I did finish reading Molina's book and I've been through
Speaker:it a second time already,
Speaker:too. I want to underscore the research Molina referenced about how
Speaker:people have the propensity to pay more.
Speaker:When something is a gift,
Speaker:how often do you use the word gift in your messaging?
Speaker:Something to consider along with all the other fabulous ideas you've
Speaker:heard today,
Speaker:next week,
Speaker:we're going into the sweet side with a very popular woman
Speaker:in the world of baking and confectionary art.
Speaker:But this conversation isn't only for sweet makers.
Speaker:So make sure to tune in.
Speaker:Finally, I want to slip in another reminder that you only
Speaker:have a short time to sign up for my free masterclass,
Speaker:how to turn your handmade products into an income producing business.
Speaker:The first class is May 1st.
Speaker:So go to gift biz,
Speaker:unwrapped.com forward slash masterclass for all the details and to register.
Speaker:Thank you so much for spending time with me today.
Speaker:If you'd like to show support for the podcast,
Speaker:a rating and review would mean the world to me and
Speaker:helps get the show,
Speaker:get seen by more makers.
Speaker:So it's a great way to pay it forward.
Speaker:Also make sure to follow the podcast.
Speaker:So the episodes automatically download to your phone.
Speaker:That way you don't miss a thing and now be safe
Speaker:and well.
Speaker:And I'll see you again next week on the gift biz
Speaker:unwrapped podcast.
Speaker:I want to make sure you're familiar with my free Facebook
Speaker:group called gift is breeze.
Speaker:It's a place where we all gather and are a community
Speaker:to support each other.
Speaker:Got a really fun post in there.
Speaker:That's my favorite of the week.
Speaker:I have to say where I invite all of you to
Speaker:share what you're doing to show pictures of your product,
Speaker:to show what you're working on for the week to get
Speaker:reactions from other people and just for fun,
Speaker:because we all get to see the wonderful products that everybody
Speaker:in the community is making my favorite post every single week,
Speaker:without doubt.
Speaker:Wait, what,
Speaker:aren't you part of the group already,
Speaker:if not make sure to jump over to Facebook and search
Speaker:for the group gift biz breeze don't delay.
