At first blush, economics might not seem like something your everyday marketer needs to understand. But the study of behavioral economics examines psychological and emotional factors in human decision-making. And we are, as marketers, in the business of inspiring people to make purchasing decisions.

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That's why I invited behavioral economics expert and consultant Melina Palmer to Marketing Smarts to share tips and insights. Her book, What Your Customer Wants and Can’t Tell You, dives deep into how you can use your understanding of how the brain works to create more effective marketing.

In this episode of Marketing Smarts, Melina and I talk about what drives people's decisions and how marketers at every type of organization (B2B and B2C alike) can use that knowledge to drive action through marketing.

Listen to the entire show now from the link above, or download the mp3 and listen at your convenience. Of course, you can also subscribe to the Marketing Smarts podcast in iTunes or via RSS and never miss an episode.

This episode brought to you by Leap Advisory by Demand Spring.

Our advisors are all experienced marketing executives who have walked in your shoes and can help with any marketing challenge. They listen first, and offer advice you can act on today. Meet our advisors at Leap by Demand Spring. 

"Marketing Smarts" theme music composed by Juanito Pascual of Signature Tones.