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The Brain Audit: Why Customers Buy (And Why They Don't), by Sean D'Souza
Ebook The Brain Audit: Why Customers Buy (And Why They Don't), by Sean D'Souza
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The Brain Audit is a complete system that enables you to understand what's going on inside of your customer's brain.
It's a system that is based on a deep understanding of how our mind works. It shows you the bags inside your customer's brain. It gives you an understanding of how the brain responds to specific psychological triggers. And it speeds up the sales process, without the need to be pushy.
Being pushy is unnecessary. It creates an unnatural situation.
Instead of teaching you how to use mind tricks, how to psyche the customer into buying against his or her will, or being a system of coercion, The Brain Audit simply shows you how to attract and maintain the attention of a customer.
It shows you where the attention wavers and takes you through a series of steps that we all take on a day-to-day basis when buying products or services.
It also gives you a checklist that takes the 'iffiness' factor out of your own marketing and communication.
- Sales Rank: #19928 in Audible
- Published on: 2015-08-21
- Format: Unabridged
- Original language: English
- Running time: 261 minutes
Most helpful customer reviews
25 of 25 people found the following review helpful.
Sean D'Souza has always flown under the radar
By Steven Washer
It seems like everybody's got the "one true answer" for growing your business. And its so frustrating when you try and implement someone's advice. Either it doesn't apply, or it's too vague, or it's too specific!
That's why I was blown away by The Brain Audit. From the first page it grabs you with its simple and intuitive approach to understanding your potential client's thought process as they look through your sales materials, or walk through your website, or pick up your business card or postcard or maybe watch your commercial.
You put this book down and you think, my god, is that all there is to it? And you start to look at your website and you think, "whoa, there's way more to this than meets the eye". And all of a sudden you realize your web designer doesn't know how to attract customers. And your video producer hasn't got a clue about what makes customers give you trust. And a calm settles over you as you realize you can do this and you can help your designer and producer give you what you need in a very simple and elegant way.
Anyway, that's what happened to me. I quickly developed a way of monitoring all my communications so that they're just what my potential clients need to know to make the right decision. I don't worry about websites anymore. Or commercials. Or postcards.
The other thing I like about the book is that there's nothing sneaky in it. It's all completely above-board. The only thing that takes you off-guard is D'Souza's style. He writes with such a light, breezy touch, with such great good humor, the words barely stay on the page.
Bottom line for me is that The Brain Audit works. It works pretty darn well. But this also makes me a little sad. Sean D'Souza has always flown under the radar. I fear I may lose him as a secret weapon now. So I would say pick up this book and get your secret weapon while you still can.
23 of 23 people found the following review helpful.
A voice from the other side
By Karen Tiede
How to get your stuff read: stand out from the crowd. In a mass of five-star reviews, write something other. I got this lesson from Brain Audit, at least indirectly.
All the five-star reviews are true, actually, and this book is the subject of a review-building campaign, and I know a lot of the people who've written these reviews, and they're telling their truth, even if they're not in the business of writing reviews regularly.
The downside: the book's expensive. The author is a master of testing prices. This is the lowest I've seen it--think I paid around $150 or thereabouts for an e-copy, and then another $30 to have that file printed. I think I have audio files to accompany the digital copy.
Here's the rub: Read the five stars. Imagine all those promises coming true in your life. Then, imagine all the work you will have to do to implement all those promises--all the web copy you'll have to change or write, all the elevator speeches you'll have to practice, all the sales pitches you'll need to adjust. Think through how you will get that work done.
IF you know you will actually DO the work and make the changes, buy the book (or perhaps even better, go to the website and get the entire package), read/listen, implement, and go. The price is cheap. If, however, you are more of a read-and-dream, read-and-imagine, read-and-know-you-should-but-actually-won't-take-action, take your honey to dinner instead. The book alone won't make the changes for you, however clearly it makes the case for thinking differently about marketing.
23 of 24 people found the following review helpful.
A brilliant teacher with stunning ideas - and he writes good too!
By Howard Jacobson, PhD
I first stumbled upon the author, Sean D'Souza, at a conference where we both were speaking. I listening to his presentation on Saturday morning, and then locked myself in my hotel room for 16 hours straight while I rewrote my presentation on Google AdWords For Dummies to make it more like Sean's.
Why? Principally because Sean understands and conveys underlying structure better than anyone else I know. He loves showing people the simple steps that make all the difference, so we can ignore the fluff and the BS. His books, his newsletter articles, his blog posts, his interviews, and his presentations all follow a simple and profound structure. The result is always entertaining, frequently hilarious, and to any business that wants to attract and serve more customers and clients, incredibly valuable.
The Brain Audit turns a century of brain research and market testing into 7 vivid and clear steps that anyone can use to make their own marketing more compelling. And the best thing is, none of this is obvious. You never walk away from Sean's brain with the feeling of, "Oh yeah, I knew that." His approach and insight bring tired old marketing concepts like "USP" and "positioning" and "differentiators" to life in new forms.
Full disclosure: Sean has become a good friend.
Even fuller disclosure: He's an equally good teacher and marketer, and many people I know (including myself) stand in line to pay thousands of dollars for the privilege of participating in his live online courses. His book on amazon for under $40 is a steal. Do yourself a favor and get it.
Fullest disclosure: You can learn as much from watching Sean market his own business as from reading his books. He's one of the few marketing "gurus" I know who actually practices what he preaches on a consistent basis. Once you read The Brain Audit, following Sean's emails, blog and website is like an in-depth apprenticeship in his methods.
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