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Book details
  • SubGenre:Marketing / General
  • Language:English
  • Pages:159
  • eBook ISBN:9780473213008

The Brain Audit

Why Customers Buy (And Why They Don't)

by Sean D'Souza

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Are you losing tons of potential business because you don't know how the brain works? Your customers aren't as unpredictable as you think they are. And in The Brain Audit, you'll find out exactly how customers think. And you'll get a system, a structure that you can follow. This in turn, dramatically improves your way of thinking. The Brain Audit isn't just some theory. It's been tested across different cultures and in different countries. And well over a thousand testimonials prove that the ideas and techniques taught in The Brain Audit are yielding real, ongoing results. If you are sick and tired of customers backing away at the last minute, The Brain Audit will guide you through a very simple, yet sophisticated system that will change the way you look at your marketing and sales forever.
Do you sometimes wonder why a sure sale falls through the cracks? Don't you feel powerless every time that happens? You know that your product or service is really good for your customer. You've done everything to get the customer interested. They obviously like what you're selling, but they shift, they fidget and then inexplicably walk away to the competition. Being pushy is unnecessary... That's because pushiness creates an unnatural situation. The Brain Audit doesn't teach you how to use mind tricks. It's not a system of coercion. It doesn’t psyche the customer into buying against his or her will. Instead it shows you how to attract the attention of a customer. It shows you how to keep that attention. It shows you where the attention wavers. And it takes you through a series of steps that we all take on a day-to-day basis when buying products or services. And not only does it show you a step-by-step method, but it gives you a checklist that takes the 'iffiness' factor out of your own marketing and communication. So what's the 'iffiness' factor? On any given day, if you were to ask someone to critique your website, your presentation or your business cards, they’ll simply give you an opinion. And the opinion will vary from person to person. This variation leaves you confused. You're not really sure if your marketing message is working at 20%, 55% or not working at all. And you suspect that you could vastly improve your results, if you had a clear set of guidelines and benchmarks. With The Brain Audit, you’re going to have consistent results The reason why you’ll get consistent results is because of three simple reasons: Reason 1: The Brain Audit is built on a system. It's not random. Reason 2: It isn't some magic trick. It follows the decision-making pattern that we use everyday. Reason 3: You can spot the mistakes and fix them thereby improving attraction and conversion. So what's in The Brain Audit? And how can it help you? Here is just a tiny preview of what's in The Brain Audit How the Brain Goes Through Decision-Making: Do you often wonder what your customer is thinking? Don't leave the thought process to chance and let that customer walk away. Your customers don't want to walk away. They want to buy from you. So how does the brain make decisions? And what causes it to get confused? Is the Brain a Conveyor Belt?: Does the brain actually process thoughts in a step-by-step manner? Would you believe it's not random at all? The Brain Audit is a tool that allows you to understand the predictability of a buying sequence. The moment you understand how the 'conveyor belt' concept works, you'll see that your brain follows this sequence no matter what product or service you're buying. The Hidden Trigger: This one factor will turn everything you've learned on its head. Readers have changed their business cards, their websites and their whole way of thinking once they learned the extreme power of this simple trigger. When you use this trigger, you activate the curiosity of the brain and get customers engaged. Customers start asking questions, and instead of shooing you away, invite you to tell them more. The Futility of Solutions: Most of us believe that we should talk about benefits and solutions. And benefits and solutions work, but they fail miserably if they're placed out of the sequence. So where do you place your benefits? And why? Getting the Customer’s Attention: The core of getting attention is to flag a customer down. But how are you going to do that if you don't even know what gets their attention in the first place? The Brain Audit not only shows you how to get their attention, but actually get a response. This response helps you go ahead with the sale.
About the author
Sean D'Souza wasn't always a writer. At first he was a cartoonist, and a very successful one too, until the day he decided to wanted to conquer this weird thing called "marketing". In the process of learning marketing, he realised he could teach it to others as well. And so began the journey with a website called A business that started in 2002, continues to thrive and get a raving fan following. Along the way, Sean has written dozens of marketing books including topics such as presentations, testimonials, website strategy, customer acquisition strategy and copywriting. Sean lives in New Zealand with his wife, Renuka and "44 million sheep". He's come full circle and now not only writes and teaches marketing, but also conducts a very popular course online on the subject of cartooning. When he's not writing, drawing or teaching, he's cooking up a storm. Or taking a month-long vacation. After all, everyone needs to recharge, don't they?
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