The Brain Audit: Why Customers Buy (And Why They Don't)

I am not sure if the title was deliberately selected for it is weirdness or uniqueness...(Most of us would connect the word "audit" with the IRS, due to its strong association with accounting.) Then, there is the cartoonish cover...Hmmm an interesting blend.What you find here though is perhaps the most helpful, practical and common sense approach to marketing. Although a website design company and allergy clinic are the samples used most frequently, yoga studio, holistic healing center and other small businesses also appear as examples. How could you make your (small) business stand out? How could you increase the number of not just potential, but real customers? Starting with yet another odd metaphor, the airport baggage carousel, the author introduces us to the concept of seven "bags". Without addressing the problems (weaknesses of your marketing) represented by these bags, a potential sale could turn into a loss.You have: the problem, the solution, the target profile, (the trigger), the objections, the testimonials, the risk reversal and the uniqueness. Every one of these "bags" is explained and illustrated by the refreshing and unique style of the author. It truly makes perfect sense that one needs to address every one of these "bags", or another customer walks away. I appreciate the fact that there are no gimmicks, manipulations, sales tricks, shady tools or lies that many marketing strategies employ. Just honest, ethical, "how can I get through better" ideas. The chapters ends with good summaries and the book ends with helpful checklists.What I found the most eye opening (creativity spurring) while reading the book is the almost immediate practical value found on these pages. It is a wonderful mirror/audit of a business and in fact it is not the customer's brain that needs auditing, but a company's mission and coherent message.A wonderful little book it is, a hidden gem indeed. (I only found out about this book after following up on the author's critique of another book)

Books are like dates. They look ok, you find you have some things in common, and then you drive in. If this book was a date it would be one of those that go on forever (in a good way!) and leaves you wishing for more.I read the entire book last night and plan on re-reading this week. I might even purchase the old-fashioned printed version (gasp!) and join the online community of readers. In any case, much like dates, books are not right for every audience, so allow me to explain why this worked for me.I'm a mature, experienced attorney/project manager/copywriter/entrepreneur jack-of-all trades crazy cat lady trying to figure out a good retirement strategy that will allow me to explore my many passions. So, naturally, I've been thinking of launching some sort of web-based business that will allow me to do all those things. I was entertaining the thought of spending $2000+ on a course (From Zero to Launch), but in searching for reviews online, I found a reference to this book.Oh, boy. Am I glad I did. After downloading and reading it last night, I realized that I don't need that expensive course. It wouldn't be the right match for me. So, at the very least, this book saved me from a very expensive bad date. But most importantly, it has given me very concrete, actionable tools, to continue on my journey.

First off, the fix is *not* in with the long stream of '5-star' reviews. (the cynical amongst us have been, understandingly, burned in the past with many we might have followed...)However, let me respectfully say this: there's a very, very good reason why business owners below are so effusive in their praise.I truly feel Sean D'Souza's work w/ "The Brain Audit" is one of the most overlooked, unknown and potentially influential marketing books written in the last 15-20 years.And...it's wisdom is wickedly simple(but hugely important) to apply in your business, folks.I bought the paperback three years ago for $40. I have to highlight and write furiously inside the margins. Forty bucks for a thin, short paperback?! YOU BET - a no brainer.This is key, massively clear-headed foundational marketing principles that will provide concrete that you need to pour inside the...well, 'the foundation' of your product and business design and building efforts.It's a quick read but you'll go through the material slowly because your mind will be spinning and applying the knowledge from D'Souza naturally to your product/service/business.I have been working for myself for 25 years and am readying to launching a new business, in a new niche outside of my historical expertise. I have picked a handful of books that I am using as key references in the strategic design of this endeavor and "The Brain Audit" is one of them because it will provide a framework, a skeleton to build my vision upon.

I picked it up in part because it was so short. I was thinking about getting Ramit Sethi's Zero to Launch course, but I was pointed towards this book instead which is substantially cheaper. It was really easy to get through. I loved the charming illustrations throughout the book. I know I'll reread it.

You'll know things you've never known if you are new to sales or Copywriting. Highly recommended book for everyone looking to learn sales and Copywriting mindset.

The best marketing book I've ever read. It teaches you why customers do not purchase and how to change it. I was doubting this book would be like others and would only skim some clichés and go away. But it doesn't. Is the most original and yet thoughtbreaker marketing book ever written. It' also really fast to read (it took me 3 days, even in the trimester's exams week). Hope you enjoy it!

Even if you are not in marketing, Sean's approach to effectively communicate your product / service will help you create more targeted messages to your boss, your colleagues, your partner or anybody else you interact as part of your business day-to-day.

5 stelle perche le merita, ho letto una decina di libri di marketing nell'ultimo mese, e credo che molti si siano ispirati a questo. Un ordine logico di spiegazioni per illustrare l'ordine logico che una persona ha nel giudicare qualcosa..mi ha detto a cosa fare attenzione e mi ha fatto notare nello specifico cosa anche io pensavo nei servizi altrui!

You ever wonder why customers don't buy from you? Do ever wonder why they even do buy? Well, Sean D'Souza's book will not only answer these questions, but he will show you a whole new world of consumer psychology.Reading the Brain Audit, you are going to see what helps a customer buy and what doesn't. Heck, after reading this book, you are going to reflect on all the reasons you have bought something. What Sean teaches you will resonate with you, because it will make you understand why your marketing in the past did not succeed.With this knowledge, you could apply this to your print and online marketing. You will be able to get the trust of customers EASIER using Sean's methods. And the fact that a majority of business owner and marketers don't know about Sean's book, will give you an advantage. You have nothing to lose and so much to gain for your business with reading and applying this book.Don't wait any longer, get this book and reap the rewards!