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

by Sean D'Souza (Author), Sean D'Souza (Illustrator), John Forde (Introduction by)

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.

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 their 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.

On any given day, if you were to ask someone to critique your website pages, your presentation, business cards or any promotional material on social media, 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.

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 every day.

Reason 3: You can spot the mistakes and fix them, thereby improving attraction and conversion.

The Brain Audit is designed to do the following

1) Enable you to spot every one of the 'seven bags' that are required to make a decision

2) Present those bags to the customer in the right sequence.

3) Enable you to get the customer to buy without needing to use pressure tactics.