DSouza - The brain audit: why customers buy (and why they dont)

The Brain Audit: Why Customers Buy

(And Why They Dont)

Sean DSouza

Copyright 2009 Sean DSouza
This book is published by Psychotactics Ltd.

Notice of Rights:
All rights reserved. No part of this book may be reproduced in any form, by photostat, microfilm, xerography, or any other means, or incorporated into any information retrieval system, either electronic or mechanical, without the written permission of the copy owner. For information on getting permission for reprints and excerpts, contact to send a message via the website.

Notice of Liability:
The information contained in this book and on the accompanying website is distributed on an as Is basis, without warranty. While every precaution has been taken in the preparation of the book, neither the author nor Psychotactics Ltd. shall have any liability to any person or entity with respect to any loss or damage caused or alleged to be caused directly or indirectly by the instructions contained in this book or by the computer software and hardware products described in it.

Training Programs:
Training. Yes, we do train staff. And we have trained staff. And we do have workshops and we do have online as well as live, in-person workshops.

If youre reading this, and are interested, theres an address below. And a phone number. If you email us, expect to get a response in less than 24 hours. If you dont get a response, its because your email has been lost somewhere in the great email graveyard. If so, pick up the phone and call.

For information on Psychotactics and The Brain Audit Training Programs, contact:
Online: www.psychotactics.com
Snail Mail: PO Box 36461, Northcote, Auckland 0748, New Zealand.
+64 9 449 0009
+64 21 2361415
Email:
Secondary:

Published in New Zealand (Where else?)
(Any person flouting these rules will be sent to serve time, picking up sheep poo on some farm in New Zealand)

National Library of New Zealand Cataloguing-in-Publication Data
DSouza, Sean, 1968
The brain audit : why customers buy (and why they dont)
Sean DSouza.
ISBN 978-0-473-21300-8
1. Consumer behavior. 2. Marketing. I. Title.
658.8342dc 22

In Jan 2006 we took 3500 in sales (before The Brain Audit). In Jan 2007 we took 15,000.

When we set out on our own, we knew we had a great product, and we knew our target audience. But our business was eating money. We were drowning; we could not take a wage.

So I (Debbie) had to do a second job to make ends meet. Our sales were coming in dribs and drabs and the previous year ended in a large loss. We knew nothing about marketing, and just placed ads in magazines and thought customers would come flooding in. How wrong we were!

And then we ran into The Brain Audit and used the principles mentioned in the book. We started with our website and methodically worked our way through every bag on the conveyor belt, not moving onto the next until the one before was done.

As a result, we have halved our advertising costs. Magazines now print our articles and we have customers writing to editors of magazines about us and our productsits just amazingthe turnaround. We have to pinch ourselves to know that what is happening is real.

To give you an example, in Jan 2006 we took 3500 in sales (before The Brain Audit). In Jan 2007 we took 15,000 in sales. We now both take a salary, and I have given up my other job, so life is looking real good for us. We ignite classic bikes, and The Brain Audit and Sean have ignited us.

Debbie Perkins. Partner, Pazon Ignitions,
Tauranga, New Zealand (originally from the UK)

Before I purchased The Brain Audit, I thought this is just crazy, Ive got so much marketing material that I still havent implemented.

But right from Seans first story and metaphor, I could see this was different. I was hooked. The Brain Audit challenged virtually every principle of marketing Id grown up with. And its this refreshing, innovative approach that makes The Brain Audit a must buy for anyone who is really serious about challenging the status quo and taking their business to new heights.

Already weve applied the principles to one of our workshops and the response has been fantastic. The Brain Audit and our ongoing association with Sean has been one of the best business decisions weve every made.

Paul Mitchell, Managing Director, The Human Enterprise,
Sydney, Australia

My attendance would sometimes double just by arranging my class flyers using The Brain Audit principles.

Before The Brain Audit, I used to put on workshops where I would have as many as 45 people show up. Sometimes 10 people. Sometimes I had no one show up. I had no idea how to attract people to the training classes that I offered.

Upon the recommendation of a friend, I learned about The Brain Audit and I decided to buy it. As I began to think like my customers, I would employ the concepts in the marketing for my classes. My attendance would sometimes double just by arranging my class flyers using The Brain Audit principles. I feel much more confident and clear in communicating my value through The Brain Audit.

Gregory Lee, LionHeart Leadership Center,
Frederick, Maryland, USA

I received more response from my direct mail and email advertising than I have in the past.

Before I bought the Brain Audit, I was wondering how this guy so off the beaten track in New Zealand could possibly know how I could be successful marketing myself in the US. Seans approach *feels* right on to me. Ive decided that it must work if he can sit in NZ and reach into my brain, so successfully, in the US!

For me, the biggest benefit of Seans work, in addition to understanding how to write copy, was to understand that you cant expect people to buy from you right away. I have applied The Brain Audit to direct mail pieces, and email advertising, and am in the process of overhauling my website. I received more response from my direct mail and email advertising than I have in the past.

I would recommend The Brain Audit, because it lays out a successful approach that I was immediately able to apply, unlike all the other systems Ive invested in in the past.

Becky DeGrossa, City, Centre For Healthy Divorce,
Boulder, Colorado, USA

My copywriting before The Brain Audit was good, but it was like a tree house.

I remember sitting down with the freshly printed The Brain Audit in one hand, a hot chocolate with marshmallows in the other, and preparing for a nice reading - but I got way more than that. There are two very specific extra weapons that The Brain Audit gave me, that I never got from the many copywriting courses that are out there (and if youre like me, youve got them all, too).

Most courses and books teach you WHAT works. The Brain Audit explains very simply WHY it works, HOW it works. This is master-level applied psychology, necessary for any self-respecting marketer.

The second extra thing that The Brain Audit gave was not just success elements and explanations, but a STRUCTURE. A checklist for the necessary ingredients, a blueprint for your copy. My copywriting before The Brain Audit was good, but it was like a tree house. After The Brain Audit your copywriting will be like a glass and steel superstructure your customers just cant take their eyes off.

I wouldve liked to cite specific results, but Ive been using The Brain Audit for so long I cant keep score any more. I used it in my sales copy for selling manuals, trainings, seminars, memberships or to help my customers sell maps, wine, even electricity.