2 of 2 people found the following review helpful
One of the Very Few Must Buy Marketing Books,
This review is from: The Brain Audit: Why Customers Buy (and Why They Don't) (Paperback)
I teach marketing at undergraduate and postgraduate level, coach small businesses in branding and marketing, have a Master of Science in Marketing and 20-plus years of practical marketing experience myself. I also have a big library of business and marketing books, both academic and practical for my own use and my mentees and students. But if I had to choose ONE practical marketing book above all the others, it would be Sean D'Souza's wonderful (and it is full of wonders) book, "The Brain Audit: Why Customers Buy (and Why They Don't)".
The first time I read it, as PDF, with my academic hat on, I said to myself this guy has really studied buyer behaviour, he really understands the psychology of buyers (how come he doesn't have a PhD in psychology?, e.g. like the excellent Geoffrey Miller, of "Spent: Sex, Evolution, and Consumer Behavior" fame); whilst the practical marketer said, my goodness this is so simple (like all the best ideas that no-one else thought of before) but makes such perfect sense, just like Seth Godin's "Permission Marketing" but more universal. I couldn't wait to try out "The Brain Audit" on my clients (managers of small businesses and marketing managers always looking for new, practical strategies and tactics) and they loved the common-sense simplicity and practical effectiveness of "The Brain Audit", too!
The first time you read it, as a printed book, you'll also be impressed with the great graphics which reinforce the step-by-step explanation of selling to customers in a light-hearted but highly effective way as your brain starts processing the information and thinking just where to apply it. The second time you read it, you'll be saying, this really is as good as I first thought it was, and thinking of all the situations where you can use what you've learnt.
If you're asking yourself, why if Sean's so good, haven't I ever heard of him that's because Sean is not your typical marketing 'guru', excellent at marketing an image but with little real useful marketing knowledge to support it. Rather, Sean's a guy with a wealth of valuable material based on a foundation of good old marketing commonsense illustrated by excellent cartoons that he's been quietly communicating via his Websites for many years, thus building a host of dedicated fans of which I've been proud to call myself one from Sean's earliest days on the WWW. (He has a host of well-known fans in the world of practical marketers; Sean's just too modest to boast about them, as others would!)
I rate Sean and this work, and especially this book as highly as Seth Godin and his work. If you like Seth's books, you'll love Sean's.
If you've ever wondered: how CAN I get my customers to buy? Wonder no longer, buy this book, you won't be pleased, you'll be truly delighted!