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The Brain Audit: Why Customers Buy (And Why They Don't) by [D'Souza, Sean]
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The Brain Audit: Why Customers Buy (And Why They Don't) Kindle Edition

4.9 out of 5 stars 15 customer reviews

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Product details

  • Format: Kindle Edition
  • File Size: 1468 KB
  • Print Length: 180 pages
  • Simultaneous Device Usage: Unlimited
  • Publisher: Psychotactics; 1 edition (1 April 2009)
  • Sold by: Amazon Media EU S.à r.l.
  • Language: English
  • ISBN-10: 0473213001
  • ISBN-13: 978-0473213008
  • ASIN: B00COQFUNU
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Enabled
  • Enhanced Typesetting: Not Enabled
  • Average Customer Review: 4.9 out of 5 stars 15 customer reviews
  • Amazon Bestsellers Rank: #24,015 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Format: Kindle Edition Verified Purchase
I wrote a book recently (a business novel about software development). It took me 10 years. I published it. It got good reviews and it started reasonably selling well. And then I stumbled across this book and I realised the problem the book solved was not the problem my marketing description (on Amazon) or subtitle described. So I changed them.

Will the changes make a difference? I don't know. I'll let you know.

The point is: despite reading loads and loads of market and sales books, this one made an immediate difference.
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Format: Paperback
I paid a lot more for an earlier version of the book. At first I thought the Brian Audit was too expensive, I mean Malcolm Gladwell or Seth Godin books were less than £10 and I had heard of them.

So for over a year I hummed and harrrd about buying the Brain Audit. In fact I probably would have forgotten about it, except Sean kept bugging me every week with an emailed article. Each week, out of the hundreds of emails I receive, I would end up reading his article.

Then after about a year, the penny dropped. Why do I read Sean's articles and ignore most of the others? What was Sean doing that was different? Then I knew, I should buy the most expensive book I had ever bought.

What I found was that, unlike other Gurus that tell you that you need a "purple cow", but then don't explain in enough detail how you create one. Sean provides a step by step guide to actually changing your business for the better. My only regret is that I should have bought it a year earlier.

In the Brian Audit you will find a recipe for creating sales and web pages that convert. Miss one of the seven ingredients out, and the page does not convert well. I found that I was missing three ingredients on all my sales literature, one of which was a trigger ingredient. The section on triggers is worth the price of the book on its own.

I have since bought even more expensive books, all of them from Sean.
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Format: Kindle Edition Verified Purchase
I was writing a review about How to Write Seductive Web Copy: An Easy Guide to Picking Up More Customers and recommended The Brain Audit as an additional resource. I clicked over to this page and I was astonished that the Kindle version is on sale for just £3.70.

To put that into perspective, I paid about £100 for my first pdf only version (with bonus of an audio book) and thought the insights meant it was excellent value. Since then, a paperback version was released at £35 and I bought it again to have it in an easy to look at form.

Now I intend to buy it again in this format.

What makes it so great?

1) It's based on how the brain works. How your buyer considers making a purchase.

2) It has a great metaphor in the form of the seven bags on the conveyor belt at an airport. You don't leave before you've got your last bag. A buyer won't move to a Yes buying decision until all seven copy elements have been delivered.

3) It's written with great style

4) It makes marketing make sense.

5) The seven component system can be used as an audit for your existing copy. Which components are missing? It means you can get a good bump in sales without having to start the entire thing from scratch.

I love this book. I keep buying it myself and I recommend it to my business coaching clients.

Now the final objection of high price has been removed in Kindle form.

Buy it.

Read it.

Put the ideas into practice.
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Format: Kindle Edition Verified Purchase
This book is a must read for anyone who's involved in sales and marketing but also for everyone else. This book gives amazing insights into how our brains work and how and why we make the buying decisions we do.

It's a fun book too, Sean brings so much humor into what he's explaining that you hardly realize you're on a learning curve. While reading the book I was struck on almost every page at how spot on Sean is, and it's not because I knew this consciously before reading this book. It's only while you read this that you start to realize how you own brain works in exactly the same way. Quite an eye opener for myself as an online marketer and a consumer.

Seriously, if you only buy one book this year it's got to be The Brain Audit.
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Format: 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.
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