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The Brain Audit: Why Customers Buy (and Why They Don't) Paperback – 22 Aug 2009

4.9 out of 5 stars 17 customer reviews

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Product details

  • Paperback: 180 pages
  • Publisher: Psychotactics (22 Aug. 2009)
  • Language: English
  • ISBN-10: 0473175045
  • ISBN-13: 978-0473175047
  • Product Dimensions: 14.8 x 1 x 21 cm
  • Average Customer Review: 4.9 out of 5 stars  See all reviews (17 customer reviews)
  • Amazon Bestsellers Rank: 303,904 in Books (See Top 100 in Books)

Customer Reviews

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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 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: Kindle Edition Verified Purchase
This book was recommended as an ALTERNATIVE to the $2000 course by Ramit Sethi. That's a big claim but from what I know about the course it seems this book covers 90% of the concepts. A simple and solid system for marketing and writing great copy!
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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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Format: Kindle Edition Verified Purchase
Here's how I heard about this book:

I listen to the Smart Passive Income podcast. In episode 222, the host interviewed Ramit Sethi. This is how I heard about Ramit's course, Zero to Launch. Zero to Launch costs $2000. I did some Googling to see if it was worth it, and a number of people said that Sean D'Souza's material covered similar ground for less money. Including this book, just £4.99 at the time of writing this review.

(Disclaimer: I haven't tried Ramit Sethi's Zero to Launch course. It's probably awesome. It ought to be, for $2000.)

So I downloaded the Kindle sample of The Brain Audit.

I read it the sample.

I immediately paid £4.99 for the rest of it.

I finished the book 24 hours later (yesterday).

Today I'm writing this review. (I'm also rewriting today's blog post to incorporate the techniques from the book.)

As I said in the title: this stuff is IMMEDIATELY ACTIONABLE.

Sean writes in the introduction that if you skip ahead to the chapter on Testimonials, you'll have a lightbulb moment and see in seconds a way to improve your marketing efforts. I didn't skip ahead, but when I got to that chapter I saw exactly what he was getting at. That chapter alone is worth £4.99.

This book also includes a recipe for butter chicken. I haven't tried it, but I bet it tastes better than purple cow ;) Purple Cow: Transform Your Business by Being Remarkable

The recipe for butter chicken comes just before the chapter on Uniqueness. It's pretty unique to have a recipe in a book about marketing, don't you think?
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