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

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

4.7 643 ratings

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How the Brain Goes Through Decision-Making: Do you often wonder what your customer is thinking? Don't leave the thought process to chance and let that customer walk away. Your customers don't want to walk away. They want to buy from you. So how does the brain make decisions? And what causes it to get confused? The Brain Audit shows you how the customer takes decisions. And what you need to put in place, so that the customer feels happy to buy products or services from you. The Brain Audit isn't about persuasion or any mind tricks. Instead it shows you the information that your customers need in order to make a decision. It shows you how to present that information, and thereby enable the customer to intelligently go through a purchase sequence. The Brain Audit is designed to do the following: brain_audit_benefits 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.

Print length

180 pages
Language

English
Publisher

Psychotactics
Publication date

August 22, 2009
Dimensions

5.83 x 0.41 x 8.27 inches
ISBN-10

0473175045
ISBN-13

978-0473175047
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Product details

Publisher ‏ : ‎ Psychotactics (August 22, 2009)
Language ‏ : ‎ English
Paperback ‏ : ‎ 180 pages
ISBN-10 ‏ : ‎ 0473175045
ISBN-13 ‏ : ‎ 978-0473175047
Item Weight ‏ : ‎ 8.5 ounces
Dimensions ‏ : ‎ 5.83 x 0.41 x 8.27 inches

Best Sellers Rank: #810,555 in Books (See Top 100 in Books)
- #442 in Market Research Business (Books)
- #706 in Marketing & Consumer Behavior
- #2,229 in Sales & Selling (Books)

Customer Reviews:
4.7 643 ratings

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About the authors

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Sean D'Souza
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It all started with a copywriter called Leo Burnett
In 1995, fresh out of college with a degree in accounting (of all things) I joined an advertising agency called Leo Burnett.
There I *met* a man who had spent his lifetime in the hard trenches of communication and advertising. Few people have made more of an impression on me than the spirit of Leo Burnett himself. His determination (in the middle of the Great Depression) and his integrity shone through even though he’d been dead for many years.
From copywriting to cartoons
This opportunity of working with one of the best advertising agencies in the world took me on the heady road of copywriting, writing TV commercials (and learning how to do them in 5 seconds), graphic design, cartoons and web design. The underlying synchronicity was the constant search to find ways to communicate in the simplest, most effective manner.
I read about 100 books or more a year, and listen extensively to audio on learning while in the car (learned this from James C. Collins, Author of ‘Good to Great’. The knowledge contained in the audio books, when meshed with my own, helps me to give readers, workshop participants and clients a unique perspective on business. Psychologist I may not be, but psycho I can be :)
Dad was a teacher, mum was a teacher, grandma too…
All the information I provide through articles, teleclasses, etc., is distilled and structured. It’s a family thing. Teaching runs in my blood. I was taught early in life that teaching requires mastery. Only when you have total control over the subject, can you simplify it and make it understandable. Then there’s dedication, focus and discipline.
Up at 4
It’s a normal working day, when the clock strikes 4. That’s why if you write to me, you’ll often get responses at weird hours. It’s the best part of the morning and it helps me focus on the nitty gritty of the human brain and why it does what it does. My parents always woke up early and that has stuck. What has also stuck is the ability to pass on that knowledge freely.
P.S. I'm no fitness freak, though I try to do over 100,000 steps a week.
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Sean Rozario D'Souza
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4.7 out of 5

643 global ratings

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Wally Malesh

A refreshing look at attracting clients

Reviewed in the United States on September 28, 2023

Verified Purchase

If you think marketing is expensive, difficult to measure results or can only be done by a high paid professional, you need to read this book.

Reviewed in the United States on May 22, 2013

Verified Purchase

I am not sure if the title was deliberately selected for it is weirdness or uniqueness...(Most of us would connect the word "audit" with the IRS, due to its strong association with accounting.) Then, there is the cartoonish cover...Hmmm an interesting blend.

What you find here though is perhaps the most helpful, practical and common sense approach to marketing. Although a website design company and allergy clinic are the samples used most frequently, yoga studio, holistic healing center and other small businesses also appear as examples. How could you make your (small) business stand out? How could you increase the number of not just potential, but real customers? Starting with yet another odd metaphor, the airport baggage carousel, the author introduces us to the concept of seven "bags". Without addressing the problems (weaknesses of your marketing) represented by these bags, a potential sale could turn into a loss.

You have: the problem, the solution, the target profile, (the trigger), the objections, the testimonials, the risk reversal and the uniqueness. Every one of these "bags" is explained and illustrated by the refreshing and unique style of the author. It truly makes perfect sense that one needs to address every one of these "bags", or another customer walks away. I appreciate the fact that there are no gimmicks, manipulations, sales tricks, shady tools or lies that many marketing strategies employ. Just honest, ethical, "how can I get through better" ideas. The chapters ends with good summaries and the book ends with helpful checklists.

What I found the most eye opening (creativity spurring) while reading the book is the almost immediate practical value found on these pages. It is a wonderful mirror/audit of a business and in fact it is not the customer's brain that needs auditing, but a company's mission and coherent message.

A wonderful little book it is, a hidden gem indeed. (I only found out about this book after following up on the author's critique of another book)

4 people found this helpful

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Jennifer Mayo

A very good date for a Monday night

Reviewed in the United States on July 4, 2017

Verified Purchase

Books are like dates. They look ok, you find you have some things in common, and then you drive in. If this book was a date it would be one of those that go on forever (in a good way!) and leaves you wishing for more.

I read the entire book last night and plan on re-reading this week. I might even purchase the old-fashioned printed version (gasp!) and join the online community of readers. In any case, much like dates, books are not right for every audience, so allow me to explain why this worked for me.

I'm a mature, experienced attorney/project manager/copywriter/entrepreneur jack-of-all trades crazy cat lady trying to figure out a good retirement strategy that will allow me to explore my many passions. So, naturally, I've been thinking of launching some sort of web-based business that will allow me to do all those things. I was entertaining the thought of spending $2000+ on a course (From Zero to Launch), but in searching for reviews online, I found a reference to this book.

Oh, boy. Am I glad I did. After downloading and reading it last night, I realized that I don't need that expensive course. It wouldn't be the right match for me. So, at the very least, this book saved me from a very expensive bad date. But most importantly, it has given me very concrete, actionable tools, to continue on my journey.

34 people found this helpful

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Caroline L.

I deeply enjoyed the Brain Audit

Reviewed in the United States on November 6, 2021

Verified Purchase

I picked it up in part because it was so short. I was thinking about getting Ramit Sethi's Zero to Launch course, but I was pointed towards this book instead which is substantially cheaper. It was really easy to get through. I loved the charming illustrations throughout the book. I know I'll reread it.

One person found this helpful

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Bruce Brodeen

One of the most overlooked marketing books in the last 15 years(really)...a simple, short & clear-headed framework

Reviewed in the United States on November 14, 2013

Verified Purchase

First off, the fix is *not* in with the long stream of '5-star' reviews. (the cynical amongst us have been, understandingly, burned in the past with many we might have followed...)

However, let me respectfully say this: there's a very, very good reason why business owners below are so effusive in their praise.

I truly feel Sean D'Souza's work w/ "The Brain Audit" is one of the most overlooked, unknown and potentially influential marketing books written in the last 15-20 years.

And...it's wisdom is wickedly simple(but hugely important) to apply in your business, folks.

I bought the paperback three years ago for $40. I have to highlight and write furiously inside the margins. Forty bucks for a thin, short paperback?! YOU BET - a no brainer.

This is key, massively clear-headed foundational marketing principles that will provide concrete that you need to pour inside the...well, 'the foundation' of your product and business design and building efforts.

It's a quick read but you'll go through the material slowly because your mind will be spinning and applying the knowledge from D'Souza naturally to your product/service/business.

I have been working for myself for 25 years and am readying to launching a new business, in a new niche outside of my historical expertise. I have picked a handful of books that I am using as key references in the strategic design of this endeavor and "The Brain Audit" is one of them because it will provide a framework, a skeleton to build my vision upon.

One person found this helpful

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Kindle Customer

Best book on customer psychology

Reviewed in India on May 17, 2023

Verified Purchase

You'll know things you've never known if you are new to sales or Copywriting. Highly recommended book for everyone looking to learn sales and Copywriting mindset.

Antonio Peña

Wow

Reviewed in Spain on April 9, 2022

Verified Purchase

The best marketing book I've ever read. It teaches you why customers do not purchase and how to change it. I was doubting this book would be like others and would only skim some clichés and go away. But it doesn't. Is the most original and yet thoughtbreaker marketing book ever written. It' also really fast to read (it took me 3 days, even in the trimester's exams week). Hope you enjoy it!

Huan

Immensely improved my communication skills. I loved it!

Reviewed in Mexico on April 7, 2020

Verified Purchase

Even if you are not in marketing, Sean's approach to effectively communicate your product / service will help you create more targeted messages to your boss, your colleagues, your partner or anybody else you interact as part of your business day-to-day.

tommaso

Ottima lettura

Reviewed in Italy on February 4, 2021

Verified Purchase

5 stelle perche le merita, ho letto una decina di libri di marketing nell'ultimo mese, e credo che molti si siano ispirati a questo. Un ordine logico di spiegazioni per illustrare l'ordine logico che una persona ha nel giudicare qualcosa..mi ha detto a cosa fare attenzione e mi ha fatto notare nello specifico cosa anche io pensavo nei servizi altrui!

One person found this helpful

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The Charismatic Nerd

Gain more Trust and Sales from Your Customers with this Book!

Reviewed in Canada on May 11, 2018

Verified Purchase

You ever wonder why customers don't buy from you? Do ever wonder why they even do buy? Well, Sean D'Souza's book will not only answer these questions, but he will show you a whole new world of consumer psychology.

Reading the Brain Audit, you are going to see what helps a customer buy and what doesn't. Heck, after reading this book, you are going to reflect on all the reasons you have bought something. What Sean teaches you will resonate with you, because it will make you understand why your marketing in the past did not succeed.

With this knowledge, you could apply this to your print and online marketing. You will be able to get the trust of customers EASIER using Sean's methods. And the fact that a majority of business owner and marketers don't know about Sean's book, will give you an advantage. You have nothing to lose and so much to gain for your business with reading and applying this book.

Don't wait any longer, get this book and reap the rewards!

One person found this helpful

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