Why Customers Buy ( And Why They Don’t)
What do your customers think? What would make them buy? How do you form powerful communication pieces that makes people buy from you?

P.S. And when you’re done reading, download the first chapter (pdf) is FREE. There’s a link below.

Even just the first chapter will instantly change the way you look at marketing. Your presentations, your web pages, your networking speeches and sales calls will change instantly. And you’ll see why customers back away by just reading this first chapter. It’s easy to read, and it will really make a difference to your business strategy. Try it and judge for yourself, by clicking on the link below.

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“Sean D’Souza is to brains what Tiger Woods is to golf.”

Jay Conrad Levinson
Author of Best Seller ‘Guerrilla Marketing
USA
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“Sean D’Souza makes the process of selling so simple, so logical and so entertaining that you can’t help wondering why everyone doesn’t do it his way. Read this wonderful little book, and your only regret will be that you didn’t discover it sooner.”

Bo Burlingham
Editor-at-Large, ‘Inc.magazine’
and Author of ‘Small Giants: Companies That Choose To Be Great Instead of Big’
USA
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“Sean D’Souza is a master at quickly communicating how to massage human brains to buy. So it’s you who’ll have the last laugh when you boost your business with The Brain Audit.”

Brian Clark
CopyBlogger.com
USA
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“If I had my way, the lawmakers would draft a new law that required anyone with the notion of trying to sell me their service or product must first read The Brain Audit. Read this book, and then read it again. You will not regret it.”

Eugene Moreau
Auckland, New Zealand
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“The Brain Audit method gets frighteningly good results. When I applied it to my own presentations, the audience response improved leading to more inquiries.”

David Wise
London, England
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“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 can you be? So we went to a marketing agent, but they wanted £5K upfront, and that was just for the first three months. We could have gone bankrupt, with no understanding of why, so that was a non-starter. At the same time, Andy had subscribed to Jack Forde’s newsletter, and through this found Sean and Psychotactics.

The funny thing is, I tried to use the information in one of your articles on eBay, on things I was selling regularly, and failed miserably. I sold nothing. I had got the concepts wrong (but did not know that). I had spent hours changing all my pages. I was not impressed, I can tell you! So I then spent hours changing them back again.

I now know I did not have the full story and was actually patronising my customers. Anyway, Andy kept reading your regular freebies and downloaded a tele-class. When we listened we knew straight away that you and Psychotactics were the missing link. We then bought The Brain Audit. It all made perfect sense, but we found it hard to do. It does not just get you to understand your customers; it also gets you to take a real good look at yourself (not a comfortable thing to do). 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.

It’s not the most comfortable thing to have to do, but boy, it was worth it. So, we completely rewrote our website and our magazine adverts. The Brain Audit changed the way we do business, focusing only on our customers and getting to their real needs. In doing this, our business has grown and is still growing at an amazing rate.

We have also halved our advertising costs. Magazines now print our articles and we have customers writing to editors of magazines about us and our products- it’s just amazing, the 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
PAZON IGNITIONS
Tauranga, New Zealand
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“I have used the principles in writing WebPages, writing articles, making presentations, networking, negotiating and even writing submissions for a judge! The Brain Audit actually works.”

“There are marketing books and there are marketing books – I bet there are not many you have read many times over? That’s because very few in my experience change the very basis of how you think. At the end of the day marketing or sales is the art of persuasion. No matter what you do, we all use the art of persuasion everyday of our lives.

Whether we are persuading someone to buy our product, use our service, buy into a new idea, or in my case, decide a law suit in my client’s favour. The Brain Audit really teaches you the art of persuasion because it gives an insight into how people’s brains work. I have used the principles in writing WebPages, writing articles, making presentations, networking, negotiating and even writing submissions for a judge!

But the best bit about the Brain Audit is that it actually works. The principles are easy to understand – applying them takes practice, but persevere and you will see results. I have virtually built a business on the principles in the Brain Audit and if you don’t believe me take a look at www.approachablelawyer.com.

Would I recommend it who is serious about getting on in business? Absolutely.”

Michael Smyth
ApproachableLawyer
Auckland, New Zealand
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“Before I purchased The Brain Audit I was skeptical that it was just another marketing product, but I was wrong, it is a marketing revolution.”

“Why? Because it teaches you to present your products from the customers point of view – how they will see you, rather than how you see them. Sean recommends reading it 2 or 3 times and I can understand why – there is so much revolutionary marketing info it is too much to absorb the first time through.”

Harley M Storey
Paradigms Life Coaching Ltd
Auckland, New Zealand
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“It’s like the first comic book in marketing!”

“As an info junkie, I buy ALL the stuff about smallbiz marketing, and here’s what makes Sean’s courses stand out: while others mostly just dump info on you, Sean’s passion is that you understand and absorb the material for easier implementation.

Earlier versions of Brain Audit had easy to understand structure and graphics, but this new one has a new secret ingredient: Cartoons. The cartoons along with The Brain Audit concepts help me absorb the knowledge faster and with more fun.

It’s like the first comic book in marketing!”

Gabor Wolf, Marketing Consultant & Speaker
MarketingCommando
Budapest, Hungary
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“Before I purchased the Brain Audit, I thought this is just crazy, I’ve got so much marketing material that I still haven’t implemented”.

But right from Sean’s first story and metaphor, I could see this was different. I was hooked. The Brain Audit challenged virtually every principle of marketing I’d grown up with. Like selling benefit or never starting with a negative or problem.

And it’s 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 we’ve 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 we’ve every made.”

Paul Mitchell, Managing Director
The Human Enterprise
Sydney, Australia
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“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 joined the on-line forum on 5000bc. I learned about the Brain Audit and I decided to buy it, since I could return it if I wasn’t satisfied. I struggled with concepts in there like understanding how my customers think.

I was so ingrained with presenting solutions and not scaring off people with negativity or problems. It was a 180 degree switch to use these principles. 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
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“What does your customers think? What would make them buy?”

No one, in my knowledge, has written about how to effectively use persuasion tactics in your communication messages. In The Brain Audit – Sean teaches the 7 steps of how to form killer communication pieces that makes people buy from you. It is a simple psychological system that everyone can use in their communications to increase their profits.”

I first bought The Brain Audit in 2002. It was 32 pages long. And I thought it was the best damn book on copywriting I had read! It laid down the entire sequence of elements that any successful salesletter or presentation needs to cover to make the prospect say “yes!”

I really thought that The Brain Audit could not be improved upon.

But year after year, Sean has been proving me wrong. He has improved upon it. And improved upon it. And improved upon it.

Sean’s added more details to The Brain Audit. More stories and analogies. Better graphics (and fun cartoons!). He has used every teaching trick possible to make sure that you not only understand the sequence of elements needed to make people buy from… but the sequence soaks into your thinking pattern.

Today, Brain Audit 3.2 is 157 pages long! And its the best* book on persuasion you will ever read! Sean has used every teaching trick possible to make sure that you not only understand the sequence of elements needed to make people buy from… but the sequence soaks into your thinking pattern. Today, The Brain Audit 3.2 is 180 pages long! And its the best* book on persuasion you will ever read!*

* Until Sean comes out with version 4.0 a year or 2 down the line. But you really can’t afford to wait a year or 2 to take advantage of The Brain Audit, can you?

Ankesh Kothari, Serial Entrepreneur
Mumbai, India
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“In these challenging economic times The Brain Audit 3.2 should be priced much higher.”

“I purchased the first Brain Audit about one year ago. The premise of the 7  bags in The Brain Audit and removing them are mandatory to get the ideas across efficiently. The idea about identifying the One Problem (along with the One Target Person) in my Copywriting is divine inspiration. For me, the One Problem is like the philosopher’s stone. I could use it to change base metals into gold, but with time I used it to transform my writing and myself.

I decided to purchase The Brain Audit 3.2 as I needed more heft to understanding. I also have a new full time job and I am paid straight commission. This is a huge incentive to get it all together and the small investment in The Brain Audit 3.2 was a no-brainer. I would have borrowed money to buy it.

I have never been disappointed with anything Psychotactics has presented. Yet it does take time for it to sink in and then apply it. It is like reading a really profound and deep poem that in order to grasp the depth it needs to be re-read over and over and with copious notes and then applied. Truthfully, it is not for the faint of heart.

In these challenging economic times The Brain Audit 3.2 should be priced much higher.”

Tom Hackim, National Accounts Sales & Marketing ~ New Business Development
AdVantage Telecom
Florida, USA
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“I never have “writer’s block” when starting a new sales letter because The Brain Audit 3.2 gives me structure.”

“The Brain Audit 3.2 gave me new insights into concepts I thought I had down cold. I love the audio feature of The Brain Audit 3.2. Now I can listen in my car and refresh my memory whenever I want to.

Other benefits of The Brain Audit 3.2
-The recipe looks yummy too.
-It forced me to reread and rethink things I had forgotten about.

I use The Brain Audit 3.2 every single day in my copywriting. I never have “writer’s block” when starting a new sales letter because The Brain Audit 3.2 gives me structure. I just start by answering the questions and then start fleshing things out until I have a complete letter. It’s amazing how fast I can write, and I know I haven’t left out any important details.

If you sell anything, buy this product! The Brain Audit 3.2.”

Julie Anne Eason, Words that Sell. Marketing that Works
Maine, USA
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“You can keep going back to this book-The Brain Audit 3.2, whenever you need to improve your business. It’s a resource that keeps revealing more levels the more you work with it.”

“I wouldn’t have bought The Brain Audit 3.2 if I thought it was just going to be a superficial make-over of the last edition. But, I’ve worked closely with Sean over the past years and I’ve seen that he has continued to develop his own understanding of the The Brain Audit 3.2 principles.

During the 2009 program in Campbell the whole concept of the Target Profile came to life before our eyes. No one Sean included knew how powerful the new understanding would be. But, it was mind blowing!! Then, Sean took that emerging idea and developed and structured it. That’s why I wanted to get the new edition.

I knew it would include not just re-hashed material but new insights and more in-depth presentations of the previous material.

I love the way the illustrations reinforce and amplify the concepts. And the audio book makes it easy for me to immerse myself in The Brain Audit 3.2 while driving or walking the dog.

There’s a lot in this slim volume. The principles are potent and in many ways, timeless. You can keep going back to The Brain Audit  book whenever you need to improve your business. It’s a resource that keeps revealing more levels the more you work with it.”

Eric Klien, ResistanceFree Change for Leaders
Dharma Consulting
Encinitas, California, USA
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“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. Sean’s approach *feels* right on to me. I’ve 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 Sean’s work (and I’m not sure this is even a message of the Brain Audit per se), in addition to understanding how to write copy, was to understand that you can’t expect people to buy from you right away. In the past, I’ve thought that I was offering something no one wanted if they didn’t buy right away. Now I realize the relationship building is necessary.

Of course, this is how I buy, too, but I hadn’t realized that. 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” I’ve invested in the past.”

Becky DeGrossa
Center For Healthy Divorce
Boulder, Colorado,USA
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“I’m not a psychologist. I’m an engineer.”

“I used the Brain Audit on my website (which is unfortunately only for German speaking people). Yes I know, up to now the principles are still not implemented in the correct way. A new revision is on the way.

But more interesting is the use of especially the first three red bags in my consulting work, e.g. with start-up companies or during my work as a quality management representative and trainer. To see how the brains of people begins to work when they think about the questions, and to hear the quality of the answers is really amazing.

I recommend the Brain Audit to people to clarify the focus of their work, because it is an simple and sound step-by-step system easy to implement.”

Dr. Richard Schieferdecker
Consultant/Trainer
Aachen, Germany
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“I would definitely not recommend the Brain Audit. I know it’s selfish, but believe me when I say the less that they know about it, the better for those who do.”

“Before I bought the Brain Audit I thought…Hokey. Low credibility. Probably another skin on the Kennedy-Joyner-Vitale-Nitro-Mandossian-Polish multi-level ‘marketing to marketers’ information business.

I found it straight forward, fresh and friendly. The biggest benefit of the Brain Audit is it proactively eliminating buying resistance.

I have apply the Brain Audit in presentations and copy writing. In a world drenched with mediocrity, your Brain Audit approach makes for great kindling. The kind of kindling that sets the imagination on fire and gets things blazing.

Because of this, I would definitely not recommend the Brain Audit. I know it’s selfish, but believe me when I say the less that they know about it, the better for those who do.”

Bill Jackman
St. John’s, NL, Canada
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“Believe me, I’m not easily impressed, I have been in marketing for over thirty years and thought I truly grasped what marketing was all about.”

“I  have read all the stuff by the various gurus only to see my personal growth lay dormant and do absolutely nothing in terms of progression. Your dynamite information touched or connected with something inside me and your efforts have truly CHANGED MY LIFE, BUSINESS PLANS AND WEALTH BUILDING!”

Ralph D. Blaine- Certified Real Estate Instructor,
USA

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“The concepts are very simple, astoundingly simple, but powerful and not applied in modern marketing especially in my business which is the Web.”

Steve Jackson, Editor Conversion Chronicles,
Finland

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“YES ….I’ve received my autographed copy of The Brain Audit all the way here in North Carolina USA!”

I LOVE IT ….I’ve purchased so many marketing books, print & E-books, and either most of it is repeat information or I’m so bored wading though the chapters that it’s a chore to finish. Not so with the Brain Audit …it’s not only filled with new and practical information but it’s presented in a way that’s fun-to-read and conversational (almost like you’re sitting the same room with me.) Thanks again for my signed-copy of The Brain Audit….now I’ve got lots of work to do on my web site and other promotional materials.

Candia Dye, Strategy Partners Coaching
Franklin, NC, USA
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“The audio alone, is worth the price of the book. I’m actually not much of an audio person but I’ve enjoyed listening to it several times.”

“I had ordered The Brain Audit last year so I wasn’t sure if it would make sense to order the new version this year but I decided to go ahead and do it anyway. I am so glad I did! The audio alone, is worth the price of the book. I’m actually not much of an audio person but I’ve enjoyed listening to it several times. It feels like being in a live course with you. My kids like the music, too

I particularly liked the section on the Target Profile. Somehow I didn’t understand the importance of this piece the first time I read The Brain Audit last year. But luckily this time, it hit home and I’ve gone on to focus my business much better on my target profile. My customers are thrilled.

Thanks again for all the work that you do.”

Sarah Mueller, German Books and Music for Kids
Alphabet Garten
Phillipsburg, NJ, USA
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“I believe The Brain Audit 3.2 has led directly to thousands in sales in the last week alone. Business owners get this stuff immediately.”

“I listened to The Brain Audit 3.2 in my car for a few days on the way to sales calls and it’s really excellent. I love the way you break up each point with little snatches of audio, like a little row of sonic asterisks. popcorn.

I believe it has led directly to thousands in sales in the last week alone. Business owners get this stuff immediately.

So, thanks, and don’t sell this to anyone else!”

Steven Washer, Making Great Video
Windsor, CT, USA
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“The Brain Audit 3.2 audio files and the checklist add a new level of learning.”

“The Brain Audit audio version really help capture the nuances of the book. This makes it easier to understand the concepts. Plus when you read the book you can hear the voice in your head, which adds a lot more personality to it.

The specific feature I like most about the The Brain Audit 3.2 is the inclusion of the Target Profile chapter. This takes target audience to a whole new level. Making it a heck of a lot simpler than guessing what customers will respond to. Or what they really want.

Other benefits of the The Brain Audit 3.2 are:
-The audio definitely adds a new level of learning. It’s great for when I go off on walks.
-The checklists are a nice inclusion that can easily be printed out when you’re ready to start working through the process.

I recommend The Brain Audit all the time. In fact, often times I just want everyone to read the thing. It makes everything simpler and changes the way you think about communication. I also like to add that The Brain Audit is thoroughly enjoyable. And you learn more after each read. It’s one of those books you’ll want to reference again and again.

David Charest, The New Arts Marketing,
CaseAceCopy
New York, USA
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“Fundamentals rule and The Brain Audit is the best marketing resource available for the solo-preneur.”

So I asked myself, “Do I really need an updated copy of The Brain Audit?” I read it five years ago and have been a 5000 B.C. member since then. Is there really going to be anything new in it?

The new layout and cartoons add a whole new level of organization and understanding to The Brain Audit process. Plus listening to Sean in the car brings really drives home the importance of the seven red The Brain Auditgs.

I believe in fundamentals, whether I’m treating a patient with acupuncture, coaching championship lacrosse, or fixing up my house. Business is no different. Fundamentals rule and The Brain Audit is the best marketing resource available for the solo-preneur.

If you have an old version of The Brain Audit, I recommend you upgrade and audit your marketing. It’s amazing how easy it is to get off-message and leave your customer confused. The new Brain Audit has already paid for itself in my acupuncture practice.”

Thanks for staying in business

Mackay Rippey, Acupuncturist
Deansboro, USA
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The first chapter of The Brain Audit (pdf) is FREE. So click on the link below…

Try it and judge for yourself, by clicking on the link below.

Next Step: Ready to buy The Brain Audit click here