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The Brain Audit: Why Customers Buy (and Why They Don’t) by Sean D’Souza

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Sean D’Souza is an author, copywriter, cartoonist, and speaker. He developed a system for getting into the heads of buyers called, “Psycho Tactics.”

The Host’s Perspective:

I read a lot of marketing and sales books and this is one of the most ingenious I’ve read in a long time. The book is organized not into chapters but rather what the author describes as seven red suitcases that you take on a long flight. Got that?

Now, the human brain works like a baggage carousel at an airport.

So imagine you just got off your long flight, you’ve gone down to baggage claim, and you’re waiting for your seven red suitcases to come out on the baggage carousel. As you wait with the other passengers, you see one red bag, and then two. Then three, until you seem to have just six of your seven red bags.

So do you leave the airport with six of your seven bags? No, you leave when you have every one of your seven red bags. Your customers behave exactly the same way.

Customers have this conveyor belt going around in their brains. If you don’t take all the ‘bags’ off, the ‘bags’ go round and round, causing the customer to put off the purchase because they’re missing something. And that’s why they won’t make a decision.

The book shows you the seven pieces of information that your customers need in order to make a decision to buy. Leave out one of the bags, and and they’ll keep standing there. And won’t make a decision

The Brain Audit is designed to enable you to identify every one of the ‘seven bags’ that are required for a customer to make a decision, and how to present those bags to the customer in the right sequence so that the customer won’t feel pressured.

Listen to the Interview:

Sean’s Website (

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