The Brain Audit by Sean D’Souza
Pretend you are at an airport. Would you leave the airport without ALL of your luggage? NO.
A purchasing customer must have 7 Bags (or 7 issues) arrive on their conveyor belt, before they can make a decision/leave the airport.
Your sales material and marketing need to address these 7 “Bags”
1 – The Problem
– Brains recognize problems before solutions. You need to address the problem the customer is facing. Isolate one problem and present….
2 – The Solution
– This is the pain reliever. Solution is important now, but process is less so. All they need to hear now is the simple solution.
3- Target Profile – Trigger
– One specific person’s problems. Focus on solving that. Find the Trigger, or the point where they ask “how can you do that?”
4 – Objections
– Discover what objections customers have to your product or service. Defuse them up front. Take the worry out.
5 – Testimonials
– Before and after testimonials show potential customers the narrative of the problem, the solution, the winner.
6 – Risk Reversal
– There is always a risk associated with any decision. Obvious and hidden risks. Find a way to reverse the risk – make it memorable. Doesn’t cheapen – says you stand behind what you offer.
7 – Uniqueness
– Ask these questions of your business – “What would I want to do in my business that’s different than everyone else?” or “What’s my dream for my customer?” – Make a list, choose one, build on it.
From the flap –
On any given day, if you were to ask someone to critique your website, your presentation or your business cards, they’ll simply give you an opinion. And the opinion will vary from person to person. This variation leaves you confused.
You’re not really sure if your marketing message is working at 20%, 55% or not working at all. And you suspect that you could vastly improve your results, if you had a clear set of guidelines and benchmarks.
With The Brain Audit, you’re going to have consistent results
The reason why you’ll get consistent results is because of three simple reasons:
Reason 1: The Brain Audit is built on a system. It’s not random.
Reason 2: It isn’t some magic trick. It follows the decision-making pattern that we use everyday.
Reason 3: You can spot the mistakes and fix them thereby improving attraction and conversion.
I’m happy to say that I’ve used these prompts as brainstorming material to create stronger sales copy for my clients.
GET THE BOOK –> The Brain Audit: Why Customers Buy (and Why They Don’t)