Recently I had discovered Sean D’Souza’s work on Quora through a discussion from several of his satisfied clients. One of the things that piqued my interest was that Sean was not touting his own work, he was nowhere to be found within the context of this particular discussion, but it was his clients who were singing his praises. Anyone in business knows this is a dream scenario!
This discussion had led me to sign up for Sean’s e-mail list at his coaching firm, Psychotactics and most recently, to read his book The Brain Audit.
The Brain Audit is a unique blend of several elements that make it stand apart from the many other marketing and business books out there. Perhaps the most effective aspect of The Brain Audit is it’s simplicity. The book communicates some very important information while avoiding technical jargon. Furthermore, it communicates this information effectively by means of analogy and real case studies from Psychotactics.
Second, The Brain Audit doesn’t take itself too seriously. Throughout this book Sean D’Souza uses his skills as a cartoonist to lighten what otherwise might be a dry subject. The cartoons add some levity to an otherwise potentially uninspiring topic, while conveying marketing techniques in a visual manner, while at the same time providing brief reprieves and a comic relief of sorts throughout the book.
The author also has a gift for analogy. This works not only in explaining otherwise potentially complex subjects and techniques, but by using analogies that have a tendency to stick. An analogy that is used throughout the book is that of luggage bags on an airport conveyor belt. The seven bags are analogous to items that need to be addressed in your marketing strategy. What are the seven bags? You should read The Brain Audit to see for yourself!
Beyond the quality of the book, what really impressed me was the dedication of Sean D’Souza for supporting the material within his book. Before purchasing and reading The Brain Audit I had signed up for Sean’s e-mail list and had received the complimentary Headline Report. After reading the report I had attempted to implement the advice within the report to create a headline for a blog article I was writing. The report states that there are three elements that make for an effective headline and I was having difficulty implementing all three within a single headline. After sending an e-mail inquiry to Sean, he had responded and we subsequently had several rounds of follow-up discussion. After trading fifteen messages or so I finally created something that remained authentic to my message and vision while following the three guidelines for effective headlines.
This level of support for a product is rare, and speaks to the level of experience and dedication behind The Brain Audit material.
To get a sense of Sean D’Souza’s material for yourself you can start by signing up for Psychotactics newsletter and receiving the complimentary report “Why Headlines Fail (And how to create headlines that work)” by visiting Psychotactics and clicking the subscribe button. The complimentary headlines report will provide you with the three psychological triggers present within an effective headline. Next download the free 30 page excerpt from The Brain Audit to discover the seven critical components to your small business marketing.