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The Brain Audit PDF Summary

4 min read ⌚ 

Why Customers Buy (And Why They Don’t)

In The Brain Audit, Sean D’Souza delves into the mind of the customer to bring us a whole new overview of the sale and why it sometimes falls through.

It’s packed with information on how to attract customers and what they’re looking for in your product, shop, website, or ad.

Sean D’Souza began his journey in marketing after reading Jim Collins’s Good to Great. That book convinced him to switch careers from cartoonist to public speaker, marketing specialist, and author.


Find out how to attract clients and how to keep them satisfied.

The Brain Audit starts off with a revolutionary idea: “The brain works just like a conveyor belt”. And that conveyor belt is waiting for 7 “bags”, or ideas, in order to complete the sale.

“The Brain Audit PDF Summary”

According to Sean D’Souza, to gain the perfect score in a sale you have to be able to interest your client in your products. At the same time, you have to keep them curious and eager to find out more.

And you can do that by creating a “roller coaster effect”. The seller has to create a sense of security within the client, easily done through well-planned testimonials specifically selected to defuse objections.

Let’s go back a little to the “conveyor belt” and the 7 bags. These “bags” must be followed, developed and respected in this exact order to achieve your expected result. According to The Brain Audit, the 7 bags are:

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