This was the first time I visited one of the Seven Wonders of the World, the Taj Mahal, with my family.
Like every human on Earth, we don’t want to spend an extra penny on something we don’t need.
Hiring a tourist guide is one of those unnecessary things that we usually avoid, but this time, we hired a guide out of the blue.
The amazing thing was that there were nine of us, and no one raised any concerns about hiring a tourist guide.c
Was it a coincidence, or was the guide skilled in selling?
I would never have been able to answer this question if I hadn’t read “The Brain Audit.”
In the book, the author (Sean D’Souza) talks about seven core principles of the human brain: problem, solution, target profile, objections, testimonial, risk reversal, and uniqueness.
If you want to sell something, you have to talk about almost all of the things mentioned above to your customer, and they will buy from you.
In our case, as we entered the gate of the Taj Mahal, there was a board with the ticket price written on it.
As we headed towards buying the ticket, a person arrived in a yellow shirt and grey jeans (I’m not good at many things, but one thing I am good at is sensing a salesperson from a long way).
At first, we ignored the guy, but he said something that caught everyone’s attention!
He said, “Everyone comes to the Taj Mahal to see its building and goes home without knowing its history.
If you don’t know the history, what is the point of visiting the Taj Mahal?”
Then he reduced the risk by saying, “If you like it, then pay; otherwise, you don’t have to pay in advance.” After that, he showed his certification that he is a government-approved guide.
Long story short, we hired this guy and were impressed with his sales skills.
This guy followed the same pattern from the book “The Brain Audit.” If you want to build good sales and marketing skills, you should check out this book.”
How I heard about the book
While working as a website designer and helping my clients double their conversion rate, I started learning about copywriting to provide more value to the client.
As I started researching, I heard about Daniel Throssell, the founder of Persuasive Page. He wrote a blog about the best copywriting books, and “The Brain Audit” was the first recommendation on the list.
What’s unique about this book?
I hate boring books that talk about random things and don’t stick to the main topic. I even tried reading marketing books by Seth Godin, but I found them boring too.
However, “The Brain Audit” is written in storytelling, and all the topics are connected in a series.
The second-best thing was that most books provide too much information to digest, but Sean gives information in a series that is easy to apply and remember.”
Check out the book from here: “The brain audit.“