This post is part of the 📖 The Brain Audit series.
Today I am still reading the first chapter The Problem from the book The Brain Audit: Why Customers Buy (and Why They Don’t) written by Author, Sean D’Souza.
Do you often wonder what your customer is thinking? Don’t leave the thought process to chance and let that customer walk away. Your customers don’t want to walk away. They want to buy from you.
The Brain Audit shows you how the customer takes decisions. And what you need to put in place, so that the customer feels happy to buy products or services from you.
Yesterday, I started to read Bag 1: The Problem chapter.
From the introduction chapter, we read and understand that we need to know the 7 elements of why our customers buy from us or why they don’t. Here are the 7 things for you to recap.
Bag No. 1: The Problem(we are still reading this today)
- Bag No. 2: The Solution
- Bag No. 3: The Target Profile (The Trigger)
- Bag No. 4: The Objections
- Bag No. 5: The Testimonials
- Bag No. 6: The Risk Reversal
- Bag No. 7: The Uniqueness
Bag 1: The Problem
Are We Being Too Negative?
It’s a valid question.
And there’s a valid answer.
Instead of being a scaremonger, the problem is an educational tool. – D’Souza, Sean. The Brain Audit: Why Customers Buy (And Why They Don’t)
You’re not negative at all. Highlighting a ‘problem’ is no different than your telling a child to look both ways before crossing the road.
Your customer is juggling several problems all at once. If you don’t elevate the problem, your customer will never notice your product or service. Elevating a problem ensures that your product or service gets higher priority than everything else. – D’Souza, Sean. The Brain Audit: Why Customers Buy (And Why They Don’t)
So how do you elevate the problem?
But how do you get the customer’s attention amidst all his existing chaos?
You isolate the problem.
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If you are not into reading like me, then you can listen to this book for FREE on Amazon AudibleDon't Read. Just 🎧
How to Isolate the Problem
What problem are you solving when you sell an egg? Every product or service solves many problems. To get your message out effectively, you have to isolate the problem. In other words, choose ONE. — D’Souza, Sean. The Brain Audit: Why Customers Buy (And Why They Don’t)
Isolating the problem means specifically speaking to customers that have ‘cat allergies’ vs ‘allergies’. The isolation allows the customer to ‘lock-in’ to what you have to say.
Here Author described an example problem that a website owner would want to solve.
The four problems of a business owner with his lead generating website:
1) Attracting clients 2) Getting clients to buy a product/service 3) Getting clients to come back to buy repeatedly 4) Selling without being a ‘snake-oil pedlar’.
Your course may deal with all of the above problems. But trying to get all these messages across is a bit futile.
Because even one problem, when properly dealt with, will attract a swarm of customers.
The customer needs to be alerted to a single problem at a time. And the customer has to be taken through one’ room at a time.’ One room at a time. Trying to take someone through every room in your house is quite a silly strategy. Isolate the room that’s most interesting to the customer, before showing them the rest of the rooms.
- If your product or service doesn’t isolate a problem, then the customer can’t relate to what you’re selling.
Isolate the problem and talk about just one. Yes, only one.
Isolating the problem is necessary because people are busy. They’re busy with their problems. And unless the problem you state is crystal clear, they may be more than likely to miss your message.
Author(s): Sean D'Souza
Part 3 of 15 in the 📖 The Brain Audit book series.