Imagine you are you on vacation with your family.
This year you've decided flying to Spain.
When you got on the flight, you loaded seven red bags onto the plane.
You arrived at the international airport and you walk right to the baggage claim section.
As you wait with the other passengers, you see one red bag and then two.
Then three, until you have a net total of six red bags.
When are you leaving the airport?
Of course, when you have every one of your seven red bags.
Right?
Now, consider every single red bag is unique and plays a key role in getting and keeping
a customer's attention, and then resulting in a sale.
The reason why most companies are failing is because they haven't taken off all seven
red bags out of the customers brain.
Do you often wonder what your customer is thinking?
And how does the brain makes decisions?
"The Brain Audit by Sean D'Souza" will show you exactly why customers buy (and why
they don't).
In this book you will learn what you need to put in place, so that the customer feels
happy to buy products or services from you.
Let us start by identifying the RED BAGS The 1st red bag is the "PROBLEM", which
of all bags is the most overlooked one.
We've been told time and again to focus only on the solution.
Let's have a look on 2 examples: In the first example, we can see an article
about "Kim Kardashian and Kanye West Celebrate Her Birthday With 'Relaxing' Trip to Utah."
And on the second one: "Girl, 15, survives 'Jaws-like' shark attack in Australia."
So be honest, which of the 2 examples is more appealing, to you find out more?
I bet it's example number 2.
Isn't it?
The reason is pain and problems are a natural magnet for the brain.
Take another example you are sitting in the car on your way to work.
You are lost in your own reverie.
Then, suddenly you see flashing lights in the distance.
The glitter of the police car lights signals your brain, something dramatically happened.
"Problems attract people like a moth to a flame.
The brain is fascinated with problems because it is always keen to avoid them."
There are some really good examples in the book, how you can communicate the problem
in a meaningful way, to get your customers attention.
Problems have a definite edge over solutions.
If you only concentrate on the solution, your customer hesitates from buying your product.
Their hesitation comes from the fact that you haven't got the first bag off the conveyor
belt.
For example:
If it is a solution based you would say: Get fit for the summer in just 8 weeks
Can you indicate the problem here?
Not really right?
But if it is a problem based you would say: Aren't you determined to get rid of those
unwanted kilos of fat?
Here's how you can get fit for the summer in just 8 weeks.
Do you see the difference?
Here is another example: A Solution based one: Our service attract
clients like magic.And a Problem based one: Are some potential clients slipping through
your net?
Here's how you can attract them like magic.
The problem based solution makes you more confident and ultimately get the attention
you want to achieve.
"Your customer's biggest frustration is what you need to discover.
Then create greater pain on their brain by highlighting the message even further.
This causes them to instantly be interested in your message, so they can get rid of their
pain."
Once you got the first bag off the conveyor belt, let us move on to bag #2.
Agatha Christie once said: "To every problem, there is a most simple solution."
You guess it bag number 2 is the solution.
In bag number 1 we've learned that the problem will drive up the heart rate of your customer,
because they want to get rid of their pain.
Before anyone gets "hurt" you need to offer a solution to lower that heart rate.
"When problem and solution work in tandem with each other, they create a roller coaster
effect.
One takes you up and the other brings you gently down."
Craft the solution as carefully as the problem.
They are pain relievers and assure the customer that there is light at the end of every tunnel.
That brings us to the 3rd bag: The Target Profile.
Businesses like to get as wide a range of customers as possible and wonder why they
are not profitable.
Let's have a look on an example.
Assume you need a brain surgery.
Would you either go to a general practitioner or a brain surgeon specialist who operates
only on the brain.
But how about if the brain surgeon charges 20% more.
Would you back out and go to someone who wasn't so much of a specialist?
You know the answer right.
There is no difference in business.
If you target everyone and become a generalist in everything, you will get the results you
want.
Let us have a look on some of the most successful companies in the world who target a specific
type of profiles:
Ferrari - Luxury car owners McDonald's - Entertainment for Kids
Rolex - Expensive Watch owners Dove - Moisturised Skin for Women
With the focus on a select, tiny band of people these companies climbed up to the top of the
ladder and are well-known around the world.
The irony of it all is even though while you focussing on a single audience, you most likely
end up with both the audiences.
Let's have a deeper look on McDonald's business model.
I remember the time when I was a kid.
I was looking forward to almost every Saturday, not only because it's weekend, because my
Dad would bring me to McDonald's after running some errands.
I've always ordered the "Happy meal", not because of the food, because of the toys.
I bet you remember those days when you were a kid, where you can just go to the playground
and having fun with friends.
This was literally the highlight of the week.
The point is, if McDonald's only sells burgers and fries, it wouldn't have become the world's
largest restaurant chains, serving approximately 69 Mio. customers daily in over 100 countries.
One of the reason of their success lies on their target profile: namely, the kids and
passively their parents.
Which is what you wanted in the first place.
However, by going about it the other way around and appealing to everyone, you get none.
Some of the best examples are magazines, like Men's Health, Playboy, Women's Health,
Women's Weekly, PC MAG, etc.
With the combination of Problem + Solution + Target Audience you create an amazing trigger
in the brain and that causes curiosity.
That's exactly your goal.
The reaction of the customers should be "How do you do that?" or "What do you mean
by that?"
An example were like: "We help new mum quickly get back their pre-baby figure."
The goal is here that your clients brain has very little option but to respond in an excruciatingly
predictable manner.
But if you have failed to set off the trigger in the customer's mind, that means that
you've not piqued their curiosity at all.
Then you need to re-build and re-test it again.
Once you achieved the trigger, this is where you give them a brief explanation of what
you do.
Note that you need to keep it in the same sequence of 1.problem, 2.solution and 3.target
profile.
Why a customer buy products is the pain that causes the brain to buy.
In other words the more the customer feel the pain, the higher are the chances of actually
buying your product, service or idea.
So where are we now?
All we've done so far, is get and keep the attention of the client and taken three bags
off the conveyor belt.
Let's move on to the fourth bag.
Imagine you are working in a computer store.
A student is visiting the store and asking for help, as he is planning to buy a new laptop.
With your expertise and knowledge you are convinced that this "laptop" is the right
decision.
However, the student stopped from taking one bold step forward.
Why is he hesitating?
That brings us to the fourth bag it's called the "OBJECTION".
Most businesses don't like objections, because they see it as a hindrance to their sales
and hope the customer won't notice.
But your customer is smarter than ever before and they've got more choice than in any
time in history.
Your job is to find out your customers biggest objection and bring it out before the even
think about it.
Back to the example.
A smart sales guy would use the FEEL, FELT, FOUND method.
You could say: "I know exactly how you feel.
Many students felt unsure about the price for this laptop.
But they found out that was the best fit for their needs and this is why we have this promotion.
In addition we are offering only for students a buy now, pay later system.
You could take it now and pay it off over 6 months."
If you find your customer nodding, you've accurately identified their main objection.
Try it out and put yourself in your customers shoes.
If the customer is hesitating to buy the more expensive product and wants to buy a cheaper
one, you have to bring up the value.
Let the customer compare by themselves and let them go through the pain of getting stuck
with the wrong product.
Ok, where are we now.
We've covered four bags.
Now, think about what could be the 5th bag?
Let us get back to the very first example.
You are still in Spain with your family and everything there is foreign.
To kickstart the great time you are planning to visit a nice restaurant for dinner.
But which one you don't know yet.
You have two options.
The first one is you randomly walk into a restaurant or the 2nd option is, like most
of the people you research online on platforms like yelp or tripadvisor.
Of course you can ask the concierge service at the hotel as well.
But most likely you will check online.
Therefore the fifth bag called "TESTIMONIALS".
TripAdvisor and Yelp became the largest travel websites in the world, because of the power
of testimonials.
In fact nowadays a lot of businesses like restaurants and hotels
depending on those platforms.
In the book the author describes it more in detail, such as different types of testimonials
or what are you going to do when you don't have testimonials.
Let's move on to the next bag.
Even though you did all your homework.
You have your problem, solution, target profile,
explained and answered all questions.
You even took the risk away and bulletproof your product with exceptional legitimate testimonials.
Yet, most businesses lose out on sale after sale, simply because they miss out the next
bag.
It's called "The Risk Reversal".
Risk is on everyone's mind.
It's what stops your customer from buying your product or service.
Some examples for "Risk Reversals" are "Money Back Guarantee within X days",
"Test Drive", . And even some companies are so confident that
they are offering a lifetime guarantee on their products, like Tilley's hats they
will replaced free if it ever wears out, falls apart, shrinks or mildews.
Your job is to take the risk away from your customers brain.
If your customers ask for their money back in hordes.
It is because your product is blatantly defective.
Also note that the only customers that do complains are those who wants you to improve.
However, this is just a short explanation of the risk reversal, there are different
types and techniques, which you can use for your product or service.
As we are coming to the end, I would like to encourage you to think about what could
be the final last seventh bag?
Comment or email me at knowledgeispowerfuel@gmail.com
I would like to thank you for watching this video.
Check out my channel for more educational videos.
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