What’s The Big Idea?
The Brain Audit by Sean D’Souza is a system for understanding how customers make buying decisions, using the metaphor of luggage on an airport conveyor belt.
Just like you won’t leave the airport until you have all your bags, customers won’t make a purchase until all their mental “bags” are accounted for.
Below, is a practical system used successfully by thousands of businesses worldwide.
The 7 Critical “Bags” 🧳
1. The Problem
- Problems grab attention better than solutions – our brains are wired to notice threats and issues
- Must isolate ONE specific problem rather than trying to solve everything
- Example: “Do you sneeze every time you go to bed?” is better than “Got allergies?”