Sean D’ Souza, Psychotactics – InnovaBuzz 179
Sean D’ Souza, Psychotactics
In this episode, I’m really excited to have on the InnovaBuzz podcast as my guest, Sean D’Souza from Psychotactics. As Sean describes Psychotactics, “come with us on this wild and whacky adventure into the world of marketing. Instead of some boring, tedious marketing theory, we’ll have a rollicking time learning about customer behaviour.”
Sean is also the host of the Three Month Vacation Podcast and author of The Brain Audit – Why Customers Buy and Why They Don’t, which is a quite unique and refreshing way of exploring marketing from the customer journey point of view, with humour, cartoons and at the same time very practical advice. He runs the 5000BC membership site and also has a forthcoming book coming out called Suddenly Talented.
In our discussion, Sean talked to me about
- The 7 Red Bags of the Brain Audit
- Adapting your products and services to the customer journey and where customer are on that journey with their expectations
- Focusing on the outcome and results that your customers will get as your guarantee
Simon Lamey on episode 169 suggested we interview Sean.
Listen to the podcast to find out more.
Listen to the PodcastA business is something that you control and not something that controls you. @SeanDSouza on #InnovaBuzz podcast Click To Tweet
Show Notes from this episode with Sean D’ Souza of Psychotactics
Key points and take-aways from this episode include:
- A business is something that you control and not something that controls you.
- People go with the problem rather than the solution.
- The 7 Red Bags of the Brain Audit:
- The Problem
- The Solution
- The Target Audience
- Risk Reversal
- You can’t sell to an audience. You can sell to a person and you can find many of those same kinds of people but you cannot sell to an audience. You can use an audience to get conversations and to get an understanding of who you are speaking to but you can never sell to an audience.
- People tend to buy stuff when there are testimonials and risk reversals.
- If you can solve the objections, then you have effectively reduced the risk but if you have testimonials, then you are reducing the risk further.
- Objections and testimonials are flip sides of the same coin. The testimonial needs to match the objection.
- The exact phraseology of a client is going to be way better than anybody can write.
- Advertising is a bit of science and a bit of all this stuff that we guess.
- You are supposed to be missing out on a lot of people. When you target someone and you don’t have their language, that pretty much guarantees that you are going to be working harder than you ever wanted to.
- A business is there to give you a better life. It is not there to control you. Clients know that you put in so much that you deserve your break.
- A business is built into consulting, training, and leverage.
- Be kind, be helpful or be gone!
The Buzz – Our Innovation Round
Here are Sean’s answers to the questions of our Innovation round. Listen to the interview to get the full scoop.
- #1 thing to be more innovative – Feedback.
- Best thing for new ideas – Having conversations.
- Favourite tool for innovation – My phone.
- Keep project / client on track – Sell it in advance. Hold yourself accountable.
- Differentiate – Define what is unique about you and say it often enough. Define what your competition does and then define what you do.
To Be a Leader
It’s a long road and there are no shortcuts.
Sean suggested I interview Leanne Hughes, host of The First Time Facilitator Podcast. So Leanne, keep an eye on your inbox for an invitation from us to the InnovaBuzz podcast, courtesy of Sean D’ Souza.
SPECIAL BONUS! Grab your FREE EXCERPT of The Brain Audit: Why Clients Buy (And Why They Don’t)
Cool things about Sean
- He is a cartoonist.
- He writes about 300 articles a year, and about 4-6 books and has about half a dozen blogs.
- His favourite whiskey is Lagavulin.