Reviewing The Brain Audit

Sean D’Souza’s book will make you cancel some of your business subscriptions. Were you forwarded this email? [Sign-up to Rude Awakening here.]( [Unsubscribe]( [The Rude Awakening] If there’s anything you’ve missed as part of your membership to Rude Awakening, make sure you check out our website where you can find archives, updates, and everything else that's included in your subscription. You can access it by [clicking here now](. Reviewing The Brain Audit - In my first book review, I will show you The Brain Audit by Sean D’Souza. - It details a simple method to write marketing copy for your business. - I’ve canceled three business community subscriptions since I’ve read it. Recommended Link [Prepare yourself NOW for a CRASH]( A massive market crash could be as early as March 10th. [This new must-see presentation]( explains exactly how and WHEN it could happen… You’ll learn 5 CRITICAL steps every American should take to help protect themselves. And details a strategy we believe has the power to 10X your money while the market tanks. So there is NO time to sit by and wait for it to happen. Because if and when this next crash hits… It will be FAST and it will be BLOODY. [Click Here To Watch This Video Now]( Sean Ring Editor, Rude Awakening Happy Tuesday! Thanks for taking yesterday off. It’s was Micah’s 5th birthday! He also says thanks. Since Washington won only three battles during the Revolutionary War and Lincoln destroyed the Constitution during the Civil War, your secret is safe with me. I’ve been watching the Kanadian trucker situation with horror. My old bank has been implicated in yet another scandal. And the US continues to yell “Fire!” in the Ukrainian theater even though the Ukrainians are telling them to shut up. In case you missed this, try not to wet yourself: The embarrassment of political riches - or should I say, poverty? - is there to write about, but I’m in too good a mood to rant today. So instead, I thought I’d offer you a solution. This particular solution is in book or audiobook form, and I can’t recommend it enough. I had heard of Sean D’Souza years ago, but a Ben Settle email reminded me of him. But First, Why a Book Review? Ralph Waldo Emerson once said, “A chief event of life is the day in which we have encountered a mind that startled us.” There’s so much paid-for ass-kissing in this business, it makes me sick. It’s the equivalent of air-kissing at an art gallery and telling the curator that his modern art is “maaaavelous, darling” when your kid’s fingerpainting is better than the shit on his walls. So for Emerson’s quote to ring in my head, this book had to be good. I was actually startled. And I started to audit - yes, audit - my copy and writing in a different way. This book wasn’t your tactical, paint-by-numbers, “just follow these 35,000 steps, and you’ll have good copy” instructional book. It’s a clean, strategic framework you ought to use to communicate why your business is the answer to your prospects’ and customers’ problems. Einstein once said, “Everything should be made as simple as possible, but not simpler.” I think The Brain Audit encapsulates this warning and turns writing copy into an antifragile science. What’s This Got To Do With You? As you know, the Rude has four pillars for financial freedom. After bearing witness to Fidelito del Norte running roughshod over Canadian liberties, I’d say these four pillars are more important than ever. - Get a second passport. - Start an online business. - Dip your toe into the cryptocurrency world. - Get in the best shape of your life. Starting an online business is easier than ever. Knowing what to read and making it a profitable entity is another matter entirely. Sean’s book radically simplifies this process without saying stupid stuff like, “If you read this, you’ll make $1,234,567 in the next 30 days!” It’ll help you build a foundation for a real business that you may be able to scale up significantly. Who’s Sean D’Souza and Why Listen to Him? Sean D’Souza is an Indian entrepreneur, cartoonist, and former accountant (of all things!) who’s lived in New Zealand for over 15 years. He created the website and business community called [Psychotactics](. After you read this Rude edition, click on that link and download his free report on writing killer headlines. It’s great! But before you do that, let me tell you what I love the most about The Brain Audit. Recommended Link [1992 Book Reveals: The Next Big Tech Obsession]( [Click here for more...]( Silicon Valley insiders have spent the last 30 years passing a “secret playbook” around their inner circles. This “secret playbook” ([which I reveal right here]( has pointed the world’s biggest tech moguls to major breakthroughs that have helped disrupt entire industries... Now, for the first time ever, tech billionaires are set to reveal the “final chapter” of this mysterious book. And I’ve secured you special access to a full rundown of this little-known breakthrough. [Click Here For The Full Story]( Sean D’Souza crafted, codified, and shared a framework that you can follow to bring more attention to your business without selling out your principles or sounding unnatural. By that, I mean you don’t have to make egregious claims, create false scarcity, or otherwise be untrue to your good nature as an entrepreneur to build your business. This is the first big limiting belief that crushes would be entrepreneurial superstars. The next limiting belief is, “Well, I’ve got my business up and no one’s knocking on my door. I must have a crappy business.” Probably not. You probably just didn’t communicate to your prospects in a language they understand. In his chapter, “No Entiendo,” Sean rightly writes the most irresistible offers don’t get taken up when you’re speaking in a language your customers don’t understand. Sean continues: The Brain Audit is a language the brain understands. It’s not a language of persuasion. Or coercion. It’s doesn’t psyche the customer into buying against his or her will. It’s simply a language the brain understands and responds to. I don’t know about you, but I’ve never been entirely comfortable with persuasion. Even as a copywriter. I’ve always hoped that prospects would understand why my product or service was for them without resorting to schlocky tactics. I think most business owners feel the same way. But the rest of the book goes into the “how.” And it’s a treat. What is the Airport Conveyor Belt? Sean uses an excellent metaphor to describe the things you need to tell your prospects, so they have enough information to make a buying decision. He asks a great question: “When do you leave the airport?” After coming back from a trip, the answer is “when all the bags have been on the conveyor belt, and I’ve picked them up.” You wouldn’t leave if you only picked up six of your seven bags, would you? Of course not. So it is with your prospects. If you don’t give them all seven bags, they’re not going to buy from you. One by one, Sean goes through each of the seven bags with outstanding, but not overwhelming detail. I think you should read the book and learn from Sean’s first principles. But to give you a taste, let me ask you some questions: When you write a headline, do you start with the problem or the solution? What’s the difference between a target audience and a target profile? Are objections a positive for your business, or a negative? How can you make your testimonials more believable? What is your client’s hidden risk? What’s the one thing that makes your product or service unique? If any of these questions made you think, “Gee, I never even thought of that before,” then you should read the book. (It’s ok, I’m a trained copywriter and couldn’t correctly answer 5 of those six questions.) Once you can confidently answer those questions, you’ll find yourself “auditing” every piece of marketing copy you read. And not just your own company’s! Wrap Up There’s nothing more satisfying than running your business, setting your schedule, and getting paid by thrilled clients who love your product or service. The great copywriter Gary Bencivenga once defined wealth as “an income stream.” I think that’s far wiser than just looking at accounts that governments can seize willy nilly. After all, you can always direct your income stream to another account. So take the time to read this book. The audiobook version is only 4 hours and 21 minutes at normal speed. I always listen at 1.5x not to cram more books in, but to keep me on my toes. So it’s even less time that way. Here is the affiliate-free [Amazon]( link. Here is the affiliate-free [Audible]( link. You can also buy directly from Sean’s Psychotactics website as well. Here’s that [affiliate-free link](. Now go get ‘em, Tiger! Until tomorrow. All the best, Sean Ring Editor, Rude Awakening [Whitelist Us]( | [Archive]( | [Privacy Policy]( | [Unsubscribe]( Rude Awakening is committed to protecting and respecting your privacy. We do not rent or share your email address. By submitting your email address, you consent to Paradigm Press delivering daily email issues and advertisements. To end your Rude Awakening e-mail subscription and associated external offers sent from Rude Awakening, feel free to [unsubscribe](. 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