This is Sean Desousa, author of the Brain Audit,

why customers buy and why they don't.

And you are listening to the Marketing Book Podcast.

Welcome to the Marketing Book Podcast, helping you keep up with the smartest thinking in the quickly changing field of modern marketing.

And now here's your host, Douglas Burdett.

Hello, thanks for joining me on the Marketing Book Podcast, which was named by LinkedIn as one of 10

podcasts that will make you a better marketer in 2016.

My goal for this podcast is to help you discover new ideas about what's actually working in modern marketing.

Don't worry about taking notes, you can find links to everything discussed in this episode's show notes at marketingbook podcast.com. Today we're joined by

Sean to Susan we're going to talk about his book The Brain Audit, why customers

buy and why they don't. Sean DeSusa is an author, copywriter, cartoonist, and speaker,

and he's developed a system for getting into the heads of buyers called Psychotactics.

Sean, congratulations on the Brain Audit and welcome to the marketing book

podcast. Thank you, Douglas. So you're in New Zealand and I'm on the East

coast of the United States, so where I am it's a little after 5 p.m.

on a Wednesday afternoon and for you it's it's Thursday morning is that right that's

that's correct we live in the future yeah just going to say you know people are always asking about the future and I'm just going to say from now on just call Sean because he's a day ahead of us. That's correct.

What I wanted to mention was one quote from your book,

and then we'll get into it, as you say,

now this book is not a magic potion,

but it gives you a deep insight into what makes our brains respond and what causes our brains to ignore messages.

Can you explain a little bit about the brain audit and what led you, the story that led to the writing of the book?

...