Brainscripts for Sales Success: 21 Hidden Principles of Consumer Psychology for Winning New Customers

This is an interesting book to read but the contents is hard to remember.The contents includes:8 primary desires9 secondary desires (or learned wants)Combined they provide the underlying motivations for buying but I'd have liked to have seen them better explained. You'll see links to Maslow's hierarchy of needs and the general issue of avoiding pain and moving towards pleasure.Then there are the 21 principles which are interesting but I'm not sure they are hidden. If you've come into contact with Robert Cialdini's factors of influence, then you know six of them. Some of the others are covered in fairly standard sales, marketing and copywriting books but some are new to me.The author gives you examples of how the principles can apply in practice but if you have the typical British reticence to hype, you may find yourself resisting both the example pitches and the thought of using them in such a strong way.The book assumes that you have a well differentiated product offering, that you have genuine benefits over and above the competition. This is a particular interest of mine and unfortunately, in my experience, far too many businesses are selling me-too products and services that are little different from competitors.I work as a business coach and as I was reading it, I thought it was going to be a book I'd recommend to clients but by the end, I decided that it wasn't. I'm not sure why not. I never thought about returning it for a refund so I'm glad it's in my digital library.4 stars for me says interesting and worthwhile but not essential. If you're a business advisor or full time sales person, I recommend you read it. If you're the business owner who has to wear many hats, I'd give it a miss unless you are particularly interested or have a serious sales conversion problem.About my book reviews - I aim to be a tough reviewer because the main cost of a book is not the money to buy it but the time needed to read it and absorb the key messages. 4 stars means this is a good to very good book.Paul Simister, a business coach who helps business owners who are stuck, get unstuck.

Great, but his first book is one star better!

Second book I've read from this author.Fantastic insights, descriptions and examples of outstanding copy and the psychological factors behind what makes people purchase. Like you.- if you are reading this- I've read many books of the copywriting greats. Drew's examples and descriptions are amazingly clear to understand, perfectly descriptive and best...fun to read.Worth 1000 X the price.

Very thorough and compelling. The reason I gave it a four star has to do with the fact that items he addressed as incentives to buyers stem from unconscious levels commonly beneath the buyer's awareness. Yes, we all know this, right? But when I found myself getting worked up over the AUTHOR knowing about what drives ME to purchase in ways I was unaware of...it was then I knew the book would be useful in my work.

An excelling book! Lots of great information for sales, copywriting, advertising, and any job dealing with persuasion. This is the 2nd book I've bought and read, authored by Drew Eric Whitman. I highly recommend it.