My rating: 5 of 5 stars
*Book provided for free from Netgalley
If you are considering selling anything, you need to grab Drew Eric Whitman’s BrainScripts for Sales Success: 21 Hidden Principles of Consumer Psychology for Winning New Customers– quick!
The way Whitman talks in his book is easy going and common sense style and you have this feeling you are being led in the right direction. Marketing is communications. Communications is psychology, sociology and a bit of relating to your audience. In fact, one of his brain scripts involves using peer pressure to get a person to buy what you’re selling,
Don’t think that only children are susceptible to peer pressure. In actuality, your thoughts, speech, and decisions are influenced by those around you almost everyday.”(Whitman, pg.114)
Whitman uses this approach to convey that nobody wants to be left out. When you sell something you have to do some name-dropping(mention a famous person and their review of your product), let your potential buyer know that your product or service will put them in the ranks of other successful folks, get it?
He uses more clarifying examples that are hard to deny their validity. A few brainscripts he goes over are:
-The Psychology of Inoculation
-The Psychology of Sensory Specific Language
-The Psychology of Liking(Getting people to like you)
-The Psychology of Authority,
and so on.
There are 21 of these gems and I recommend this book to anyone with a small or large business or even if you are just selling Mary Kay. He provides a background of each script and then gives you a sample script you can use with your potential buyer.
I am actually thinking of buying his other book Cashvertising: How to Use More than 100 Secrets of Ad-agency Psychology to Make Big Money Selling Anything to Anyone, because this one was just that good.