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

Drew Eric Whitman—(a.k.a. “Dr. Direct™”)—has been teaching consumer psychology to audiences worldwide for over 30 years. He’s created advertising for many of the largest companies in the U.S. and personally sold everything from jewelry, printing, pretzels and pagers, to gym memberships, subscriptions, real estate and mortgages. Author of Cashvertising, his fast-moving, high-content seminars teach audiences how to turn window-shoppers into cash buyers.

• Drew’s Welcome Message xiAcknowledgments xvPreface xviiChapter 1 Introducing Consumer Psychology to Sales 1Chapter 2 The BrainScripts X-Ray: Here’s What the Inside of Your Prospect’s Brain Looks Like 7Chapter 3 BrainScripts: 21 Hidden Principles of Consumer Psychology for Winning Customers and Smashing Sales Records 15BrainScript 1 The Psychology of Inoculation:How to Use Devilishly Effective Preemptive Strikes to Quash Your Competition 16BrainScript 2 The Psychology of Sensory-Specific Language:How to Direct Hollywood-Style Movies Inside Your Prospects’ Heads 25BrainScript 3 The Psychology of Credibility Transfer:How to Borrow Believability from Others toEnhance Your Own 31BrainScript 4 The Psychology of the T-Model:How to Craft Your Pitch for Your Prospects’ Stage of Awareness 42BrainScript 5 The Psychology of Social Proof:How to Tap into a Prospect’s Survival Mechanism to Turn Mistrust into Sales 48BrainScript 6 The Psychology of Fear:How to Scare Up More Sales 59BrainScript 7 The Psychology of the Means-End Chain:How to Sell More by Accessing Your Prospect’s Value System 71BrainScript 8 The Elaboration Likelihood Model:How to Use Two Different Persuasion Styles and When to Use Each One 82BrainScript 9 The Psychology of Belief Reranking:How to Change the Way Your Prospects Think About Your Product 93BrainScript 10 The Psychology of Comparison:How to Profit from Peer Pressure 107BrainScript 11 The Psychology of Liking:How to Make Prospects Like You and Hand You Their Money 118BrainScript 12 The Psychology of Authority:How to Crack the Code of Credibility 128BrainScript 13 The Psychology of Reciprocation:How to Use Obligation to Stimulate Action 132BrainScript 14 The Psychology of Commitment/Consistency:How to Make It Uncomfortable for Them Not to Buy 136BrainScript 15 The Psychology of Scarcity:How to Use Real or Perceived Limitations to Stimulate Action 140BrainScript 16 The Psychology of Examples VersusStatistics: How to Know Which to Use and When 145BrainScript 17 The Psychology of Message Organization:How Simplicity Can Boost Your Sales 150BrainScript 18 The Psychology of Ego Morphing:How to Get Prospects to Identify with Your Products 160BrainScript 19 The Psychology of Redundancy:How to Use It to Make Your Message tick Like Epoxy 171BrainScript 20 The Psychology of Message Sidedness:How Pulling Back the Horse’s Lips Can ncrease Desire for Your Product 175BrainScript 21 The Psychology of the Length-Implies-Strength Heuristic: It Must Be True Because He’s Saying So Much 181Epilogue 185Index 190About the Author 199

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