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

Drew Eric Whitman (Los Angeles, CA), a.k.a. "Dr. Direct!," is a speaker, trainer, writer, and consultant with nearly three decades of sales experience.

Drews Welcome Message xi
Acknowledgments xv
Preface xvii

chapter 1 Introducing Consumer Psychology to Sales 1

chapter 2 The BrainScripts X-Ray: Heres What the Inside of Your Prospects Brain Looks Like 7

chapter 3 BrainScripts: 21 Hidden Principles of Consumer Psychology for Winning Customers and Smashing Sales Records 15

brainscript 1 The Psychology of Inoculation:
How to Use Devilishly Effective Preemptive Strikes to Quash Your Competition 16

brainscript 2 The Psychology of Sensory-Specific Language:
How to Direct Hollywood-Style Movies Inside Your Prospects Heads 25

brainscript 3 The Psychology of Credibility Transfer:
How to Borrow Believability from Others toEnhance Your Own 31

brainscript 4 The Psychology of the T-Model:
How to Craft Your Pitch for Your Prospects Stage of Awareness 42

brainscript 5 The Psychology of Social Proof:
How to Tap into a Prospects Survival Mechanism to Turn Mistrust into Sales 48

brainscript 6 The Psychology of Fear:
How to Scare Up More Sales 59

brainscript 7 The Psychology of the Means-End Chain:
How to Sell More by Accessing Your Prospects Value System 71

brainscript 8 The Elaboration Likelihood Model:
How to Use Two Different Persuasion Styles and When to Use Each One 82

brainscript 9 The Psychology of Belief Reranking:
How to Change the Way Your Prospects Think About Your Product 93

brainscript 10 The Psychology of Comparison:
How to Profit from Peer Pressure 107

brainscript 11 The Psychology of Liking:
How to Make Prospects Like You and Hand You Their Money 118

brainscript 12 The Psychology of Authority:
How to Crack the Code of Credibility 128

brainscript 13 The Psychology of Reciprocation:
How to Use Obligation to Stimulate Action 132

brainscript 14 The Psychology of Commitment/Consistency:
How to Make It Uncomfortable for Them Not to Buy 136

brainscript 15 The Psychology of Scarcity:
How to Use Real or Perceived Limitations to Stimulate Action 140

brainscript 16 The Psychology of Examples Versus
Statistics: How to Know Which to Use and When 145

brainscript 17 The Psychology of Message Organization:
How Simplicity Can Boost Your Sales 150

brainscript 18 The Psychology of Ego Morphing:
How to Get Prospects to Identify with Your Products 160

brainscript 19 The Psychology of Redundancy:
How to Use It to Make Your Message tick Like Epoxy 171

brainscript 20 The Psychology of Message Sidedness:
How Pulling Back the Horses Lips Can ncrease Desire for Your Product 175

brainscript 21 The Psychology of the Length-Implies-Strength Heuristic:
It Must Be True Because Hes Saying So Much 181
Epilogue 185
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