Table of Contents

Drew’s Welcome Message xi
Acknowledgments xv
Preface xvii

Chapter 1 Introducing Consumer Psychology to Sales 1

Chapter 2 The BrainScripts X-Ray: Here’s What the Inside of Your Prospect’s 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 Prospect’s 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 Prospect’s 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 Horse’s Lips Can ncrease Desire for Your Product 175

BrainScript 21 The Psychology of the Length-Implies-Strength Heuristic:
It Must Be True Because He’s Saying So Much 181
Epilogue 185

Index 190
About the Author 199

About the Author

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.