Sean D’Souza’s latest ‘PsychoTactics’ article is titled “Understanding Plots and Sub-Plots When Writing Salesletters”.Understanding Plots and Sub-Plots When Writing SaleslettersImagine you’re having a discussion with a hyperactive, talkativeteenager.And the conversation goes like this…“We went to the mall, and like, there was this fire in the mall.And we went from there to the cinema, but we didn’t have any moneyand anyway the popcorn machine was broken, and so we didn’t reallywant to go to the movies without... [...]

Sean D’Souza’s latest ‘PsychoTactics’ article is titled “Why I Gave Up Video (And Why I’m Back)”.Why I Gave Up Video (And Why I’m Back)I didn’t give up video. I just got busy.You know how it is, right? You want to do something and then youmake this grand list. Then you do a bit of it. And you do somemore. And some more. And you get results. And then you do aspectacularly stupid thing.You give up.Why? No one knows for sure.It’s not like video took me more time. In fact, the first time Itried to make a video  (I... [...]

Sean D’Souza’s latest ‘PsychoTactics’ article is titled “Let’s Just Get To The Bottom Of This Hill, Mr.Frodo”.Let’s Just Get To The Bottom Of This Hill, Mr.FrodoImagine thirty thousand menacing obstacles in your path to success.You’re dehydrated. Hungry as hell. And wobbling like ontoo much Guinness. Your eyes hurt, your head throbs and your willis all but broken. You’re not even sure you want to go on.You feel like FrodoAs in the character Frodo, in the final episode of the ‘Lord of theRings-The Return of the King.’Terror... [...]

Sean D’Souza’s latest ‘PsychoTactics’ article is titled “4 Critical Reasons Why Photos Need Captions (Especially On Sales Pages)”.4 Critical Reasons Why Photos Need Captions (Especially On Sales Pages)Imagine you put a photo of a client on your sales pageJust the photo.No name of the client.No designation.No clue as to what industry that client is in, or where they comefrom.Heck, would anyone even know that person was a client?And yet the moment you put in the details, it’s like a fog haslifted.Suddenly there’s no room for confusion,... [...]

Sean D’Souza’s latest ‘PsychoTactics’ article is titled “Precise Client Attraction: And Why the Framing of the Problem Matters”.Precise Client Attraction: And Why the Framing of the Problem MattersI was at the doctor’s clinic one day for a routine check.“You have to lose about 10 pounds,” he said. “Not that you have anyhealth problem, but you’re kinda on the borderline. And if you loseweight and eat well, you won’t have to take medication for a long,long time.”Do you recognise the problem in the doctor’s... [...]

Sean D’Souza’s latest ‘PsychoTactics’ article is titled “Why You Need To Design Learning Around The Exit Sign”.Why You Need To Design Learning Around The Exit SignHow many days does it take to recover from conducting a workshop?Back in the year 2001, it used to take me about a week. Three daysafter the workshop, I’d be utterly exhausted. And it would beanother four days before I could really crawl back to work atnormal speed. And it was because I was doing something terriblywrong.I designed my workshops around speakingYou know what... [...]

Sean D’Souza’s latest ‘PsychoTactics’ article is titled “The Importance of Time In Pre-Selling”.The Importance of Time In Pre-SellingI remember Sydney, Australia.I was probably ten years old and my father had all of these travelbrochures. But of all the places on the planet, I loved the pictureof the Sydney Opera House. I remember the pink, purple skiesoffsetting the pale white of the Opera House. And nineteen yearslater I stepped into Sydney. Guess where I was headed first?Time is the core element of pre-sellingThere are many elements to... [...]

Sean D’Souza’s latest ‘PsychoTactics’ article is titled “Pricing: Should You Allow The Customer To Decide?”.Pricing: Should You Allow The Customer To Decide?In the year 2007, the rock band Radiohead did something reallyunusual. They gave their customers the chance to pay whatever theywished for the album. If you wanted it free, it was yours to have.If on the other hand you wanted to pay a few bucks, well, that wasyour prerogative as well.And guess what happened next?Radiohead fans went wild, despite the fact that the downloadsweren’t... [...]

Sean D’Souza’s latest ‘PsychoTactics’ article is titled “Understanding How Tiredness and Self-Control Are Mistaken for Resistance”.Understanding How Tiredness and Self-Control Are Mistaken for ResistanceI noticed something very unusual when I went for my 7km walk.I noticed that as I passed the liquor store, my brain would startto wander.And it wasn’t the liquor. It was just the point in my walk.You see I’d pass the liquor store at about 40 minutes into my walk.And no matter what I was listening to on my iPhone, I’d find... [...]

Sean D’Souza’s latest ‘PsychoTactics’ article is titled “How ‘Pre-Stamps’ Help Overcome Client Resistance”.How ‘Pre-Stamps’ Help Overcome Client ResistanceA local car wash ran a loyalty programFor every car wash you paid for, you got one stamp on your card.If you completed eight washes, you got one free wash. Another setof customers also joined that very same loyalty program.But they didn’t have eight blocks to fill on their card. They had tenblocks to fill. But there was a difference. The second set of customershad... [...]