The Psychology of Marketing and Communication - Sean D'Souza interview

What is the psychology behind why people make buying decisions, how they learn and what they remember? Sean D'Souza from Psychotactics is an expert is the psychology of marketing. He is also author of the book, The Brain Audit. In this episode of The Knowledge industry Podcast he explains how he built his business around understanding the psychology that shapes himself and others. 








Coming up on the knowledge industry podcast,


Sean D'Souza  00:02

usually what people are doing is they're rushing through it. They give you all the information, and they assume that the information is going to solve your problem. But the information only makes you tired, which is why people abandon most courses very quickly.


mark egan  00:17

So today's topic, what's the psychology behind why we do what we do? Why do we buy? How do we learn? Today's guest is Shawn D'Souza from psycho tactics. He's an expert in the psychology of marketing. He's written the book, the brain audit, and he set up his business in an interesting way. That gives him lots of freedom



to sell online courses or run live workshops. Do you have expertise that can help people in life or business? Are you even running an online training Empire from your kitchen table? Then you're part of the knowledge industry, a fast growing industry, that means that you can learn almost anything, and anyone can create a business around what's between their ears. Welcome to the knowledge industry podcast with your host, Mark Egan,


mark egan  01:03

Sean, thank you for joining me tell us where exactly are you at the moment.


Sean D'Souza  01:07

I'm in Auckland, New Zealand, the land of the middle of the middle, that's where we are.


mark egan  01:15

Suddenly, what everybody thinks of it now isn't that I've never been to New Zealand. But everybody I've spoken to been there. It's just like, the scenery like you have to see the scenery. So it's definitely on my bucket list. But I was just saying to you before we started recording that I came across you a good few years ago. And I still remember like apps like sentences, you said in some training I did. So this, clearly, you've got an ability to get inside people's minds. So we're talking a little bit about what you do in a moment. But if we were to get back into your story, now, most people have a kind of a pivotal moment, a moment where kind of they changed direction or the penny dropped for you What is that pivotal moment.


Sean D'Souza  01:56

I think it was the day I read Good to Great. And what I got stuck on was the first line, which is good as the enemy of great. And I was a cartoonist back then. And I thought Calvin and Hobbes is the greatest cartoon strip I've ever seen. And I don't think at this point, I could beat it. So that kind of got me. So I think pivotal moments that things they kind of shake you up. They're not necessarily I mean, I could have read any book at...

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4 Reasons You MUST Use Live-streaming As Part Of Your Content Strategy:

live streaming marketing Aug 13, 2019

Going live has never been easier. Press a button on your phone and you can go live on platforms from Facebook and Instagram to Periscope and Youtube. Most people are under-using this ability. Here are four reasons you MUST use live-streaming.

  1. Interaction – Live-streams on Facebook usually get around six times more interaction than a recorded video. The algorithms of social media sites value interaction highly, so comments and shares mean your content will likely get shown to more people.

  2. Authenticity – One of the reasons people love live broadcasts is because it appears more authentic. There is no way you can manipulate anything like you can with edited videos. For this reason people trust live-streams more than recorded content.

  3. Relationships – Live-streams are a form of two-way communication. Typically they get ten times more comments than videos which are uploaded. That is because viewers feel they are more likely to get a response to their comments. They may also shape the content if one of their comments is addressed in the live-stream. This helps bring you closer to your audience and deepen your relationship with them.

  4. Speed – Creating content can be time-consuming. Live-streaming is an easy win. There is no post-production. The expectation from the audience is that it will not be as polished as an edited video. You can download the live-stream video afterwards and repurpose it for other platforms, but it is not essential. You can literally whip out your phone, go live and when you press stop it is finished. It is a speedy, but effective way to connect with your audience.


I strongly recommend using your phone(with an external microphone) for streaming. You can get a cheap tripod if you want to keep it steady. Going live with a traditional camera or DSLR will often involve adapters, software and complicated workflows. The phone makes life simpler and more flexible.


So, in short, there are solid reasons to use live-streaming effectively as part of your content strategy.


(Need training on how to use streaming effectively to build your audience? Get in touch)

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