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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How To Effectively Use Video In Your Content Marketing Strategy

Video is a powerful tool for any business, but it has to be the right kind of video. Many businesses do not get results with video because they have no strategy. Here are some tips:


Improving Conversions

According to Wharton marketing professor Adam Grant, most people don't buy from businesses they can't relate to. They need to see themselves in your company. Having a video that shows off your company culture makes your business more engaging and appealing. It makes your clients feel as if they're connected to the brand. You can't talk about your product or service without video. The more human and personal the video the better. Videos of past clients and case studies can also add social proof that will help persuade people to buy. 

The Right Kind of Video
Your video should be educational or highlight a problem that you solve. Think of a “How to” tutorial, or a real-life experience video of a customer talking about how they use your product. These types of videos will help you provide more value to your audience. If you can highlight some of the issues that they are facing, you will build rapport with your audience because they will feel like you understand them.

 Your video should be relevant. How relevant is it to your audience? Get to know what they like, how they consume your videos and look at the analytics. The more you can "get into their heads" the more targeted your videos can become. 

How to Optimise Video for More Engagement

On social media engagement is very important. That can be likes, shares, questions etc. Make sure your videos are the start of a conversation with your audience, not the end of it. Ask questions and interact. The social platforms algorithms will reward you if your content sparks engagement. 

How to Create Video Content

You can create video with your phone, mirrorless camera or a video team. The important thing is that the video is doing a job. Is it educating, building a relationship or selling? If you do not want to worry about editing, why not go live? Live streaming is a great way to get interaction and create video content that does not need to be edited afterwards. 


Video is a necessary component of content marketing, but it is not enough. It must be used in conjunction with email lists and a customer journey.  Break down that customer journey into stages from prospect to buyer. Then see where video can play a role in that process. This will help you define your video strategy. 

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Shooting Timelapse on Your Smartphone: Top Tips



Shooting timelapse on your smartphone is simple, but can be very effective in creating stunning visuals. You can use the native app on your phone, but even though they are nice and simple to use, they may give you limited controls. 

For instance, the iPhone native app does timelapse, but no matter how long you record for, it'll turn it into a 30-40 second video. The longer you shoot for, the more frames it'll drop to keep to that duration. 


If you want more control then for iPhone you could try:



When it comes to shooting timelapses, here are some tips:


Use a Tripod

You want your shot to be static, with the only movement being what is in your frame. If you do not use a tripod, when you speed up the footage it makes the shake look even worse. Always use a tripod, even a mini tripod, rather than film hand-held. 

Film Movement

It may seem obvious, but make sure there is enough movement happening for the timelapse to work. Traffic, crowds walking, auditoriums filling and the sun rising or setting are all good examples. If not enough movement happens in the shot, then speeding it up will not make it look any more interesting. 


Use Clouds

When you do not have movement in the foreground, you can always use clouds to add movement. So, for example, if you were filming a building and it was very still and boring, you could shoot a timelapse. This would make the clouds in the sky whizz above the building, creating a more dynamic shot.


Lock Your Settings

Make sure you lock your focus and brightness. If you leave your phone camera in auto mode it'll keep adjusting. This will ruin your shot, especially if you're filming a sunset. As the sun goes down, the camera will brighten the shot to compensate. Instead of it slowly getting dark, the automatic mode will fight to keep the shot bright, spoiling the effect. 

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