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Waiting for Your Cat to Bark? introduces Persuasion Architecture, the Eisenbergs' ...
Waiting for Your Cat to Bark? introduces Persuasion Architecture, the Eisenbergs' synthetic model that provides businesses with a proven context for rethinking customers and retooling marketers in a rewired market.
Also included is a CD with 1) a provocative 80-minute video featuring Bryan and Jeffrey Eisenberg fielding questions on their book's strategies from consumer marketing industry leaders, 2) the full text of the book in PDF format, 3) a $50 credit on Yahoo! Sponsored Search and 4) online sales and marketing reports from Shop.org and the Word of Mouth Marketing Association.
See a video clip of the authors' Q&A session about the book, taken from the Waiting for Your Cat to Bark? CD (1:20).
About the Authors
Bryan Eisenberg is an inventor of Persuasion Architecture™ (patent pending) and co-founder of Future Now, Inc., a New York City based consulting firm focused on helping clients persuade and convert their website's traffic into leads, customers and sales by applying Persuasion Architecture™ methodology and proven conversion rate optimization methods. Bryan is the author of the ClickZ column "ROI Marketing." He is a co-author of the New York Times, USA Today and Wall Street Journal bestseller Call to Action and Persuasive Online Copywriting. Bryan's expertise has been recognized by clients that include Dell, Overstock.com, Volvo and WebEx, and by publications that include The Wall Street Journal, Business 2.0 and Inc Magazine. Bryan speaks regularly at events that include Shop.org, eMetrics Summit and Search Engine Strategies. He is also a founder and Chairman of the Web Analytics Association.
Jeffrey Eisenberg is an inventor of Persuasion Architecture™ (patent pending) and co-founder of Future Now, Inc., a New York City based consulting firm focused on helping clients persuade and convert their website's traffic into leads, customers and sales by applying Persuasion Architecture™ methodology and proven conversion rate optimization methods. Jeffrey is the co-author of the New York Times, USA Today and Wall Street Journal bestseller Call to Action and Persuasive Online Copywriting. Jeffrey's expertise has been recognized by clients that include NBC Universal, Dell, Overstock.com, Volvo, Southern Co. and PriceWaterhouseCoopers, and by publications that include The Wall Street Journal, MarketingSherpa and Internet Retailer. Jeffrey speaks regularly at events that include Wizard Academy, eMetrics Summit and DMA Annual.
Lisa T. Davis is Director of Content for Future Now, Inc. As Future Now's green Martian mascot, The Grok, she has authored GrokDotCom; she is also the co-author of Persuasive Online Copywriting and helped write the New York Times, USA Today and Wall Street Journal bestseller Call to Action. She regularly leads the intensive Persuasive Online Copywriting Workshop for Future Now, Inc. Lisa is at work on her second novel. She is also a performing musician, specializing in Early and Traditional Music.
Conditioned response and mass marketing worked fine when media outlets were limited and so were a customer's choice of retailers; but as far back as the emergence of FM radio, the system has begun to deteriorate and become fragmented. What happens today, ask authors Bryan and Jeffrey Eisenberg, when emerging technologies, such as the Internet and TiVo, have caused a paradigm shift that undermines the mass-marketing model? In short, what happens when modern marketers find they're no longer ringing bells for dogs, but are faced with a bunch of savvy, independent cats?
In Waiting for Your Cat to Bark? the Eisenbergs lay out strategies for marketers to redefine themselves and their approaches in a fragmented market populated by consumers who demand more transparency than ever.
Confidence, Relevance and Overall Experience
Technologies such as cell phones, text messaging, e-mail and the Internet have given consumers access to a wide variety, depth and immediacy of information. The Internet also gives customers access to "niche" businesses that are able to build large customer bases through an online presence that gives them global reach. As a result, marketers are faced with a new landscape where potential customers are not just exposed to the marketing itself and the opinions of a small, geographically-limited circle of family and friends, but now have access to chat rooms, blogs and Web sites containing "word of mouth" testimonials about their products from thousands of customers around the world. In addition, media has become so fragmented that consumers can now essentially customize their own individual media experiences — everyone watches different television channels, listens to different radio stations and visits different Web sites; it's impossible to create one blanket marketing experience anymore.
While this new world may have made the old model obsolete, the Eisenbergs see the current situation as an exciting opportunity for businesses to "rewire" their marketing efforts. They believe marketers must learn to navigate the new landscape by keeping in mind a few key principles, such as the fact that they can no longer condition a response in consumers, but instead must refocus their efforts on creating consumer confidence by demonstrating the relevance of the product or service to their lives. According to the Eisenbergs, when it comes to choosing which seller to do business with, consumers are searching for the most satisfying experience, not just a specific product. If marketing cannot convince them of the relevance the product holds for their lives and if the consumer's subsequent interaction with the seller, either online, on the phone, or at a brick-and-mortar outlet is not friction-less and satisfying to their specific needs, then consumers will go back to the drawing board and find another seller who can offer them a better overall experience.
How Do You Satisfy a Cat?
If the modern consumer is more like a cat — independent, fickle and discerning — than a loyal dog, how does a business attract and satisfy them? In Waiting for Your Cat to Bark? the Eisenbergs outline "Persuasion Architecture," their system for retooling marketing in an Internet-driven and global marketplace. They kiss the old model goodbye and advocate that the seller strive to meet the customer on her terms, through use of techniques like going beyond the demographic data to build a stable of "personas" so that the business can respond to each type of customer in the ways most effective for them. Advising marketers to pull their heads out of the "corporate bottle" and to develop empathy for their customers, the Eisenbergs present a dynamic approach to addressing marketing in the Internet-age that will result in a competitive advantage.
Why We Like This Book
Supporting their points with information from a variety of fields, ranging from psychology to mythology to even haiku, the Eisenbergs present a quirky and engaging look at marketing in a style that mimics the individualistic media smorgasbord with which today's consumers engage. They illustrate their method of Persuasion Architecture with real-life examples that show the dangers of ignoring the changing marketing landscape and the rewards of embracing these changes head on. Copyright © 2006 Soundview Executive Book Summaries
This question is really our way of asking, "Are you waiting for your customers to respond the way they used to?"
Many marketers are, and that's a problem.
Cats don't bark—and consumers today don't "salivate on command" like they seemed to a couple of decades ago. Consumers today behave more like cats than Pavlov's pooch. Times have changed—and so must we.
Nobody could have foreseen the challenges today's marketers would face. Twenty years ago, getting through to "over-messaged" customers was like filling a thimble with a fire hose. Imagine what we would have thought then of the multi-tasking, instant-messaging, e-mailing, cell phoning, emoticoning ;-), always on, Web-searching, blogging, TiVowatching, eBaying customers we now need to reach.
Then, we would have been horrified. Today we're scrambling just to get the job done.
Acquire new customers, deepen relationships with existing customers, reach decision-makers, measure marketing results, generate more leads, improve lead quality, reconcile selling channels, increase product awareness, close more business, develop the brand—these are our goals as marketers. We understand this language. But the equation has become so complex that we often lack a framework to describe how one marketing solution affects the others.
Technology has changed; emerging media are subdividing the masses into specialized audiences. But the biggest challenge we face is the customer's ability to assert control over the entire process. While emerging media and technology undermine the effectiveness of traditional mass-marketing models, they also create unprecedented opportunity for us to redefine and profit from how we communicate with customers.
In the chapters ahead, we tell a marketing story that has a happy ending. It's not a small story with a simple plot; as marketers, we are not facing a small problem. Through Chapter Thirteen, we lay the groundwork, examining the interconnected issues in today's marketing landscape. The balance of the narrative weaves together the elements of our solution.
Along the way, we answer several questions:
We are witnessing a change in the way media is consumed and the way the entire consumer shopping experience has changed. What's driving this? To paraphrase the former Clinton administration, "It's the Internet, stupid!"
We learned from the dot-com implosion in 2001 that the Internet is neither the "Holy Grail" nor a panacea for marketers. Television, radio, newspapers and other media are far from being dead. Each remains an important tool in the advertiser's toolkit. Yet, as Bryan and Jeffrey Eisenberg explain in this book, the Internet is the glue that binds customers' experiences in our emerging experience economy.
For marketers, the challenges—and the opportunities—are huge. Advertisers know the old model is broken, and that the old rules do not apply. As broadband has proliferated, the promise of interactivity and creativity on the Web has come to fruition. Consumers are finally in control, and they have become the programmers, consuming media when they want, where they want and how they want. Video-on-demand, Podcast, TiVo, Yahoo!Go, Google Video, blogs, and more.
We also have a generation of young adults, now in their twenties and early thirties, who have grown up with interactive technology and are not set in their media-usage habits. With the advent of popular sites like MySpace, Flickr, Facebook, and sixdegrees.com, this group is redefining the roles of traditional media and demand media on their terms.
Search marketing is becoming an extremely powerful new way to engage customers, and it makes the Web experience more important than ever. Pay-per-click, a model that did not exist at the end of the last decade, is the fastest growing segment of all advertising.
Clearly we are moving through a time of irrevocable change that has profound implications for businesses large and small. A.G. Lafley, Chairman and CEO of Procter & Gamble, recently said, "We need to reinvent the way we market to consumers. We need a new model. It does not exist."
In Waiting for Your Cat Bark? Bryan and Jeffrey Eisenberg dig deeply into the marketing changes we are seeing. They integrate a variety of perspectives and tie together lots of dangling threads, all of which marketers are now called upon to weave into their efforts.
The Eisenbergs speak to the concerns of all marketers who want to navigate intelligently through this emerging media landscape and make a difference on behalf of their companies, within and across channels. They identify why we need to rethink the interconnectedness of marketing and sales, and they offer a smart—and simple—model for looking at customer behavior. Persuasion Architecture is a great framework for becoming an effective marketer in this new world.
Given the changes we are seeing, marketing professionals as well as students of marketing are clearly in need of a playbook to thrive in this new environment. Waiting for Your Cat to Bark? is that playbook.
This is an important book. I thoroughly enjoyed it. I am sure you will as well.
Vice President, Brand Marketing
January 23, 2006