Waiting for Your Cat to Bark?: Persuading Customers When They Ignore Marketing / Edition 1

Waiting for Your Cat to Bark?: Persuading Customers When They Ignore Marketing / Edition 1

4.5 7
by Bryan Eisenberg
     
 

ISBN-10: 0785218971

ISBN-13: 2900785218974

Pub. Date: 06/13/2006

Publisher: Nelson, Thomas, Inc.

Starting from the premise that customers are behaving more like cats than Pavlov's dogs, Bryan and Jeffrey Eisenberg examine how emerging media have undermined the effectiveness of prevailing mass marketing models. This paradigm shift has created an unprecedented opportunity for businesses to redefine how they communicate with customers, by leveraging the power of…  See more details below

Overview

Starting from the premise that customers are behaving more like cats than Pavlov's dogs, Bryan and Jeffrey Eisenberg examine how emerging media have undermined the effectiveness of prevailing mass marketing models. This paradigm shift has created an unprecedented opportunity for businesses to redefine how they communicate with customers, by leveraging the power of interconnected media channels.

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.

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Product Details

ISBN-13:
2900785218974
Publisher:
Nelson, Thomas, Inc.
Publication date:
06/13/2006
Edition description:
BOOK & CD
Pages:
240

Table of Contents

Foreword Murray Gaylord, Yahoo! Inc. ¦ 1
Introduction ¦ 4
1 Dogs, Cats, and Marketing ¦ 7
2 Experiencing the Brand ¦ 13
3 Friction and Customer Experience ¦ 20
4 Why Marketing Is Simple But Hard ¦ 28
5 Marketers Out of Control ¦ 36
6 Customers in Control ¦ 42
7 How Customers Buy ¦ 45
8 Maintaining Persuasive Momentum ¦ 54
9 Marketing and Sales Collide ¦ 60
10 The Design of Persuasive Systems ¦ 65
11 A Web of Interactivity ¦ 69
12 Brands Cross Channels ¦ 82
13 Insights and Customer Data ¦ 87
14 Personalization or "Persona-lization" ¦ 99
15 Introducing Personas ¦ 105
16 Uncovering the Knowable ¦ 117
17 Disclosing the Necessary ¦ 121
18 Mapping Business Topology ¦ 130
19 The Topology of a Sale ¦ 135
20 The Human Operating System ¦ 144
21 Choosing Personas ¦ 157
22 Bringing Personas to Life ¦ 165
23 The Architecture Metaphor ¦ 179
24 Wireframing as an Interactivity Map ¦ 182
25 Architecting a Persuasion Scenario ¦ 189
26 Storyboarding and Prototyping the Scenarios ¦ 200
27 Accountable Marketing ¦ 204
28 Persuasion Architecture: A Six-Step Process ¦ 211
29 Celebrating Your Cats' Meows ¦ 215
Notes ¦ 219

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