Evolving from the premise that customers have always behaved more like cats than Pavlov's dogs, Waiting for Your Cat to Bark? examines how emerging media have undermined the effectiveness of prevailing mass marketing models. At the same time, emerging media have created an unprecedented opportunity for businesses to redefine how they communicate with customers by leveraging the power of increasingly interconnected media channels.
Bryan and Jeffrey Eisenberg don't simply explain this shift in paradigm; Waiting for Your Cat to Bark? introduces Persuasion Architecture™ as the synthetic model that provides business with a proven context for rethinking customers and retooling marketers in a rewired market.
Readers will learn:
- Why many marketers are unprepared for today's increasingly fragmented, in-control, always-on audience that makes pin-point relevance mandatory
- How interactivity has changed the nature of marketing by extending its reach into the world of sales, design, merchandizing, and customer relations
- How Persuasion Architecture™ allows businesses to create powerful, multi-channel persuasive systems that anticipate customer needs
- How Persuasion Architecture™ allows businesses to measure and optimize the return on investment for every discreet piece of that persuasive system
"There's some big thinking going on here-thinking you will need if you want to take your work to the next level. 'Typical, not average' is just one of the ideas inside that will change the way you think about marketing." ?Seth Godin, Author, All Marketers Are Liars
"Are your clients coming to you armed with more product information than you or your sales team know? You need to read Waiting for Your Cat to Bark? to learn how people are buying in the post-Internet age so you can learn how to sell to them." ?Tom Hopkins, Master Sales Trainer and Author, How to Master the Art of Selling
"These guys really 'get it.' In a world of know-it-all marketing hypesters, these guys realize that it takes work to persuade people who aren't listening. They've connected a lot of the pieces that we all already know-plus a lot that we don't. It's a rare approach that recognizes that the customer is in charge and must be encouraged and engaged on his/her own terms, not the sellers. Waiting for Your Cat to Bark? takes apart the persuasion process, breaks down the steps and gives practical ways to tailor your approaches to your varying real customers in the real world. This book is at a high level that marketers better hope their competitors will be too lazy to implement." ?George Silverman, Author, The Secrets of Word of Mouth Marketing: How to Trigger Exponential Sales Through Runaway Word of Mouth
"We often hear that the current marketing model is broken-meaning the changes in customers, media, distribution, and even the flatness of the world make current practices no longer relevant. Yet few have offered a solution. This book recognizes the new reality in which we operate and provides a path for moving forward. The authors do an outstanding job of using metaphors to help make Persuasion Architecture clear and real-life examples to make it come alive. Finally, someone has offered direction for how to market in this new era where the customer is in control." ?David J. Reibstein, William Stewart Woodside Professor, Wharton Business School of the University of Pennsylvania and former Executive Director, Marketing Science Institute
"If you want to learn persistence, get a cat. If you want to learn marketing, get this book. It's purrfect." ?Jeffrey Gitomer, Author, The Little Red Book of Selling
|Publisher:||Nelson, Thomas, Inc.|
|Edition description:||BOOK & CD|
|Product dimensions:||6.34(w) x 9.08(h) x 0.90(d)|
About the Author
Bryan Eisenberg is an inventor of Persuasion Architecture (patent pending) and cofounder of Future Now, Inc., based in New York City.
Jeffrey Eisenberg is an inventor of Persuasion Architecture (patent pending) and cofounder of Future Now, a consulting firm focused on helping clients persuade and convert their Web site's traffic into leads, customers, and sales.
Lisa T. Davis is a partner and Director of Content for Future Now.
Most Helpful Customer Reviews
Finally! A book that addresses marketing to a consumer's internal needs rather than basic demographics. The Eisenbergs and Lisa Davis have done an outstanding job of waking readers up to the fact that 'We're not in Kansas anymore, Toto...' that we have entered the era of total customer empowerment and marketers better start realizing it. The book is a comprehensive but easy to understand breakdown of how to get to know who your customer really is and then applying it across the many channels of today's marketing. As I write this, I have a case of 20 copies of this book waiting to go out to colleagues and friends. Everyone will benefit greatly from this book!
This truly is the blueprint to match your selling process to your customers buying process... and measure its effectiveness! Applying the concepts in this book helped boost one of our client's bank account to an all time high. Read the book and take action on the book and you'll pad your cushion. The Eisenbergs and Lisa Davis share a powerful way to create a left-brain selling process while greasing the gears for your emotional buying, right-brained consumer all while giving you the means to measure your persuasive and selling systems effectiveness! I'm not sure what business would not want to create a system that speaks to their customers and allows them to measure its effectiveness?! The methodology in this book, which is written in plain and simple English, can be used on your website, in your marketing material, in your store, with your staff, and across the board. If you use them, you will have stronger and better relationships with your current customers and with your future customers. To put it another way, your customers will thank you with their money. They will thank you because you will no longer be speaking to them but with them... to them vs. with them.
One of the most gratifying things about Waiting For Your Cat To Bark: Persuading Customers When They Ignore Marketing by Bryan Eisenberg and Jeffrey Eisenberg with and Lisa T. Davis is that their observations of the buying process are equally applicable both on and off-line. In fact, this book isn¿t a marketing book at all¿ it's much more than that. This book is a guide to how business will be done in the age of the consumer. If you¿re not taking your customer¿s personality into account, if you¿re not salient, of you¿re not letting the customer take charge and tell you how she wants to do business with you, you¿re about to be left behind.
When I was a kid, the Reader¿s Digest published an article that described how to build a mechanical computer and ¿teach¿ it to play hexipawn, a really watered down version of chess in which each player¿s pieces consisted of three pawns on a nine square board. The mechanical computer had to be told every possible move to make. One programmed it by removing the bad choices that led to losing the game. The remaining good choices let the computer become exceptionally good a winning. I hadn¿t thought of that Reader¿s Digest article in at least four decades, until I opened Bryan Eisenberg, Jeffrey Eisenberg and Lisa Davis¿ Waiting for Your Cat to Bark to Chapter 10, The Design of Persuasive Systems. The authors describe a customer clicking on to a web site, and then not finding the next click to help her buy what she¿s trying to buy. Why does this happen? Because the web designer isn¿t thinking like a customer. Because the web designer built a logical, linear, sequential model of the selling experience, and the customer needed an intuitive, non-linear, non-sequential buying experience. And just as the Reader¿s Digest mechanical computer proved, it¿s not enough to eliminate the bad moves one must provide the good moves to ¿win.¿ The authors have described the good moves. They¿ve told exactly how to determine who your customers are, what influences their decisions, and the way they negotiate the buying process. They call the process Persuasion Architecture (Chapter 16). It¿s a discipline which integrates the buying with the selling processes and ties it all together with communications flow. The focus is always on persuading the customer to take action. In 243 pages Bryan and Jeffrey Eisenberg, and Lisa Davis will take you step by step through the Persuasion Architecture process, and help you convert more web site visitors into web site purchasers. If you¿re marketing on the web, or if you intend to, you need this book.
Waiting for Your Cat to Bark by Bryan and Jeffrey Eisenberg is an excellent novel that challenges the reader to apply certain marketing skills. Cats tend to see the world revolve around them while dogs are eager to please their masters by doing whatever they want. Customers are in charge much like cats and drive marketing. No longer do customers accept products as designed; they expect and demand products to be molded to their needs. "Consumers are finally in control, and they have become the programmers, consuming media when they want, where they want, and how they want" (Eisenberg 2). The novel presented an interesting take on new ways to market a product. Eisenberg's main objective is to put aside old marketing techniques and makes it clear that they no longer work and many marketers are unaware of the new ways to market their products. With that said, Eisenberg's main audience seems to be those interested in marketing, as well as marketers and business owners. The authors guide the reader in reaching the audience, persuading them to take the right action and feeling confident about that action, and giving the audience results that match their demanding expectations. Eisenberg argues that current technologies are not working and claims that he has discovered another method that ultimately surpasses the rest. He attempts to implement a new marketing technique called Persuasion Architecture. Building effective persuasion architecture requires not just knowing who your audience is, but who they represent; Eisenberg shows how to create audience personas and weave the persuasion architecture to satisfy the different personas' needs. To get his argument across, he breaks his novel into various parts. The first chapters dig into the changes in the marketing world and speaks about how and why the market is changing; the middle chapters uncovers the minds of customers and touches upon why they've changed as they respond differently to products and services, and the last chapter enlightens the reader on persuasion architecture and how to use it to influence customers. Eisenberg presented his argument in a straightforward manner, leaving little room for confusion. Along with this impressive organization, Eisenberg supported each of his points and compared them to other topics such as psychology. However, a good portion of his target audience would not be extremely familiar with these topics. For example, Eisenberg makes many references to psychological concepts such as the Johari Window, a model for self-disclosure and Pavlov's classical conditioning, a goal to instill an association between stimuli so that encountering one will bring the other to mind. "Maslow identified self-actualization, the desire to become everything you are capable of becoming, as the overarching human need; Maslow acknowledged that even when our deficit needs are met, the need to be true to our own definition of ourselves influences our attempts to satisfy every category of need on the pyramid" (14). Eisenberg states, "Marketing and advertising folks have used Abraham Maslow's hierarchy of needs as a formula for motivating customers to buy" (14). This novel offers accurate and excellent advice. Another concern of mine is the excessive use of marketing terms and explanations; it became a bit of an errand to read. The book provides very little in return for advanced marketers because the audience would already be familiar with most of the terms, concepts, and ideas mentioned. Many of these concepts and explanations weaken the author's argument as well as the purpose of the novel. However, Eisenberg did a great job explaining the needs of consumers; the authors mention that "name recognition and associations alone are insufficient; increasingly, customers are associating brand not with a message but with their entire experiences surrounding the product or service" (13). Eisenberg eventually presents and explains his concept of Persuasion Architecture in great detail. "Persuasion Architecture is, in essence, a discipline that integrates the buying with the selling processes and marries that two-sided process to the marketing communications flow. Its focus, always, is persuading the customer to take action" (117). Persuasion Architecture draws on many fields such as psychology, marketing, sales, creativity and graphic design, linguistics, analytics, and several others. "Personas are the centerpiece of Persuasion Architecture. Creating them is part of the most important work you can do in the entire process" (118). Overall, Eisenberg did an excellent job providing the reader with information and examples. The novel was organized and there were no erroneous or grammatical mistakes found. In addition, this novel can be really helpful for someone that wanted to develop better online marketing skills and for those marketers who can't understand what consumer's are really thinking. So if you're new to the online marketing world or want to figure out what needs to be done in order to make your business inviting to your general audience, I would totally recommend this book.
You live in a new multimedia world. Customers call the tune, and marketers need to know how to make them dance. Techno-savvy, web-savvy and advertising-savvy consumers know all about your marketing methods and consider themselves immune. You must cajole, persuade and seduce them into hearing your message and wanting your product. Marketing experts Bryan and Jeffrey Eisenberg, writing with Lisa T. Davis, have learned to understand and translate this new marketing paradigm, calling it "Persuasion Architecture." In their straightforward and anecdotal, if jargony, book - a standard that is slightly showing its age - they provide the overview, principles, strategy and techniques you need to find, attract and keep the right customers. getAbstract recommends this informative guide to marketers and salespeople seeking solid backgrounding.