Item description for Waiting for Your Cat to Bark?: Persuading Customers When They Ignore Marketing [With CDROM] by Bryan Eisenberg, Jeffrey Eisenberg & Lisa T. Davis...
Overview Starting from the premise that customers are behaving more like cats than Pavlov's dogs, the Eisenbergs examine how emerging media have undermined the effectiveness of prevailing mass marketing models.
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(TM) 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(TM) allows businesses to create powerful, multi-channel persuasive systems that anticipate customer needs
How Persuasion Architecture(TM) 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"
"In 1999, the Wachowski brothers revolutionized moviemaking with stunning new angles and special effects revealed in "The Matrix." Now the 'Eisenbrothers' have done the same for business in "Waiting for Your Cat to Bark?" Stunning new angles Techniques that will be copied for decades. "Cat" is sure to be remembered as the genesis of an important new direction in marketing." ―Roy H. Williams, "New York Times" Best-Selling Author, "The Wizard of Ads Trilogy"
"The Web is a democratizing force as the world's largest global brain. It educates everyone on the pros and cons of every product, service, and even person. An educated person doesn't react well to the traditional 'art of manipulation' that most marketers attempt to employ in their campaigns. As a matter of fact, it makes them angry and defensive-like a cat backed into a corner. No one understands this new world of marketing better than the Eisenbergs. "Waiting for Your Cat to Bark?" is the marketing manifesto of our generation. Read it, weep, and then go do something about it." ―Brett Hurt, Founder and CEO of Bazaarvoice, Founder of Coremetrics, and Shop.org Board Director
"It is easy to buy traffic but persuading that traffic to buy, subscribe, or otherwise take a profitable action is essential. Persuasion Architecture provides a framework for companies to better understand and reach customers with more relevant messages that increase the probability of acquiring and serving customers. Traffic cost inflation is a real problem, and this book not only tells you how to allow customers to buy the way they want to buy but makes the entire process accountable. I'll be encouraging the companies I invest in to read it." ―Tod Francis, Managing Partner, Shasta Ventures
"Who's buying? How are they buying? And why do they buy from you? Consumers have been turning away from old media channels and even most methods of advertising to embrace new media. The Eisenbergs have developed a proven methodology for selling in this new environment where the old marketing rules no longer apply. This book will change how you think about marketing. It may even change how you think." ―Rebecca Lieb, Executive Editor, The ClickZ Network
"This book lays
From Publishers Weekly The Eisenberg brothers (Call to Action: Secret Formulas to Improve Online
Results) dub the guiding principles behind their marketing consultancy
"Persuasion Architecture," but their methods have more in common with
Hollywood screenwriting. Observing that one message no longer fits every
audience, they create "personas" representing broad consumer patterns, based
on the types identified in the Keirsey personality tests, renamed here as
"methodical," "spontaneous," "humanistic" and "competitive" shoppers. Then the
authors "storyboard" marketing scenarios guiding each type to the point of
sale. Although 20th-century advertising was based on the Pavlovian model of
instilling a desired reaction to stimuli, like the dog that expected dinner
whenever a bell rang, the Eisenbergs say that increasing media fragmentation
prevents advertisers from creating that sort of conditioned response. Anyway,
they add, people have always been more like cats, occasionally distractable
but for the most part independent-minded. Their solution-developing
interactive relationships-is fairly standard in contemporary marketing
circles, but by keeping the message simple, with short chapters low on jargon
and high on real-world examples, the Eisenbergs just may push themselves to
the front of the crowd. (June 13) Copyright 2006 Reed Business Information.
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Studio: Thomas Nelson
Est. Packaging Dimensions: Length: 1" Width: 8.5" Height: 9.5" Weight: 1.1 lbs.
Release Date Jun 13, 2006
Publisher Thomas Nelson
ISBN 0785218971 ISBN13 9780785218975
Availability 0 units.
More About Bryan Eisenberg, Jeffrey Eisenberg & Lisa T. Davis
Reviews - What do customers think about Waiting for Your Cat to Bark?: Persuading Customers When They Ignore Marketing?
Nobody's best friend...other than their own Mar 5, 2007
In this volume that is accompanied by a CD containing an 80-minute video seminar, Bryan and Jeffrey Eisenberg with Lisa T. Davis explain how to persuade people to purchase what you sell at a time "when they ignore marketing." That is, emerging media have redefined "the rules of the game" in the competitive marketplace. First the bad news: traditional mass marketing models are no longer appropriate. Now the good news: businesses now have an unprecedented opportunity to communicate effectively with customers by leveraging the power of increasingly interconnected media channels. The authors suggest a number of strategies and tactics by which to do that.
Throughout their narrative, they answer questions such as these:
1. How and why has marketing permanently changed? 2. Why do customers now respond differently? 3. How to anticipate what they now require? 4. How to respond to those requirements? 5. How to bridge the gap between "old" and "new" marketing?
In response to the last question, they offer "Persuasion Architecture" and then explain how to implement it in Chapter Twenty-Nine.
Over the years, I have owned dozens of dogs and cats, and agree with the authors that there are significant differences between them. A source I am unable to recall suggests that a dog's idea of God is man; a cat's idea of God is another cat. The pets I have owned certainly gave me that impression. The authors suggest that "old" marketing follows a recipe that they characterize as "Customers a la Pavlov." Over time, their responses can be conditioned and, through certain repetitions of influence, controlled. Not so with "new" marketing which assumes that customers resemble cats. Unlike dogs that are so eager to please, cats could not care less. They are aloof, indifferent, self-indulgent, independent, solitary, and act in ways that benefit only themselves.
It is worth noting that, given all the major changes in the American workplace, Warren Bennis suggests that managing people is like herding cats and wrote a book bearing that title.
This book's title may state it but, obviously, cats do not, indeed cannot bark. And even if they could, they probably would not because that would be - as they see it - beneath them. The first objectives with cats as well as with customers is to get their attention, then convince them (somehow) that what you have in mind is in their best interests. To the authors' credit, they devote most of their attention in the book to the "how" and "why" of mass marketing rather than to the "what."
Whether or not Persuasion Architecture makes sense and would be appropriate for the needs of the reader's own organization is for her or him to determine. My own rather extensive experience suggests that a transition from "old" to "new" marketing (or from "old" to "new" anything) invariably creates significant challenges, especially in terms of cultural barriers. Change agents are certain to face resistance because of what James O'Toole aptly characterizes as "the ideology of comfort and the tyranny of custom."
Persuasion Architecture offers a comprehensive, cohesive, and cost-effective methodology by which to launch and then sustain profitable mass marketing. There are others worthy of consideration. Whatever the eventual decision, decision-makers should commit to a methodology (rather than to a bromide) and keep in mind that the transition from "old" marketing to "new" marketing is a marathon, not a sprint. Also they should keep in mind, as they begin a lengthy and difficult but necessary process, what Peter Drucker observed (in 1963) in an article published in the Harvard Business Review: "There is surely nothing quite so useless as doing with great efficiency what should not be done at all."
Fluffy like a Cat! Feb 8, 2007
Rarely does a new marketing/business book come out that revolutionizing ones thinking. This book is not one of them.
Does anyone remember the book "Moments of Truth" It was required reading for many business school students. It's a very short and solid read when compared to little information and lots of examples provided in this book.
Okay, it is set in the current Web 2.0 environment (Whatever that means) and much of what they say is contemporary. Regardless of whatever you call the 'architecture', 'framework', 'model', etc, it all still boils down to understanding the customer perspective and the touch points. This hasn't changed in hundreds of years.
Great book for every marketer! Feb 1, 2007
When I first heard that the Eisenberg brothers were releasing a new book, I immediately put it on my this site wish list. I thoroughly enjoyed the Eisenberg's previous book, Call to Action and really couldn't wait to dive into this next one as well. I already had a stack of books sitting on my desk waiting to be read so I didn't go out and purchase Cat right away, and it's a good thing I didn't. In July I attended the Search Engine Strategies conference in San Jose and the brothers were giving away copies of their book! So I snagged mine brought it back to the office and started reading as soon as I finished the current book I was reading.
In Call to Action the Eisenbergs introduced us to Persuasion Architecture. Those of us who got a scent of something much bigger and bolder than what was presented in Call, Waiting for Your Cat to Bark is the protein that satisfies our salivating minds.
Cat cannot be read just once, nor do I suppose even just twice. Like a good movie with a strikingly detailed plot line that is only fully realized upon multiple viewings, the first reading of Cat fills you're head with so much knowledge that by the end you want to start all over again to make sure you didn't miss (or forget) any crucial details that lead to the satisfying final chapter. Yes. it's that good, that rich, and that satisfying!
But if you're not ready to change your habits and your views on marketing, Cat isn't the book for you. The Eisenbergs challenge everything we've ever known about marketing, on or off-line, and present to us a new picture of marketing's future, placed within the historical context of marketing strategies of days gone by. Not only do they give us an entirely new way to implement successful marketing strategies, we're shown how and why the world of marketing has evolved to this point. By presenting Persuasion Architecture in this light, it makes for a very strong case and even more difficult to refute their strategies.
The fact is, the face of marketing is changing, or has changed. The way people interact with businesses is different today than even half a decade ago. As the Eisenberg's prove, those that don't evolve their marketing strategies to meet the needs of today's consumers are not targeting today's consumers at all. The marketing strategies of yesterday are the equivalent of trying to teach your cat to bark. You want a bark? Go find the dog. The Eisenbergs show you how to find the whole pack.
Tough to finish Dec 25, 2006
I'm a voracious reader who goes through about 4 books per month on average, but this book has been a real chore to get through. To be honest, I stopped reading it around page 90 because there is so little payback for anyone with more than 6 months of online business experience. The authors appear to have written 200 plus pages of stating the obvious. As you make your way through it, you will notice yourself constantly responding with "well, duh!".
If you really want to learn how to practice successful ecommerce, you are advised to commit to spending an hour a day on the big webmaster forums. There is no shortcut for the ecommerce learning curve. Most certainly there is no single book or course that teaches the subject adequately. If there was I would have found it.
Overmarketed marketing book Nov 4, 2006
One of those books that sounds like it's going to teach you something, so you buy it. And then it beats one little nugget to death for many pages with lots of white space. Save your money.