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Waiting for Your Cat to Bark?: Persuading Customers When They Ignore Marketing Hardcover – Bargain Price, June 13, 2006
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From Publishers Weekly
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved. --This text refers to an out of print or unavailable edition of this title.
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. --This text refers to an alternate Hardcover edition.
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Top Customer Reviews
Next, the most innovative portion of the book, the authors demonstrate how to attract the customers you want by creating personas. Essentially, this breaks down customer types into classes, such as the ever popular soccer moms. Then, it asks, what do you need to do to attract this persona? What questions are they asking? Why are they interested in making this purchase at all? How would they use your companies website?
So, all-in-all, it's solid and actionable advice on how to really focus on your customers and figure out what needs to be done to make your business inviting to them.
Why I take off one star: While this is a great book, its strength doesn't translate into other categories. The sweat spot for this book are businesses engaged in mass consumer marketing, with both a strong online and physical presence. Also, the target purchase has some emotional component, such as a BMW making the driver feel successful and powerful. However, if you're in the business-to-business space, then the book's lessons are harder to apply. For instance, if an engineer is searching to purchase a resistor, and is only concerned about performance characteristics, then the book's philosophy starts to become a stretch.Read more ›
There are lots of the background information - ideas and developments of Hippocrates, Myers-Briggs, Freeman, Frank Lloyd Wright and Sir Tim Berners-Lee; BMW ,Best Buy and other big companies marketing experiences; left brain and right brain responsibilities, etc. etc.
There are lots of well known ideas, like think about your customers, see your business from your customers point of view, provide good service, provide relevant information, measure a campaign effect etc. etc.
There are lots of marketing complexity examples, that make you feel like "oh my God, who can get all this"?
I tried my best to follow the line and split potential clients into smaller groups I may treat in a very special way, according to the book advices. The only point is the book does not give any practical idea about all those ideas implementation. Not a single one! There is nothing you can do coming back to your office after reading this book.
What it has? Plenty of "we do this" and "persuasion architecture". This book is one big advertisement you paid for. We developed, we understand, we compared, according to our experience, persuasion architecture we've invented, etc. etc and it's endless!
The only conclusion a reader is suppose to do according to authors is to admire persuasion architecture, realize that just genius can deal with this and apply to Future Now to let those sophisticated guys to do their job! Don't get me wrong, there is a good chance Future Now people know how to make you reach and can help you out, but I would not recommend to buy the printed ad and spend time on reading.Read more ›
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.
Most Recent Customer Reviews
This is a very good common sense marketing book for any small business. A little dated at this point but still solid. I bought multiple copies of it to distribute to staff.Published 5 days ago by William C.
It's solid and actionable advice on how to really focus on your customers. There are lots of well known ideas, like think about your customers, see your business from your... Read morePublished 3 months ago by david schloss
Waiting for Your Cat to Bark by Bryan Eisenberg is an enticing read that challenges the reader to apply certain new marketing skills. Read morePublished 23 months ago by tricia babino
This book was recommended by a good friend, I'm still reading & it has really opened my eyes to what's happening now.Published on April 28, 2013 by Robert Ashe
A great guide to learning who my customer is and is not and how to increase sales Designing my perfect customerPublished on February 18, 2013 by Dad11678
Before I used the advice in this book, we used to waste time and money still only using conventional media to getting a fraction of the customers we used to get for the same... Read morePublished on February 5, 2013 by Amazon Customer
The Book has really an intriguing catchy Title, however it doesn't deliver on the Promises. There are a lot of very-complex-examples, and many well known ideas, but there are no... Read morePublished on November 13, 2012 by Catchy Phrases
What an amzing read! Not being able to speak web made this book a godsend. Its full of great insight, easy to apply and most importantly really easy to read. Read morePublished on June 12, 2011 by Deepak Khurana
You live in a new multimedia world. Customers call the tune, and marketers need to know how to make them dance. Read morePublished on March 24, 2011 by Rolf Dobelli