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Waiting for Your Cat to Bark?: Persuading Customers When They Ignore Marketing Hardcover – June 13, 2006
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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 © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
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(Eisenberg 347). I, for one, believe this is a great comparison and supports his claim perfectly; nevertheless, I am somewhat familiar with these topics. However, it is not implausible to assume many readers will not be. Another concern of mine is the excessive use of marketing terms and explanations. I felt, at times, it was like reading a textbook. Generally, I would think the audience would be familiar with most of these topics and the all the explanations are unnecessary. Many of these explanations are found in the first few parts, which I believe lessened his argument and took away from the overall point of the novel. However, the author did explain the needs of consumers from a new perspective with great detail. I found this extremely enticing. It was interesting, it kept my attention, and it provided me with a new view of consumer needs. For example, he brought a viable point saying,
“The most important factors for customers today are the experience itself and the information available about that experience” (Eisenberg 434). I found this to be a great point to present in the ever-changing world that we live in. Many have access to computers and other technology to research these companies, along with word-of-mouth from friends and family. Just a decade or two ago, we readily didn’t have access to this type of information presented by the Internet. Eisenberg keeps his thoughts fresh and moving along with the time period, which I think is another very strong point in his argument.
After explaining what the customers need and how our world is changing everyday, he goes into presenting his idea of Persuasion Architecture. This concept is supported by all the information presented in the previous parts as well as in further parts. He explains how personalization and personas are an important aspect of a persuasive system as well as how providing customers with benefits rather than features of a product to pave an emotional connect with that costumer. These are all important details he uses to support his concept of Persuasion Architecture, which he defines as, “… a discipline that integrates
the buying with the selling processes and marries that two-sided process to the marketing communications flow” (Eisenberg 2109). He also states that the concept draws on, “draws on the fields of psychology, neuroscience, marketing, sales, linguistics, information retrieval, creativity and graphic design, usability, heuristic analysis, persuasive copywriting and analytics that incorporate data-mining, testing, and optimization methodologies” (Eisenberg 2106). This is supported greatly by the fact that customers want to feel valued and understood. Eisenberg thoroughly explains this concept by using examples and various scenarios. He uses about 4 scenarios when explaining each point, which may seem like overkill, but he really gets the audience to understand what he is essentially putting out. Through these examples, he explains which what is the right way to draw customers and which is the wrong way. This too is very effective in my view. During these last few parts, he really gets down to it, avoiding unneeded information and thoroughly explaining the concept of Persuasion Architecture.
Overall, Eisenberg did a great job presenting the information and provided the reader with an immense amount of detail, examples, scenarios, and analogies. The book was organized in a neat, easy to understand fashion and figures were included as well to aid the reader. There were a few minor faults in the writing, but nothing to take away from the book as a whole. If you want to take on new, current view on the study of Marketing, I would recommend this book!
Do I believe advertising is dead? Absolutely not so this book has it's motives which many may agree or disagree.
Stunning economy of scale. Presenting a coherent grid map to the future of marketing in under 250 pages.
You don't need magic or voodoo or hyper intelligence. This is a map, a process - not simple - not quick, but a entire end to end process that when worked through and completed, filling in all the appropriate blanks beginning with 'Uncovery', will give you a measurable response to your challenge which can in itself be tweaked and refined through all iterations in your 'Marketing Cycle'.
Pavlov used a dog. Would the same experiment have worked with a cat. Enticing a cat is only a little easier than herding cats. Mass Media is dead. You've heard by now of 'Longtail'. This is the road map for the next phase.
The first half through Chapter 13 lays a ground work to support the vision with known concepts and practices and a quick run through of the history of commerce. Customer's perceptions and responses have changed and some of the subtleties are highlighted here. The 'what's in it for me' outlook of the new consumer is addressed.
Yet this is only the beginning. These ideas have been in the heart of every marketer / sales person since time immemorial. Now they're presented in terms and visuals that can be presented to the newest greenest recruit in your team in a fashion that can be built upon through a lifetime career or avocation.
The concept of a *(Magic, secret, special, hidden, lost) Framework that only needed the proper application of known and knowable facts and procedures to produce the 'Answer', has long been a goal of civilization - The Abacus, The Analytical Engine. As your minds eye begins to perceive the illumination thru chapters (14 - 23) you can see that the authors have articulated a vision in more ways than one, The 'Visual' of the 'Framework', 'the matrix'. 'The matrix' in multiple dimensions is priceless and will be remembered. The Authors recognize that their new concepts are just a beginning.
This book shows you the tools to answer those three questions that should be asked throughout your operation.
1. Who are we trying to persuade to take the action?
2. What is the action we want someone to take?
3. What does that person need in order to feel confident taking that action?
Persuasion Architecture, Persona-lization, Uncovery, these are terms you will use for the rest of your life.
This a 'Must Read' for every serious marketer.
The book comes with a CD containing an 80 minute Q&A session with the authors, a PDF full text copy of the book, and a $50 credit on Yahoo! Sponsored Search (new users only).
Waiting for Your Cat to Bark?: Persuading Customers When They Ignore Marketing
When I buy a Book, I like to learn new things and possibly to implement them back at the Office. The cover is visually seductive, and I found the Headline, really Appealing. But nothing more! Sorry!