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

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Thomas Nelson Inc, Sep 9, 2007 - Business & Economics - 240 pages
12 Reviews

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 ArchitectureTM 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 ArchitectureTM allows businesses to create powerful, multi-channel persuasive systems that anticipate customer needs
  • How Persuasion ArchitectureTM 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

 

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Review: Waiting for Your Cat to Bark?: Persuading Customers When They Ignore Marketing

User Review  - Liz - Goodreads

This book has been on my To Read list for a long time. There were a lot of good points in this book. I like the three questions to always keep in mind: Who are you trying to persuade? What action do ... Read full review

Review: Waiting for Your Cat to Bark?: Persuading Customers When They Ignore Marketing

User Review  - Cecile Bol - Goodreads

Wanted to read this book to see for myself how they explain their MBTI-based buyer types. Sadly, they do make a mistake here. Nevertheless, the book is very inspiring and I definitely understand why ... Read full review

Contents

Foreword Murray Gaylord Yahoo Inc
1
Chapter Three Friction and Customer Experience
20
Chapter Five Marketers Out of Control
36
Chapter Eight Maintaining Persuasive Momentum
54
Chapter Eleven A Web of Interactivity
69
Chapter Twelve Brands Cross Channels
82
Chapter Fourteen Personalization or Personalization
99
Chapter Fifteen Introducing Personas
105
Chapter Seventeen Disclosing the Necessary
121
Chapter Nineteen The Topology of a Sale
135
Chapter TwentyOne Choosing Personas
157
Chapter TwentyThree The Architecture Metaphor
179
Chapter TwentySix Storyboarding and Prototyping the Scenarios
200
Chapter TwentyNine Celebrating Your Cats Meows
215
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About the author (2007)

Alex Harris is an award winning web designer, best selling author and founder of AlexDesigns.com. Alex is the host of the top ranked podcast, MarketingOptimization.tv. PPC Hero named him the "#4 Top Influential Conversion Rate Optimization Expert of 2014," and his latest book, Boost Ecommerce Sales & Make More Money, became an Amazon #1 Best Seller. Since 2000, he has created over one hundred e-commerce stores, thousands of different landing pages and over 7,000 different A/B tests. With 15 years of experience, Alex is passionate about helping small businesses grow. While many web designers only focus on great-looking websites, Alex focuses on helping websites increase their online sales and generate more leads.

For the better part of two decades Bryan & Jeffrey Eisenberg together with Anthony Garcia have helped companies like HP, Google, GE Healthcare, Overstock, NBC Universal, Orvis and Edmunds, implement accountable marketing strategies emphasizing optimization of revenue and conversion rates for engagements, leads, subscriptions, and sales. Jeffrey Eisenberg together with brother and partner Bryan Eisenberg co-wrote marketing optimization books Call To Action and Waiting For Your Cat to Bark?, both Wall Street Journal and New York Times best-sellers. They also blog at BryanEisenberg.com.

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