Waiting for Your Cat to Bark?

Name: Waiting for Your Cat to Bark?
Price: 3.37 USD
Availability: InStock
ISBN: 9780785218975

ISBN-10: 0785218971

ISBN-13: 9780785218975

Edition: 2006

Authors: Bryan Eisenberg, Jeffrey Eisenberg, Lisa T. Davis

List price: $19.99

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Good marketers know that customer-centered marketing is mandatory. However, we are not the customer. What the customer perceives as relevant is the thing successful marketers must anticipate, plan and deliver on. Waiting for Your Cat to Bark?: Persuading Customers When They Ignore Marketing offers Persuasion Architecture, a proven Persona-based methodology. Persuasion Architecture enables marketers to anticipate different angles from which customers frame their questions and then coordinate messaging across multiple channels so that marketers can create predictive models of customer behavior. Don't miss out on learning about this six-sigma marketing approach that can skyrocket the… effectiveness of your interactive 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 of 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 arent listening. Theyve connected a lot of the pieces that we all already know"plus a lot that we dont. Its 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. It 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 of 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. Its purrfect. Jeffrey Gitomer, Author of 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 Bestselling Author of the Wizard of Ads Trilogy The Web is a democratizing force as the worlds largest global brain. It educates everyone on the pros and cons of every product, service, and even person. An educated person doesnt 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 somet

Book details

List price: $19.99
Copyright year: 2006
Publisher: Thomas Nelson Incorporated
Publication date: 6/11/2006
Binding: Hardcover
Pages: 240
Size: 8.50" wide x 9.50" long x 1.00" tall
Weight: 1.100
Language: English

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.



Foreword: Murray Gaylord, Yahoo! Inc.


Introduction



Dogs, Cats, and Marketing



Experiencing the Brand



Friction and Customer Experience



Why Marketing Is Simple But Hard



Marketers Out of Control



Customers in Control



How Customers Buy



Maintaining Persuasive Momentum



Marketing and Sales Collide



The Design of Persuasive Systems



A Web of Interactivity



Brands Cross Channels



Insights and Customer Data



Personalization or "Persona-lization"



Introducing Personas



Uncovering the Knowable



Disclosing the Necessary



Mapping Business Topology



The Topology of a Sale



The Human Operating System



Choosing Personas



Bringing Personas to Life



The Architecture Metaphor



Wireframing As an Interactivity Map



Architecting a Persuasion Scenario



Storyboarding and Prototyping the Scenarios



Accountable Marketing



Persuasion Architecture: A Six-Step Process



Celebrating Your Cats' Meows


Notes