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

3.64  ·  Rating Details  ·  170 Ratings  ·  18 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 leveragin ...more
Hardcover, 240 pages
Published June 11th 2006 by Thomas Nelson (first published 2006)
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Sep 17, 2011 John rated it liked it  ·  review of another edition
This is a wonderful book for marketers/sales persons/business owners in the online world. The authors have invented a process called 'Persuasion Architecture' loosely based on Six Sigma framework. A Six Sigma for marketers if you will. Throughout the design of your own Persuasive System you will answer three basic questions:

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?
Michael Gardash
Mar 06, 2012 Michael Gardash rated it liked it  ·  review of another edition
Shelves: paper
If you can accept the shift to digital, then skip ahead to page 99 and start with the practical application of persuasion architecture.
Jun 11, 2014 Liz rated it liked it
Shelves: own, non-fiction
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 you want them to take? What do they need for them to feel comfortable taking that action? I also like the phases of the process they describe: Uncovery (which is supposed to mean that you understand you business, the selling & buying process and create personas for your customers), wireframe, sto ...more
Aug 25, 2008 Robert rated it it was amazing
This volume is accompanied by a CD containing an 80-minute video seminar during which 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 effective ...more
Jun 28, 2008 Jeffrey rated it really liked it
Shelves: business
This is material that poo-poos the old dead-and-pretty-much-gone interruption advertising of television, radio, and print. People ignore advertisements today. So what's to be done? Marketing today is more personal and intimate. Marketers create and go to blogs to get an understanding of what customers want. They also ask questions and build products based on the responses. And it's more about niche marketing than mass marketing which allows a more intimate approach. Of course these ideas work; t ...more
Justin Gerhardstein
Mar 26, 2007 Justin Gerhardstein rated it really liked it
Shelves: academic
Cool book about marketing to the new age consumers that don't just eat up the shit we push in their face. These consumers are tech-equipped and more often pull themselves toward information about products and services than allow information to be pushed upon them. The only fault I have with the book is that it is more based in theory than it is in practice. The Eisenberg brothers offer a lot of great advice about marketing, yet you have to wonder while reading this book if they are great markete ...more
Feb 15, 2009 Cameron rated it really liked it
My distaste for marketing is slowly receding, and books like this are a part of the reason why. The title is somewhat strange, but it's based on the idea that traditional marketing is based in eliciting Pavlovian responses from possible customers, and that the advent of the internet and the absurd number of marketing messages that we all come into contact every day has people acting more cats every day - cantankerous, individualistic, and not interested being trained. Since I'm not really a dog ...more
Nov 06, 2009 Catherine rated it really liked it
Recommends it for: Anyone wanting a new perspective on how to persuade customers
Recommended to Catherine by: Publisher, to interview the author on my radio show
I was so surprised by this book. The title definitely is unusual. I learned new things from this book and I've been reading marketing books for a long time. This book is about persuasion yet from a whole new viewpoint. It covers many of the same topics other marketing books do; however, it's their viewpoint, based on their experience, I found refreshing and more realistic -- more believable. No hyped stuff.
Cecile Bol
Jun 21, 2013 Cecile Bol rated it liked it
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 it was such a best seller. Only gave it three stars because it's outdated here and there (published in 2006) and I couldn't possibly give it four stars. Consider my rating 3.5 stars.
Josh Camire
Jun 01, 2010 Josh Camire rated it liked it
Marketing strategies of old are outdated. To stay ahead in the marketing game we need to think more intelligently about how our customers find us and the products we sell.
Brian Massey
Jul 22, 2012 Brian Massey rated it it was amazing
Shelves: marketing
I was so moved by this book, that I build my business on its teachings.

This book is the bible for online marketers.
Nicky Hirst
Apr 17, 2012 Nicky Hirst rated it really liked it  ·  review of another edition
Good for persuasion information so invaluable for content writers. Earlier pages very much revision for more experienced marketing people.
Dec 06, 2009 H L rated it it was ok  ·  review of another edition
Yeah. Marketing. The majority of this reads like a treatise on common-sense, which I guess is in short supply in marketing world.
Tiffany daSilva
May 22, 2013 Tiffany daSilva rated it really liked it  ·  review of another edition
Such a great book on information architecture or "persuasive architecture." Great real life examples and processes.
Dec 28, 2009 Rob rated it liked it
Shelves: business
I recommend this book to anyone in marketing, or people who need to understand how marketing impacts buying decisions.
J. Mark
Jan 19, 2010 J. Mark rated it it was amazing
Great book for marketers. Highly recommended.
Liz Woods
Mar 14, 2007 Liz Woods rated it really liked it
Easy read. Humorous.
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