Waiting for Your Cat to Bark?: Persuading Customers When They Ignore Marketing [With CDROM]
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 "offers Persuasion Architecture, a proven Persona-based methodology. Persuasion Architecture enables marketers to anticipate differ...more
Hardcover, 225 pages
Published June 13th 2006 by Nelson Business
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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
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
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
Nov 06, 2009 Catherine rated it 4 of 5 stars 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.
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
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.