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Waiting for Your Cat to Bark?: Persuading Customers When They Ignore Marketing Hardcover – 5 Aug 2006


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Waiting for Your Cat to Bark?: Persuading Customers When They Ignore Marketing + Always be Testing: The Complete Guide to Google Website Optimizer + Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions
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Product details

  • Hardcover: 240 pages
  • Publisher: Thomas Nelson Publishers; Har/Com edition (5 Aug 2006)
  • Language: English
  • ISBN-10: 0785218971
  • ISBN-13: 978-0785218975
  • Product Dimensions: 23.5 x 16.5 x 2.3 cm
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (6 customer reviews)
  • Amazon Bestsellers Rank: 303,872 in Books (See Top 100 in Books)

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Synopsis

Starting from the premise that customers are behaving more like cats than Pavlov's dogs, Bryan and Jeffrey Eisenberg examine how emerging media have undermined the effectiveness of prevailing mass marketing models. This paradigm shift has created an unprecedented opportunity for businesses to redefine how they communicate with customers. "Waiting for Your Cat to Bark?" provides businesses with a proven context for retooling in a rewired market.

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5 of 5 people found the following review helpful By Robert Morris TOP 500 REVIEWER on 5 Mar 2007
Format: Hardcover
In this volume that is accompanied by a CD containing an 80-minute video seminar, 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 effectively with customers by leveraging the power of increasingly interconnected media channels. The authors suggest a number of strategies and tactics by which to do that.

Throughout their narrative, they answer questions such as these:

1. How and why has marketing permanently changed?

2. Why do customers now respond differently?

3. How to anticipate what they now require?

4. How to respond to those requirements?

5. How to bridge the gap between "old" and "new" marketing?

In response to the last question, they offer "Persuasion Architecture" and then explain how to implement it in Chapter Twenty-Nine.

Over the years, I have owned dozens of dogs and cats, and agree with the authors that there are significant differences between them. A source I am unable to recall suggests that a dog's idea of God is man; a cat's idea of God is another cat. The pets I have owned certainly gave me that impression. The authors suggest that "old" marketing follows a recipe that they characterize as "Customers a la Pavlov." Over time, their responses can be conditioned and, through certain repetitions of influence, controlled. Not so with "new" marketing which assumes that customers resemble cats.
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3 of 3 people found the following review helpful By Burnt Glass on 11 Feb 2007
Format: Hardcover
Sometimes a marketing book is dull and boring and a rip off - but not this one. Putting together their collective experience helping companies market themselves on the web and traditional media, the authors make it clear - consumers are no longer Pavlovian Dogs - they have somehow morphed into independent Cats - and no one can train a cat to respond to stimulation. With the growing influence of the Web consumers have been enabled to be fickle and in control of their experience - This book attempts to deal with that fact by identifying the various "Personas" and processes that are key to the buying experience - using that knowledge to enable sales to be pulled through the information maze. Since reading this book I have re-evaluated my company's marketing, and begun a thorough revision.

Easy to read and well structured, "Waiting..." is a strong and useful tool. I have sent it to friends in business as a valuable present.
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1 of 1 people found the following review helpful By Rolf Dobelli TOP 500 REVIEWER on 24 Mar 2011
Format: Hardcover
You live in a new multimedia world. Customers call the tune, and marketers need to know how to make them dance. Techno-savvy, web-savvy and advertising-savvy consumers know all about your marketing methods and consider themselves immune. You must cajole, persuade and seduce them into hearing your message and wanting your product. Marketing experts Bryan and Jeffrey Eisenberg, writing with Lisa T. Davis, have learned to understand and translate this new marketing paradigm, calling it "Persuasion Architecture." In their straightforward and anecdotal, if jargony, book - a standard that is slightly showing its age - they provide the overview, principles, strategy and techniques you need to find, attract and keep the right customers. getAbstract recommends this informative guide to marketers and salespeople seeking solid backgrounding.
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