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Type of bind: Hardcover
Dewey Decimal Number: 658.8
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Label: Thomas Nelson
Manufacturer: Thomas Nelson
Quantity: 1
Page Count: 240
Printing Date: June 13, 2006
Publishing house: Thomas Nelson
Sale Popularity Level: 124208
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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.
'There's some big thinking going on here-thinking you will need if you want to take your work to the subsequent 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 tailour 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
'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 Best-Selling Author, The Wizard of Ads Trilogy
'The Web is a democratizing force as the world's largest global brain. It educates everyone
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Rated by buyers 
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Dogs are easily motivated to respond to stimuli. Cats aren't so cooperative. Potential buyers used to behave pretty much like dogs--responding to advertising by running out to buy a product. Even in the B2B world, a sales rep or an ad campaign could move prospects easily toward a purchase. Today, buyers prefer to make their own informed brand choices. They are as difficult to herd as, well, cats. The solution: The authors have invented a `persuasion architecture' that enables sellers to provide an information experience that's individually meaningful to buyers. It marries the two-sided buying/selling process with the marketing communications flow. "Its focus, always, is persuading the customer to take action." To keep buyers moving toward a positive decision, sellers must ask again and again:
* Who are we trying to persuade to take the action?
* What is the action we want someone to take?
* What does the person need in order to feel confident taking that action?
Successful marketers guide prospects toward informed decisions through touch points, such as the web, print or television ads, and in-person contacts. The buyer's voluntary participation is required, because "you are always the equivalent of `one click' away from goodbye." Pervasive Internet usage for pre-purchase research creates marketing opportunity. For example, the shift to flat screen TVs enables savvy sellers to become your new best friend. Buying a TV with a tube was easy. Who understands flat screens? If you can guide us gently toward a positive decision, you win. Implementing persuasion architecture will help position your organization as the provider of choice for:
* Relevant, reliable information
* An enjoyable buying experience
* Products and services that precisely meet client needs
In fact, persuasion architecture as a core component of content marketing may be just the competitive advantage you need to succeed with those hard to herd clients.
Rated by buyers -
I thought this book was one of the most inspiring books I read in 2006. It doesn't present any groundbreaking news, but it does make you eager to get out there and improve your marketing. I put up quotes and drawings based on the book by my workplace -- to get the inspiration from the book to last longer.
Rated by buyers -
An astonishing feat, amazing accomplishment. Putting forth the vision of a structural framework in understandable terms. Concepts that can easily be envisioned by the small business or the Global 500.
Stunning economy of scale. Presenting a coherent grid map to the future of marketing in under 250 pages.
You don't need magic or voodoo or hyper intelligence. This is a map, a process - not simple - not quick, but a entire end to end process that when worked through and completed, filling in all the appropriate blanks beginning with 'Uncovery', will give you a measurable response to your challenge which can in itself be tweaked and refined through all iterations in your 'Marketing Cycle'.
Pavlov used a dog. Would the same experiment have worked with a cat. Enticing a cat is only a little easier than herding cats. Mass Media is dead. You've heard by now of 'Longtail'. This is the road map for the subsequent phase.
The very first half through Chapter 13 lays a ground work to support the vision with known concepts and practices and a quick run through of the history of commerce. Customer's perceptions and responses have changed and some of the subtleties are highlighted here. The 'what's in it for me' outlook of the new consumer is addressed.
Yet this is only the beginning. These ideas have been in the heart of every marketer / sales person since time immemorial. Now they're presented in terms and visuals that can be presented to the newest greenest recruit in your team in a fashion that can be built upon through a lifetime career or avocation.
The concept of a *(Magic, secret, special, hidden, lost) Framework that only needed the proper application of known and knowable facts and procedures to produce the 'Answer', has long been a goal of civilization - The Abacus, The Analytical Engine. As your minds eye begins to perceive the illumination thru chapters (14 - 23) you can see that the authors have articulated a vision in more ways than one, The 'Visual' of the 'Framework', 'the matrix'. 'The matrix' in multiple dimensions is priceless and will be remembered. The Authors recognize that their new concepts are just a beginning.
This book shows you the tools to answer those three questions that should be asked throughout your operation.
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?
Persuasion Architecture, Persona-lization, Uncovery, these are terms you will use for the rest of your life.
This a 'Must Read' for every serious marketer.
The book comes with a CD containing an 80 minute Q&A session with the authors, a PDF full text copy of the book, and a $50 credit on Yahoo! Sponsored Search (new users only).
Waiting for Your Cat to Bark?: Persuading Customers When They Ignore Marketing
Rated by buyers 
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In terms of selling "themselves" and why you might want to use their services, this book barks loud. In terms of persuasive customer techniques, this book is a bit light on real content.
A good book on how to truly engage customers is Lois Kelly's "Beyond Buzz: The Next Generation of Word of Mouth" marketing. She understands customers don't ignore marketing, rather they demand marketing that has meaning and engages them authentically. Beyond Buzz: The Next Generation of Word-of-Mouth Marketing
Rated by buyers 
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Nearly every business book has at least one or two good ideas. However, every so often you get a book that's really just a piece of what's often called Spiral Marketing. Sprial Marketing is a technique in which you use a book, pamphlet, website or other low-cost entry point to capture an initial group of customers. Although you make some profit on the initial entry point, the main goal of that entry is to get you to purchase the subsequent level, usually a set of videos or seminar. There is profit built into this second level as well, but even that's just a front to capture the big fish into longer term consulting. This book contains a smattering of theories, concepts and ideas (most of which are lifted from other sources such as Maslow, MBTI and general advertisting), accompanied by some professional looking illustrations. You have to admire the way it is able to continually flirt with the answers while never quite giving them away - you'll have to commit to the $150 consulting fees for that. And if you are interested in the consulting, I'll save you some money on that as well. Judging from the almost immediate mentions of Yahoo keywords, the foreward from a Yahoo executive and the $50 credit towards the service I'm guessing Yahoo keywords is pretty much the heart of what they call "Persuasion Architecture."
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