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Waiting for Your Cat to Bark?: Persuading Customers When They Ignore Marketing
vBulletin Book Store > vBulletin books beginning with W
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Waiting for Your Cat to Bark?: Persuading Customers When They Ignore Marketing |
Author: Bryan Eisenberg
Published: 2006-06-13 |
List price: $4.50
Our price: $4.50
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As of: October 11th, 2008 09:12:08 PM
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Customer comments on this selection.
 Figure out how to persuade your web visitors to become buyers.
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.
Great inspiration
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.
How to keep up the momentum and get that 'next click' in the buying process.
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 next phase.
The 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
 Persuading Book Buyers A Cat Can Bark
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
 Two Hundred Page Brochure for Consulting Service
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 next 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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