Bryan and Jeffrey Eisenberg on Waiting for your Cat to Bark
In Waiting For Your Cat to Bark: Persuading Customers When they Ignore Marketing, Bryan and Jeffrey Eisenberg look at what the customer perceives as relevant. Presented in the book is the concept of Persuasion Architecture, a persona-based marketing methodology designed to anticipate the way customers frame their questions and establish predictive models of customer behavior. That may sound like a bunch of marketing mumbo-jumbo, but in reading the book the concepts make sense. In this interview with the Eisenberg Brothers, we get a quick overview of the book and a high-level look at the concepts presented. Chances are, the interview will whet your appetite and leave you ready to read the book.
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One Comment
Don
September 22nd, 2006
at 2:47pm
Much like the book I struggled to get through, call to action, the Eisenberg brothers blew a lot of hot air in this interview. I am still scratching my head as to any tips I learned from reading that book, and still after listening to that interview trying to figure out what they built a consulting business around. “Know your website” “Know your user” “Satisfy your users needs”. Thanks F-ing great, but how? Isn’t that why people buy your books in the first place, to learn how, not learn stuff they already know?