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.

Bryan and Jeffrey Eisenberg on Waiting for your Cat to Bark