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
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Top reviews from other countries
Ladylawn
so many things that have been staring me in the face
Reviewed in the United Kingdom on September 5, 2012