You have a killer product or service. You know you’ve got a competitive edge. You know if people just knew about it, understand how it could help them, they’d buy tons of what you have to offer. So you hire an ad agency, spend a lot of money, and run a wonderfully creative ad campaign. And an amazing thing happens……nothing.
You spend thousands, even millions of dollars creating a brand that’s “women friendly.” You tout your contributions to breast cancer funds. Your advertising shows women enjoying your products. You “break the mold” like the advertising for the “right hand ring” touting women’s strength and independence. Yet the very audience you want to attract ignores you and all your perceived good deeds.
You create a website with stunning graphics, cool gadgets, and do usability testing out the wazooo. You’re convinced visitors will love your new website. You watch the conversion rate numbers anxiously awaiting the increases you’re sure will come. Yet you find after all that time and effort, you’ve barely moved the needle.
What’s going on? What the HECK is going on here?
You’ll find the answers in “Waiting for your Cat to Bark – Persuading Customers When They Ignore Marketing” by Bryan and Jeffrey Eisenberg and Lisa Davis.
I don’t talk in this blog all that often about Future Now and my family there. Bryan and Jeffrey pretty much saved my soul when they rescued me from the radio/ad agency world and introduced me to the wonderful world of the Internet.
Over the last 3 years I’ve shared in the privilege, honor, intellectual discussions, screaming matches and massive headaches of the creation of Persuasion Architecture TM. I’ve watched the transformation of what was a largely intuitive process done mainly inside Bryan and Jeffrey's heads, into a full fledged persuasive system. I’ve watched the development of everything from the software to the thought processes. It’s been an amazing thing to behold, to see the maturation of Persuasion Architecture TM and the results it’s generated for companies all over the world.
In Waiting for Your Cat to Bark, you’ll learn the incredible power of Persuasion Architecture TM, and how to apply it to your own efforts.
If that doesn’t sound exciting enough – let me put it another way. You’ll understand why that advertising campaign you thought was so great didn’t increase your sales. You’ll learn why your efforts to create a certain “brand” didn’t resonate with your customers. You’ll learn why your wonderful new website didn’t generate the results you wanted.
This is NOT just a book for web marketers. These principles can be applied to every area of your marketing efforts. I guarantee you will learn something about your customers, your business and yourself.