Good marketers know that customer-centered marketing is mandatory. However, we are not the customer. What the customer perceives as relevant is the thing successful marketers must anticipate, plan, and deliver on. Waiting for Your Cat to Bark?: Persuading Customers When They Ignore Marketing offers Persuasion Architecture, a proven Persona-based methodology. Persuasion Architecture enables marketers to anticipate different angles from which customers frame their questions and then coordinate messaging across multiple channels so that marketers can create predictive models of customer behavior. Don't miss out on learning about this six-sigma marketing approach that can skyrocket the effectiveness of your interactive marketing. "There's some big thinking going on here-thinking you will need if you want to take your work to the next level. 'Typical, not average' is just one of the ideas inside that will change the way you think about marketing."-Seth Godin, Author, All Marketers Are Liars "Are your clients coming to you armed with more product information than you or your sales team know? You need to read Waiting for Your Cat to Bark? to learn how people are buying in the post-Internet age so you can learn how to sell to them."-Tom Hopkins, Master Sales Trainer and Author, How to Master the Art of Selling "These guys really 'get it.' In a world of know-it-all marketing hypesters, these guys realize that it takes work to persuade people who aren't listening. They've connected a lot of the pieces that we all already know-plus a lot that we don't. It's a rare approach that recognizes that the customer is in charge and must be encouraged and engaged on his/her own terms, not the sellers. Waiting for Your Cat to Bark? takes apart the persuasion process, breaks down the steps and gives practical ways to tailor your approaches to your varying real customers in the real world. This book is at a high level that marketers better hope their competitors will be too lazy to implement."-George Silverman, Author, The Secrets of Word of Mouth Marketing: How to Trigger Exponential Sales Through Runaway Word of Mouth "We often hear that the current marketing model is broken-meaning the changes in customers, media, distribution, and even the flatness of the world make current practices no longer relevant. Yet few have offered a solution. This book recognizes the new reality in which we operate and provides a path for moving forward. The authors do an outstanding job of using metaphors to help make Persuasion Architecture clear and real-life examples to make it come alive. Finally, someone has offered direction for how to market in this new era where the customer is in control."-David J. Reibstein, William Stewart Woodside Professor, Wharton Business School of the University of Pennsylvania and former Executive Director, Marketing Science Institute "If you want to learn persistence, get a cat. If you want to learn marketing, get this book. It's purrfect."-Jeffrey Gitomer, Author, The Little Red Book of Selling "In 1999, the Wachowski brothers revolutionized moviemaking with stunning new angles and special effects revealed in The Matrix. Now the 'Eisenbrothers' have done the same for business in Waiting for Your Cat to Bark? Stunning new angles! Techniques that will be copied for decades. Cat is sure to be remembered as the genesis of an important new direction in marketing."-Roy H. Williams, New York Times Best-Selling Author, The Wizard of Ads Trilogy "The Web is a democratizing force as the world's largest global brain. It educates everyone

Waiting for Your Cat to Bark?: Persuading Customers When They Ignore Marketing

Business & Money

Eisenberg, Bryan

Eisenberg, Jeffrey

Davis, Lisa T.

Marketing & Sales

Thomas Nelson. Inc.

Writing for the web. Web word wizardry. Web writing that works. What does that mean? Your online copy must persuade - it's integral to getting your visitors or readers to register, subscribe, qualify as leads, and yes, even buy from you. It's writing that must earn its keep. And to effectively manage the quality of your online writing, you need to understand what works, why it works and how to make it work better for you.Whether you are the marketer responsible for the bottom line or the writer creating the copy, Persuasive Online Copywriting provides the tools you need to get results.

Persuasive Online Copywriting: How to Take Your Words to the Bank

Computers & Technology

Networking & Cloud Computing

Wizard Academy Pr

By New York Times Bestselling Authors Bryan and Jeffrey Eisenberg with Anthony Garcia, "Buyer Legends: An Executive Storytellers Guide" describes a business process that combines the emotional power of storytelling with hard data to open new opportunities, spot gaps and optimize your sales and marketing.By using Buyer Legends in your organization you will:•Improve communications - Your whole team will see and understand both the bigger picture and the important details•Improve execution - You will turn big directives into purposeful and more effective actions•Improve testing. You will understand how to plan and implement more effective and impactful tests •Make more money. You will see improved conversion rates that make the up-front planning worth the time and effortAfter reading this, you will have more insight as to why your marketing execution may not be meeting expectations and why your team might be struggling to “get it.” You will learn how to communicate your brand's story intent and the responsibility of each critical touch point within every level of your organization, from the boardroom to the stockroom. The Buyer Legends process IS one of the final pieces of a complex puzzle that has been missing from most modern marketing efforts.Wouldn't you like to have an edge in turning your brand into a legend?"Having worked first hand with the Eisenbergs on mapping our customers’ critical paths and creating scenario narratives, I can confidently say the Buyer Legends process works. My team’s focus at Google is on acquiring SMB advertising clients. And if you’ve ever worked with these types of businesses, you know there is huge diversity through the spectrum of small and medium businesses. We’d miss opportunities and gaps by over-aggregating (i.e. taking too high level a view) though often the challenge was in effectively communicating our insights. The Buyer Legends framework allowed us to more effectively focus our efforts, improving the bottom line. And equally important, to make a more compelling case for change with our marketing, engineering and product colleagues."Paul JeszenszkyHead of Global B2B Digital Marketing Center of Excellence, Google"The most clear-headed and useful guide ever for developing relevant and resonant stories about your business."Jay BaerPresident, Convince &amp; Convert"Buyer Legends introduced me to a structured process which uses storytelling techniques to align our brand story to our customers experiences. With so many of our customers having an unique experience every day on Airbnb, it is our task to collect and communicate a collective narrative in the Airbnb brand story. While the Airbnb storyboarding technique, as described in the introduction, gives a clear overview of the customers journey, the motives of our customers and their experiences are many. With global differences on how people travel, making their decision where to stay, and experience the more local hospitality Airbnb provides, Buyer Legends is the marketing tool which binds Persona’s, storyboards and our brand story. This is a powerful combination."Dennis GoedegebuureHead of Global SEO, Airbnb

Buyer Legends: The Executive Storyteller's Guide

García, Anthony

Skills

CreateSpace Independent Publishing Platform

Estás en un viaje por carretera con un anciano y un joven. Las historias de negocios son contadas. La sabiduría es revelada. Una nueva perspectiva surge. Empresas como Costco y Kodak, General Motors y Walmart proporcionan color y textura como aparecen en el horizonte y en el espejo retrovisor. Compañías reales. Decisiones reales. Resultados reales. Jeff Bezos y Amazon dan a este viaje por carretera su ritmo ya que los cuatro pilares de su éxito se hacen claros. Es un éxito maravilloso, fácilmente repetido, incluso por un soporte de la limonada. Pero sólo si usted entiende la importancia del malvavisco. Ubicando a las relaciones en un lugar de mayor importancia es el tema central de “Triunfar Como Amazon”. Sus autores coinciden en que la mejora continua no trata sobre la reducción de costes sino sobre entablar relaciones. “Triunfar Como Amazon” traza un hoja de ruta que le muestra a las empresas como fomentar y mejorar las relaciones. Recomiendo a “Triunfar Como Amazon” encarecidamente a toda persona de negocios. Dr. Ivan Misner, Fundador de BNI y autor en el listado de los NY Times Best-Sellers “‘Triunfar Como Amazon’ abarca uno de los más importantes elementos de ser empresario, la manera de cómo trabajar en tu negocio en vez de dentro de tu negocio. Recomendaría este libro a todo emprendedor que busque contar con una una hoja de ruta y saltarse los años de ensayo y error. “ T. Harv Eker, Autor de “Secrets of the Millionaire Mind”, #1 en el NY Times Best-Sellers List “Hay muchas cosas que distinguen a Amazon de sus competidores. Tal vez la más infravalorada sea su iniciativa más arraigada basada en la fe que si alinean sus intereses con aquellos de sus clientes, será una ganancia a largo plazo. ¡Así lo han hecho! Aún necesitarás una guía que te ayude a descubrir cómo aplicar esto a tu negocio. Deja que Bryan, Jeffrey y Roy te ayuden a generar ganancias más grandes.” Avinash Kaushik, Evangelizador digital de Google “Wow, este es uno de los mejores libros de “negocios” que he leído en muchos años. Es increíblemente inspirador - ambos, la historia en sí y la manera en la que la narra. Quedé asombrado.” - Scott Brinkler, ChiefMartec.com “Anécdotas ingeniosas y diálogo claro que a veces se convierte en divertido a menudo se fusiona a una exploración de principios poderosos del marketing y estrategias para la captación de clientes que han regido el crecimiento de muchas de las empresas más exitosas hoy día...haciendo a ‘Triunfar Como Amazon’ lectura obligatoria para todos, desde profesionales del mundo de los negocios hasta personas que aprecian una entretenida historia. Jeffrey, Bryan y Roy han creado un libro ingenioso y perspicaz que no sólo subraya la importancia de las marcas, pero también inspira al espíritu y cosquillea al huesito del codo.” -Chris McCann, Presidente y Director General, 1-800-FLOWERS.COM, Inc. “Lectura obligatoria para cualquier compañía buscando ser líder en su categoría. Revelador, entretenido y una lectura fácil.” - Pete Cobb, Co-fundador y vicepresidente ejecutivo, Ebags Un pequeño libro con enorme impacto. ‘Triunfar Como Amazon’ desmitifica los principios y prácticas de las más exitosas marcas del mundo. ¡Es mágico! - Jay Baer, Presidente de Convince & Convert y autor de “Hug Your Haters”

Triunfar como Amazon: Hasta un puesto de limonada puede lograrlo (Spanish Edition)

Williams, Roy H.

Business Development & Entrepreneurship

Wizard Academy Press

Call to Action presents an overview of the principles and tactics of conversion rate marketing as developed and practiced by the legendary Eisenbrothers, Bryan and Jeffrey, founders of Future Now, Inc. Since the company's inception in 1998, Future Now has pioneered the science and art of online conversion, focusing exclusively on helping clients persuade and convert their traffic into leads, customers, and sales based on their proprietary Persuasion Architecture and proven conversion-rate optimization techniques.Within the pages of this fabulous hardback, Bryan and Jeffrey will walk you through the 5 phases of web site development, from the critical planning phase, to developing structure, momentum and communication, to articulating value. Along the way, they offer advice and practical applications learned from years of experience "in the trenches." You will learn about persona-based design and persuasion scenarios, how to choose and evaluate key performance in-dicators, and how to distinguish copy that will earn its keep, along with dozens of other insights, each one worth ten times the price of the book.Call to Action will help you understand the roles of usability, information architecture and search engine optimization in the context of conversion rate marketing.Bryan and Jeffrey also bring you the voices of specialists in the industry, offering strategies and tips from those who have successfully turned principle into practice.The most comprehensive book of its kind, Call to Action is both a step-by-step, how-to manual and a treatise on the true nature of conversion.

Call to Action: Secret Formulas to Improve Online Results

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