Book Review: Waiting For Your Cat To Bark?
Book Review: Waiting For Your Cat To Bark?
The authors have developed Persuasion Architecture™ which attempts to overcome the traditional obstacles to connecting with your customers:
1. Uncovery : Identifying the key benefits for your customer.
2. Wireframing : The steps of the marketing “experience”.
3. Storyboarding : The mock-ups of the marketing experience.
4. Prototyping : The “final” marketing pieces.
5. Development : Ensuring that the prototype matches the wireframe experience.
6. Optimization : Measuring the results and refining the message.
Persuasion Architecture attempts to figure out all the different ways a prospective customer would need information, and provide it to them ahead of time. They’ve extended the traditional business school model of AIDA (Attention -> Interest -> Desire -> Action) to AIDAS (Attention -> Interest -> Desire -> Action -> Satisfaction), since satisfaction is what generates word-of-mouth mentions.
For me, the best parts of the book were chapter fifteen (”Personas” - which described the different filters people use to get information) and chapter 20 (”The Human Operating System” - which described the basic 4 ways people ask questions).
The key points about personas:
* Topology: How is your product used? What are the competitors? How did people solve the problem before your product came about?
* Psychographics: How do different people behave (based on lifestyle and personality profile)
* Demographics: Where are our customers and what do they look like?
* Empathy: How can you “do for others as they would like it done to them?”
The 4 ways people ask questions:
* Methodical: focus on HOW (”What are the details? What’s the fine print?”)
* Spontaneous: focus on WHY or WHEN (”How can you get me to what I need quickly? Do you offer superior service?”)
* Humanistic: focus on WHO (”How will your product or service make me feel? Who are you? Can I trust you?”)
* Competitive: focus on WHAT (”What are your competitive advantages? What are your credentials?”)
I would have liked to see some specific step-by-step examples of applying the Persuasion Architecture to existing businesses (rather than identifying some businesses that use a feature or two of the process). Nonetheless, the book can serve as a good checklist for developing (or improving) your marketing strategy.
Book Review Waiting For Your Cat To Bark - To learn more about this author, visit Jay Hamilton-Roth's Website.
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The subtitle of this book (”Persuading Customers When They Ignore Marketing”) gives a hint about its purpose: how to appeal to your prospective customers. While the book can be enjoyed by any small business owner, the information is a bit more sophisticated than the usual “here’s some simple ways to improve your business’ marketing”.
The authors have developed Persuasion Architecture™ which attempts to overcome the traditional obstacles to connecting with your customers:
1. Uncovery : Identifying the key benefits for your customer.
2. Wireframing : The steps of the marketing “experience”.
3. Storyboarding : The mock-ups of the marketing experience.
4. Prototyping : The “final” marketing pieces.
5. Development : Ensuring that the prototype matches the wireframe experience.
6. Optimization : Measuring the results and refining the message.
Persuasion Architecture attempts to figure out all the different ways a prospective customer would need information, and provide it to them ahead of time. They’ve extended the traditional business school model of AIDA (Attention -> Interest -> Desire -> Action) to AIDAS (Attention -> Interest -> Desire -> Action -> Satisfaction), since satisfaction is what generates word-of-mouth mentions.
For me, the best parts of the book were chapter fifteen (”Personas” - which described the different filters people use to get information) and chapter 20 (”The Human Operating System” - which described the basic 4 ways people ask questions).
The key points about personas:
* Topology: How is your product used? What are the competitors? How did people solve the problem before your product came about?
* Psychographics: How do different people behave (based on lifestyle and personality profile)
* Demographics: Where are our customers and what do they look like?
* Empathy: How can you “do for others as they would like it done to them?”
The 4 ways people ask questions:
* Methodical: focus on HOW (”What are the details? What’s the fine print?”)
* Spontaneous: focus on WHY or WHEN (”How can you get me to what I need quickly? Do you offer superior service?”)
* Humanistic: focus on WHO (”How will your product or service make me feel? Who are you? Can I trust you?”)
* Competitive: focus on WHAT (”What are your competitive advantages? What are your credentials?”)
I would have liked to see some specific step-by-step examples of applying the Persuasion Architecture to existing businesses (rather than identifying some businesses that use a feature or two of the process). Nonetheless, the book can serve as a good checklist for developing (or improving) your marketing strategy.
Book Review Waiting For Your Cat To Bark - To learn more about this author, visit Jay Hamilton-Roth's Website.
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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