Une méthode pour transformer son site web en outil de vente et de fidélisation
Qu'est-ce qu'Internet a changé dans la relation client? Peut-on faire du marketing aujourd'hui comme hier? Quelles sont les nouvelles pratiques pour vendre efficacement avec le web? Les réponses à ces questions sont devenues essentielles pour la conception des sites Internet marchands. C'est donc avec une certaine curiosité que j'ai abordé le livre des fréres Eisenberg.
Jeffrey et Bryan Eisenberg sont des consultants en marketing sur Internet qui se sont déjà illustrés avec un premier livre, "the Call To Action", qui connut un certain succès.
La thése des auteurs donne son titre à l'ouvrage: on ne peut pas faire aboyer un chat comme Pavlov faisait saliver ses chiens à l'aide, c'est à dire à l'aide d'un simple stimulus. Par analogie, le marketing ne peut plus espérer susciter des comportements d'achats par ces stimuli modernes que sont par exemple les spots publicitaires. La donne a changé: les prospects sont soumis à un grand nombre de messages publicitaires et avec l'Internet, ils sont devenus actifs dans leur comportement d'achat. Pour inciter les prospects à agir, il faut donc miser sur l'interactivité.
Pour y parvenir, les fréres Eisenberg ont mis au point une méthode qu'ils nomment "Persuasion Architecture" et qui repose entre autres sur l'utilisation des "personas". Un persona est un personnage de fiction qui représente un segment du marché, mais un personnage avec une bio: photo, age, situation professionnelle et maritale, et autres caractéristiques représentatives.Lire la suite ›
Commentaires client les plus utiles sur Amazon.com (beta)
30 internautes sur 31 ont trouvé ce commentaire utile
A great book with limitations.18 septembre 2006
- Publié sur Amazon.com
This book basically brings forth two strong notions. The first one is, Become your own customer and go through your own company's buy process. Pretend that you're a prospect just at the beginning of a purchase, searching for information and solutions. You don't enough know enough to fully articulate the problem; you know only that you have a need. What search terms would you use? What stores would you visit? What questions would you ask the salesperson? Then, how does your business line up to this?
Next, the most innovative portion of the book, the authors demonstrate how to attract the customers you want by creating personas. Essentially, this breaks down customer types into classes, such as the ever popular soccer moms. Then, it asks, what do you need to do to attract this persona? What questions are they asking? Why are they interested in making this purchase at all? How would they use your companies website?
So, all-in-all, it's solid and actionable advice on how to really focus on your customers and figure out what needs to be done to make your business inviting to them.
Why I take off one star: While this is a great book, its strength doesn't translate into other categories. The sweat spot for this book are businesses engaged in mass consumer marketing, with both a strong online and physical presence. Also, the target purchase has some emotional component, such as a BMW making the driver feel successful and powerful. However, if you're in the business-to-business space, then the book's lessons are harder to apply. For instance, if an engineer is searching to purchase a resistor, and is only concerned about performance characteristics, then the book's philosophy starts to become a stretch.
Also, it's not as clear how the lessons of the book are applied to smaller and service oriented firms. Say, if you're a Certified Public Accountant trying to recruit three new customers over the next three months in your town, again, the book doesn't offer as much of a lesson.
So, I would still recommend this book. You just need to read it aware of how its appropriate to your particular marketing challenges.
32 internautes sur 37 ont trouvé ce commentaire utile
Waiting For Your Cat To Bark3 juin 2006
- Publié sur Amazon.com
When I was a kid, the Reader's Digest published an article that described how to build a mechanical computer and "teach" it to play hexipawn, a really watered down version of chess in which each player's pieces consisted of three pawns on a nine square board. The mechanical computer had to be told every possible move to make. One programmed it by removing the bad choices that led to losing the game. The remaining good choices let the computer become exceptionally good a winning.
I hadn't thought of that Reader's Digest article in at least four decades, until I opened Bryan Eisenberg, Jeffrey Eisenberg and Lisa Davis' Waiting for Your Cat to Bark to Chapter 10, The Design of Persuasive Systems. The authors describe a customer clicking on to a web site, and then not finding the next click to help her buy what she's trying to buy. Why does this happen? Because the web designer isn't thinking like a customer. Because the web designer built a logical, linear, sequential model of the selling experience, and the customer needed an intuitive, non-linear, non-sequential buying experience.
And just as the Reader's Digest mechanical computer proved, it's not enough to eliminate the bad moves; one must provide the good moves to "win." The authors have described the good moves. They've told exactly how to determine who your customers are, what influences their decisions, and the way they negotiate the buying process.
They call the process Persuasion Architecture (Chapter 16). It's a discipline which integrates the buying with the selling processes and ties it all together with communications flow. The focus is always on persuading the customer to take action. In 243 pages Bryan and Jeffrey Eisenberg, and Lisa Davis will take you step by step through the Persuasion Architecture process, and help you convert more web site visitors into web site purchasers.
If you're marketing on the web, or if you intend to, you need this book.
34 internautes sur 40 ont trouvé ce commentaire utile
Don't waist your time on ads15 mai 2007
- Publié sur Amazon.com
Have you ever seen a movie, when you see & wait that something gonna happen and it never happens till the end? That's the "Waiting for you cat to bark?" is about.
There are lots of the background information - ideas and developments of Hippocrates, Myers-Briggs, Freeman, Frank Lloyd Wright and Sir Tim Berners-Lee; BMW ,Best Buy and other big companies marketing experiences; left brain and right brain responsibilities, etc. etc.
There are lots of well known ideas, like think about your customers, see your business from your customers point of view, provide good service, provide relevant information, measure a campaign effect etc. etc.
There are lots of marketing complexity examples, that make you feel like "oh my God, who can get all this"?
I tried my best to follow the line and split potential clients into smaller groups I may treat in a very special way, according to the book advices. The only point is the book does not give any practical idea about all those ideas implementation. Not a single one! There is nothing you can do coming back to your office after reading this book.
What it has? Plenty of "we do this" and "persuasion architecture". This book is one big advertisement you paid for. We developed, we understand, we compared, according to our experience, persuasion architecture we've invented, etc. etc and it's endless!
The only conclusion a reader is suppose to do according to authors is to admire persuasion architecture, realize that just genius can deal with this and apply to Future Now to let those sophisticated guys to do their job! Don't get me wrong, there is a good chance Future Now people know how to make you reach and can help you out, but I would not recommend to buy the printed ad and spend time on reading.
I'll give a chance to "Call to Action" I purchased together with "Waiting for you cat to bark?". I truly hope I can find something useful there and if not, sorry Bryan and Jefferey, your books are out of my book shelf.
32 internautes sur 38 ont trouvé ce commentaire utile
Waiting For My Cat To Wake Me Up25 octobre 2006
Gill E. Wagner
- Publié sur Amazon.com
"Waiting For Your Cat To Bark" wins this year's "The book I couldn't wait to put down" award.
Honestly, the only reason I bought the book was because I absolutely adore the writing of Roy Williams, and he recommend it for about six-months pre-publish -- the Eisenberg boys are his prize students. (Turns out, Roy's brilliance as a writer is equaled by the rose of his glasses.)
My experience with "Cat," however, did confirm several things:
1. Robert B. Cialdini's theory that people generally remain consistent with previous choices despite overwhelming evidence to the contrary. (I can't imagine any other reason so many people are giving this book 5 stars.) In truth, I was so pre-sold by Williams that even as I found myself falling asleep reading Cat, I was telling others how great it was. (Then somewhere around page 50 I realized what an idiot I was being and shut up about it.)
2. Great marketing can get people to buy anything, and Roy Williams is one of the best there is. The fact that Cat hit the bestseller list is more a testimony to his marketing genius than to Cat authors' writing ability.
3. My theory that it's the quality of one's sales pitch that gets a book professionally published, not the quality of one's writing. (Anyone else noticed how many crappy books are getting published these days? When are publishers going to go back to reading a full manuscript before committing to putting a book on the shelves?)
4. That the Eisenberg brothers over-learned and over-applied William's advice to invent your own words and jargon. Thank God other reviewers quoted all their superfluff terms -- it saved me from having to retrieve them from the depths of my purposeful forgetfulness.
This book is a marketing brochure for two guys who, seemingly, do understand internet marketing. It's just a shame they don't know how to, or didn't want to, write about it so others could actually learn from their experiences.
20 internautes sur 23 ont trouvé ce commentaire utile
How Business Is Done4 juin 2006
- Publié sur Amazon.com
One of the most gratifying things about Waiting For Your Cat To Bark: Persuading Customers When They Ignore Marketing by Bryan Eisenberg, Jeffrey Eisenberg, and Lisa T. Davis is that their observations of the buying process are equally applicable both on and off-line.
In fact, this book isn't a marketing book at all... it's much more than that. This book is a guide to how business will be done in the age of the consumer.
If you're not taking your customer's personality into account, if you're not salient, of you're not letting the customer take charge and tell you how she wants to do business with you, you're about to be left behind.