Rather than Marketing Personalization, New Book Suggests "Persona-lization" As More Powerful Strategy

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Bryan and Jeff Eisenberg, inventors of Persuasion Architecture, say customer interaction based on "personas" is more effective than personalization.

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When we feel understood and valued – something a business can never accomplish merely through greeting us by name, we are far more inclined to reveal more about ourselves

The recent trend toward greater marketing personalization, say best selling authors Bryan and Jeff Eisenberg, is really an attempt to achieve accelerated customer intimacy. In their new book, “Waiting for Your Cat to Bark?” the authors and inventors of Persuasion Architecture explain that a better strategy to reach this goal is “persona-lization.”

The Eisenbergs explain, “When someone acknowledges us as individuals and personalizes our experience based on our unique characteristics, we feel understood and valued. Our feelings of good will increase. Our confidence grows. Even our tolerance broadens. Personalization casts a powerful spell. Marketers understand this.”

Yet, “Waiting for Your Cat to Bark?” the Eisenberg’s follow-up to their best seller, “Call to Action,” makes the case that a system of customer interaction based on “personas,” or representative profiles of customer segments, is more effective than marketing personalization.

The book contrasts marketing efforts which involve the gathering and utilization of traditional personal information with the Eisenbergs own efforts to create archetypal personas used to represent different segments of their customer base.

“When we feel understood and valued – something a business can never accomplish merely through greeting us by name, we are far more inclined to reveal more about ourselves," the Eisenbergs say. "'Persona-lization' over personalization simply acknowledges the priorities in our mission to speak to customers in language they appreciate about what matters to them. When personalization occurs within a persuasive system, it is far more effective if it is expressed in the context of 'persona-lization,' where the customer identifies himself through his observable behavior rather than by having to provide specific details.”

Principals of Future Now, Inc., Bryan and Jeffrey Eisenberg help companies maximize results by incorporating expert persuasion techniques into website design as well as email marketing, development, and implementation. Co-authors of the New York Times and Wall Street Journal bestseller “Call to Action: Secret Formulas to Improve Online Results,” the Eisenbergs developed the patent-pending Persuasion Architecture marketing framework at the heart of “Waiting for Your Cat to Bark?”

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Michael Drew

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