The Cat’s Meow on Persuasion Architecture

I just finished reading Waiting for your Cat to Bark? in great depth. This means reading, underlining, circling, highlighting, abusing the book while tricking the mind into comprehension. To really grasp something takes work, and luckily it usually boils down to something simple. Like these three questions from pg 54 and pg 137 of Cat:

  1. Who are we trying to persuade to take action?
  2. What is the action we want someone to take?
  3. What does that person need in order to feel confident taking that action?

The other heavy metal that I took away from the book is similarly simple:

  1. Everyone online acts like an introvert

We have long taught internally and to our clients that the response online is a direct marketing response regardless
of the driver. Observing further that everyone online acts like an
introvert, even if they are an extrovert, is one of those genius
simplifications of a proof that reduces variables immediately. I like
that.

On the subject of books, I have found a person’s own drive to read
books is one of the surest externally visible predictors of their
ability to lead and be successful. It takes work. And nobody likes work
of course. And there are rare exceptions I am told. But few exceptions.
Reading books where others, like the Eisenbergs or the Rieses, have worked hard to formulate a position is so much more valuable than surfing blogs or talking to peers alone.