Buyer Legends Archives - Page 2 of 3 - Bryan Eisenberg & Jeffrey Eisenberg

What A Used Car Salesman Can Teach You About Empathy

January 23, 2015

Buyer Legends, Customer Experience, Speaking, Strategy

He pushy pushed his way up towards the stage. I had just finished presenting the keynote at Driving Sales, an automotive dealers conference. He thrust out his hand and eagerly shook mine; saying “thanks … blah blah blah…. “ And then I heard him clearly “…too often I am obsessed with pushing customers through sales and I’m not helping them buy!” Really!?! That forced me to pay attention. I hope that he didn’t notice me picking my jaw up from…

Can Your Company Deliver What Marketing Promises?

January 12, 2015

Bryan Eisenberg

Buyer Legends, Customer Experience, Multi-Channel

As marketers are given better tools for storytelling, it may become harder for companies to deliver on the promises they are making. If I promised to give you $25,000 as a gift and then only gave you $10,000 you might be grateful, but you’d also be disappointed. Don’t bother to deny it. Once an expectation has been set, anything that falls short of that expectation is disappointing. Good marketers are paid to attract prospective customers. When attracting those prospective customers,…

Where’s Bryan? 12 Provocative Posts You May Have Missed

December 7, 2014

Bryan Eisenberg

blogging, Buyer Legends, conversion rate, Customer Experience

Things have been crazy the last couple of months since publishing our new book so I’ve been neglecting this blog a bit. Just in case you missed it here are a few things my team and I have been working on in the past few weeks: 1. Conversion Rate Optimization I wrote about the future of Conversion Rate Optimization over at the eConsultancy blog 2. Improving Collaboration and Execution With Your Marketing Team On the SalesForce.Com blog I wrote about…

The Stepford Personas: What Lies Beneath?

November 14, 2014

Bryan Eisenberg

Buyer Legends, Personas

Conferences are fun. The drinks afterward are better. Confidences get shared. Let me give you a peek into Chad’s world. Chad is the chief marketing officer (CMO) of a very successful company you’d recognize and probably admire. I changed his name to protect the innocent. Chad’s Stepford Personas Janice, Duane, Samantha, Nathan, and Ari are our personas, explained Chad, while showing me a stunning deck. We invested a great deal of time and money researching our customers and these personas…

Get Your Free Copy of Buyer Legends: The Executive Storyteller’s Guide

November 3, 2014

Bryan Eisenberg

Books, Buyer Legends, Uncategorized

I hope you got your copy already, if not grab it for free over the next couple of days. Please share this with your team and friends.

Jerry’s Branding Punch Line

October 20, 2014

Bryan Eisenberg

Advertising, Buyer Legends, Customer Experience, Uncategorized

Do you know the one about Jerry and Jeff walking into a coffee shop? “I love advertising because I love lying.” Jerry Seinfeld tells the room as he accepts a Clio award for his work with American Express. He goes on to describe how people are happy in the time between seeing an ad and experiencing the disappointment of the product. He continues “I think spending your life trying to dupe innocent people out of hard-won earnings to buy useless,…

Is that a Gap in Your Brand Story?

September 22, 2014

Bryan Eisenberg

Buyer Legends, Content Marketing, Customer Experience, Storytelling

In days long gone a company’s brand story typically emanated from a single place, from the company itself. Today, technologies like Twitter, Facebook, Instagram, Pinterest, blogs, Yelp, and (insert technology dijour here) have given customers a powerful platform to get in on the act. Too often there are two completely different brand stories being told; the story you tell yourself about your own brand, and the story your customers are spreading. Which version of those two stories is most likely…