“Be Like Amazon: Even a Lemonade Stand Can Do It” – Bryan Eisenberg
Many times, you come across companies that seem to have a Revenue Blind Spot, which ends up costing them 10% to 30% of their revenue.
Brian Eisenberg and his brother Jeffrey Eisenberg have worked together to help companies increase their sales volumes to more than a billion dollars using their Persuasive Momentum framework.
Together they have coached and trained hundreds of companies such as health Insurance Innovations, NBC Universal, and Google.
They help in selling diverse products such as eyeglass frames, pig sperm, and SaaS software. They help these companies anticipate what the customers need, and how to innovate, thereby staying ahead of them.
Keynote Speakers Bryan and Jeffrey Eisenberg
Bryan Eisenberg is the cofounder of Buyer Legends and is also the co-author of the New York and Wall Street Journal bestselling books, “Waiting For Your Cat to Bark?”, “Call to Action”, “Buyer Legends: The Executive Storytellers Guide”, and “Always Be testing.”
Bryan has been a keynote speaker for Microsoft, E-Consultancy, Shop.org, Direct Marketing Association, the Canadian Marketing Association, and hundreds of other top events around the world.
Bryan is also the Chairman Emeritus and co-founder of the Digital Analytics Association.
Bryan serves as an advisory board member of many capital-backed startup ventures such as Monetate, Bazaarvoice, BoostMedia, UserTesting.com, Runa, and Slightly, among many others.
Bryan is an award-winning blogger and author and was honored by e-Consultancy members as among the top 10 User Experience Gurus. He is also the winner of Marketing Edge’s Rising Stars award. On top of that, he is a member of the inaugural iMedia Top 25 Marketers.
Bryan has been a featured expert by The New York Times, and The Wall Street Journal, and was a DMEF Rising Star Award winner in 2010.
He has also been quoted in CNN, Advertising Age, Jupiter Research, Forrester Research, Publish, Miami Herald, Internet Advertising Report (IAR), DM News, Inc Magazine, Chicago Business Tribune, Smart Money & Internet Retailer, Entrepreneur Magazine, Microsoft’s bCentral, and Target Marketing for his thought leadership in the crucial areas of Landing Page Optimization, Internet Marketing, and Online Conversion Rates.
The Amazing Career of Bryan Eisenberg
So how did Bryan end up being one of the top persuasive marketers on the planet? Here is a short look at his career path and exploits.
Primarily, Bryan was involved in creating software tools that were able to help businesses learn more about their customers and their locations, and eventually help them make informed decisions on the offerings.
Bryan started working at IDT in 1997 but stayed there for less than a year before moving on.
Future Now Inc
Bryan was a co-founder of Future Inc in January 2008 and stayed at the company till September 2009.
Future Now Group Inc, through its subsidiaries offered productized and custom consulting services; content training and programs; methodology, and software licensing.
The custom and productized services include persuasion scenario analysis, conversion optimization, and marketing planning and optimization.
The company offers SaaS and professional services based on an intellectual property model.
It also offers the patented Persuasion Architecture framework, methodology, and software tools set to plan, build, and optimize persuasive systems offline and online.
The company has been rebranded to Sticky Digital.
Runa.com
Bryan was an Advisory Board Member for Runa from December 2011 to December 2013. The company was acquired by Staples and is now known as Staples Lab.
TagMan
Bryan was also an Advisory Board member for TagMan from September 2011 to April 2014.
Bryan founded the company IdealSpot in October 2014 and worked there till July 2016.
The company was a startup created to help businesses of all sizes to predict the success of their business location.
IdealSpot is a commercial real estate marketplace, which allows business owners to find ideal locations, through the employment of predictive algorithms, machine learning, to big data.
Bryan was the Faculty Chair, Marketing & Conversion Optimization at Market Motive from September 2007 to January 2018.
He used to teach certification courses in marketing optimizations that groups and individuals would learn from on the online platform.
Bryan was an Advisory Board member for Monetate from January 2011 to January 2019.
Bryan was an advisory Board member for Boost Media from January 2011 to January 2019.
Bryan was an Advisory Board member at Nomi From February 2013 to January 2019.
Nomi is a tool that helps address the “omnichannel” marketing challenge that many retailers face. Nomi helped in bridging the gap between offline and online for retailers with a tracking tool that would act like a true-life web browsing cookie.
Nomi’s hardware helped companies improve on that by extracting the Wi-Fi signal on a user’s smartphone and then anonymously tracking the amount of time they spent in a store, and whether they actually returned to the store later.
The identifier is similar to an IP address so it cannot be identified personally.
However, if the shopper chose to share their personal email address with a salesperson, then any other subsequent online or offline purchases would be accredited that that particular salesperson. This helped the store in calculating and paying the correct commissions to these people when sales were made online.
The tools offered by Nomi include a hardware component and a software layer that analyses retailer data with an emphasis on CRM profiles for every customer, and tracking their activity on mobile, on the web, and when they come to the store.
Commerce Sciences
Bryan was an Advisory Board member for Commerce Sciences from April 2014 to January 2019.
Real Food Works
Bryan was an Advisory Board Member For Real Food Works from April 2014 to January 2019.
Real Food Networks was a company that was founded by innovative entrepreneurs with a passion for health, food, and technology. It was based in Philadelphia.
The goal of the company was to improve health by aiding people to consume a real food diet.
The company used the latest technologies and business models to turn competing scientific sciences about how people should consume a product offering that gives amazing results to the customer.
Some of the top innovators in the world have backed the vision of the company.
The company offered subscription-based solutions of home-delivered meals for both healthy living and weight loss.
Customers had an online portal where they could manage their accounts and choose meals.
Customers who wanted to lose weight had weekly coaching sessions, and were able to track their results, and behavior, and also interact with the company staff members. The magic in the business model was the supply chain. They would use local restaurants and their excess capacity to produce their food.
Each dish was created by individual restaurants, tailored to fit within the strict nutritional specifications they set out.
The restaurants would create delicious dishes, which contained all whole foods, mainly whole grains, vegetables, fruits, legumes, nuts, and seeds mixed with organic meat if the customer wanted it.
There was no processed food in the meals, no artificial products, dairy, and very little fat, sweeteners, and salt.
Every plan provided each customer with their specific meals from several restaurants each week.
Buyer Legends
Bryan was a Podcast Host of Business Travel Hacks for Buyer Legends from July 2018 to July 2019.
Bryan was an Advisory Board member for Bazaarvoice from May 2005 to January 2020.
Pelotero
Bryan was a co-founder of Pelotero, a company that provided revolutionary data-driven athlete development.
Bryan was an Advisor for Usertesting from April 2010. He still holds that position today.
OneSpot
Bryan was an advisor for OneSpot from January 2011. He still holds that position today.
Bryan has been an Advisory Board member at AllClear ID since 2014 to the present day.
AllClear ID consists of a team of customer service and tech professionals who are committed to delivering simple and helpful identity protection to consumers. The company has several plans available, including the AllClear ID PRO version which monitors a customer’s credit.
Their latest offering is the AllClear Guarantee. It is the first offering of its kind in the industry and makes the promise of complete security a reality for consumers.
Businesses that have an AllClear Guarantee offer customers identity protection to use anywhere, whether offline or online. It also helps repair the identity no matter how or where fraud may occur.
Slightly
Bryan is an Advisory Board member for Slightly since April 2014 to the present day.
Slightly is the first local video advertising platform in the industry, and reaches the target audience where they buy, work, and live on every screen that they use – connected TVs, laptops, tablets, and smartphones.
The company aims to connect customers and companies most engagingly and cost-effectively. They do this using end-to-end local video advertising tech.
Using their dynamic adverting personalization and programmatic buying technology, agencies and advertisers can create and deliver more relevant, tailored, highly targeted messages to viewers from their respective niches online.
By using these unique Slightly campaigns, advertisers gather huge local audience intelligence that allows them to optimize their ad creative, media spending, and audience targeting.
Slightly, being the only local video partner of Google empowers single-point access to YouTube and Google, as well as other strategic online, mobile, video, and social media networks that support video advertising.
This kind of reach, coupled with data-driven intelligent optimization, offers the most effective platform in the industry for brand awareness and customer engagement.
Slightly is a venture-backed, privately owned company based in San Diego, California.
Bryan and His brother Jeffrey partnered and founded Eisenberg Holdings, where they have recrafted the process of leveraging storytelling, from the customer’s point of view, to plan, optimize, and measure the customer journey.
They have named the process Buyer Legends, which allows for:
- More insights into the reality of the customer
- Better alignment of your customer’s expectations, viz-a-viz the experience you offer
- Better accountable analytics
- Better and relevant content
- Better and effectively aligned accountable teamwork
- Better effective testing plans
- Higher sales, greater leads, and higher customer retention
Buyer Legends can promote and facilitate the four pillars that lead to the success of amazon. They have written a book about this called “Be Like Amazon.”
The four pillars are:
- Continuous Optimization
- Customer Centricity
- An Innovation Culture
- Corporate Flexibility
Although these four concepts are simple to describe, they are very hard to implement.
The Buyer Legend process creates a roadmap to perfect execution.
The experience is transformative, just like installing an updated mental operating system, which focuses on serving your company’s customers in a manner that is aligned with what and who you have always been.
The two also offer keynote presentations in both Spanish and English at corporate events and industry conferences all over the world.
If you have any opportunity for keynote speakers, then you can always contact Bryan.
Bryan Eisenberg – The Author
As we have seen, Bryan is an accredited author, and some of his books have been extremely effective when it comes to conversion rate optimization.
SEO is competitive, and many people are almost giving up on it, but with proper conversion optimization, the goal is easily achieved.
Let us take a look at some of the bestselling books that Bryan has authored, or co-authored.
Persuasive Online Copywriting: How to Take Your Words to the Bank
Bryan published this book in September 2002, and it is available in the Paperback version.
Writing for the web is also referred to as Web Word Wizardry or Web Writing that Works. So, what does this mean?
Your online copy and every word that you write must have one goal only – to persuade.
It is crucial that you get your visitors and readers to subscribe, register, qualify as leads, and of course, even buy from your business.
It is your writing that must earn its keep.
To effectively manage the quality of your online writing, you must understand what works and what does not.
You need to know why what works, works, and why what fails, fails… You need to understand how to turn around failing content into something that will work for you.
Whether you are a marketer tasked with making sure your clients’ businesses have a healthy bottom line, or simply a writer creating copy, Persuasive Online Copywriting gives you the tools that you need to get the desired results.
This is one of the first books that Bryan wrote, and it came out at a time when people were just beginning to understand the importance of web writing. The importance has not died down. People still need an effective copy. It is time you got the book and take your writing to a higher level.
Call to Action: Secret Formulas to Improve Online Results
Bryan Published this book in October 2006 and is a great book about what we all know as Calls To Action.
The Book is available in Kindle, Paperback, and Hardcover versions.
Call to action is a book that contains everything that a business needs to know to achieve dramatic results from their online endeavors.
Are you planning for top-notch performance? Are you taking the time to evaluate that performance? Are you setting the best benchmarks required for measuring success? Are you able to effectively communicate your value proposition?
Is your company structured for change? Can you achieve the momentum that is necessary for your business to get the results your desire?
Now, these seem to be a lot of questions, but if you do not pay attention to them, then you will not be able to achieve ultimate conversion rates.
If you have the desire, and the commitment to create a phenomenal impact online, then you should definitely get a copy of Call To Action.
Within the pages of this book, New York Times bestselling authors Bryan and Jeffery Eisenberg walk you through the 5 stages that make a comprehensively designed website.
From the crucial planning phase, all the way through developing structure, communication, and momentum, to articulating value.
Along the journey, they also offer practical applications and theoretical advice which have been culled from their many years of experience, “in the trenches”.
This is definitely a book that you want to read if you want to know how to take your customer through the buyer’s journey, and close the deal with a compelling Call To action – hence the title of the book.
Always Be Testing: The Complete Guide to Google Website Optimizer
The book is available in Paperback version and was originally published in August 2008.
It is time that you stopped guessing and started testing to achieve better success with your website.
If you are looking to get more qualified leads, sales, and profits from your website, then you do not need to search anymore. This book is an expert guide to Google’s free A/B and multivariate website testing tool, Google Website Optimizer.
The renowned online marketing Guru and New York Times bestselling author Bryan Eisenberg, and his Chief Scientist, John Quarto-Von Tivadar, take you through the steps for testing and tuning your site so it gets more visitors to contact you, subscribing to your services, buying from you, or take other profitable actions on your website.
These steps are easy-to-follow and quite practical. Here are some of them:
- Craft a testing framework that will meet your objectives and goals.
- Improve your website design and move more of your customers towards committing to take an action.
- Categorize and select your products and services using a customer-centric point of view.
- Create copy that sells, and optimize your landing pages.
- Choose the best test for any given application
- Earn the best benefits from your testing experience.
- Improve your conversion rates using more than 250 testing ideas.
Yes, it is time that you took the guesswork out of your online marketing efforts.
Let “Always be testing: The Complete Guide To Google Website Optimizer” give you reasons why it is best to test, what you should test on your site, how to conduct the test, and eventually, help you uncover what is best for your bottom line and your website.
Buyer Legends: The Executive Storyteller’s Guide
This exceptional book was published in October 2014 and is available in Kindle and Paperback versions.
New York Bestselling Authors Bryan and Jeffery Eisenberg, tother with Anthony Garcia, co-authored this book, which describes a business process that combines hard data with the emotional power of storytelling to spot the gaps, open new opportunities, and optimize marketing and sales.
When you use the advice included in the book within your company, you will:
- Improve execution – this will help you turn huge directives into more effective and purposeful actions.
- Improve communications – this will help your full team to see and understand the bigger picture and the crucial details.
- Improve testing -this will help you understand how to plan and leverage more impactful and effective tests.
- Improve your bottom line – this will help you experience better conversion rates that make your up-front planning worth the effort and time.
After reading this book, you will have better insights as to why your marketing implementation may not be measuring up to your expectations, and why your team may be struggling to “get it.”
You will learn how to tell your brand’s story intent, and the accountability of each crucial touch point within every level of your business, from the stockroom to the boardroom.
The Buyer Legends process is one of the last pieces of a complex puzzle that is critically missing from most contemporary marketing campaigns.
Wouldn’t you want your business to have an edge by turning it into a legend?
Be Like Amazon: Even a Lemonade Stand Can Do It
This book was published in April 2017 and is available in Hardcover format.
Imagine that you are on a road trip with a young man and his older companion.
Business stories are told, and wisdom is revealed. You suddenly get a new perspective.
Companies like Kodak and Costco, Walmart, and General Motors provide texture and color as they arise on the horizon, and in the rearview mirror.
Real Companies, Real Decisions, Real Outcomes!
Jeff Bezos and Amazon are accredited with giving this road trip its rhythm as the four pillars of their success were made clear.
Read Also – Jeff Bezos – The Inspiring Story of One of the Richest Man on the Planet
It is a wonderful success that can easily be repeated, even by a lemonade stand. However, you will need to understand the importance of the marshmallow.
It is high time you get “Be Like Amazon” a 2018 Axiom Business Book award winner in your library of business fables.
The book has been endorsed by the who-is-who of the business world. Here are some of their comments.
A little book with an enormous impact. Be Like Amazon demystifies the principles and practices of the world’s most successful brands. It’s magical!
– Jay Baer – President of Convince & Convert & author of “Hug Your Hater.”
Read Also – Learn How to Embrace Criticism and Hug Your Haters from Jay Baer
Putting relationships front and center are what “Be Like Amazon” is all about. The authors observe that continuous improvement is not about cost-cutting but relationships. “Be Like Amazon” provides a roadmap for businesses to build and improve relationships. I highly recommend “Be Like Amazon” to every business person.
– Dr. Ivan Misner, Founder of BNI and NY Times Bestselling Author
“Be Like Amazon” covers one of the most important elements of being a business owner, how to work on your business instead of in your business. I’d highly recommend this book to every entrepreneur who wants to have a roadmap and skip the years of trial and error.
– T. Harv Eker, NY Times No. 1 Bestselling Author of “Secrets of the Millionaire Mind.”
Some Inspiring YouTube Videos Featuring Bryan Eisenberg
We have seen that Bryan and his company offer keynote speaking services. Let us look at a couple of inspiring speeches that he has made.
An introduction to Conversion Optimization by Bryan Eisenberg
This is a short 3-minute video that gives you the basics you need to know about conversion optimization and the benefits you stand to gain.
You will get to hear about the “Conversion Trinity.” This is a simple principle that has been crafted so you can go ahead and implement it to help you identify what you can do to improve the performance of your ads, and the performance of your business.
One of these principles is called “Scent.” Oh yes, You must also be wondering what scent has to do with conversion optimization.
This is something that was first discovered in 1995 and forms a fundamental principle of the online experience and yet it is highly underutilized by most marketers.
People in the user experience world know about it, and it is time you knew about it too as a marketer.
This video gives you a quick introduction to conversion optimization, which may inspire you to learn a lot more about it.
The video, however, has a few tricks that you can implement right away.
So why wait to get this crucial information? Head onto the video here, and learn more about how you can improve conversions on your website.
Buyer Legends – Bryan Eisenberg – CXL LIVE 2015
Well, you truly cannot understand how great Bryan Eisenberg is as a keynote speaker without watching one of his speeches, right?
In this keynote address, during the CXL LIVE event in 2015, Bryan talks about Buyer legends, and how the process affects conversion optimization.
Yes, if you do not have the time to read the book, then watching this 40-minute video will give you some insights into what you may be doing wrong, and what you have to do to correct it.
- Your Marketing deserves to be legendary, as Bryan is famous for saying.
- Your brand and its story desire sharing from one customer to the other.
This is the greatest difference between a brand story and a brand legend.
Take a moment and think about the brands that you admire the most. Why do you admire them? Is it because of the way that brand makes you feel? Is it because of the way you seamlessly flow through their delicious customer experience?
In this video, you will learn how you can develop your business into one that is centered around the needs of the customer, data-driven but managed by a credible and tasty narrative.
People Who Recommend Bryan Eisenberg
Given that Bryan, and his brother, have been prominent, especially when it comes to the use of SaaS tools in marketing, they have impressed quite a bunch of people. Let us look at some of the recommendations that Bryan has received from people he has interacted with in his career.
William works for the Unicomer Group and was once a client of Bryan’s.
William says that he first discovered Bryan Eisenberg’s work through regular articles that he used to write for ClickZ, during the early part of the 2000s.
For those working in the digital world today, it may be difficult to visualize what it was like at the time, given that the dot-com mania was by far greater than what you see as “Social Media” today.
Bryan Eisenberg’s prescient, grounded, and continuous examination of what was critical for any web-based venture helped break through the often-empty hype, hysteria, and promotion that was typical during the period.
This helped to drive optimal conversion, increasing the chance that a hard-won, expensive-to-acquire, web visitor would progress toward a tangible and critical transaction.
This could be as simple as volunteering important information, which may prove critical in deepening a relationship that could be monetized later or progressing through a same-visit purchase path.
For William, the books that Bryan subsequently wrote, “Call To Action” and “Always Be Testing” were nothing short of game-changing.
Bryan is very clear about what he is talking about, and he communicates this with impact and clarity.
For several years, he has been a leading voice when it comes to topics of driving engagement by online customers, and his deep believing continual testing and improvements have been professionally inspiring to William, and his colleagues.
The writing has also been used in MBA courses on Digital Business Strategy that William has taught, and they have been ultimately beneficial to the customers of his employers and their associated shareholders.
Bryan’s ideas have been welded into their business model where possible.
William highly recommends Bryan and asks that you read, think about, and find ways to implement his teaching within the scope of your business.
The value-added ideas that Bryan offers are beneficial and William is happy to provide a testimonial to that fact.
Michael is an experienced Private Real Estate Investor, Builder, Lender, Builder, and Owner (He Owns Common Ground Cafe in Hampden).
Michael was at one time Bryan’s client.
Michael says that he was fortunate to have been a member of EO, an Entrepreneurs’ Organization, where Bryan, in the middle of November 2018, practices a new presentation for the first time, just before the actual presentations, and also before the publication of his book, “Be Like Amazon.”
Michael says that Bryan, and his brother Jeffery, have written several bestsellers like “Buyer Legends”, and he enlightened and awakened the 6 people present in the group with several common and simple processes and ideas that Amazon and other successful organizations use today.
What soon became clear to the group is that simple is not always easy.
It was also the way that Bryan shared the information, the stories, and the examples that helped the group grasp these ideas.
They were made aware of common blind spots that all of them, and their companies miss.
Bryan sent members of the group the book when it came out and William read it in two days since he found it difficult to put down.
In simple words, the book is an easy-to-understand and read blueprint that will help you take your business to a higher level and be like amazon.
William believes that Bryan has changed his business perspective forever, and he is thankful to Bryan and Jeffery, and Roy Williams too, who helped in writing the book.
Joe is the Vice President, of Demand Generation at Smartsheet and was once Bryan’s client.
Joe says that since he finished Market Motive training, their online marketing team has gained a completely new approach to conversion optimization.
They do a better job at prioritizing their test ideas and are only spending their time on the tests that they believe will have a true impact on their business.
As a result of the course, they are also better at explaining and interpreting test results, and they are often able to employ winning test ideas on other pages of their website, for immediate conversion rate improvement.
In the 12 months following their training at Market Motive, their team achieved a 490% increase in conversion rates.
For Joe, these results could not have been achieved by simply attending a conference. It takes more time, and honestly, to really understand conversion optimizations, you truly have to struggle with it.
So, it was beneficial that someone like Bryan was on their side since he provided expert guidance when they needed it.
Joe says that any serious online marketer who wants to take his or her business conversion optimization capabilities to a higher level should really consider going for a Market Motive training session.
John is the President of McDougall Interactive, and the Author of “Web Marketing on All Cylinders.”
John says that for the 16 years he has been performing digital marketing, no other mentor has stood out above all others like Bryan.
John is a fan of Gurus such as Eric Ward for SEOmoz and Link Building, but when he went for the Conversion Rate Optimization masterclass at Market Motive, he found it to be the most informative and exciting thing that he has done in years.
He says that the course is filled with so many insights that he could hardly sleep.
For example, as John recalls.
56 billion dollars were spent in 2010 on generating web traffic, yet only 2% to 3% of the traffic was converted. How crazy is that?
He says that it was a great opportunity to sell conversion optimization, especially given how competitive SEO has become, and how expensive the paid click ads are.
Even improving conversion rates by half a percentage point has made a huge difference for some of John’s clients.
Now Johns waits to see how happy they will be when they double triple or quadruple their conversions rate, and perhaps even more.
Linda is the founder of Accepted, the top admissions consultancy for MBA programs for medical school, law school, grad school, and college. She is also a speaker and host of the “Admissions Straight Talk” Podcast.
Linda was at one time a client of Bryan’s.
Linda says that her company had hired Bryan’s company, Future Now, way back in 2008, to improve the conversion rate of their site.
His team delivered beyond their expectations, and they were very satisfied clients.
Although Bryan did not directly participate in the exercise with Accepted, Linda knows that their consultant discussed with Bryan questions on an as-needed basis.
She also knows that any time a small issue or slight problem cropped up, Future Now handled it fairly and with the due dedication to their success and excellence.
This kind of commitment and integrity has to flow down from the helm; From the top guy (Bryan).
In the few times that Lind interacted with Bryan, he was extremely creative and helpful. Furthermore, his insights into web conversion and marketing are second to none.
Bryan successfully combines the objective precision of testing with the subjective perspective of psychology.
Linda highly recommends Bryan and the Future Now team.
In Conclusion
Bryan Eisenberg has a way of approaching marketing, especially from a conversion point of view. This is the reason why people run businesses online – so they can convert their visitors into paying, loyal customers.
When you think as he does, you immediately start seeing changes in your business. You can take a leaf from some of his books and implement their advice in your business. Take the training courses that he provides and breathe life into your business.
Bryan and his brother Jeffery have helped businesses reach their pinnacle moments and excel beyond that.
