Now that the mass marketing era is over and people have unparalleled access to information, in an age where word-of-mouth travels around the world in 80 nanoseconds, how do you persuade finicky customers to take action?

That was the question Bryan & Jeffrey Eisenberg sought to answer in their most recent book, Waiting for Your Cat to Bark: Persuading Customers When They Ignore Marketing. After hitting the major North American bestseller lists — including The New York Times, USA Today, BusinessWeek, and #1 on The Wall Street Journal and Amazon lists — and even being named by AdvertisingAge as one of the “10 books you should have read” for 2006, there’s a new cause for celebration: Our Turkish friends can now enjoy the book in their native language (a good thing, considering it teaches marketers how to use Persuasion Architecture™ methodology to speak to customers in their own language).

When asked about the significance of this trip and the new translation, Future Now co-founder & CEO, and co-author of Waiting for Your Cat, Jeffrey had this to share:

We’re excited anytime somebody enjoys our book, but when they enjoy it enough to translate it into Turkish, publish it, then pay us to come speak about it in Istanbul, we’re ecstatic. Bryan and I have always wanted to visit Istanbul — our maternal grandparents are from here, so it’s especially meaningful to be in this gorgeous and fascinating place.

While Jeffrey’s had a few days to take in the atmosphere, Bryan just arrived in Istanbul early this morning. The two are looking forward to tomorrow’s speaking engagement, and asked that we thank their hosts at MediaCat Communications Institute for their kind hospitality.

Have you read the book yet? What are you waiting for? Buy the Turkish version from Kapital Market. Bulk order the English-language version from Barnes & Noble, or get it shipped from Amazon (where you can read the reviews instead of taking our word for it).