You might have noticed that I haven’t published updates on this blog and that my presence on social media has been scarce over the last few months. I wish I…
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Writing
But What Do Our Buyer Personas Want?
People ask me why I decided to focus on buyer personas. Easy. I like to impress people. And it’s easier to impress people when you know what they want. Very…
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PR Agency Uses Buyer Personas to Simplify Marketing
I’m excited to see more marketing agencies among our workshop attendees because by training just one agency to develop actionable buyer personas, we can help many more companies. To get…
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[Free new eBook] For Compelling Content, Let Your Buyers Be Your Guide
If you’ve developed buyer personas, does your content show it? When persona-guided content looks much the same as it always did, it’s a sign that the underlying personas are missing…
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Templates and Guidelines for Useful Buyer Personas
Just because you’ve met with internal stakeholders and can tick off buyer pain points– increasing operational efficiency, reducing costs and minimizing risks—doesn’t mean you know your buyer personas. Marketers need…
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For Short Messages, Be Specific About Value
Am I the only one who has noticed that the typical short (<25 word) marketing statement communicates almost nothing of value? If the product is really simple, this isn’t much…
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Buyer Persona Insights Float the Winning Boat
“No honey, we are not going to buy a new boat.” That’s what the fisherman’s wife said when her husband revealed his great idea. “We already have a boat” she…
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A new year, a new decade, a new chance to help buyers find answers to their problems
Judging by the current interest in buyer personas, 2010 could be the decade when companies realize the competitive advantage that belongs to those companies that have the deepest insight into…
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Read this before starting a persona project
I’m seeing a lot of blog and email traffic that is motivating this post — two earnest requests directed to people who are just beginning to develop buyer personas or…
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Personas tell their story, but to whom
The core message and URL for the Microsoft Dynamics CRM (customer relationship management) campaign are right on target, but IMHO Microsoft missed a step (or two) when they built the…
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