Our thoughts, plus a plan to help you hear directly from your buyers— Searching for a way to think about how COVID-19 is affecting marketing, I turned to one of…
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marketing strategy
How Radio Shack lost their buyer focus and their business
I was saddened by Radio Shack’s recent bankruptcy filing. Its convenient stores and helpful staff are easy to find in any city I’m visiting. There is even a store in…
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Big News from Buyer Persona Institute
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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Make Every Word Matter (and Make Sure Your Buyer Personas Tell You How)
There’s a wonderful Mark Twain quote that goes like this “The difference between the almost right word and the right word is really a large matter—’tis the difference between the…
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Hot Off the Press: The Buyer Persona Manifesto, 2nd Edition
It’s been almost three years since I published The Buyer Persona Manifesto, and so much has changed. In 2011, few marketers had even heard about buyer personas. That’s why I…
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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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6 Reasons to Start Using Buyer Personas Now
It’s been seven years since I started The Buyer Persona Blog, and I am pleased to publish our very first guest post. I hope you enjoy these recommendations from Irakli…
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2 Ways to Overcome Resistance to Your Need for Buyer Persona Insights
In the last month, I had a chance to deliver sessions about insightful buyer personas at two of my favorite conferences, Content Marketing World and Marketing Profs’ B2B Marketing Forum….
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My Personal Journey to Buyer Expert: What the 1986 Challenger Disaster Taught Me About Marketing
It was 8:30 a.m. Pacific Time on January 28, 1986. This would be my second day as an Account Executive at Regis McKenna, the PR firm that Apple, Intel and…
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Are you on first-name terms with your buyer personas?
In your marketing strategy meetings, do you discuss Jason’s reaction to the new launch, and why Sharon is the target for the upcoming campaign? Experienced buyer persona users know that…
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