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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product marketing
Choosing to Buy or Build Your Buyer Persona Insights? 4 Trade-offs, 3 Myths, 1 Ideal Option
Are you wondering whether you should build your own buyer personas or turn to third-party researchers for these insights? Since we have considerable experience in both roles — conducting buyer…
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Building B2B Buyer Personas? Focus on the Buying Decision … then the Person
I’m concerned that so many people think that buyer personas begin and end with a description of a person. This demographic approach to buyer personas typically results in far too…
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Orbitz Reveals Too Much About Mac Buyer Persona
I’m frequently asked for examples of buyer personas, but my clients never allow me to share their findings publicly. That’s because the insights they discover about their buyers are non-obvious…
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Marketing lessons from ‘the other’ Adele
Watching the Grammys last week, I was captivated by the acclaim for Adele, who dominated the night with six awards, including best song, best record and best album. I love…
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What David Meerman Scott’s success says about choosing a place to focus
Today David Meerman Scott launched his 8th book, “Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage.” I’ve just read it and…
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Ask interesting questions to hear how buyers think
Imagine that you’re at a party with a group of acquaintances and the woman standing next to you announces her weekend plans – she’ll be painting her apartment. Which of…
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Marketers need to find a premium-price position for mature products
Almost every product eventually runs out of room to add capabilities that really matter to new buyers. Unless the company can find a premium-price position, the sales people will struggle for every deal through hand-to-hand combat and discounting.
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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Unexpected but clear — How we developed our own persona-focused message
I spent the last few months eating my own dog food – relying on buyer personas to develop the messaging for Buyer Persona Institute and its new workshops. I worked…
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