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Buyer Personas: How to Gain Insight Into Your Customer's Expectations, Align Your Marketing Strategies, and Win More Business
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Buyer Personas: How to Gain Insight Into Your Customer's Expectations, Align Your Marketing Strategies, and Win More Business

3.87  ·  Rating details ·  253 ratings  ·  32 reviews
Named one of Fortune Magazine's "5 Best Business Books" in 2015

See your offering through the buyer's eyes for more effective marketing
Buyer Personas is the marketer's actionable guide to learning what your buyer wants and how they make decisions. Written by the world's leading authority on buyer personas, this book provides comprehensive coverage of a compelling new way t
Hardcover, 240 pages
Published March 9th 2015 by Wiley
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Average rating 3.87  · 
Rating details
 ·  253 ratings  ·  32 reviews

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Visnja Zeljeznjak
Apr 04, 2015 rated it it was amazing  ·  review of another edition
Recommends it for: marketers, salespeople
Shelves: favorites
I'm adding this book to my "must have" evergreen marketing framework.

Basically, the book makes marketers the experts on buyers. In the book, everything revolves around the so-called "5 rings of buying insight:"

1) priority initiative (PI):
early stage of the decision making process
triggering events, which people are triggers

2) success factors (SF):
answer the WHY: "Why is this aspect important?"
changes and outcomes buyers expected to gain from this solution;
these statements sound like benefits (b
Carlos Allende
Sep 11, 2015 rated it liked it
Good information but way too wordy and repetitive, it becomes a burden to read. It needs to be heavily edited down.
Oct 13, 2015 rated it liked it
The five rings which have been shown is a good way to break the questions. I liked reading this book. Though I wonder how was this better than reading a crisp short blog on the same topic ?

Aug 03, 2015 rated it really liked it
This book is a wonderful introduction to the concept of buyer personas. The book is broken up into three parts. The first section is a behind the scenes look at what makes up a buyers persona. There are a lot of thoughts that goes into this process. The second part of the book describes how to conduct a constructive buyers persona. There are way more nuances to this process than I initially thought. The third part covers how to implement buyers personas into any organization. This book is just f ...more
Steve J
Feb 26, 2015 rated it it was amazing  ·  review of another edition
Most marketers are using personas wrong. A persona isn't about demographics and a pretty photo; a well-designed persona reveals insights to how the buyer buys and how marketers can reach this type of buyer with relevant, timely information. Adele is a wonderful writer. Strongly recommended.
Apr 17, 2020 rated it it was amazing
Sometime you just need people to tell you what to do and this book does that. Yes I think some bits are a bit repetitive, but it's a short book, so I didn't see thst as a problem. She has the steps snd the insight on how to do persons effectively and so this book is a must read
Nadira Long
Feb 21, 2020 rated it really liked it
Many comments said that the author was redundant and the information presented was only for medium to high consideration B2B or B2C companies. This is correct. It is also correct that the examples the author uses are large companies with their own marketing and sales departments. I still found the information valuable. I think that buyer personas could be used for small business consultancies and anyone who struggles with finding clients/buyers of their products and services. The information was ...more
Oct 23, 2017 rated it really liked it
Shelves: marketing
4 1/2 stars. Excellent resource on setting up a framework for buyer personas, along with how to conduct interviews to get the real information you need to set up those personas. Going beyond buyer profiles, Revella dives deep into how to structure a persona and gives lots of good examples. Additionally, she goes even further by giving information on how to structure your marketing strategies and aligning sales/marketing to use the personas and associated buyer's journey. I'm currently reworking ...more
May 29, 2019 rated it liked it
2.5/5. Some interesting insights, but a dull read.
Jan 14, 2019 rated it liked it
Buyer Personas is broken into three sections. The first part covers what makes up a buyers persona, the second section goes over how to create and handle buyer personas, and the last part goes into implementation. The book introduces the 5 rings of buying insight (priority initiative, success factors, perceived barriers, decision criteria, and buyers journey). Overall it definitely had some great insights but I found it extremely difficult to stay engaged with. It’s a short book but felt long-wi ...more
Kenny A Rozas
Jul 10, 2020 rated it it was amazing  ·  review of another edition
Practical and revealing

I liked the practical and direct content on the methodology to build "buyer people." In addition, it really teaches what a "buyer person" is as opposed to a "buyer profile", which is what you find when are looking for in specialized blogs and websites. Now I feel that I have a deep understanding of how and what “buyer personas” are used for. I recommend the book to those who like me feel they need accurate and practical information to build their "buyer people", something
Jul 05, 2020 rated it liked it
Relatively verbose but gets to the point early. The insights are interesting particularly the idea that understanding your customers and their motivations for buying your products helps you to better message your marketing.

Adele also has interesting ideas on the role of marketing and why marketing cannot report directly to sales.

The author could have said all she wanted in way less words.
Jan 12, 2019 rated it it was amazing
Actionable advice about creating buyer personas, then incorporating the knowledge gained into your marketing efforts. Revella’s writing is conversational and easy to follow. I especially liked the detailed interview instructions.
Marius Vetrici
Mar 23, 2019 rated it it was amazing  ·  review of another edition
Exceptionally insightful and practical

I wish I read this book 10 years ago. It would have saved me a couple hundred of thousands of $ which I spent on products that have never been launched.
Sep 18, 2020 rated it it was ok
There are nuggets of wisdom, but overall a long book to repeat and repeat and repeat that we need to speak to our customers to learn about their needs. Well, I knew that when I bought the book ;)
Oversold by the marketing book podcast, not worth my time investment
Michael Thulin
Mar 12, 2019 rated it really liked it
Very thorough and educational. A complete walk through on how to do buyer personas.
Nov 03, 2019 rated it really liked it  ·  review of another edition
Brings marketing insights to a new light

I never knew how buyer personas can be misleading and this book kind of put buyer journey to show me how we can understand buyer decisions
Nikhil Gupta
Mar 23, 2020 rated it really liked it
This is a must read to understand the foundation of marketing.
Apr 27, 2020 rated it it was ok
I felt the book boring and repetitive. It could have been written in a shorter and more visual way.
Aug 11, 2020 rated it it was amazing  ·  review of another edition
If you work in marketing buy this book and keep it handy.
Phoenix Dali
Sep 10, 2018 rated it really liked it
Great stuff but could be a lot more concise
Václav Kameníček
Sep 06, 2020 rated it it was amazing
I was skeptical about building and using personas and didn't see much value in creating a synthetic character with useless attributes like age or hobbies for targeting and guiding marketing activities. Customer profiling had worked for me just fine. But I found a reference to this book in another book on messaging, which was awesome, so I decided to give it a try, and it changed my mind.

Buyer Personas are not about the attributes but about buying insights based on customer research, and Adele R
Sheela Word
Mar 05, 2017 rated it liked it
This book contains useful ideas and information, but is very repetitive. Padded, I would say. The first tenth of the text is introductory, and the chapters often include passages that describe what will be discussed in future chapters. A bit of a boondoggle.
Jay Ehret
Apr 02, 2016 rated it really liked it
Shelves: marketing
Really enjoyed this book. It is an especially helpful book in that it specifically describes step-by-step how to conduct buyer interviews and mine key buying insights. It also describes how to collect the right data, then sort through it all to identify the key buying insights to use in marketing your product/service.
Oct 10, 2015 rated it liked it
Instructional, but basic.
Amanda Grassia
Jan 10, 2016 rated it it was amazing
A "must read" for any marketer looking to learn and achieve new goals.
Rick Yvanovich
This is a great read if you want to take the journey from knowing little or nothing about buyer persons to having a framework and actionable plan for you to have working buyer personas.
Eliot Burdett
Nov 02, 2016 rated it it was amazing
Great framework for profiling and categorizing customers
Susana Asin
Apr 27, 2017 rated it really liked it  ·  review of another edition
Good Book

Great information for all kind and size of business. As a new person in the area, I learned and strengthened concepts to apply in the different projects and companies I'm part of.
I started the eBook version, and wasn't what I was expecting to read or gain from the reading. I gave up with the first 20 or less pages. I am unsure once the loan ended if I want to re-check it out and see if it is resourceful.

Disclaimer: I borrowed an eBook copy from Overdrive (Sac library), and to share an honest review or rating.
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It’s time to turn your attention to something dark and twisty, to a story (or two or three) so engaging, the pages just fly by. In short, it’s...
52 likes · 11 comments
“the most effective way to build buyer personas is to interview buyers who have previously weighed their options, considered or rejected solutions, and made a decision similar to the one you want to influence. Unfortunately,” 0 likes
“Too often, Buyer Profiles are nothing more than an attractive way to display obvious or demographic data. Defining markets based on demographics—data such as a person's age, income, marital status, and education—is the legacy of 60 years of selling to the mass market.” 0 likes
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