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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

3.84  ·  Rating details ·  189 ratings  ·  21 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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3.84  · 
Rating details
 ·  189 ratings  ·  21 reviews

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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.
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
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 ?

Steve Johnson
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.
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
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
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
Delphine Van Belleghem
Vooral gericht op marketeers in heel grote bedrijven, maar er zijn toch een paar lessen uit te trekken voor solo-ondernemers of kleine KMO's. Vooral de 5 rings of buying insights is makkelijk om te zetten naar kleinere bedrijven en organisaties.
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.
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.
May 29, 2019 rated it liked it
2.5/5. Some interesting insights, but a dull read.
Michael Thulin
Mar 12, 2019 rated it really liked it
Very thorough and educational. A complete walk through on how to do buyer personas.
Phoenix Dali
Sep 10, 2018 rated it really liked it
Great stuff but could be a lot more concise
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.
Amanda Grassia
Jan 10, 2016 rated it it was amazing
A "must read" for any marketer looking to learn and achieve new goals.
Oct 10, 2015 rated it liked it
Instructional, but basic.
Eliot Burdett
Nov 02, 2016 rated it it was amazing
Great framework for profiling and categorizing customers
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.
Matthew Baggetta
rated it it was ok
Dec 22, 2016
rated it really liked it
Sep 08, 2017
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.
Jomana Ismail
rated it liked it
Apr 29, 2015
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Polrat Ratthakit
rated it it was amazing
Sep 21, 2015
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Apr 06, 2015
Alycia Mitchell kinchloe
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Dec 25, 2015
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Mar 01, 2018
KJ Prince
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May 21, 2016
rated it it was amazing
Oct 28, 2017
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“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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