Visnja Zeljeznjak's Reviews > Buyer Personas: How to Gain Insight into your Customer's Expectations, Align your Marketing Strategies, and Win More Business

Buyer Personas by Adele Revella
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it was amazing
bookshelves: favorites
Recommended for: marketers, salespeople

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 (business outcomes, practical outcomes, personal aspiration);
scenarios that buyers believe will change after they purchase the solution

3) perceived barriers (PB):
how the buyer eliminated solutions;
what prevented them from addressing this problem much sooner (what causes status quo?)

4) decision criteria (DC):
answering the WHAT and HOW: "What aspect of the solution is critically decisive?"
how buyers eliminate options, why they kept certain solutions under consideration;
these are the capabilities that buyers evaluate regarding each of the solutions
these are the attributes of the solution that buyers believe they need

5) buyer's journey (BJ):
who was involved in the decision
what the buyer did to evaluate options

Any marketer who nails this, and successfully aligns their buyer persona with their marketing messaging and with their sales, can name his or her price. Naturally, I will make it my obligation to study this approach and base my future decisions on my hopefully improved understanding what makes my buyers move - really move.
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Reading Progress

April 4, 2015 – Started Reading
April 4, 2015 – Shelved
April 4, 2015 –
April 4, 2015 –
April 5, 2015 –
April 5, 2015 –
48.0% "Word-for-word examples of questions to ask during the interview process: worth the price of the book alone."
May 12, 2015 –
63.0% "So far, this book has proven to be one of the five most important marketing books I've ever read."
May 12, 2015 – Shelved as: favorites
May 13, 2015 –
May 18, 2015 –
May 20, 2015 – Finished Reading

Comments Showing 1-2 of 2 (2 new)

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message 1: by Ed (new) - added it

Ed Zahrin Thanks for your recommendation

Visnja Zeljeznjak Ed wrote: "Thanks for your recommendation"
You're welcome Ed!

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