Feb 19, 2018

How to Create 100% Accurate & Detailed Buyer Persona

Summary

Do you understand your customers?

Louis on Everyone Hates Marketers thinks that marketers and founders struggle to understand customers.

And in some ways it’s actually become harder to find out what’s going in their heads. Before the internet they had to talk to you to get information. Now, they’re doing everything they can to avoid talking to you. They’re doing their decision making through independent channels.

In this interview with Adele Revella, CEO of the Buyer Persona Institute (yep, a real thing 😄), you’ll get a lot of tactics to find out what makes your customers tick. And how to build useful personas.

3 lessons…

Talk to current customers (talk, not do surveys). Get them to take you through all the steps from realizing they had a problem to purchasing a solution from you. What were they thinking, how did they feel, what did they do?
When you get good at customer interviews it’ll only take about 10 calls. You’re unlikely to uncover any new information after this. (this surprised me as doesn’t seem statistically significant)
The step by step framework, wording of the questions and links to resources are all very helpful.

Marketing & Growth Misc

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