The lowdown: Start to truly understand your customers with this Buyer Personas summary.
Do you create content or market to an audience?
Your success will depend on how you connect with customers.
The best way to connect with your customers is to create a range of buyer personas to target your efforts towards.
While, the concept of buyer personas is nothing new, this book digs a little deeper into the art.
- Audible Audiobook
- Adele Revella (Author) – Pam Ward (Narrator)
- English (Publication Language)
- 11/12/2019 (Publication Date) – Gildan Media (Publisher)
The three main lessons from the book are:
- Use a database to reach your target audience
- Analyze your target’s answers to find their needs
- Create a message that tells the buyer what they want to hear
Lesson One: Use a database to reach your target audience
Once you have all the important stakeholders on board, look to develop buyer personas by interviewing current and prospective customers.
You can access these people by looking at sales data of your customers, and prospects who chose someone else.
Once you have your list, you need to interview. Don’t come forward with a list of 10 set questions that you have to answer. Instead, plan your first question and go from there, listening to your interviewee’s answers and getting them to dig deeper with extensive follow-up questions.
So, listen to the customer’s answers, and build on them to get as much detail as possible.
Lesson Two: Analyze your target’s answers to find their needs
It is important to analyze the five rings of buying insights for each prospect.
The five rings are:
- Priority initiative: This is what turns a purchase from a “this would be nice”, to a “we must have something that does _____”
- Success factors: What your prospect is looking for when they purchase
- Perceived barriers: Why hasn’t your prospect bought yet?
- Buyer’s journey: What influences the buyer, and how they evaluate their options
- Decision factors: What specific things does your buyer want in a product. Some want easy-to-use, and some want a do-it-all solution
Once you have data that answers the five rings, you have the basis of a buyer persona.
The next step is to combine your answers into the rings and aggregate until you have a consistent message in each of the five rings.
Lesson Three: Create a message that tells the buyer what they want to hear
Once you have your five rings completed, you have the easy part of matching your product to what your customers want.
List all of your products capabilities and compare them to your personas’ expectations. Find what correlates between the two lists and use that in your messaging.
For example, if your product lasts a long time, and customers want something durable, then that is what you should be targeting in your marketing and messaging.
Once you have your buyer personas done correctly, you are basically playing with the cheat codes on.
My Personal Takeaway
I have completed buyer personas before, but I love the idea of the five rings. This is a model that I can use next time I look to build buyer personas.
Put it into action
Organize a call with a customer or a prospect.
Odds are you have an email list, so contact them and start a conversation. Find what they want and discover how you can help them.
You should consider buying this book if…
This book is perfect for marketing managers and solopreneurs.
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a Swedish university student, marketing professional, and life-long learner. Here at BookSummaryClub I summarize my favorite non-fiction books into easily digested posts. Hope you like what you’re reading!
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