Jeff Ogden (@fearlesscomp) of Find New Customers was trained in Buyer Personas by Adele Revella of the Buyer Persona Institute and Buyer Personas is one of the services Find New Customers offers you, so you can create more compelling marketing content in your business.
(My good friend, Adele is working on a new book, so please keep your eyes out for it.)
Adele (@buyerpersona) and Maribeth Ross (@MaribethRoss), now with Aberdeen, did a great e-book titled “For Compelling Content, Let Your Buyers Be Your Guide.” and it’s a great e-book on Buyer Personas and I highly recommend you download and read it at The Buyer Persona Institute, because it’s a great free guide on how you can to do good buyer personas.
I’d like to share one of the most important and difficult to do areas of buyer personas,
Conducting the buyer Interview.
Here’s what Adele wrote about Conducting the buyer interview and I want to share that with you.
“The need for probing questions means that you cannot gain insights from your buyer if you approach the conversation with a script or list of questions. (Amen!)
You need an agenda, which is clearly focused on the five insights (future post). And then you need to learn to build your questions from the buyer’s previous answer.
This is a skill that takes a bit of practice to master. Marketers haven’t generally had a chance to hone these skills, so expect it to be a bit uncomfortable at first. These Seven Key Attributes of the Buyer Persona Interview will get you started.”
- Follows an agenda NOT A SCRIPT
- Engages the buyer in telling A TRUE STORY
- Convinces the buyer to say more, ENDURES SILENCE
- Prior responses SHAPE THE NEXT QUESTION
- Does not correct FALSE IMPRESSIONS
- Requires intense concentration NO DISTRACTIONS
- Seeks ENDLESS DETAIL on how a buyer decides
There’s a lot more to buyer personas that this, like
- Whom should you talk to?
- How many do you need to do?
- What are the five insights?
- How do you use what you learn in content marketing?
But those will all be future posts here, so please keep visiting this blog to learn more about buyer personas. Thank you, Adele Revella for this great e-book.
What do you think of this post? Did it educate you on how buyer personas interviews really work? Stay tuned for more soon.
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