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What is a Buyer Persona?

Built from interviews with real buyers, a buyer persona tells you what prospective customers are thinking and doing as they weigh their options. The buyers’ words reveal the attitudes, concerns and decision criteria you need to address to win their business. Learn more

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Buyer Persona Blog
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@markwschaefer is right – stop building stupid buyer personas
A few days ago, Mark Schaefer published an article entitled “Why customer personas may be an outdated marketing technique.” In it he argues that every competitor is marketing to the same people, so if marketers rely on obvious data about their customers to guide their content, they’ll all come to the same conclusion and deliver the same useless content. I agree. Read More
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How Radio Shack lost their buyer focus and their business
Radio Shack’s 60-year rise and fall is a case study in what happens when a company’s vision isn’t balanced by insight into its customer's expectations. Read More
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How I chose a PR firm to launch my new book
I just made an important buying decision. Since Wiley will release my first book on March 9, I wanted to hire a PR firm to do the launch right. I started out the way most buyers do when they initiate a "high consideration" buying decision. Read More
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