Buyer Personas, Revised and Expanded, 2nd Edition

PART IIICreating Your Buyer Persona

If you've been conducting interviews yourself, listening to the recordings, or reading the transcripts you're undoubtedly starting to get a real sense of what your prospective buyers need to know and experience to feel confident buying from you. They've talked about the challenges and circumstances that made them look for a solution just like yours and the outcomes they expect. They've revealed their buying fears, concerns, and requirements. And they've disclosed all the steps, resources, and people involved in their buying decision. You've taken the first step to walk in their shoes and understand just what they need to feel assured in their buying decision.

Now is the time to dig into your interview transcripts, pull out the insights you need for your Buyer Persona, and organize them in a way that makes it easy for everyone to understand and use whether it be marketing, sales, product management, or any other function that needs to meet the needs of prospective buyers.

In Chapter 7, we'll show you how your intelligence should be processed, organized, and analyzed in a format that helps you classify the most important information and discern where each pertinent gem of knowledge belongs in the persona's Buying Insights. In Chapter 8, we'll provide examples of how to communicate and present your Buyer Persona insights for impact and identify top themes that will resonate with buyers. Chapter 9 – a new chapter in this revised and expanded ...