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.

My guest this episode is Adele Revella, CEO of the Buyer Persona Institute, speaker and author of a top five business book by Fortune magazine of 2015, Buyer Personas: How to Gain Insight into Your Customer’s Expectations, Align your Marketing Strategies, and Win More Business. Adele is the perfect person with whom to discuss relating to customers and creating meaningful buyer personas. Listen in for our insightful conversation and Adele’s step-by-step methodology to better understand your customers and improve your sales.

Topics Discussed in this Episode:

  • Why big data isn’t enough to understand people
  • Step-by-step customer research methods
  • How to effectively interview buyers
  • The 5 Rings of Buying Insight
  • Creating a buyer persona

Resources: