Like many marketers I’ve trumpeted the virtues of something called buyer personas for years. A persona, borrowed from the theater, is a thorough description of a character in a play. Who that are, what their story is and what motivates or demotivates them.
When you couple strong customer personas with an accurate journey through your business, or something I’ve called The Marketing Hourglass, you have the makings of a strong marketing strategy.
My guest for this week’s episode of the Duct Tape Marketing Podcast is Bryan Eisenberg, co-author of Buyer Legends:The Executive Storyteller’s Guide
In Buyer Legends, Eisenberg emphasizes a critical component in building personas – or what he calls legends – and that’s data.
If a persona and buying journey are to serve the entire organization they must be tied to business objectives and metrics.
When you do this you can lead with buyer legends, teach with them and guide the entire organization based on strong narratives.
The book is a quick 46 page read with exercises and additional online resources included and I believe every marketer will find something useful in this book!