{"product_id":"buyer-personas-revised-and-expanded-gain-deep-insight-into-your-customers-buying-decisions-and-win-more-business-9781394236336","title":"Buyer Personas, Revised and Expanded: Gain Deep Insight Into Your Customers' Buying Decisions and Win More Business","description":"\u003cp\u003e\u003cb\u003eA fresh look into understanding your prospective customer's buying decisions to influence them and win more business\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBuilding on the groundbreaking success of the first edition, this newly revised and updated version of \u003ci\u003eBuyer Personas\u003c\/i\u003e enables marketers to stop wasting time and resources on their best guesses and start drilling down to understand what buyers truly care about--then harness this newfound knowledge to create strategies and messages that break through the clutter and reach buyers on their level.\u003c\/p\u003e \u003cp\u003eIn a world where buyers frequently struggle to get the information they need to evaluate competitive alternatives and feel confident in their choices, this book lays out a step-by-step approach used by hundreds of companies to understand what buyers want to know and experience as they search for a solution to meet their needs, weigh their options, and make a buying decision. In this book, you'll learn: \u003c\/p\u003e \u003cul\u003e \u003cli\u003eWhy understanding the \u003ci\u003ebuying decision\u003c\/i\u003e is far more important than knowing a few things about the individuals or roles involved in that decision\u003c\/li\u003e \u003cli\u003eHow to develop a modern Buyer Persona based on five types of buying insights that will inform nearly every marketing and sales decision you make\u003c\/li\u003e \u003cli\u003eWhy interviewing recent buyers is the best way to develop your Buyer Persona and how to do it effectively\u003c\/li\u003e \u003cli\u003eHow to use AI and quantitative survey research to enhance your Buyer Persona\u003c\/li\u003e \u003cli\u003eWays to use Buyer Persona insights to increase awareness of your products and services, drive consideration, and convert more business\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003cbr\u003eThe revised and expanded \u003ci\u003eBuyer Personas\u003c\/i\u003e is a complete guide to go beyond benefit-heavy, undifferentiated marketing and focus only on what buyers care about most. It earns a well-deserved spot on the bookshelves of entrepreneurs, executives, marketers, and other business professionals looking to influence their prospective buyers.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003eJIM KRAUS\u003c\/b\u003e is the President of Buyer Persona Institute (BPI) and a Principal of KS\u0026amp;R, Inc., a leading global market research and consulting firm. Jim has spent his entire career as an executive and consultant, advising small to market leading global brands on how to understand their prospective buyers and why they make the buying decisions that they do. \u003c\/p\u003e\u003cp\u003e\u003cb\u003eADELE REVELLA\u003c\/b\u003e is the Founder of Buyer Persona Institute (BPI) and a leading authority on buyer personas. A career marketer with decades of experience, Adele has seen the discipline from all sides: executive, consultant, trainer and entrepreneur. Now retired, she traveled the world as a marketing and business leadership speaker, consultant, blogger and workshop facilitator.\u003cbr\u003e\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":50900679033106,"sku":"9781394236336","price":20.99,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0831\/4771\/8930\/files\/img_fe14c9be-4374-41e8-b41e-7a1d820e4b41.jpg?v=1738392011","url":"https:\/\/surprise-castle.myshopify.com\/products\/buyer-personas-revised-and-expanded-gain-deep-insight-into-your-customers-buying-decisions-and-win-more-business-9781394236336","provider":"Surprise Castle","version":"1.0","type":"link"}