For Short Messages, Be Specific About Value

Am I the only one who has noticed that the typical short (<25 word) marketing statement communicates almost nothing of value?

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Topics: Buyer Personas, Buying Criteria, messaging, persona marketing, Positioning & Messaging, Writing

Have enough information for your buyer persona?

Many people ask me how many interviews they should conduct for buyer personas. There are too many dependencies for a simple answer. But I’d happily trade three-to-five highly insightful discussions for several dozen templates filled with data every competitor knows at a glance.  If we need high confidence, we can easily quantify the prevalence of the insights with a survey.

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Topics: buyer persona, buyer persona seminar, Buyer Personas, Buying Criteria, Market Research, market research, Uncategorized

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