Book summary
Peter Meyers is a distinguished writer who has made contributions to the New York Times, the Wall Street Journal, Wired, and the Village Voice. He is also the founder of Digital Learning Interactive and a pioneer in the field of multimedia textbook publishing.
It is essential to know your customers before you can sell to them. It is also important for you to know what motivates them to buy, what they need in a product, and how they perceive your solution. Your Buyer Persona will give you information to create marketing campaigns to attract customers who most desire your products.
Make sure you're prepared for the interview.
Preparing for your buyer interview is crucial to get the most out of it. First, find out more about your interviewee by checking out their Linkedin profile. Next, ask your sales team about them. For example, did they have any previous experience with this person? Finally, check to see if they have any connections with the company you want to sell to.
“Sometimes the biggest enhancement, and the best we can do for readers, is to move stuff out of their way, to shorten their reading path.”
“We usually talk based on what we want to say. But there’s another kind of speaking, in which you speak with the intention of having an impact on another human being. You are giving something, whether it is knowledge, insight, information, inspiration, an experience, or a feeling.”
“Here’s a list (not exhaustive, by any means!) of phrases that make the Bullsh*t Bingo list. Scrub them from your vocabulary! They will make your talk sound dated and stale. • Synergy • Out of the box • Bottom line • Revisit • 24/7 • Out of the loop • Benchmark • Value-added • Proactive • Win-win • Think outside the box • Fast track • Result-driven • Empower (or empowerment) • Knowledge base • At the end of the day • Touch base • Ballpark • Game plan • Leverage”
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