by Margaret Johnson | Buyer Personas
Why Niche Marketing Strategy Increases Your Business Reach It seems counter-intuitive, doesn’t it? How could narrowing your niche actually broaden your reach? If I had a dollar for every time I’ve heard a marketer say “But if I get too narrow, I...
by Margaret Johnson | Buyer Personas
Use the Why Chain to Understand What Really Drives Your Customers In my last blog post, I introduced you to the Why Chain, a concept that I originally developed as a way for organizations to understand the difference between real outcomes and red herrings in a...
by Margaret Johnson | Buyer Personas, Content Strategy
Buyer Personas are in trouble. Most buyer personas focus on irrelevant details and end up missing the mark. Do yours include hobbies? Aspirations? Marital status? If so, your personas likely don’t provide the info you really need to influence the buying decisions....
