Buyer Persona Institute

We get a lot of questions at the Buyer Persona Institute: …what is it exactly that you do? …how is your approach to buyer personas better or different than what we’re used to? …how do you use buyer persona insights to drive more leads, improve conversion, and reduce marketing waste? …how much does buyer persona research cost and how long does it take? …how much time and effort do we need to expend to work with you? Answers to those questions and more can be found in the 30-minute video below. If you still have any questions, reach out to us and let’s chat! Jim Kraus https://bit.ly/41kWmXS

This season, we continue to celebrate the release of the 2nd Edition of Buyer Personas, written by Jim Kraus, President of Buyer Persona Institute, a Division of KS&R. This updated edition builds on the success of the first—named a Top 5 Business Book by Fortune Magazine—and provides marketers with the tools to go beyond guesswork, uncover what buyers truly care about, and turn insights into action. If you’re looking for a thoughtful gift for the business-minded folks in your life, or simply want to add an invaluable resource to your own toolkit, this book is an excellent choice. #book

YOUR YEAR-END MARKETING WRAP-UP WITH BPI! As we close out the year, we’re reflecting on the insights that shaped 2024, and sharing the resources and tools you need to prepare for a successful 2025. THE 2ND EDITION OF BUYER PERSONAS 📚 We’re excited to celebrate this years release of the 2nd Edition of Buyer Personas! Building on the success of the first edition—named a Top 5 Business Book by Fortune Magazine—this newly updated version helps marketers go beyond guesswork to discover what buyers truly care about. Looking for the perfect gift for business-minded friends, family, or colleagues? This book makes a thoughtful addition to any marketer's toolkit! Visit https://bit.ly/3BlEph9 JUMPSTART 2025 WITH OUR END OF YEAR SPECIAL OFFER To make your season even brighter, we’re excited to bring you our exclusive Buyer Persona Research and Messaging package. What’s included: ✅Buyer Persona Research ✅ Value Proposition ✅ Message Creation 💥 LIMITED TIME: Enjoy 20% off through December 31. Contact us to get the insights you need to improve your marketing and drive sales in 2025. CURIOUS ABOUT WHAT BPI DOES? 🤔 Watch our 30-minute overview video to discover EXACTLY what we do, how we do it, what we deliver, the value to you, and what the timing and costs are. Visit https://bit.ly/3OKiJOS THANK YOU TO OUR COMMUNITY To show our appreciation, we’re offering two powerful resources to help you hit the ground running in 2025: • FREE EBOOK: Dive into foundational concepts and best practices in buyer persona development. • SAMPLE BUYER PERSONA: Explore a fully developed sample buyer persona using the 5 Rings of Buying Insight framework. Reach out to Jim Kraus for these resources. ✨ 2025 is just around the corner—let’s make it a great one!

Want to see what the results of an authentic buyer persona study looks like? (for free) Most buyer personas are useless. It's a single page with fake photos of your ICP and some descriptors that tell you nothing about how to influence that persona's buying decision. That kind of research is child's play. It might be great for clicking a few buttons on a paid advertising campaign, but it's not going to help you understand: - the buyer's goals and motivations for buying your product or service - what influences their buying decision - their fears and concerns about moving away from the status quo or choosing you And, since it doesn't do that, you'll never be able to: - Develop effective communication strategies - Build a buyer's trust and confidence If you can't do that, marketing and sales will always struggle. This is why you must conduct in-depth buyer interviews to know what makes your ideal buyers tick in the context of the solution you're selling. To do this, it costs money. But this investment on the front end saves oodles of money on the back end. What's the point of investing $50K a month into paid ads campaigns if your advertising doesn't speak to your ideal buyers deepest cares and concerns?! What's the point of having an army of salespeople knocking on doors via cold email and cold calling if it doesn't connect to your ideal buyers hearts, minds, guts, and even funny bone?! Doing that is a great way to burn cash. Every great marketing and sales leader knows the person closest to the customer wins. This is why I am giving an example of what proper 'buyer persona' research looks like. This example of 'buyer persona' research costs $35,000. It's 38 pages. You'll instantly see the difference. You'll see how this research will unlock marketing and sales bottlenecks. This will allow you to see what to LOOK for and LOOK OUT for when hiring a company to help you with buyer persona research. See it for free. To get it, comment: Buyer Persona Then, I'll DM you a copy of it.

Buyer indecision is one of the biggest challenges sellers face today—and it’s more common than you might think. Research from The JOLT Effect reveals that indecision, not a preference for the status quo, is the primary reason deals stall. Buyers are often overwhelmed by the fear of making the wrong choice, with 87% of sales conversations showing moderate-to-high levels of indecision. In his latest article, Jim Kraus explains how marketers can play a pivotal role in helping sellers overcome this challenge. Success lies in focusing on two critical aspects of the buyer journey. First, marketers must deeply understand the "why" behind buyer hesitation. Fear of making a mistake often overshadows the desire for benefits, and uncovering these unspoken worries is essential for moving the sale forward. Second, marketers need to build confidence by demonstrating reliability. This means showcasing clear proof of success, emphasizing your track record, and outlining how your solution mitigates risk. By addressing both the emotional and rational sides of buyer decision-making, marketers can help reduce hesitation and enable their sales teams to close more deals. Want to learn how to support sellers in tackling indecision? Read the full article in the comments! #Buyerindecisions

Tune into the latest episode of Kenna: Customer First Thinking podcast, where host Stephen Shaw sits down with Jim Kraus, President of Buyer Persona Institute. In this deep-dive conversation, Jim shares his insights on creating buyer personas that do more than describe customers—they uncover the why behind purchasing decisions. Discover how these insights can transform your marketing and sales strategies to be more customer-centric and impactful. Don’t miss it—get ready to redefine your approach to buyer personas! https://bit.ly/4epRgfO #BPI #marketingstrategy #salesstrategy

Many buyer personas fall short of their potential impact, often limited to surface-level details like job titles and demographics. But to truly drive your marketing and sales efforts, personas need to go deeper. Actionable buyer personas must capture insights about the specific buying decisions you aim to influence—helping you engage more effectively and guide buyers toward a decision. At the heart of this deeper approach are the 5 Rings of Buying Insight™, each offering valuable information that can transform your strategy. From understanding buyer motivations to mapping the journey and identifying key decision-makers, these insights are crucial for making the right connections at the right time. In Jim Kraus’ recent article, he breaks down each of the 5 Rings, exploring what they reveal and why they’re vital to creating buyer personas that truly inform your marketing and sales efforts. See the first link in the comments! #5RingsofInsights #sales #marketingstrategy

Catch Jim Kraus on the latest episode of Your CEO Sales Strategies Podcast with Doug C. Brown, titled “Unveiling The Buyer Persona: The Key To Effective Marketing And Sales,” where he provides expert insights on creating effective buyer personas.    

Hope isn’t a strategy. Why shoot in the dark, HOPING that your marketing drives leads and help sales hit their numbers? What if, instead, you had PRECISE insights? That’s where we come in with our buyer persona research. For a limited time, enjoy a 20% discount on our comprehensive package—available through December 31, 2024. Scroll to learn what’s included and why it matters. Comment “INSIGHTS” on this post and we’ll send you a short video that explains the process, deliverables, timing and costs. #BuyerPersonas #Insights

My team and I wrote a 26-page report to help marketing and sales teams increase revenues. We wrote this guide so your leadership could analyze your existing and in-progress strategies with your buyers seated at the table. We know these buying insights will also trigger entirely new ideas, and with your buyers as the source, your leadership will have unprecedented confidence that these will benefit your goals. Perhaps most critically, your senior management can identify the strategies they will not pursue so your product, sales, and marketing teams can fully align to dominate the selected markets. It's 100% free. If you want a copy, then comment: GAP Then, I will DM you a copy.