Jim Kraus – författare

A fresh look into understanding your prospective customer's buying decisions to influence them and win more businessBuilding on the groundbreaking success of the first edition, this newly revised and updated version of Buyer Personas 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.In 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: Why understanding the buying decision is far more important than knowing a few things about the individuals or roles involved in that decisionHow to develop a modern Buyer Persona based on five types of buying insights that will inform nearly every marketing and sales decision you makeWhy interviewing recent buyers is the best way to develop your Buyer Persona and how to do it effectivelyHow to use AI and quantitative survey research to enhance your Buyer PersonaWays to use Buyer Persona insights to increase awareness of your products and services, drive consideration, and convert more business The revised and expanded Buyer Personas 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.

When a stray dog helps himself to a bone from a display in the supermarket, he doesn't know his actions will brand him a criminal and spark a romance between two humans. Stewart Coolidge works as a bag boy at the store, and his outraged boss offers a reward and demands Stewart catch the thieving animal. He fails at that, but now he finally has the perfect excuse to talk to his cute neighbor, Lisa. Lisa has always dreamed of being a journalist and asks Stewart if she can interview him for the local paper. As she gets to know Stewart, she likes him more and more, and she's delighted to learn he shares her Christian faith. Stewart can't bring himself to tell her she's mistaken, that he's not religious at all. And that's not Stewart's only deception. When the dog shows up on the doorstep of their building, Stewart decides to harbor the furry fugitive. But this is no ordinary dog, he has a divine sense of how things should be--and recognizing how much Stewart needs Lisa, he decides to do all he can to bring them together.

Wilson Steele is a single professor and Vietnam veteran who likes living alone, insisting it's too late for him to have a family. His mother disagrees. When she impulsively adopts a rescued black lab mix, she insists Thurman is special, and has whispered of the coming of grandchildren. Wilson brushes the notion off as fantasy. When his mother learns of her retirement community's 'no pets' policy, she forces Wilson to take the lovable dog. Wilson notices Thurman's growls do sound like words, but he knows he's just projecting his own thoughts on the animal. If Wilson is talking to neighbors on their walks, and spending time with Emily, a widow with three children, it isn't because Thurman encouraged him. After all, everyone knows dogs can't talk...can they?