The Byer Persona and the Customer Persona

The key is to first recognize that a buyers, you know, we're going to talk about a form of research here. The only scriptive question i want you to ask them is this one: Take me back to the day when you first decided that you needed to solve this kind of problem or achieve this kind of a goal. We want to go back tothe awhen you thought that it was urgent and compelling to go spend money to solve a particular problem and just tell me what happened. It's really getting people to talk at length about what changed atthat moment.

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