Buyer Legends: The Executive Storyteller’s Guide

payroll services for his high-tech start up but is extremely concerned with privacy and security. Or we could construct a Buyer Legend, a vivid story, of a compliance-obsessed Executive Assistant who has been tasked with finding online accounting options for the VP of Operations.

Next, define your conversion goal. Think of this as the destination for this customer’s journey. What is the end of the story? Did they buy something? Become a lead? Complete a task? Write it all down.

A person.

Start with basic demographics, which should be representative of your typical customers,

Buyer Legends is a simple scenario narrative process that helps identify the gap between brand story and buyer experience.

Select your perspective:

Customer insight comes in two forms: intellectual understanding and empathic feeling.

Next, consider the buying style of your customer.

The emotional struggles the person might face.