Buyer Legends - Jeffrey Eisenberg

Two decades of marketing optimization…

Just one thing?

Just One Thing

Type to enter text
Copywriting
Testing & Experimentation
Search Marketing
Social Media
Design & Layout
Psychology, Human Behavior & Persuasion
Marketing & Branding
Sales Presentation
Usability & User Experience
Information Architecture
Business & Web Analytics

Why Buyer Legends?
Improve communications!
!
!
Improve execution!
!
!
Improve testing!
!
!
Make more money !

It’s simple, but it’s not
easy.
!
Warren Buffet
“
“

Simple, and NOT for beginners

Who gets to make business decisions?
!
The answer shouldn’t surprise you

Persuasive systems
You create the system
your visitor must navigate.
People don't cause
defects, systems do.
!
W. Edwards Deming
“ “

Babble
Executives
Finance
Organization
HIPPO
!
Sales
Leads & Opportunities
Closed won/ lost
Marketing
Brand
Experience
Product
Designers
Creative
Developers
Requirements

Bad for communications?

Empathy represses analytic thought, & vice versa
You want the CEO of a
company to be highly
analytical in order to run a
company efficiently, otherwise
it will go out of business…
“ “
Anthony Jack,
an assistant professor of cognitive science
at Case Western Reserve and lead author
of the new study. "Empathetic and analytic
thinking are, at least to some extent,
mutually exclusive in the brain.” (2012)

We distribute reports to inform…

We tell stories to connect…

© 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok
Conversion is a journey, NOT a destination
Conversion rate is a measure of your ability to persuade visitors to take the action
you want them to take.
!
It's a reflection of your effectiveness and customer satisfaction. For you to achieve
your goals, visitors must first achieve theirs.
!
Bryan Eisenberg, ClickZ 2001
“ “

Always an audience of one

Segments, sub-segments & self selection
Interests
Demographics
Psychographics
Source
Behavior
Interaction
Buying stage
Economic value
Social
Johari model
Compexogram

Personas are composites

© 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok
99.6%
75.5%
89.3%
Missed targets
Bounced visits
Failed to persuade
A buyer’s journey is a scenario in your funnel

© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
The most important single
thing is to focus obsessively
on the customer. Our goal is
to be earth’s most customer-
centric company.
Jeff Bezos 
CEO & President amazon.com
27
“

© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
The balance of power is shifting
toward consumers and away
from companies… The right way
to respond to this if you are a
company is to put the vast
majority of your energy,
attention, and dollars into
building a great product or
service and put a smaller
amount into shouting about it,
marketing it."
!
I. Customer Centricity
II. Continuous Optimization
III. Culture of Innovation
IV. Corporate Agility
28
“
Amazon’s four pillars of success

Measure what you value
Amazon.com’s four key inputs:
I. Selection: 7x the category depth
II. Price: 5 to 13% lower than top 5 competitors
III. Availability: 20 inventory turns, most orders fulfilled by Zone 0-1shipping
IV. Experience: 13% higher American Customer Satisfaction Index
“
If there’s one reason we have done better than of our peers
in the Internet space over the last six years, it is because
we have focused like a laser on customer experience.

Buyer Legends & creative briefs

Show me, don’t tell me!

Buyer Legends is a business process that uses storytelling techniques to map the
critical paths a prospective buyer might follow on his journey to becoming a buyer.
!
This process aligns strategy to brand story to the buyer’s actual experience on their
customer journey.
These easy-to-tell stories reveal the opportunities and gaps in the customer's
experience in the current marketing & sales process.
!
These legends communicate the brand's story intent and critical touch point
responsibilities within every level of an organization, from the boardroom to the
stockroom.
!
Buyer Legends reconcile the creative process to data analysis; aligning metrics with
previously hard-to-measure marketing, sales, and customer service processes. The first
result is improved execution, communications, and testing. The second result is a big
boost to the bottom line.
What is the Buyer Legends process?

1. Who?
2. Their purpose & objective
3. The sequence of steps in their plan.
4. The rationale for their plan.
5. Key decisions
6. Emotional struggles
7. Anti-goals, the pre-mortem
8. Constraints and other considerations.
9. Reasonable alternatives?
10. How will you measure it?
10 essential elements of a good Buyer Legend

I. Perspective - 15
II. Pre-mortem - 10
III. Reverse chronology - 15
IV. Draft - 50
90 Minutes:

The benefits of Buyer Legends
Improves communications!
Everyone gets the big picture and the details!
!
Improves execution!
Direct communication instead of implied
instructions!
!
Improves testing!
Better variations to test; and if variations fail
look to assumptions!
!
Makes more money !
Improved experiences increase conversions
and are worth the investment of time up front

Thank you for your attention…
http://www.BryanEisenberg.com
Jeffrey Eisenberg
jeffrey@bryaneisenberg.com @JeffreyGroks
Phone
(347)469-1090
http://www.BuyerLegends.com

Buyer Legends - Jeffrey Eisenberg

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