Last week I stumbled upon a brand new book that teaches a simple business process called Buyer Legends. It changed the way I think about marketing forever. Don't worry that it's too short. It gets right to the point and shows you exactly what to do and how to do it.
Buyer Legends: The Executive Storyteller's Guide, written by brothers Jeffrey and Bryan Eisenberg (with two New York Time best-sellers to their credit) and Anthony Garcia. I would say this is a marketing book. Well, sort of. If you're a marketer, you will find it useful in growth hacking. However, non-marketing executives and entrepreneurs will find it enlightening and extremely useful. It can be applied to seeking investors, product design, content strategy, and other uses limited only by your imagination.
Buyer Legends quickly teaches you how to convert data and customer insights into stories that sell. As far as I know, no one else is teaching business people how to create customer-centered, data-driven customer experience design that is supported by narrative. The authors explain that it's how Amazon.com, a company that could never be accused of being warm and fuzzy, manages to be so successful at consistently delighting its customers.
One of the most valuable parts of Buyer Legends is that it breaks down what you need to do to start constructing these stories. The book doesn't cherry pick content-friendly companies, but tackles some of the more challenging verticals where creating content and stories can be challenging.
Many busy people will cringe at the idea of creating a story. Who has time for that? The authors deal with this reluctance quickly by practicing what they preach in Buyer Legends style. The tactics they describe are quick, thoughtful, and ultimately measurable. They also offer a true "How To," breaking down the tasks required to create a feedback loop to refine and master the Buyer Legends process. You can complete your first Buyer Legend in about 90 minutes.
"Story," is at the heart of the Buyer Legends process. Buyer Legends take the perspective of your customer as they interact with your brand, ensuring that you are delivering on the promise of your brand. Why from this perspective? Because the story that matters is not the one you want to tell, but the one your customer's experience when they engage with your business.
Buyer Legends accomplish something that previously seemed nearly impossible to me; they reconcile the creative process to data analysis, aligning metrics with previously hard-to-measure marketing, sales, and customer service processes. What happens, the authors claim, is that companies who use the process for growth hacking get improved execution, better communications, and impact testing, all of which should provide a big boost to the bottom line.
If you are looking to take your business to the next level, this is the book for you. I highly recommend it and hope you read it. It ties together big ideas in psychology, design marketing, and communications, with the day-to-day tactical execution of running a business. Once this process becomes a part of what you do, it should influence every single channel for your brand and deliver happiness to your customers.