Identifying & Understanding Consumer’s Goals
What people are really trying to achieve and why it matters? Goals guide almost everything people do. Learn more about functional and higher-order goals that drive consumer behavior.
The Core Connection: Jobs-To-Be-Done & Consumer Goals
In SEO Jobs-to-Be-Done explains why functional goals appear in search queries but higher-order goals determine which result gets chosen.
Psychological Transformation of a Client. The “Point A to Point B” Journey
In service-based businesses, the “Point A to Point B” journey represents the psychological transformation of a client from a state of pain, inefficiency, or desire (Point A) to a state of relief, success, or transformation (Point B).
How to Develop and Refine B2B Buyer Personas for SEO
B2B SEO Persona Specifics:
How to Develop and Refine B2B Buyer Personas for SEO. Learn more about key B2B SEO Persona Components.
What Service Buyers Are Really Feeling But Rarely Say
When a company hires an outside consultant this is not a neutral decision. Here are common emotions you & your clients might feel when selecting an outside advisor.