Branding
Who buys, why they buy, and where they drop off.
Customer personas and journey mapping, built from scratch with no fluff, to understand the person behind every win and every lost deal.
PDF guide (25 pages) + Excel spreadsheet · Free
The guide and spreadsheet are currently in Portuguese.
Who it is for
- You can't articulate, in your customer's own words, why they choose you.
- Ad spend goes up, but sales don't follow.
- Inquiries and quote requests pour in, but few deals close.
- You don't know at which stage prospects drop off.
- Your persona is just a fictional name with an age, hobbies, and a stock photo.
What you get
The PDF guide
25-page PDF guide with a complete end-to-end example: Architecture · Who to interview · Interview script · Coding insights · Persona · Journey · The non-linear buying decision · Metrics and action plans. Concludes with a one-page summary, common pitfalls, a glossary, and a first-days checklist.
The Excel spreadsheet
Excel spreadsheet with 9 linked tabs, pre-filled with a working example (Escola Aurora, an English school for adults): Who to interview · Interview script · Responses · Patterns · Persona · Journey · Metrics · Action plan · Dashboard. Simply replace the highlighted yellow fields with your data and the rest calculates automatically, complete with green, yellow, and red status flags.
How to use it
- 1
Interview 8 to 12 customers
Use the Excel interview script with customers who bought, those who walked away, and those who returned.
- 2
Identify the patterns
Group the responses and distill them into one or two real personas.
- 3
Map the journey
Pinpoint where customers get stuck and track each stage with clear metrics.
What changes in your business
You stop talking to an imaginary customer. Your ads, sales conversations, and proposals address real buyer concerns, and funnel leaks become visible in the numbers.
Frequently asked questions
What is a persona?
It is a recurring decision pattern among your customers: what triggers their search, what drives their choice, and what almost makes them walk away. It is not a fictional character with a photo and hobbies.
How many interviews do I need to conduct?
Just 8 to 12 interviews reveal clear patterns. Include customers who closed, those who dropped off, and those who returned.
What is a customer journey map?
It is the path a customer takes from initial problem awareness to repeat purchase, highlighting where they get stuck. The kit covers both the linear model and the messy, real-world buying process.
Other tools on this front
Free material
Where does your growth stall?
A practical 60-minute diagnostic to run with your leadership team. Walk away with your bottleneck, the evidence, and a 7-day plan.