In this insightful episode of Talk Commerce, host Brent Peterson sits down with Kristin N. Spencer, a renowned marketing strategist and self-proclaimed "biggest word nerd." Kristin shares her journey and the innovative approach she brings to marketing, shedding light on why she believes the traditional methods have an expiration date. The conversation kicks off with a discussion on customer avatars, where Kristin explains her reservations about these conventional tools, emphasizing their exclusionary nature and advocating for a shift towards psychographics. She argues that understanding the values, personalities, and convictions of consumers is the way forward in building meaningful and inclusive marketing strategies. Throughout the episode, Kristin and Brent explore various dimensions of marketing, sales psychology, and brand messaging, as Kristin reveals her unique methodology for crafting powerful client communications that genuinely resonate. They also delve into a light-hearted segment, exploring an Alice in Wonderland-themed quiz that reveals Brent's business persona as akin to the Mad Hatter—a testament to his innovative and high-quality focus. Kristin offers a preview of her forthcoming book, highlighting its focus on leveraging curiosity to unlock successful sales strategies. She discusses the importance of asking thought-provoking questions and remaining agile as marketers, especially in a rapidly evolving digital landscape. The episode also touches on humor in marketing content, with Kristin detailing her personal formula for balancing wit and professionalism in her writing. Furthermore, she shares her expertise in ghostwriting business books, stressing the significance of aligning the book's goals with strategic business outcomes post-publication. Listeners are treated to Kristin's profound insights, practical advice, and a touch of humor, making this episode a must-listen for anyone eager to embrace the future of marketing while pushing the boundaries of traditional practices. Whether you're in the world of B2B or D2C, Kristin's emphasis on value-based marketing offers new perspectives on how to engage and grow your audience authentically. Introduction and Guest Introduction (00:02 - 00:46)Brent Peterson welcomes Kristin N. Spencer.Kristin introduces herself and shares her passion for words and music.Discussion on Customer Avatars (02:01 - 03:53)Dialogue about client avatars and why Kristin is not a fan.Kristin explains the difference between demographics and psychographics.Diving into Marketing Concepts (05:15 - 07:53)Kristin talks about the limitations of using traditional marketing personas.Introduction to touchstone principles and value-based marketing.Application to Different Business Models (07:28 - 09:37)Exploration of how Kristin's methods apply to B2B, B2C, and D2C.Kristin shares insights on using words to advocate for better customer connections.Kristin's Approach to Public Engagement (11:22 - 14:09)Discussion on the impact of ChatGPT and AI.Kristin’s method of leaning into curiosity and engaging with clients.Quiz Segment (16:19 - 28:21)Kristin administers her business persona quiz to Brent.Brent shares his responses and insights throughout the quiz.Insights on Humor in Marketing (31:57 - 33:57)Kristin discusses the strategic use of humor in marketing content.Challenges and benefits of incorporating comedy into business messages.Closing Thoughts and Shameless Plug (34:47 - End)Kristin promotes her ghostwriting services and book.Final words from Brent and closing of the episode.