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Testimonial: Kevin Kuykendall
Published November 29, 2025 · 17 views on YouTube
What does Kevin Kuykendall say the buyer’s brief is used for?
He uses it for multiple things: revisiting and approving older content pieces, building a full content strategy around what the market needs to hear (not just what he thinks should be covered), creating a sales enablement tool for a senior living salesperson, brainstorming, and writing personalized email sequences and campaigns.
How does the buyer’s brief help with sales conversations?
In this testimonial, Kevin describes building a sales tool from the buyer’s brief for a senior living salesperson. It shows the salesperson what emotional state a buyer is in at each stage of the buying process, which helps them recognize and overcome the buyer’s negative feelings during that stage.
How does the buyer’s brief change email and campaign targeting?
Kevin says the personalization it enables is built around segment, and specifically a psychographic segment rather than a purely demographic one. He states these are things he could not do without the buyer’s brief.
Full video transcript
I use the buyer’s brief in several ways, including going back to older pieces to approve them. I’ve also created an entire content strategy based on not just what I thought we should write articles, blogs, and videos about, but what the buyer’s brief shows us as what the market needs to hear in order to get closer to a buying decision.
I’ve used it to create a sales tool for a senior living salesperson, so they know what emotional state their buyer is in at each given stage of the buying process of senior living. It’s very powerful, and it helps them overcome those negative feelings.
I’ve used the buyer’s brief for brainstorming. I’ve used it to create very, very relevant content and campaigns, email sequences that are personalized to the segment — and the segment, in this case, means more of a psychographic segment than just a demographic segment. These are very powerful things that you just can’t do without the buyer’s brief.