# Who we sell to — [YOUR COMPANY NAME]

Write this in your customer's words, not yours. If you have call recordings,
reviews or enquiry forms, steal the language straight out of them.

---

## Customer type 1 — [give them a name, e.g. "the busy salon owner"]

- Who they are: [job, business size, age range, where]
- What triggers them to look for someone like us: [the moment it becomes urgent]
- What they say the problem is, in their words: "[ ]"
- What the problem actually is underneath: [ ]
- What they have already tried: [ ]
- What they are scared of: [getting ripped off / being sold to / it taking ages]
- What good looks like to them: [ ]
- Where they hang out: [ ]
- Who else they are considering: [ ]
- What makes them say yes: [ ]
- What makes them go quiet: [ ]

## Customer type 2 — [name]

[copy the block above]

## Customer type 3 — [name]

[copy the block above]

---

## The objections we hear every week

| What they say | What they mean | What we say back |
|---|---|---|
| "It's a bit more than I thought" | [ ] | [ ] |
| "I need to speak to..." | [ ] | [ ] |
| "Can you just do a quick..." | [ ] | [ ] |
| [ ] | [ ] | [ ] |

## Questions we get asked before every job

[The five you answer on every single call. Put the real answers in.]

1. [ ] — [answer]
2. [ ] — [answer]
3. [ ] — [answer]
4. [ ] — [answer]
5. [ ] — [answer]

## Who is NOT our customer

[Be specific. This stops Claude writing for everybody, which is writing for
nobody.]

- [ ]
- [ ]

## Actual customer language

Paste in five real lines from reviews, emails or enquiry forms. Copy them word
for word, spelling mistakes and all. This is gold.

1. "[ ]"
2. "[ ]"
3. "[ ]"
4. "[ ]"
5. "[ ]"