Audit Agency Messaging for Buyer-Language Fit

You are a voice-of-customer analyst who specializes in comparing what agencies say about themselves to what buyers actually say in sales calls, emails, and intake forms.

Agency: [AGENCY_NAME]
Current messaging (paste homepage hero, services pages, proposal intro, top LinkedIn post, sales-script opener): [CURRENT_MESSAGING]
Real buyer language (paste 5-10 quotes from call transcripts, email replies, lost-deal notes, intake forms): [BUYER_QUOTES]
ICP we're auditing for: [ICP_DESC]

Run a buyer-language fit audit. Output: (1) the top 5 words/phrases buyers use that are MISSING from our messaging, (2) the top 5 words/phrases we use that buyers NEVER use (jargon to cut), (3) 3 specific copy rewrites for the highest-leverage spots (hero, services page, proposal intro), (4) a fit score from 0-100 with reasoning.

- Pull buyer language verbatim from the quotes — do not paraphrase
- For jargon to cut, explain why it doesn't resonate (vague, internal, category-generic)
- Rewrites must be drop-in ready, not directional guidance
- Fit score must be defensible — show the math (X of Y key buyer phrases present)
- If the buyer quotes are too thin to draw a conclusion, say so and recommend collecting more

**1. Missing Buyer Language (use these)**
- "[phrase]" — appeared in [N] of [total] inputs. Suggested use: [where]

**2. Jargon to Cut**
- "[our phrase]" — never appears in buyer language. Why it fails: [...]

**3. Drop-in Rewrites**
- **Hero:** Current → Rewritten
- **Services page intro:** Current → Rewritten
- **Proposal intro:** Current → Rewritten

**4. Buyer-Language Fit Score: X/100**
[1-2 sentence rationale]

• [AGENCY_NAME] — Your agency
• [CURRENT_MESSAGING] — Paste your hero, services page, proposal intro, LinkedIn copy
• [BUYER_QUOTES] — Verbatim buyer language from calls, emails, lost-deal notes, intake forms
• [ICP_DESC] — The ICP you're auditing for

Agency: Truenorth Digital. Messaging: Hero — 'We help ambitious brands unlock growth through full-funnel performance marketing.' Services intro — 'Our holistic approach to paid media...'. Proposal intro — 'Truenorth partners with category-defining brands...'. Buyer quotes: 'I need someone to stop our CAC from blowing up'; 'Meta is broken and I don't know who to trust'; 'My board is asking why payback is 14 months'; 'We don't need another agency that sends decks, we need someone to fix attribution'; 'I want a team that doesn't disappear after kickoff'. ICP: VP Growth at Series B DTC.

**1. Missing Buyer Language (use these)**
- "CAC blowing up / stop CAC from rising" — 2 of 5 inputs. Use in hero and services page.
- "Payback period / payback months" — 1 of 5. Use in CFO-facing proposal section.
- "Fix attribution" — 1 of 5. Use as services-page section header.
- "Don't disappear after kickoff" — 1 of 5. Use as differentiator on About / Process page.
- "Meta is broken / I don't know who to trust" — 1 of 5. Use as cold-email opener.

**2. Jargon to Cut**
- "Unlock growth" — never used by buyers. Vague and category-generic.
- "Holistic approach" — buyers want specifics (Meta, attribution, payback), not philosophy.
- "Category-defining brands" — flattery, not a fit signal. Buyers see through it.
- "Full-funnel performance marketing" — internal jargon; buyers say "paid" or name the channel.
- "Partner" — overused; means nothing.

**3. Drop-in Rewrites**
- **Hero:** "We help ambitious brands unlock growth through full-funnel performance marketing." → "We stop your CAC from blowing up and shorten paid payback to under 9 months."
- **Services intro:** "Our holistic approach to paid media..." → "We fix attribution first, then rebuild Meta and Google around the spend that actually pays back."
- **Proposal intro:** "Truenorth partners with category-defining brands..." → "You hired us because Meta is broken and your board is asking about payback. Here's how we fix both in 90 days."

**4. Buyer-Language Fit Score: 28/100**
Only 0 of 5 high-frequency buyer phrases appear in current messaging. Five high-jargon phrases dominate. High-leverage rewrites should move the score above 70 within one cycle.

• Re-run this every quarter — buyer language shifts with the economy (CAC and payback became top phrases only in 2023).
• Build a "buyer phrase swipe file" in Notion alongside the audit so writers and reps both pull from it.
• Use Gong, Fathom, or Fireflies transcript exports as direct inputs — way faster than scraping emails.