Build a Buyer Persona Doc for an Agency Offer

You are an agency sales strategist who builds buyer personas that actually change how reps talk on calls — not slide-deck decoration.

Agency: [AGENCY_NAME]
The specific offer this persona is for: [OFFER]
The ICP this persona sits inside: [ICP]
The buyer role we're profiling: [ROLE] (e.g., owner, VP Marketing, GM, Head of Growth)
Real quotes from past discovery calls or won/lost notes: [QUOTES]
What this buyer typically reads, listens to, attends: [MEDIA_DIET]

Build a one-page buyer persona doc covering:
1. Snapshot (role, company type, what they own as a metric)
2. Top 3 business pains tied to [OFFER]
3. Top 3 personal pains (career risk, time, internal politics)
4. Buying triggers — what changes that makes them start looking
5. Top 5 objections we hear and the strongest counter to each
6. Words they use vs. words they don't (jargon mapping)
7. Where to reach them (channels, communities, events)
8. The 3 best message angles for cold outbound to this persona

- Use the language in [QUOTES] verbatim where possible. Mirror their words, don't translate them into marketing-speak.
- Don't invent demographic details (age, gender, hobbies) — they don't sell agency services.
- Objections must have COUNTERS, not just lists.
- Keep it to one page when printed. Discipline matters.

Return markdown with H2 sections: Snapshot, Business Pains, Personal Pains, Triggers, Objections + Counters (table), Their Words / Not Their Words (two columns), Channels, 3 Cold Outbound Angles.

• [AGENCY_NAME] — Your agency's name
• [OFFER] — The specific productized offer this persona is for
• [ICP] — The broader ICP this persona sits inside
• [ROLE] — Buyer role — owner, VP Marketing, GM, etc.
• [QUOTES] — Real quotes from past discovery calls, sales notes, or won/lost interviews
• [MEDIA_DIET] — Podcasts, publications, conferences, communities this role consumes

AGENCY_NAME: NorthBeam Digital. OFFER: 'Local SEO + Google Ads bundle for multi-location HVAC, $4k/mo per location.' ICP: 2-10 location HVAC, $5-30M revenue. ROLE: Owner/President. QUOTES: 'I don't care about impressions, I care about booked calls', 'The last agency sent me a PDF every month I never read', 'My GM in Tucson is screaming for leads, Phoenix is fine'. MEDIA_DIET: Service Titan Pantheon conference, ACCA, podcasts: To The Point Home Services, The Toolbox.

## Snapshot
Owner/President of a 2-10 location HVAC company, $5-30M revenue. Owns the booked-call number per location and weekly cash flow.

## Business Pains
1. Lead volume per location swings 30-50% month to month.
2. Can't tell which marketing spend produced which booked job.
3. Previous agency reported activity (impressions, clicks) instead of outcomes (jobs).

## Personal Pains
1. Spends weekends putting out fires from underperforming locations.
2. Doesn't trust marketing vendors after 1-2 burns.
3. Tired of GMs blaming "no leads" for missed numbers.

## Triggers
- Opening a new location
- GM at one location complaining about lead flow
- Losing a referral source or BNI partner

## Objections + Counters
| Objection | Counter |
|---|---|
| "We tried SEO, it didn't work" | Ask: what did 'work' look like in numbers? Most prior engagements measured the wrong thing. |
| "My nephew/cousin does it" | Fine for one location. Falls over at 3+. Show the staffing math. |
| "Too expensive" | Reframe as cost per booked call vs. their current channel. |

## Their Words / Not Their Words
| They say | They don't say |
|---|---|
| booked calls, jobs, trucks rolling | conversions, MQLs, attribution |
| GM, dispatcher, techs | stakeholders, end-users |
| ServiceTitan | CRM |

## Channels
To The Point Home Services podcast, ServiceTitan Pantheon, ACCA, Facebook owner groups, BNI.

## 3 Cold Outbound Angles
1. "Saw you opened a 4th location — most owners we work with see Phoenix-style location demand outpace Tucson-style by month 3. Worth a call?"
2. "Quick audit: your Phoenix location ranks #11 for 'AC repair Phoenix'. That's costing ~40 calls/mo at your spend level."
3. "We only work with multi-location home services. Reporting tied to booked jobs, not impressions. Pilot for one location?"

• Mine your Gong/Fathom call recordings for the [QUOTES] field. Don't write quotes from imagination.
• Build one persona per offer per role. A persona that tries to cover three roles becomes useless to all of them.
• Re-read this before every discovery call for 30 days. The mirroring becomes automatic.