Write your buyer on one page

What it does

Every email, page and call script is written for someone. If that someone only exists in your head, every rep, agency and AI tool guesses, and they all guess differently. One page fixes it: who the buyer is, what they want, what they’ve tried, what they’re afraid of and what makes them move now, in their own words.

Write one page per segment, starting with the top one from your won and lost deals.

What you need

• Your top segment
• Notes, first emails and call recordings from 5 to 10 won deals in it
• Three to five short calls with your best customers in that segment
• A doc

How it works

1. 1

   Pull what you already have

   Go through the notes, first emails and recordings from your won deals in the segment. Mark every sentence where a buyer describes their problem, what they tried or why they moved. Their exact words are worth more than anything you’d write.

2. 2

   Fill the gaps with five short calls

   Twenty minutes each, with your best customers in the segment. Ask, then stay quiet. Record the calls, with their permission, so you have their words exactly.

   Questions for the calls

   1. What was going on in the business when you started looking for something like us?
   2. What had you tried before? What happened?
   3. What made you move when you did, and not six months earlier or later?
   4. What almost stopped you from buying?
   5. Before our first call, what did you assume we'd be?
   6. What has changed since you started? Can you put a number on it?
   7. If we disappeared tomorrow, what would you do instead?
   8. Who else is like you, that I should talk to?

3. 3

   Draft the page from their words

   Prompt for Claude or ChatGPT, with the notes and transcripts attached

   Here are notes and transcripts from [NUMBER] won deals and customer calls in one segment: [SEGMENT].
   
   Write a one-page buyer profile with these headings:
   1. Who they are, and who signs
   2. Their numbers and their week
   3. What they want, for the business and for themselves
   4. What they've tried, and why it didn't work
   5. What they're afraid of: what they'd say out loud, and what they wouldn't
   6. What they assume about offers like ours
   7. What makes them move now
   8. Words they use, quoted exactly
   
   Use only what's in the notes. Quote their words wherever you can. Mark anything you inferred with [GUESS]. If a heading has no evidence, write "no evidence yet".

4. 4

   Make every line specific

   Read the draft and replace anything that could describe any buyer in any market. “Busy leaders who value efficiency” goes. A number, a tool, a day of their week or a phrase they said stays. If a line has no evidence behind it, mark it as a guess or cut it.

5. 5

   Test it on your next ten calls

   Keep the page open on sales calls. When a buyer says something that isn’t on it, or contradicts it, update the page that day. Reread it every quarter, and whenever you change your aim.

What good looks like

Someone who has never met your buyers could read the page and write an email that sounds like it came from inside their world. And any AI tool you hand it to stops writing about “streamlining operations”.

Mistakes to skip

• Writing it from memory. You end up with your view of the buyer, in your words.
• A job title instead of a person. “VP of Operations” tells you who to email, not what to say.
• Skipping fears and assumptions. They’re what stall a deal, and what your messaging has to answer.
• Writing it once. Your buyers change, and so does who you sell to.