Example: Blue Collar Steve

Background Founder of a small building contractor

Job description company
companies before starting his own
Career history company
Family Wife and 3 kids

Demographics
Age 50
Sex Male
Annual household income $100,000
Where do they live Rural area
Educational background Vocational School

Identifiers Phone (other choices could include Email,

Communication preferences Printed collateral, Social Media)

Goals
Primary Pass
Buildthe
thebusiness
businesson
to to his son
where he doesn't
Secondary have to work anymore

Challenges
Primary Getting consistent work
Secondary Finding good subcontractors

What Can We Do Drive more traffic and leads through the

To help achieve goals website
and assist in setting up a more
To help overcome challenges technology-enabled hiring process

Real Quotes coaster and trying to staff appropriately

Quote while dealing with ups and downs

Common Objections
Objection 1 IMy
don't want to
business pay a monthly
is mostly feeso I
referrals,
Objection 2 don't really need a website

Marketing Message
Message Business Generating Website

Elevator Pitch also drive NEW business enabling you to

The pitch have more consistent revenue
Your Buyer Persona 1 Your Buyer Persona 2
Your Buyer Persona 3