What they are trying to achieve
The goal behind the purchase gives you the headline angle. Lead with the outcome they want, not the feature you built.
Business intelligence · Customer personas
Write for the person who reads it, not the segment they sit in.
Your ICP tells you which businesses to go after. A customer persona describes the person inside that business who reads your content and makes, or influences, the decision. Build personas in Mengo so every page, post and script has a specific reader.
- Built alongside your ICPs
- For your business or each client
Customer personaIllustration
- Goals and what success looks likeUsed for: headline angle, opening lines
- Objections raised before buyingUsed for: FAQ answers, sales script replies
- The words they use for their situationUsed for: copy tone, keywords
- Where they look for adviceUsed for: channel choice, content format
An example of how persona answers are used later. A simplified view, not a complete persona.
Why personas matter
Content written for everyone moves no one.
The person with the problem is often not the person who signs. Write for an averaged audience and your copy reads the same to a founder and to a procurement officer, so it moves neither.
An ICP can tell you that you sell to small agencies or growing service firms. It cannot tell you that the operations lead wants fewer late nights while the owner wants proof the spend will pay back. Those are two different messages. Blend them into one and the result lands with nobody. A persona gives each output a named reader, with goals, worries and words of their own.
Start with the ICP the persona belongs toICP or persona?The ICP is the kind of business or segment you target. The persona is the person inside it who reads, questions and decides.
The reader and the signerMany purchases involve someone who feels the problem and someone who approves it. Each needs a different reason to say yes.
Copy with a reader in mindOnce you know who is reading, headlines, examples and calls to action stop sounding like they were written for a crowd.
What to capture
A persona earns its place when it answers six questions.
Age and job title rarely change a sentence. These answers do. Use them as a checklist for each persona you write, whether it is for your own business or a client project.
What worries them or slows them down
Name the friction they live with and the copy feels written for them. Leave it out and it reads like a brochure.
The words they use for their situation
People describe problems in their own terms, not your category label. Borrow their phrasing for tone, headings and keywords.
The objections they raise before buying
Every doubt you know about is one you can answer early. Put the answers in FAQs, on landing pages and in sales scripts.
What pushes them to act now
A trigger turns interest into a decision. Knowing it tells you when a message should arrive and what it should say.
Where they look for information and advice
The sources they already trust decide your channels and formats. Show up there, in the form they are used to reading.
ICP first, then persona. Define the business you sell to before the people inside it. Two or three clear personas within one ICP are easier to write for than ten vague ones. If the ICP is not in place yet, start with the ICP builder.
Where it is used next
Personas shape the outputs people actually read.
Everything the system creates is built from your business context. With personas in that context, the rest of the platform has a real reader to write for.
Copywriting
Headlines and body copy built on the persona's goals and vocabulary instead of generic claims.
ExploreSocial media content
Posts on the topics the persona cares about, in a tone that suits the places they already spend time.
ExploreSales scripts
Prepared answers to the objections each persona raises, so a conversation keeps moving instead of stalling.
ExploreBusiness intelligence
More in the business foundation
Personas work best next to the rest of the foundation. Open any capability to see what it holds and where it is used.
Write for the person, not the average.
Tell us who reads your marketing, or your clients' marketing. We will show you how personas sit inside your ICPs and how they shape the content and scripts built from them.
- Personas set up for a real business or client
- How the reader and the decision-maker get different messages
- A straight answer on fit for your situation
Rather write directly? Email info@mengo.si.