Define your audience

A draft written to everyone reads like it was written to no one. This is where you say who you are talking to.

What you start with

The website scan produces one profile: your ideal customer. It is built from how your site describes the people it serves, so it is usually recognisable but broad.

That profile alone is enough to write with. Drafts stop being addressed to a generic reader and start being addressed to someone with a job and a problem.

Adding people

Beyond the ideal customer profile, paid plans add audience members: the specific roles involved in a decision to buy from you.

Most purchases involve more than one person, and they want different things. The person who uses your product cares about whether it works. The person who signs for it cares about what it costs and what happens if it fails. A draft aimed at one lands badly with the other, which is why they are separate.

Smarkly can propose personas based on what it knows about your business, and you review them before any of them are used. A proposed persona does nothing until you have looked at it.

Writing a good one

The useful part of a persona is not demographics. It is what the person is trying to do and what stands in the way.

Say what they are responsible for. Say what makes their week difficult. Say what would make them look good to their own boss. Say what they would object to.

Skip anything you cannot act on. Age ranges and job titles rarely change a sentence in a draft. "Gets blamed when the launch slips" changes several.

How drafts use it

Each piece is written to one audience, chosen when you generate it. That choice affects the examples used, the objections addressed, and how much explanation is included.

It does not affect what is claimed. Facts stay the same whoever is reading.