In short: Brand DNA, Personas. Define who you are talking to before you write to them.
A persona is a description of someone you are actually trying to reach: what they want, what is in their way, and what would make them act.
Protaigé writes differently for different personas. The same product pitched to a finance director reads differently to the same product pitched to the person who has to use it daily, and that difference is what personas encode.
Define the ones that matter
Two or three real audiences beat a dozen theoretical ones. Each should be someone you could picture in a meeting.
Go beyond demographics
Age and job title do little on their own. Goals, frustrations and what would make them say yes are what change the copy.
Generate them if you are starting cold
Persona Helix reads your website and drafts a set to react to, which is easier than facing a blank form.
Campaigns ask you which persona they are for, so the work here decides how sharply every later brief can be aimed.
Last updated 12 August 2026
