The Persona Mastermind: How Top 1% DTC Brands Drive Incremental Reach on Meta

Welcome back to another episode of DTC Diaries. Today I'm super excited because we're going to be talking all things personas and micro personas. And I would say this has been one of our biggest unlocks as an agency group and for the 708 figure brands that we work with over the last three months. We're going to go super deep into how we have adapted our persona driven strategy, how we build micros personas, and specifically why the old way no longer cuts it. And what we need to do differently now that Meta's algorithm has fundamentally changed how ads get distributed. This isn't a theory session. By the end you will have practical frameworks that you can apply to any DTC brand to dramatically improve not only the likes of Hit Rate and Increase Spend, but also how you become more efficient and drive incremental reach. If you have a really dialled in persona strategy that goes deep into not only just these macro demographics, but also you know call motivators, fears, desires. That is how we're going to drive incremental reach at scale and mean that you aren't wasting the money and the spend that you're putting through your ads manager. So without further ado, let's get into it. As I said, we're going to start with a bit of a roundup of why personas matter going into how we are optimizing that persona driven strategy. What that then means for micro persona mapping and how we build those out. We're going to go into teap mapping as well, which we'll talk about in a little bit persona led, concepting and then also scripting and show you, I guess, almost like a little bit behind the system that we've built on Claude, which allows us to really align our scripts to the personas that we build as well. So I guess firstly like why personas matter. Why is this important? And I think you'll see two stats here. 56% of all conversions are solely creative based, meaning the creative did the heavy lifting, not the audience targeting settings and 76% of customers more likely to buy when messaging feels truly personalized to them. So let's dive into those a little bit. The first one. As we know, like creative is now the targeting. So what you see on your feed, what you see in front of you is determined by the millions of data points that meta has on us. Now we had a creative strategist internally from meta come onto the podcast a couple of weeks ago. And I loved his analogy of this where he said, and drummoda is like the smartest librarian in the world. They don't only know every book in the library, but they know what is on every single page and every word on each of those pages, which essentially means that meta now has such a deep understanding of us as the consumer. And that there is this soulmate theory, which essentially means that there is a perfect piece of creative out there for every single one of us. And that means the way that we utilize the vehicle. So how are we actually creating the ad? Are we doing podcasts ads, high prod low prod UGC, very raw one one shot. What's the type of creative that resonates most with you as an individual. How are we speaking directly to each of us that is also super important. Why persona driven strategy is one of the most important things associated with meta's new rules around creative diversity, because we may be diversifying the vehicle, but if we're not diversifying the way we're speaking to each individual, then we aren't going to be speaking to anyone essentially. That is super super important. So as I said, in terms of like what andromeda likes we've broken this down into, you know, the good, the bad, the green side it very much rewards targeting based on user behavior, strong engagement signals, like views over time, comments shares ads that are clearly aimed at people most likely to convert and creative performance over targeting tricks. And I say that's again, why the persona piece is so important because if we aren't telling andromeda, we aren't giving andromeda the signals in terms of a case, this is a call motivator, fear, desire that is associated with this person that they are that is is going to to really prick their interest, then it isn't even going to serve it to them directly. And then as you can see on the red side, you know, demographics alone are too broad, they don't give the algorithm enough signals, so volume alone doesn't work either. You can't just turn out content and essentially hope that something sticks right and critically, you know, we shouldn't be measuring success by output volume, but by strategic coverage. So how many psychological landscapes have we actually met and I think Sarah Levenger shout out Sarah did a amazing, wrote an amazing article about different psychological states going into valence zones. Now, if we're able to nail up so as I mentioned this can dramatically increase spend it will boost your relevance. So if we're able to tap into the right psyches and audiences from the get go, it will allow for much better response and results without having to just resort for. To volume for volume say, I think this is a big thing because sometimes when brands are struggling with incremental reach and their reach is damaging and they just think the answer is just to throw more volume at the problem. Now, this is kind of where I'm getting to with this diversifying your emotional states and those four valence zones because if you look at the ads that you are producing for for your brand. You will see that you know, you're likely speaking in the same way to the same maybe two three four personas max as a result of that, you know, with throwing more at the problem, but we're just if you if you actually looked at like a bit of a gap analysis in terms of where we aren't targeting and where we are. We'll be speaking to the same people in the same way time and time again and as a result that more volume isn't going to fix the problem, whereas if we can diversify across okay, you might have one macro persona right so me and all is an example on paper with the same persona with the same age. We are we have similar interests you know we're in the same industry week you know, but an ad that targets us needs to speak to both of us very differently because we've got different fears different motivators different called desires and if you speak to my fears directly versus all is which are going to be different. And I'm more likely to resonate with that creative and again that is what as you can see on the right here drives that incremental reach so as we know a persona. What's in a persona you know goes way beyond the demographic itself as I just discussed with the example with me and allie and I think most of the time what you see with what needs to be included in one of these is an emotional state so that is, you know, frustration burn out what is the trigger essentially. And called as eyes and key motivators so that defines the micro persona the motivation behind solving what that problem actually is and what threatens them this is how we can truly diversify our messaging because although one person or in theory might remain the same there is multiple different variations of that on a micro level because they all potentially have different fears and a great example of that is parents right you know parents have. Different desires and different fears for one parent it could be based on them actually having a real desire or fear to you know not show themselves up against other parents so they're almost worried about how it makes them look as a parent there you know the the I guess the actions of their child reflect or mirror them as a parent and then in terms of their status right so that is. And then this potentially one parent another parent could be very much focused on you know maybe the health implications of a product for a child and that is what actually really tap you can tap into the fear associated with this product is really bad because you know your the sugar the sugar content is as much of a kind of coke now that is speaking directly to a parent that their fear is the health implications of what they are putting into their child is if you if you approach that in a slightly different way from the perspective of imagine what you know a Susie down the road is feeding their children it isn't that then suddenly it becomes a slightly different conversation and as a result we're tapping into different fears and desires so so that's another thing to keep in mind now key contextual moments is another one so situations and scenarios in which the pain point is evident and the emphasis on agitation over aspiration essentially so how do we ensure that we are driving that agitation of the pain point over say aspiration and that's where we are looking at a key actual self is you know really focusing on the problem right now but all self or sorry ideal self is really looking at you know what what does the customer envision the future of themselves to be so it's like almost before state versus after state so our current personas before we looked at like rebuilding this whole process kind of looked a little bit like this so we had age range you know bit of a personality description digital footprint gender problem and very surface level in hindsight right this is what works once upon a time but now we need to become much more intricate in the way that we are approaching the micro personas. So what is missing? I think awareness level is one of them right. So how are we speaking to that person, depending on where they sit within the funnel? Now, you know, awareness level is super key and I talk a lot about this within our storytelling and script writing masterminds. If you haven't listened to that, after this, definitely go and have a listen. But if I'm like problem unaware, you're going to be speaking to me as a persona in a very different way to someone that is very solution aware, right? The messaging is going to adapt. So therefore we need to label that within one of those micro personas. So the deep chord, desires and fears is another one right. So I think the thing here is if this was a parent between 30 and 45, let's say or 30 and even 55, one of those parents could be say 45 years old with a teenager. The other one could be 30 years old with a one year old. The scenarios they're dealing with are completely different. A younger kid throwing a tantrum versus an older one where they're juggling, you know, school runs, extracurriculum, maybe going through hormonal changes and how that impacts their relationship with their parents. So again, as you can see, those those real specific new states is really, really important and it will impact the likes of schetsisns as well and psychological pools to convert. So how do we amend our personas with the new algorithm and also find and craft those micro personas? So here's kind of what we identified is kind of missing right. And to get into our micro personas, we need to be able to separate the personas, mental states and motivators. So we should map how different types of people think, feel and behave. So again, if you've got macro personas, if you've got like a trained chord bot or, you know, GBT bot that understand your personas or you upload that information in with the right domain context associated, that could be recent research, that could be, you know, obviously you want brand context as well. So you want to be able to have a full brand summary, you want to have a breakdown of that the personas that you have in question right now, maybe your recent strategic report that breaks down the data, the insights, the strategic direction in which we're going, if you load a bot with all of this context and your macro personas and ask questions like this, you know, how do different ways experience the same problem? What beliefs or emotional blocks exist around it? Why do some users convert instantly while others resist? We'll be able to start crafting how we speak differently to different types of people that may be sit within this realm. And to get into micro personas, we really need to separate mental states and motivators, you know, they're almost like the subgroups within each right? So how do they think? How do they feel behave? And I think, you know, a thing that we need to think about here is we're looking at what different people, sorry, what different ways people that experience the same problem, what beliefs or emotional blocks exist around the right, why some users convert instantly, why others don't. And I think like what makes up a micro persona that maybe goes a little bit deeper into what we just discussed there, there's four key components essentially, the first one awareness level. So where in the funnel or customer journey are they right now? This is being referred to as teap mapping within the industry right now. So T is for trigger, which is problem aware, e is for exploration, which is solution aware, e for evaluation, which is product aware, and p for purchase, which is most aware now you prefer to work through the lens of like, you know, you've got unaware problem, where solution, where products were most aware, not use that teap set up again, that's also absolutely fine. But we've started looking at through this lens as well. You've got core fears and desires, right? So what desires appeal most? What job needs to be done by a solution? But also what's the deepest fear? If say, you know, they don't find a solution. I think this is super important. I think especially when you get into emotional based storytelling, you really want to be digging deeper into the why, which is the core desire in which it lives below a pain point. So the example that I used in the storytelling mastermind was if someone, you know, really they're solving a, you know, the surface level problem with a skincare product is to get rid of a spot, let's say, if it was an acne serum. But really at a much deeper level, the core fear is being judged. The core fear is not feeling beautiful. The desire is to be accepted or to have confidence. And if we're tapping into these different fears and desires, it's a much better way to have psychological diversity in which in the way that in which we speak to our customer. The next one is bias. So the psychological shortcut that determines which message they believe essentially. So this will vary based on awareness, level and personality. Different people need different types of proof and persuasion, right? As we know. So that bias is super important in the way in which we speak to them. Creative consumption as well. So, you know, what does the persona engage with organically in their feeds? And I think, you know, this is important because where they consume content almost dictates the way we speak to them. If someone is largely a consumer on Reddit, as an example, usually you find a slightly longer form way of speaking that feels more storytelling driven and usually actually has a much longer set up to a problem will relate better. Whereas if we may be speaking to Gen Z, we usually find that actually, they, you know, much shorter attention span. They like their much more visual in their approach. They like to see information quickly. They like to be hooked by things that are attention grabbing in nature, which could be something that is satisfying as a result. So within a hook popping a balloon, concepts that I see work. Well, they're like whiteboard concepts because they're very visual in nature. We're not just speaking to them. We're seeing the visuals laid out on a board with a voice over that drives that forward. So I always like to think about creative consumption, which usually leads to like a more generational based cohort. As I just said then, like Gen X versus Gen Z and where they consume their content because in how we speak to them will be different as a result of that. So just to go a little bit deeper into this like teap mapping piece and, you know, breaking it down a little bit, trigger equals problem where so they're very much experiencing the trigger to purchase but don't know where to begin. They need education and empathy, right? So again, if we have a micro persona that is pretty unaware from a market point of view, maybe we need to do more educational based VSL content to speak to them in a way that is going to get them lower within the funnel. So the next one is exploration as I say, so that is very much like it equals solution aware. So we're getting lower down within the funnel. They are very much aware that the solution exists, that our solution exists, but haven't necessarily solved that pre-payment point yet. So they may have experienced bad alternatives and they need differentiation and trust to be able to know that our option is the right one. And I think this comes into bias to some degree as well. Like, you know, what is the biggest threat if there isn't say a solution? And I think the biggest threat we can uncover when we're speaking to solution aware is we can really agitate that they have had lots of failed solutions previously and we can speak to what those failed solutions are. So for example, coming back to the exor, you know, the skincare one, if we're speaking to someone who is really struggling with their acne, if they sit within that exploration phase, they have already failed with a lot of products. They've had so many failed solutions that we can use a lot of setup time agitating that, you know, they have been prescribed products for their acne. They have tried, you know, off the shelf natural solutions. They've done all of these things and nothing has quite worked and we can really tap into that. The next one, evaluation equals product aware. So this is the skeptic. They're evaluating whether your specific product is right for them and they need evidence and objection handling. So again, we will be really opening with those core objectives, objections and speaking directly to them. And the most obvious one that we see in that case is always like comment reply style videos. All we find, you know, found a found a story of objection handling ads do really well right now and it almost like a podcast format where you've got someone that is arguing against the founder and the founder then is, you know, handling those objections accordingly. And then you've got purchase at the bottom of the teap map, which is most aware. So they're ready to purchase, you know, we can, we can be very direct in which, in the ways in which we speak to them. So I think just going a little bit deeper into bias, I think this is is a big one because it's that psychological shortcut that very much kind of determines which message are usable is when they don't have time to think. We've got my persona prompts that we're going to share as part of this that will help identify the relevant one for each persona specifically. And I think through context engineering and having reviews and having a deep understanding of your brand, you know, AI is your best friend here. Will it really help you craft what these biases look like? So let's go into what they are. So the first one, social proof. If others like me did this, it's safer. So it's this idea of authentic UGC, you know, review and comment screenshots, really leaning into how do we bring more soft CTAs throughout the creative? So when we're speaking to a social proof bias, someone who needs to have validation that this is work for other people or that there are a lot of other people that trust this product or service, then I will always scatter soft CTAs throughout the creative. That could be as simple as there's so there's different types of soft CTAs, right? That could be and you know, leading with a solution and then saying no wonder 100,000 customers love this product. It could be actually using like PR as a soft CTA or even a study. So you know, if you're agitating a pain point about let's say bloating to do with the menopause and then coming in straight away with, you know, no wonder this study suggests that 30% of people going through the menopause struggle with bloating. We've set up the problem. We've set up the bias around social proof that other people like the menopause or women have this problem and therefore we can introduce the solution. So the next one is risk-lost-lost version. So it's this idea of like I want to avoid making the wrong choice more than I want upside. So again, you know, these are people that are risk-averse. How do we ensure that we are really setting them up in a way that is going to build that trust so they make the plunge to buy the product. So guarantees, free chart trials, honest downside framing. These are all ways that we can do that. I think another one you find with these type of people is that education is really important for them because they want to be truly educated in a way that allows them to have made a calculated decision that this is the right solution for them. And going very bottom of funnel, you know, the bottom half of that teap isn't going to do that. The next one is authority bias. So if an expert endorses this, it's credible. So this is where we want to be using creatives like expert VSLs, expert podcast ads, you know, bringing professionals in as well. I think as well like another thing that works here is testimonial content that relates to, you know, to customers, real customers of the brand because that is, that creates credibility that it's a real authentic customer. And we have a brand called 47 Skin that do this very well. And I think that authority bias works well for that reason because you have people like the founders turning up, brings authority face to the brand. Us as humans, we like to link a face to a product to be able to trust it better. But yeah, so that's that's one. I think data point is another one. So I mentioned that this works across social proof, but also works across authority bias. If we bring PR, sorry, not PR, if we bring studies into the mix or say hooks that lead with data or lead with some kind of insight that is associated with the study, this usually works really well. So, you know, I have no idea that 30% of women going through the men and poor struggle with bloating. Great headline fact instantly. But then again, on the reverse, it could be something that, you know, we do a survey for our brand and products that we can then are able to say 55% of people that use our product feel better after 90 days. For the authority bias, this is the kind of language that we would want to tie into that creative alongside that education from expert based figures as well. The next one is effort minimalization. So I want the least friction possible. So I think this is the, this is where we the way we speak to this individual is very much agitating around the problem of like failed solutions, how much friction there is associated with using that product and the reverse for us, right? So we really want to focus on language like takes 30 seconds, you know, it doesn't impact your routine, really visually showing the simplicity. Timeline is also a good one as well for this. So, you know, for example, we do ads, we might do an ad where, you know, here's what happened when I took this supplement 30 days. 30 days doesn't sound very long, you know, and we can visually show that actually, you know, this is low effort and we're visually showing that and here's the solution or the afterstay as a result of that. Novelty and pattern interaction is another one. And so this is different pay attention. So this is kind of, I see this working better with younger audiences that usually fit within that Gen Z range as I mentioned earlier. So unexpected hooks, you know, controversy is another big one, visual interruptions. So we'll think more about, you know, how we, how are we going to bring in visual layers within the hook to ensure that we are, you know, grabbing attention to this individual. So as you can see, like based on this bias, it impacts how we change the visuals of the concept itself. And it very much breaks generic UGC formats because they've got, it's got a much bigger twist. And then the sixth one is identity reinforcement. So this aligns with who I am or want to be. I think I, you know, you have people that are very driven by identity. And I think, you know, this is where maybe people that was a good example of this people that are maybe eco friendly. This is where maybe you would speak to that identity that they really live by. And these are the kind of people that don't have goals in life. They almost have purpose. And that purpose is what they center everything they do around. So the better we can speak to that, you know, the whether that be value based. So they have values like if you're the kind of person who X, Y and Z, then, you know, that kind of thing again works really well. Value led messaging. And so how do we, how do we really kind of push with values at the forefront of our messaging. And also community framing. It's that idea of, you know, there are lots of us that all stand by the same mission, the same objective. And I think usually identity reinforcement very much works when we are speaking directly to a mission that is associated with the brand. And I think this is a really good example of like where a bias that aligns to micro personas because what breaks it is when you are trying to speak to everyone and they don't like that. They want to be spoken to directly. So yeah, it doesn't work when you are trying to appeal to everyone essentially. So here's an example of a micro persona appeal. And here we've got a macro persona. And then here's three potential micro personas that have fallen off, have come off there. So let's just go to macro first, you know, you've got age range 30, 40, 5, we've got a personality description. Someone who's caring, practical puts on his first feels guilty or prioritizing themselves. Gender female. And then breaking that down, you know, we have three different builds on this. So persona 1.1. Firstly, when you build your micro persona, I'd really recommend codifying them because when you put these in the add account within our naming conventions, we'll put like P1.1, P1.3. And then therefore we can do like some gap analysis in the add account on, okay, which personas are we maybe under indexing on versus over indexing on, we can do comparative reports as well. So that's just one little habit I'd recommend doing. But yeah, let's look at persona 1.1, keeping up appearances. So awareness level, T, thinking, knows she's struggling but hasn't identified stress management as the solution. Pressure and comparison with others, the other mums at school makes her feel she just needs to try harder or be more organised. Her call fear is failure, being seen as a bad mum. So you see what I mean when I used that example earlier, being seen as a bad mum is a really big fear that we can tap into. Call motivators, social status, wants to feel capable in control of her responsibilities and to feel on par with the other mums on the school gay and digital footprint, YouTube, etc, etc. But now if we compare this maybe to P1.2 here, we've got awareness level E exploring, knows she needs help with stress but overwhelmed by the options has tried various things, apps breathing exercises, but nothing is stuck or work sustainably. So as you can see here, failed solutions are being tied in more, we're going to bring that into our messaging. Call fear, irreparable damage. So constant irritability and emotional outbursts are permanently damaging her relationship with her children. So if fears they'll remember her as the angry mum and that she's failing there. in their formative years. So what I love about this, you see how different this is. One of them, the core fear is like failure as a bad mum, but seen by other mums as a bad mum. So it's social status, whereas this core fear is very much related to her kids thinking she's a bad mum or thinking she's an angry mum. And her core motivator in comparison to the other mum is connection and presence. So you know, she wants that incredible relationship with her family and her kids. So we are going to tap into that. And I think that's a great example of like two technically same persona, but we're speaking to them very, very differently. I won't go through the third one right now, just in the nature of time, but here you have a great example of what those three micro-impersonas might look like in detail. And from this, you can really start to speak to them very differently and how we bring that into our scripts is something that we're going to talk about in a little bit as well. So as you can see, we brought in awareness levels, deep core desires and fears, a specific new state as well, which I think is super, super important, those skeptisms, and then those psychological pulls which really help us convert the right customer and get in front of the right customer. It tells Andromeda that the, it tells Andromeda the signals that we need to put this in front of the right person and that is what I discussed before where we align it to soulmate theory, right? And the more signals we can tell meta that this is a very specific persona that we are speaking to, the more likely meta are to put it in front of that individual. And if we took this one step further, right? This is where the valence zone comes in. So I spoke very briefly about this at the start, but just wanted to show this diagram of, let's say we have our micro-impersona, we might have this micro-impersona here at 1.2, but we might actually speak to them in lots of different ways. In zone one, we might be doing it in a kind of calm, supportive way, but zone four, which actually is where if you look into your ad account, you are going to find that most of your creative lives is very panic, sadness, loss, anxiety. So again, diversifying further, you can see we've got all these different touch points now to really driving incremental reach within the ad account because not only are we looking into different core fears, desires, but we're looking at the valence and the way in which we are speaking to these people through that emotional psychology. If you've noticed something different about my face, I've just had a haircut. I off with through presenting this and realized I had a haircut booked and I'd run out of time. So yeah, we're back. Anyway, we are now going through how to concept. So we just reflect on what we've gone through so far. We've broken down the importance of personas in this environment, in an environment where we need to be driving incremental reach and how more volume doesn't always equal greater levels of spend or incrementality. We've gone through actually the difference between a macro and a micro persona and the layers in which we build with our micro personas. And now we are going through, okay, what does this actually mean in execution? So from concepting to scripting, what does this look like and how does it build into our process? And I think some of the things that we want to just touch on today is this idea of like persona-led concepting. So building the persona and then applying the messaging to the script isn't usually enough to really differentiate who that persona is and how we can give metad the right triggers to put that in front of the right person. And I think across ads, organic content and reels, you know, meta is very much as we said before making a big strategic chef right and it's moving away from that question of like, what keeps people watching towards this very specific question of like what genuinely matches what this persona cares about and not only what they care about, how do they like being spoken to? So that aligns with the vehicle, the messaging vehicle and which we choose to speak to them, which is why it's really important we marry those two up very nicely in terms of both vehicle and persona. But overall, what does all of this mean? Visually, we need to align our concepts with what are, you know, what are personas enjoy organically? What is the kind of content that they are resonating with? And, you know, and again, you can get a good feel for this through your organic research. But if you are like super, super hyper specific into a, you know, you're looking at keywords that relate to, let's go back to the mother there, the parent. And, you know, if we are typing in keywords related to that persona, so again, even if say, you know, her fear is the hit, the fear of being, you know, shamed as a bad parent, you could type things in like, am I a bad parent on tiptock? See what kind of content is coming up. And as a result, from that, you're able to see what is resonating with people like that individual. Because if the, you can actually toggle by most viewed, you can obviously look at, okay, what are people really resonating with here? And that is a good indication of the type of vehicles that may also work through paid. And usually, those more organic vehicles could, you know, align themselves more to big swings. So here are some real examples of persona-led creative that's been inspired by organic content and the specific persona that they are targeting. So we're very much, it's about creating the world in which the persona lives in right. And I think this one up here is a really good example of that, where, you know, if you know women that are in, maybe they're early 50s and the way that they are hosting content to their Facebook feed, they almost do these like photos or images with text overlays on top of it. It looks very like, looks very ugly, very low-fi, very native and not very pretty. And I think this is a great example of like aligning a piece of creative to the way in which they like to consume content or have been used to consuming content on social with. And I think from a strategic point of view, you know, there's different personas that respond to different formats, as I just mentioned. And this aligns with biases, identities and also those core motivators. So a couple of examples of these are like skeptics. So obviously with skeptics, you're going to want to create comparison ads, you know, ingredient call outs. So you're very much focusing on the products, benefits and the product USPs. Those elements that they don't tell you. So it's like, you know, the secret. We've got the time poor pragmatists. So that could be, as I say, you know, quick demos. How do we show don't tell short punchy timeline based face to camera driven? Trends as well. Also trend, like those trend followers, we will be speaking in a way that is like aligns with trends right now. What are the cultural relevant trends in which we can say our message that aligns to their world in which they see it at this given time, which is on social media, of course. We've got social proof seekers. So this is carousel testimonials before and afters, static based ads, sold out messaging. We really want to be focusing here on elements that are going to build that trust and show them that others are loving this product as well. Emotional seekers. So we see with this like very emotive driven UGC that has a long setup. So emotional seekers, you know, you are going to be focusing very much on how do we really agitate and set up the problem before introducing the solution. So we're going to want to bring in those like human desire curiosity loops where we open a curiosity loop, aka, you know, I, my skin is so bad that I don't even want to go outside without reading my makeup three times. And then the after state is focusing on now I forget to put makeup on most time when I go out. And you can see there's a stark difference there in terms of a character arc of I literally had to reapply on my makeup three times because I was overthinking it so much to the point where I now don't even think about that. So I forget to put my makeup on. So you can see that works really well for these emotional seekers. We also have clued up researchers. So hack podcast via cells Reddit posts. I know another one that works really well for this style is almost like top top listicle. So top five products in X category in X season as an example. But as you know, like those reddit style podcasts posts is stuff that's working really well right now from a static point of view, very native as well. So definitely want to test. But again, this isn't as you know, going to drive as much leverage from a vehicle point of view in terms of that persona alignment as say maybe the actual getting the persona, the core angle and the way that we're going to tap into their fears and motivators. But it is also an important element that you need to be thinking about as a secondary point of view. Because for example, you know, if we have one micro persona that we want to speak to and we pick a messaging vehicle that really doesn't align to that type of person, then you know, we're potentially not going to grab their attention. So a good example of that actually is like we have one Brad and they are targeting people that are over 60. And what works for them is literally speak, you know, someone on screen that is also within that demographic over 60. And the ads are like two, three minutes long. And there's a super long setup. And they're much slower and there's not much editing and it feels very raw. Now, if you-- play if you tested that exact format on maybe a an audience that you were a cohort that you were tapping into that is like 20 to 2324, you may struggle to you know grasp their attention or hold on to their attention because of the social differences of those two generational cohorts. So first thing I just wanted to share from more like a workflow point of view when we've built all of our personas out we will have a crit strategy operating system we call it a CSOS that lives within notion within this there is the what which is the objective there is the why which is the strategic thesis which again we update on a monthly basis based on what our strategic report says the data important that you turn the data into a clear why which is essentially a hypothesis as to why we're going to do something differently or what the direction is based on this set of data right and the other thing we will have in there is the how so the how includes the strategy and so the final splits the persona splits and we will split based on persona and micro persona so based on all of our content we're going to be targeting 20% to this persona and five percent to this micro persona etc etc you see what I mean now we build the other section into the CSOS which is the persona bound which essentially is a breakdown of all the macro personas and then all the micro personas that live within them so if you opened one of these are we would have a full breakdown of that persona with all of the details all of the core motivators fears desires etc etc now why this is great and it's great having a single source of truth and a centralized dashboard where all of this can live is because we've built this into our scripting processes with Claude so we have a Claude script script skill and we need to do a whole session on skill so if you want me to do a run through of how we created our scripting skills on Claude which has transformed the ability for us to be really intricate with our creative and the way in which we tap into different emotional states and micro personas then comment down below and we'll work if there's there's enough interest we can definitely do another mastermind on that and that as I say we use Claude script writing skill and as part of the logic of that skill one of the inputs we need to provide it is our creative strategy operating system link so all we've got to do is link them the CSOS say we want to target P1.3 and here is the angle and then it will go straight into the CSOS it will pull that persona out and obviously I can give it a framework as well I can add framework from our framework database and then just with those few inputs knowing the micro persona or the persona code knowing the link to the CSOS and then knowing the angle and also the the vehicle or the concepts in which we're doing it can create an incredible script and it will also go into the strategic recent strategic report look at the data and as a result identify the direction in which we want to go from a valent zone so how it will ensure that we are diversifying valent zones with our concepts obviously it will do that itself but if we wanted to keep it if we wanted to be specific and say use this valent zone for as an example it will go do that as well and here's an example of what that would look like once we've then built that so it's the script and funnel position where it's in the funnel persona 3.3 P3.2 and the creative type founder led high prod valent zone zone 3 and then there's a transition to zone 2 and then there's a self concept anchor as well which is actual self shifting to ideal self so essentially what that means is they're really sitting in the problems now to then okay what is the after-state after that point so in an ad you can either speak an actual self ideal self or self self is actually someone else talking about you right so if you've got the problem or my partner has the problem I am empathetic to her problem the the ad is about me and the first person talking about my partner and buying a product for my partner so yeah long and short is I would recommend just from a admin point of view having something like this built out because you can now use things like Claude where all you've got to do is send a link to your cs os and it will actually be able to go in there if you instruct it to find the persona bank find the right persona and use that information which is context right to give the best possible output and it will really kind of guide you in doing so but yeah let's now look at an example of one of these so I'm actually going to look at it from a scripting point of view so we've got persona 1.2 here persona 1.3 so again this is using that same structure that I mentioned on Claude but we have on the on the right we've just got a key here so awareness level cognitive bias call fear and call motivator and I just wanted to show you an example of how we're tapping into this so the host what you're saying is supplement literally saved your relationship with your kids so they're call motivator so as we know p1.2 one of their biggest motivators is having connection with their kids and we are instantly addressing that within the hook hero mom it's also drives curiosity right like what supplements save the relationship with your kids hero mom I know how it sounds but honestly I was at my wit's end and this time at this time in a couple of months ago spilled cereal too many questions a sock on the floor everything was getting to me yeah I know I didn't want to say anything but you seemed a wreck well it got to the point when my daughter asked me mummy are you going to shout at me my five year old was literally scared of me again how great is that that call fear that we're tapping into mummy are you going to shout at me and I think a lot of parents can probably resonate with that because as a parent I'm not one but I can imagine that you know shit happens life happens sometimes things are extremely stressful it's hard being a parent and sometimes you take that out on your kids who are the things that not the things the people that are closest to you and so as you can see like we are really kind of tapping into these elements of that micro persona we also got cognitive bias here so that was a turning point I think this is what they're going to remember angry mum so again that's the cognitive bias they don't want to be remembered as the angry mum and it's talking externally as well and then it's going into ashwagandha and the ashwagandha was the product that saved them similarly with cognitive bias down here and I don't think so it was actually recommended to me by a friend who swears by it so cognitive bias people that really require social proof to be able to you know get them towards buying a product we've just very subtly layered in social proof there a friend recommended me to buy a fellow mum rather than going super super ham on oh they had this many reviews did it because this persona doesn't require that and again call motivator they got their mum bag the one I actually want them to have etc scripts follows on but yeah you get the idea so just by us creating that micro persona we are able to tap into awareness level so it's very clear from this where we're sitting within within the funnel cognitive bias as well call fear we tap into that early and call motivator which is almost like the curiosity loop that opens and closes we we tap into it at the start and at the end and if we were just working with macro personas we would never have been able to have thought about all of these different layers from a messaging point of view that sits within your script but now we are able to because we have truly built out or fleshed out what these different micro personas are that live within a macro persona so similarly with hooks this is one thing that I you know when I'm reviewing scripts one of the biggest mistakes I see made by strategist is that they aren't testing enough diversity of hooks without even knowing they might just be saying you know have three different hooks but they're only tapping into a core desire but just saying it slightly differently so for example do you struggle with confidence that's that could be one hook another hook could be my confidence was so damaged kind of you know yes and know they're different but to the consumer to meta they are very similar and as a result of that I am really big and bullish on really diversifying our hooks so we can make the most of testing different layers that sit within that micro persona and because otherwise you know you might have three hooks that say the same thing but in a different way and therefore we've wasted two variations on something that isn't a true test right so what we would recommend doing is actually testing you know a hook that agitates a core desire one that agitates a core fear and then one that utilizes a key cognitive bias as well and as we know there's there's different types of hook frameworks and you know that would fall into these as well so that's one thing to keep in mind but like for us what's really working right now is how we can diversify and differentiate our hooks by tapping into different elements of that micro persona and which we target. Thank you so much for watching this episode of D to C diaries please don't forget to give us a subscribe to the channel if you enjoyed this video please give it a like and comment down below new topics that you want us to cover.