Priortization
Identify Top Personas:
Revenue - Which generates most sales?
Lifetime Value - Which has highest LTV?
ROAS - Which returns most on ad spend?
Volume - Which is largest segment?
Growth - Which is expanding fastest?
80/20 Rule:
Often 20% of personas drive 80% of revenue
Focus creative and budget on top performers
Test and learn with smaller segments
Messaging Framework
For Each Persona, Define:
Primary pain point - What keeps them up at night?
Core benefit - What solution do they need most?
Proof points - What convinces them?
Objections - What holds them back?
Call to action - What action matches their stage?
Example Messaging Matrix:
| Persona | Pain Point | Benefit | Proof | CTA | |---------|-----------|---------|-------|-----| | Budget Mom | Limited money | Save on family essentials | "30% cheaper than retail" | "Start Saving" | | Premium Buyer | Wants best quality | Superior performance | "Award-winning formula" | "Shop Premium" | | Eco Warrior | Environmental guilt | Sustainable choice | "100% recyclable" | "Go Green" |
Testing Strategy
Persona-Based Testing:
Start with one persona per campaign
Create 5-10 ad variations for that persona
Test messaging angles
Identify winning concept
Scale winner
Move to next persona
Cross-Persona Testing:
Same product, different messaging per persona
Compare performance
Learn which personas respond to which angles
Build persona playbook