Build a detailed buyer persona for a specific role — what they care about, how they think, what they fear, and how to write to them.
What you need
- Role title(s) to profile
- ICP context (company type, size, industry)
- Any available data: call recordings, LinkedIn profiles, job descriptions for this role
Process
- Research the role using LinkedIn via MCP: look at 5–10 profiles matching the ICP for this title
- Read their posts and activity for language patterns
- Review job descriptions for this role to understand what success looks like for them
- Identify:
- Primary KPI they're measured on
- Biggest daily frustration
- What they're trying to prove to leadership
- What makes them look bad internally
- What vendors/tools they already use
- How they prefer to buy (self-serve research vs. demo vs. committee)
- Translate all of the above into copy guidance: tone, vocabulary, what to lead with, what to avoid
Output format
Persona: [Title]
ICP context: [Company type / size]
ROLE PROFILE
Primary KPI: [what they're measured on]
Biggest pain: [the thing that keeps them up]
What they want to prove: [internal motivation]
What makes them look bad: [risk/fear driver]
Current tools: [typical stack for this role]
Buying style: [how they prefer to evaluate]
MESSAGING GUIDE
Lead with: [the angle that resonates first]
Avoid: [what sounds like every other vendor]
Tone: [direct and blunt / peer-to-peer / analytical / etc.]
Power phrases: [words/phrases this persona responds to]
Red flag phrases: [words that make them tune out]
EXAMPLE OPENER
"[A first line that would immediately resonate with this persona]"
Notes
- Build one persona file per role — reuse across all sequence-writer calls
- Language should come from the persona's own vocabulary, not your product vocabulary
- "What makes them look bad" is the most important field — fear of failure drives more decisions than hope of gain
- VP Sales and Head of Sales sound similar but often have completely different concerns — profile them separately