Start with the audience
Strategies become more useful when the audience is specific. Instead of writing “business owners,” describe the business size, industry, pain point, buying trigger, objections, and level of awareness.
Use personas when helpful
A persona can include demographics, goals, pains, objections, preferred channels, and messaging notes. Personas are useful when the brand speaks to several different audiences and each needs a different angle.
Generate one strategy per audience
If the brand has multiple audiences, create a separate strategy for each major audience. This makes it easier to compare messaging directions and later generate concepts and assets that match each audience.