The angle is the single biggest lever you have over the quality of a generated page. Atlas can write competent copy from your product data alone, but competent copy does not convert cold traffic. By the end of this you will know how to write an angle and persona that give Atlas something specific to argue.
In this article:
The difference between a persona and an angle
What it is | Answers | |
Persona | Who the page is talking to | Who is this customer, what do they want, what holds them back? |
Angle | What the page argues to that person | Why should this person buy this, right now? |
One persona supports several angles. The same customer can be sold on convenience, on price, or on avoiding a specific frustration, and those are three different pages.
Keeping them separate is what makes testing possible. Hold the persona steady and change the angle, and you learn which message works.
Two ways to provide them
Upload customer research and let Atlas generate both. It reads your documents and derives the audience, their objections and their motivations. Best when you have real material: reviews, survey responses, support tickets, interview notes.
Write your own by selecting Write your own angle and persona. You describe the angle and persona, and Atlas uses them instead of generating from research. Best when you already know exactly who you are targeting, or when you are testing a specific hypothesis.
You can do both. Research plus a stated angle gives Atlas the richest input: the research supplies the language your customers actually use, and your angle points it in a direction.
💡 If you have research uploaded, check your project's How should we use these documents? setting. Stick closely to my angles and personas keeps what you gave it. Use as inspiration lets Atlas adjust. Pick the first when your research is tested, the second when it is raw.
Writing a persona
Answer the three questions in the field's own placeholder: Who is this customer? What do they want, and what holds them back?
A useful persona names:
A situation, not a demographic. "Works from home and is on her feet less than she used to be" beats "women aged 30 to 45".
What they are trying to achieve, in their words rather than yours.
What stops them buying. Price, scepticism, a bad experience with a similar product, not knowing which size to pick.
⚠️ Avoid writing the customer you wish you had. Copy written for an aspirational audience reads as generic to the people who are actually buying, and generic copy is the main failure mode of AI-written pages.
Writing an angle
An angle is one claim plus what supports it. The placeholder in the app shows the shape:
e.g. "All-day comfort for women who work from home" — focus on softness, breathability, and how the cut moves with you.
Notice the two parts: a short claim in quotes, then the specific things the copy should lean on.
A good angle:
makes one argument, not four
names the specific attributes that support it
could be disagreed with, which means it says something
would make sense as an ad headline
On a page variation, Atlas keeps the layout and offer identical. Only hooks, headline, and benefit copy change. The angle controls the words, not the structure.
Examples, weak and strong
Weak | Why it fails | Stronger |
"High quality product for everyone" | No audience, no claim, nothing to argue | "The only pair you can wear from a school run to a dinner, because they clean up with a wipe" |
"Target: women 25 to 45" | A demographic is not a person | "New mothers who have stopped buying anything that needs ironing" |
"Emphasise our great features" | Names no feature and no benefit | "Focus on the 30-second setup, because our buyers have given up on gadgets that need an afternoon" |
"We are cheaper than competitors" | A claim with nothing behind it | "Same materials as the £80 version, at half the price, because we sell direct" |
The pattern in every stronger version: a specific person, a specific claim, and a specific reason the claim is true.
Reusing what works
When a page performs, save the persona to your project so future pages can start from it. Saved personas hold both the description and the angles, and are reusable across every build in that project. See Saving and reusing personas.
Reuse them when building pages so your avatar never drifts between tests.
Then test the next angle against the same persona using a page variation, which rewrites the message while keeping everything else identical. See Testing a new angle on a published page.