What is a Persona?

A Persona is your ideal customer profile inside Twain: the role, company type, pain points, and goals that define who you're targeting. Every campaign runs against a Persona, and a well-written one is the biggest lever on message quality.

Where do Personas live?

Personas live inside your Agent. When you set up or edit an Agent, you'll find Personas as a tab within the Agent settings. You can have multiple Personas per Agent, useful when you're targeting different roles with the same product.

What fields should I fill in?

Twain auto-fills these from your website when you create an Agent, but it's worth reviewing each one:

Pain Points — the main challenges your ICP faces
Cost of Inaction — what they risk by not solving it
Solutions — how your product addresses those pains
Objections — common pushbacks and how you'd respond
Competitive Advantage — what makes you different
Social Proof — case studies, results, or customer quotes

The more specific you are here, the better the output. Vague personas produce generic copy.

Does the order of pain points matter?

No. Twain uses reasoning models that evaluate each lead individually and pick the most relevant angle based on the lead, the campaign, and the sequence so far. You don't need to rank your pain points, just include all the ones that are real.

How does Twain assign personas to leads?

When you generate a campaign, Twain automatically matches each lead to the most fitting Persona based on their role and company. You don't have to assign personas manually.

To see which persona a lead was assigned to: open the lead in the campaign and go to the Research tab. The assigned persona is shown there alongside the research Twain pulled.

Can I change the persona for a specific lead?

Yes. You can manually reassign a lead to a different persona directly in the campaign view. Open the lead, find the persona field, and select a different one from your Agent's persona list.

Can I re-run persona assignment for the whole campaign?

No, not without regenerating your leads. There's no button to re-run automatic persona matching in bulk after generation. If you've added new Personas and want them applied, you have two options:

Disable persona, then unassign leads. Go to your Persona settings, disable the persona, and unassign the leads. This lets you reset and re-add them.
Duplicate the campaign and add leads fresh. A new generation run will apply the updated persona set.

Both options run the full research cycle again, so they cost 1 credit per lead.

If you're planning to add new Personas, set them up before you generate leads for a campaign. That's the only way to avoid the extra cost.