If you're reading this, you probably get bombarded with advice about "hyper-personalization" and "buyer journeys." Most of it sounds great until you try to actually do it—then it turns into a time suck with little to show for it. This guide is for folks who use Flowla and want to make its templates actually fit their real-life target buyers, without wasting hours on pointless tweaks.
Whether you're a sales rep, a marketer, or a founder wearing both hats, here's how to cut the nonsense and make your Flowla templates do the heavy lifting for you.
Step 1: Get Clear on Your Buyer Personas (But Don’t Overdo It)
Before you touch a template, you need to know who you’re customizing for. But let's be real: most "persona" docs are full of fluff. Keep it tight—stick to the stuff that actually impacts the sales process.
What matters: - Role & responsibilities: What’s their job, and what problems do they actually solve? - Pain points: What keeps them up at night (related to your solution)? - Decision power: Are they the boss or just the champion? - Buying triggers: What gets them to move?
Don’t waste time on: - Personal hobbies, favorite coffee, or imaginary backstories—unless you’re selling coffee.
Pro tip: If you can’t describe your top 2-3 buyer types on a sticky note, your personas are too complicated.
Step 2: Audit Flowla’s Default Templates
Open up your Flowla account and poke around the default templates. Some are solid. Others are generic—think "Dear [First Name], our solution is the leading provider of..." You get the idea.
What to look for: - Tone: Is it formal, chatty, or just plain robotic? - Structure: Does the template actually match how your buyers make decisions? - Content blocks: Are the sections relevant, or do they add friction? - Visuals: Do the images or diagrams help, or are they just filler?
What usually doesn’t work: - Overly long intro sections - Jargon-heavy explanations - Irrelevant case studies (“We helped a Fortune 500!” when you sell to startups)
Action: Make a list—what works for your audience, what’s “meh,” and what needs to go.
Step 3: Map the Template to Each Persona’s Journey
Now, take your main personas and walk through the template as if you’re them. Be honest—where would you get bored, confused, or click away?
For each persona, ask: - What do they actually care about at each step? - Where do they get stuck or need more info? - What objections do they have (and when)?
Example: - CFO persona: Wants ROI, hates fluff. Skip the technical deep dive, show real numbers. - IT manager: Needs details, not just promises. Provide security docs, integration guides up front.
Quick tip: You don’t need a totally separate template for every persona. Just identify which sections to swap out or reword.
Step 4: Customize Copy and Content Blocks
Here’s where you do the actual editing. Don’t just swap out names—rewrite sections so they speak directly to your persona’s real concerns.
What to change:
- Headline: Ditch the generic. Use language that mirrors their priorities (“Cut onboarding time in half” for HR, “Reduce compliance risk” for legal).
- Opening paragraph: Address their main pain, not your product’s features.
- Proof points: Swap in case studies, testimonials, or stats that match their industry or size.
- Objection handling: Add a quick FAQ or section for their most common questions.
- Call to action: Make it clear and low-pressure (“See a demo,” not “Buy now”).
What NOT to bother with: - Over-customizing visuals unless you have the resources. - Changing every single word for each persona (it’s a trap—80% of your message will overlap).
Honest watch-out: If you find yourself spending hours “personalizing” for every tiny segment, you’re probably overthinking it. Focus on the big levers.
Step 5: Add or Remove Sections Based on What Moves the Needle
Some personas need more info, others want less. Don’t be afraid to cut what’s not working.
Typical edits: - Executives: Fewer slides, more impact. One-pager > deep dive. - Technical buyers: More details, but keep it skimmable (think tables, not essays). - Procurement: Pricing, contract terms, security—move these up, don’t bury them.
Ignore: - “Best practices” that tell you every template needs social proof, a timeline, a pricing slide, and a video. If your buyers never watch videos, drop them.
Pro tip: Track if sections get ignored (Flowla’s analytics can help). If no one clicks, cut it.
Step 6: Use Dynamic Fields (But Don’t Rely on Magic)
Flowla lets you add dynamic fields (like {First Name} or {Company}). Use them to save time, but remember, personalized tokens aren’t real personalization.
How to use dynamic fields well: - For names, company info, maybe a custom stat. - Not as a replacement for actual relevant content.
What to watch out for: - Fields breaking or showing {First Name} in live docs (instant credibility killer). - Over-personalizing with awkward tokens (“Hi {First Name}, as a {Job Title} at {Company}...”).
Rule of thumb: Dynamic fields = time-savers, not differentiation.
Step 7: Test with Real Buyers (Not Just Your Team)
The best way to know if your customized template works? Put it in front of actual buyers. Not your colleagues, not your boss—real prospects.
What to look for: - Which sections get engagement? - Where do people drop off? - Do they reply faster, or ask better questions?
How to test: - A/B test two versions—see which moves conversations forward. - Ask for feedback after calls (“Did this help? Was anything confusing or missing?”).
Don’t: - Wait for the template to be “perfect.” Good enough is better than never sending.
Step 8: Document What Works (And Keep It Simple)
Once you’ve customized a template that works, save a clean version. Make notes about which sections to swap for each persona. Over time, you’ll build a mini library—just don’t let it get out of hand.
Pro tips: - Store templates in clearly named folders (“CFO Lite,” “IT Deep Dive”). - Set a quarterly review to prune or update—otherwise, you’ll end up with a graveyard of outdated templates.
What to Ignore (Seriously)
Every product, including Flowla, will tell you their templates are “optimized.” Don’t take it at face value. Ignore:
- Templates that don’t match your buyers’ reality.
- Generic “best practices” that sound good but don’t move deals forward.
- Pressure to “hyper-personalize” every detail. It doesn’t scale, and buyers see through it.
Wrapping Up: Iterate, Don’t Agonize
Personalizing Flowla templates for buyer personas isn’t rocket science—and it doesn’t need to eat your week. Start simple, test with real people, cut what doesn’t work, and keep the stuff that does. Iterate as you go. Less is usually more.
Get your templates out there, get feedback, and tweak. That’s how you actually win deals—no B.S. required.