Who you are posting for (and why "everyone" is nobody)
The instinctive answer is "anyone who wants to buy". It makes sense at the till, and it produces the blandest possible text in a post.
Generic text is what nobody keeps
"Cakes for every occasion" makes nobody stop. "A cake for an office party, that has to fit on the break-room table and be cut without a knife" makes one specific person stop and forward it to a colleague.
And the second does not push away someone wanting a birthday cake. It merely stops being invisible to whoever had that exact problem.
Start from the customers you already had
There is no need to invent a persona with a name and an age. Look backwards.
- Who were the five customers you most enjoyed serving?
- What did those five have in common, besides having paid?
- What problem was each of them trying to solve?
- What did they say almost made them give up?
Write for one person, not for a segment
"Women aged 25 to 45, middle income" helps you write nothing. "The mother who found out on Wednesday that the party is on Saturday" helps you write the whole post, first line included.
Segments are useful for buying ads. For writing, the concrete person is what works.
One customer per post, not all at once
If you serve three very different types of customer, do not try to speak to all three in one post. Speak to one at a time, and over the month all of them appear.
It is the same logic as pillars: balance happens across the month, not inside each publication.
Those four answers about your best customers are what ReadyMonth asks once and uses in every month that follows.