The Persona hub is everything Ghost knows about you: who you are, what you sell, who you sell to and how you sound. Every post, comment, message and email Ghost writes, and every Lead Score, is based on it.
Where to find it: sidebar → Account → Persona hub. The Persona completeness chip at the top shows how many of the six sections are done.
Quick onboarding fills most of this in for you. Check it, then refine it.
1. You
Your name, email, LinkedIn URL, role, a short bio, your timezone and how much time you have each day. The timezone matters: it sets your sending window, your 6am coach email and your 8am task email.
2. Your company
Company name, website, and what your company does (up to 3,000 characters). Write it in the first person. Ghost uses it to write outbound messages and posts on your behalf, so be specific about who you help, how, and what results you get.
3. Voice and language
| Setting | What it controls |
|---|---|
| Formal ↔ Casual | Polished and professional, or relaxed and conversational |
| Thoughtful ↔ Punchy | Longer, considered sentences, or short and direct |
| Professional ↔ Humorous | Straight, or with personality and wit |
| English variant | US (color, optimize) or UK (colour, optimise) spelling |
| LinkedIn goals | What you want LinkedIn to do for you |
Quick onboarding sets the sliders from your recent posts. In Composer, switch on Match My Voice to apply them. Ghost also learns how you write replies from messages you send, and uses that for follow-up drafts.
4. Content pillars
Pillars are the recurring themes your posts are about. Each has a name, a description and example topics or angles. Quick onboarding drafts five. There's no limit.
- Add pillar to write one yourself.
- Rebuild with AI suggests 3–5 pillars from your persona. Pick the ones to keep, refine with feedback, and choose whether to replace your existing pillars.
Deleting a pillar doesn't delete posts made from it.
5. Ideal customer profiles
Your ICP drives Find People, the ICP Agent, Lead Score and AI-written sequences. Click an ICP to open it.
- Who to target: job titles, seniority, industries, countries, cities and regions, tech stack, company size, annual revenue and company age, plus titles, industries and countries to exclude.
- Buyer personas: the people who buy, their pains and the angles that work. These shape your sequences.
- Why they buy now: buying triggers, pain points, signals to watch, and company events (like recent funding) that pre-filter Find People.
- Company and buyer profile: what a good-fit company looks like, who buys, and who's not a fit.
The header shows roughly how many people in the Ghost database match. Click Find people to search them.
Change your ICP in plain English
Type into Tell Ghost what to change, for example "UK founders only, £1M+ revenue, no agencies", and click Suggest changes. Ghost shows exactly what would change and how many people would match before and after, and warns you if the pool is very small (under 200) or very broad (over 50,000). Click Apply changes to use it. Contacts you haven't messaged yet are re-scored straight away.
Every change is kept in Change history, and you can undo the latest one.
You can have several ICPs. Find People, scoring and the ICP Agent use your most recently updated Active one.
6. Content strategy brief
Click Generate content strategy for a written brief covering your LinkedIn persona, goals and audience, voice, pillars and strategy. Edit any section, or use Improve with AI. Posts and outreach build on it.
Reset your persona
Reset persona deletes your pillars, strategy brief and onboarding answers, resets your voice sliders, and sends you back to onboarding. Your posts, contacts and campaigns are kept. To rebuild only your pillars, use Rebuild with AI instead.