> For clean Markdown of any page, append .md to the page URL. > For a complete documentation index, see https://docs.etals.com/llms.txt. > For AI client integration (Claude Code, Cursor, etc.), connect to the MCP server at https://docs.etals.com/_mcp/server. # Audiences & tags Audiences and tags are set up once and picked where you work: for a whole grid, for one column of a grid, or for a canvas. Every value Etals writes there uses what you picked. * An **audience** tells agents who you're writing for. Use one when a piece of work is meant for a specific group of buyers. * A **tag** switches on the prompt sections you've made depend on it. Tags are for advanced users who want full control of their prompt engineering. ![etals-video-poster:audiences-tags](/_fern-files/_img/9c6632e424b50c08c9d723b69fadba1c760f497fe19e84a808661854c28e1f57.webp) ## Audiences An audience describes a group of customers: who they are, what they want and how to talk to them. You fill in a short form, and Etals turns it into a prompt your agents read. The same Granite Trail Boot needs a different pitch depending on who's reading. Nordvik Outdoor might have three audiences: * **Weekend hikers**: city people who head out on Saturdays. They want comfort and something that looks good in town too. * **Trail runners**: they count grams and care about grip and drainage. Skip the lifestyle talk. * **Families on a budget**: one jacket has to last two kids. Durability and price per year of use matter more than features. Audiences live in **Setup** > **Prompts** on the **Audiences** tab. Each card shows the audience's name and a short description. ### Create an audience Click **New audience**, either the button at the top or the card in the grid. The editor opens with the lead line "Fill in what you know. We turn it into a prompt your agents read." You don't have to fill in every field. A name, **Who they are** and a few lines under **What matters to them** already make a difference. Click **Save** when you're done. ![etals-video-poster:audiences](/_fern-files/_img/e9ae718e2112c54046a44374c8943706f6d2bb73d7bb8f56ad7bee61ddd7c1a0.webp) | Section | Field | What to write | Weekend hikers example | | ------------------------ | ---------------------------- | -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | --------------------------------------------------------------------------------------- | | **Basics** | Name | A short name your team will recognise. | Weekend hikers | | **Basics** | Persona / Industry / Segment | What kind of group this is. Agents see it next to the name. | Persona | | **Basics** | **Who they are** | Role, life stage, how they buy. | 30 to 45, live in a city, hike a few weekends a year, buy online after reading reviews. | | **What matters to them** | **What they want** | Goals and wishes. Type one and press Enter. | Stay dry without overheating. Gear that also works in town. | | **What matters to them** | **Key challenges** | What gets in their way. | Unsure which jacket is right for which weather. | | **How we help** | **What we offer them** | The value you want agents to lead with. | Clear advice on layering. Pieces that work on the trail and in the city. | | **How to talk to them** | **Tone** | How agents should sound with this group. | Friendly and practical. Explain terms like "2-layer shell" in plain words. | | **How to talk to them** | **Avoid** | Words, claims or angles that put them off. | Expedition talk, summit photos, long lists of specs. | | **More** | Custom sections | Anything else that has a clear heading. Pick a suggestion (**Buying moments**, **Objections**, **Words they use**, **Proof that convinces them**) or click **+ Custom section**. | Buying moments: the first warm weekend in spring, and before autumn holidays. | | **Anything else** | Free text | Write freely or paste from a brief. Agents read this as is, after the form. | | ![The audience editor for Weekend hikers with Persona selected, goals and challenges as list items, and Tone and Avoid filled in](/_fern-files/_img/4c7fa31c95c23712aca75f83e26b1e47ec4b6cc24dcd864a976502a33b7426f6.webp) At the bottom, open **Prompt agents read**. It shows the text Etals generated from the form, which is what an agent gets. Empty fields are left out. ### Start from a persona document If you already have personas in a document, you don't need to type them again. Drop the file anywhere on the **Audiences** tab ("Drop to create an audience"), or open the editor and click **Browse files** next to "Already have a persona doc?". PDF, Word (DOC, DOCX), PowerPoint (PPTX), TXT and Markdown files work. Etals reads the document and fills in the form. A banner says which file it came from, with **Undo** if you'd rather start over. Nothing is saved until you check the fields and click **Save**. The **Audiences** chapter in **Setup** > **Onboarding** has a shorter form too. Click **Create** next to "Create an audience", fill in **Name**, **Who they are** and **What they care about**, and click **Create audience**. You can add the rest of the detail later on the **Audiences** tab. ### Pick audiences for a grid An audience is only used when you pick it. Nothing is added to your work on its own. #### Open Audiences & tags In a grid, click **Audiences & tags** next to **Save as template**. #### Pick one or more audiences Under **Audiences**, pick the people this grid is for. As the popover puts it: "Etals writes for the audiences picked here. An audience is never used unless it is picked." #### Apply Click **Apply**. Your picks show as small pills next to the button. Hover a pill to see what it is, for example "Audience: Trail runners", and click it to change the selection. What you pick here is "Used for every cell in this task." ![The Audiences & tags popover on a grid, with Trail runners under Audiences and Winter sale under Tags](/_fern-files/_img/5751431be3ffddc27bf2657c4122e165967b3e7393e407833a2ed4389d1d3fd8.webp) ### Add audiences to one column Some fields need a different angle. Right-click a column header, or click it, and choose **Audiences & tags…**. The audiences you pick here are added on top of the grid's own, for that column only, and the column header shows them as a small pill. A Nordvik grid written for **Trail runners** can, for example, add **Families on a budget** to the Meta title column only. ![A grid header with the pills Trail runners and Winter sale, and the Meta title EN UK column with its own Families on a budget pill](/_fern-files/_img/f10cc1f94e743eb27e76d9d5ba5ccffbadb79d397b42410ffc02539fd67f38db.webp) ### Pick audiences for a canvas When you start a new canvas, the card "What is this canvas about?" has an **Audiences** field: "Every piece on this canvas is written for them." To change them later, open the canvas's **…** menu and choose **Update project settings**. ![The canvas setup card with Trail runners under Audiences and, under Advanced, Winter sale under Tags](/_fern-files/_img/01dd4f3ea404acdf18c36c60670b9c29d7238d912dde37f4643e629036e8fc9c.webp) ### How audiences are applied Every time a value is generated, the agent reads its own prompts first and then the prompt of each picked audience, in the order you picked them. On a grid, the grid's audiences and the column's audiences are combined, and each audience is read once. On a canvas, every piece uses the canvas's audiences. Picking doesn't change values that are already written. Generate them again to use your new picks. ## Tags > **Note** > > Tags are for advanced users who want full control of their prompt engineering. If you only want to write for a group of people, pick an audience instead. A tag is a label you put on a grid, a column or a canvas. On its own it does nothing. It becomes useful when a section of a prompt says "only use this when the tag is Winter sale": that section is then switched on for exactly the work that carries the tag, and left out everywhere else. That's how Nordvik runs a winter sale. The Winter campaign skill gets a section that only applies with the **Winter sale** tag. A grid that should mention the sale gets the tag, and every other grid stays as it was. ### 1. Create the tag Go to **Setup** > **Tags**: "Labels that group work across tasks, records and projects." Click **New tag**, fill in **Tag Name** and click **Create Tag**. **Slug**, **Color** and **Description** are optional. ### 2. Make a prompt section depend on the tag In **Setup** > **Prompts**, open a skill, or a field's instructions on the **My Data** tab. The editor opens in **Simple** mode. #### Add a section Click **+ Add a section**, or use an existing one, and give it a title, for example "Winter sale". #### Set the condition Click **Always** next to the title. In "Use this section only when", set **Variable** to **Tags** and **Value** to your tag, then click **Done**. The section now reads "When Tags is Winter sale". #### Write the instruction Write what agents should do when the tag is picked, for example "End with one short line about the winter sale: 20 percent off the whole range until 15 January." Then click **Save**. ![The Winter sale section of the Winter campaign skill, with the condition popover set to Variable Tags and Value Winter sale](/_fern-files/_img/299b442a629c28027b9aaa2aa4f647977a58336992f3a943aef8dd11cf9fe036.webp) ### 3. Combine conditions in Advanced Switch the editor to **Advanced** when one condition isn't enough. There, each instruction can carry condition groups: * Conditions inside one group are joined with **OR**: "Tags is Winter sale OR Tags is Black week". * Groups are joined with **AND**: the instruction applies only when every group matches, for example a tag group AND "Market is Germany". For tags, **is** matches when one of the picked tags has that name, **is not** leaves the instruction out when that tag is picked, and **contains** matches part of a tag name. The **Variables** panel in Advanced also has **Tags**. It puts the names of the picked tags into the text, separated by commas. That's useful when an instruction should name the campaign it's part of, such as "This text is part of: `{{tags}}`". ### 4. Pick the tag where you work Tags are picked in the same places as audiences: * **A grid**: **Audiences & tags** > **Tags**, for every cell. * **One column**: the column's **Audiences & tags…**, on top of the grid's tags. * **A canvas**: open **Advanced** on the setup card, or in **Update project settings**, and pick under **Tags**. A piece on the canvas can also have tags of its own, which are added to the canvas's. ### How tags are applied Every time a value is generated, Etals checks each section's conditions against the tags picked for that value: the grid's and the column's together, or the canvas's and the piece's together. Sections whose conditions match go into the prompt. The others are left out. Three things decide whether a tag section gets read: * **Skills only reach the agents that use them.** A tag section in a skill is read only by agents that have the skill. Check under **Setup** > **Agents** > **Knowledge**. Etals doesn't always attach a seasonal or campaign skill to an agent on its own, so attach it yourself when you rely on it. * **Field instructions reach every agent.** A tag section in a field's instructions on the **My Data** tab is read by every agent that writes that field. * **Tag sections should agree with your other rules.** When a tag section asks for something your brand guidelines rule out, agents follow the guidelines. "End with one short line about the sale" works alongside "Lead with what the product helps you do". "Lead with the sale" fights it. Here is the result for the Arctic Trail Gloves: written for trail runners, and ending with the winter sale line. ![The generated description for the Arctic Trail Gloves, written for trail runners and ending with the winter sale line, under the grid's Trail runners and Winter sale pills](/_fern-files/_img/33beb6551b80ee16d59e819a8e05eade0a9740176e4a6519592e15cc95834f75.webp) ## Good to know * **Templates**: **Save as template** keeps the grid's tags, so new grids from that template start with them. Audiences aren't saved in templates, so pick them on each new grid. * **Finished grids**: the pills stay visible, but the picks can only change while the grid is open. Reopen the task to change them. * **Audiences on agents**: the **Audiences** row under **Setup** > **Agents** > **Knowledge** doesn't add an audience to your work. From there, only an audience's sections that carry a condition, such as a tag, apply. To write for an audience, pick it on the grid, the column or the canvas. ## Read next #### [Skills](/skills) Write sections and their conditions. #### [My data](/my-data) Instructions for each field. #### [Prompts](/prompts) How the pieces fit together.