Coworking Marketing #49 - How to Tailor Your Message to Different Coworking Personas🧑‍💼🌍👩‍🎨

Hey there,

Rosee from Cobot here!

One of the most common traps coworking spaces fall into is trying to appeal to "everyone." The result? A message that doesn’t really land with anyone.

As Cat Johnson puts it:

(Source: catjohnson.co)

So instead of casting a wide net, start focusing on member personas and crafting messages that feel personal, relevant, and real.

This week’s focus is on how to tailor your message to different coworking personas, without changing your identity or trying to appeal to everyone at once.

A coworking persona is a profile of an ideal member. Instead of saying "we attract freelancers," you imagine someone specific. Let’s say it’s Susan, a freelance developer who feels isolated working from home and is looking for connection.

Once you know Susan, you can connect with what matters to her. You can talk about her struggles (loneliness, burnout) and her hopes (motivation, networking). That level of detail makes your marketing feel like it was made for her.

When your target member sees your content and thinks, "This is exactly what I need", you’ve done it right.

If you’re new to marketing personas, this video on how to build a customer persona for your business is a helpful, step-by-step guide with free templates.

Once you’ve defined your key personas, often shaped by patterns you see among freelancers, startup teams, remote workers, and others, tailor your communication around them. Every sentence should feel like it's meant for someone specific, not just "someone out there."

Here are a few things to focus on:

Don’t just say “we have desks and fast Wi-Fi.” Say what that solves.

“Tired of working from home? Find quiet focus and a professional place to get things done.”

A playful voice might work for creatives, but not for corporate professionals. Adjust your style based on who you're talking to, without straying from your brand’s core personality.

Show a mix of people in your photos and testimonials so different personas can recognise themselves. If tech startups are the only thing shown on your homepage, freelancers and artists may assume the space isn’t for them.

Use the platforms where your people already are. We’ve put together a quick guide on choosing channels, how often to post, and what to share. Read it here.

If you promise a quiet, focused space, then loud music and daily ping-pong tournaments will break the trust fast. Make sure the vibe you advertise is the vibe they’ll get.

Here are a few examples that might fit the kinds of coworkers you’re targeting. Think of these as starting points. Your own personas should reflect the people already in your space and what you learn from their feedback.

They want: Flexibility, community, clients.

“You don’t have to work alone. Join other freelancers and support each other along the way.”

Best events: Casual networking, skill shares, coworking lunches.

Tone: Friendly, approachable, down-to-earth.

They want: Growth, visibility, connections.

“Work from a place where your next investor, co-founder, or a freelance collaborator might be one coffee break away.”

Best events: Pitch nights, founder roundtables, growth workshops.

Tone: Strategic, confident, ambitious.

They want: Professional baseline, focus, the option to connect.

“A reliable, professional workspace designed for focused work and clear routines.”

Best events: Lunch & learns, wellness breaks, productivity sessions.

Tone: Calm, polished, straightforward.

They want: Flexibility, quick connection, a local experience.

“Just arrived in town? We’ve got a desk, a local guide, and a community waiting for you.”

Best events: International potlucks, local tours, travel tip meetups.

Tone: Fun, warm, adventurous.

Events are the perfect moment to speak directly to each persona.

Instead of “Networking Night,” try “Freelancers Coffee & Connect” or “Startup Pitch Brunch.”

Instead of trying to make one event fit everyone, rotate your themes and audiences. When someone feels like an event is built for them, they’re much more likely to show up.

A great event doesn’t just fill the room. It makes the right people feel like they belong there.

We’ve also shared a practical guide on promoting coworking events in ways that feel exciting, not pushy, across email, social media, and your space. You’ll find extra ideas and examples here: Make your events feel unmissable.

Generic marketing is forgettable. Persona-driven messaging is magnetic.

The goal is simple. When a freelancer sees your post, they should think: “That’s me.” When a remote worker reads your landing page, they should nod in agreement. When a startup founder walks in for a tour, they should feel like the space was built with their needs in mind.

Start small. Pick one persona. Tailor your next blog post, event invite, or Instagram caption just for them.

Do that consistently, and you won’t just fill your space. You’ll fill it with people who love it, and tell others about it.

The topic for next week is:

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Coworking Software

Cobot Coworking Software, 2026