Dynamic Content with personalized tags

Dynamic Content with personalized tags

Hello,

My contacts have personalized fields/tags created by me that haves the information about the kind type of account they are.

I'm trying to created a dynamic content to this on my emails, showing a message to one kind of accounts and other message to other kind of accounts, but in my "if" section my personalized tags don't appear! how can i make them appear ?

I've attached a print.