If you’re buying a gift for someone’s birthday, do you:
1. Go to the store and pick out the wrapping paper, the ribbon, and the gift tag?
Or, do you:
2. Think about the recipient, shop for something they’d like, and then wrap it?
It’s the second option, of course! You can’t wrap up the gift until you’ve thought about the recipient and found something they’ll love. You can’t wrap it until you’ve got the perfect gift in hand.
Start with your ideal customer
To create a marketing “gift” that resonates with your ideal customer, you have to start with a deep understanding of the person you’re trying to reach.
Marketing today works best when it’s:
And what’s useful, helpful, and friendly will vary according to each person. (Need help creating a marketing “gift?” Read 9 List-Building Gifts You Can Make This Month.)
To create effective marketing, put yourself in your ideal customer’s shoes. Think about their tangible and intangible traits.
- Their age
- Their gender
- Their geographical location (if your business is local)
- Their education level
Tangible traits are easy to pinpoint: they’re facts and figures you can look up.
- Their need for security
- Their need for recognition
- Their need for power
- Their need for love
Intangible traits aren’t as easy to figure out, and may require you to use your imagination, coupled with real conversations with your prospects. Intangible traits might reveal themselves over time as you get to know your ideal customer.
For more on finding your ideal customer, take a look at my Ideal Customer Finder.
Wrap your gift so it appeals to the recipient
Once you truly understand who your marketing “gifts” will go to, you can turn your attention to the wrapping — the design elements that will surround your gift, highlight it, and draw attention to it.
A deep understanding of your ideal customer makes it easier to:
- Choose colors they’ll relate to, and avoid those that will turn them off.
- Find fonts that resonate, and steer clear of fonts that aren’t a good fit.
Think before you wrap
Making the extra effort to think about the gift recipient before you focus on how you’ll wrap the gift makes all the difference.
It helps you take yourself out of the equation, and create marketing messages that appeal to your ideal customer both in content and appearance.
Don’t get caught up in the wrapping paper
I see many small business owners get hung up on the presentation of their marketing message before they’ve done the work of understanding who they’re trying to reach.
This post is your reminder: don’t get caught in this trap! Read more about finding your ideal customer in the posts below:
- Your Marketing Elimination Diet: How to Lose the Dead Weight and Find Your Best Customers Now
- The Marketing Starting Block: How to Step Off Right and Win the Race
- How to Define Your Target Market
Are you stuck in this “ideal customer” stage? Feel free to let me know in the comments, and I’ll be happy to share some ideas.