Your Marketing Gift Guide

A photo of a blue boxed gift with a ribbon over a blue background

Pop quiz!

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:

  • Useful.
  • Helpful.
  • Friendly.

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.

Tangible 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.

Intangible traits:

  • 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:

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:

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.

Pamela Wilson

Pamela Wilson

Pamela Wilson is an online educator, author, keynote speaker, and the founder of BIG Brand System. Read reviews of the tools used to run this site and business. Have you taken the free Focus Finder quiz yet?

8 thoughts on “Your Marketing Gift Guide”

  1. Perfect Pam! Sometimes an analogy just hits the nail on the head…

    I’d love to post this in Business Dynamics for November… OK?

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