My friend’s birthday is coming up, and I’ve been spending way too much time thinking about what to get her. It’s a piece of cake to send a card, simple to send flowers and obvious to offer a phone call. Though the aforementioned items would be nothing short of graciously appreciated from my friend on her special day, there is a clear lack of individuality, an absence of personalization from what makes our relationship unique and special.
Anyone can send a card or flowers or make a phone call. I am not just “anyone.” I am a phenomenal gift-giver for this very reason. I strive for better. I listen well. I take notes. I will not rest until she’s jumping for joy in delight as she opens her gift.
So how does this relate to your business? It can be difficult to translate this kind of thoughtful personalization to your customers. Sure you know they are generally female, over the age of 30 and homeowners with a college degree. You know they appreciate a sale, a special offer, a limited-time discount. But just because you’re a deli trying to get out your tuna sandwich special, does not mean your customers are going to appreciate a deal for the sake of a deal.
Personalization is especially important for branding online. Figure out who your customers are beyond demographics. What are their hobbies? What about their passions? What gets them the most excited? What do (and don’t) they respond to? Educating yourself about what your brand’s consumers engage with will show you how to excite them about your product or service in the future. Assuming a one-size-fits-all might effectively reach some, but lack of individuality will eventually grow stale.
As for me? I’m sending my friend a chocolate peanut butter pie from simplethings sandwich and pie shop in a Los Angeles. It doesn’t have to be complicated to be successful. Sometimes, the simplest gestures are indeed the sweetest.