If you’re wondering, I do not want a cup phone holder for the holidays. It is, in fact, not the perfect gift for anyone on your list. Despite what the hundreds of commercials seem to be telling us the last few weeks.

But, you might be thinking, Erin, you’re not on my list.

Okay, true, but 1) I’m trying to prove a point here; and 2) How can we change that for next year? Wanna be besties?

So, here’s the thing. There’s no way to have a one-size-fits-all product. Marketers and influencers at this time of year seem to forget that. They are too busy curating lists of things that they’ve been paid to promote, or things that their family members like.

Well, guess what? A gift guide for “everyone” isn’t going to hit.

Now, for those that actually break their guides into categories, well, that’s another story. I’m not talking about the gift guide for wellness enthusiasts, teachers, teen boys, or mothers-in-law. Sure, it’s a start, but it’s not quite there.

You see, I have two teen boys, and they couldn’t be more different. They’re both athletes, but for completely different sports. They both love music, but their tastes vary greatly. Their clothing styles couldn’t be further apart. One’s a homebody, while the other is out of the house as often as possible hanging out with his friends. I think the only thing they agree on is their favorite holiday cookie. (It’s my No-Bake Nutella Oatmeal Cookies, by the way. Let me know if you’d like me to send you the recipe.)

There is no way I could shop the same gift guide for them. But, if you give me a guide for college-aged soccer fanatics and one for budding electric guitarists, well, we might be in business.

Okay, Erin, what in the world does this have to do with marketing, you might be wondering? Glad you asked.

For small-to-medium-sized businesses and nonprofits, how you talk to your audience is key. That’s why you should take some time to know exactly who your audience is and what they’re really interested in. How they digest information, and even where they get their information.

Following are three points to consider before sending anything out to your audience:

1. Define your audience. I mean, really get to know who they are by creating customer profiles for each of your targets. Consider their demographics (how old they are, where they live, if they’re married, have kids, what type of education they have). Think about their psychographics (their interests, what they value most, how they spend their time). Contemplate the pain points that keep them up at night, and what they dream about during the day. The deeper you dive, the more you’ll be able to ensure your message is tailored to them.
2. Segment your audience. It’s unlikely that you’ll be able to address your entire audience with one message, so you may have a few ideal customer profiles. For nonprofits, you’ll have participants, donors, and volunteers. For businesses, the users of your products or services may not be the buyers. Break these groups into segments, and target your marketing to each of them with the messages that matter to them.
3. Picture your audience. When I write, I have you in mind. As if we’re sitting around the table together, swapping tips and brainstorming goals. You have a name. You have a face. I can even picture your body language. Because that’s the way you create connection—by writing the way you would talk to a friend. (<–Step one to bestie status right here!)

Next time you market your business or nonprofit, don’t be afraid to go deep. To really consider who is sitting on the other side of the screen reading or viewing what you have to showcase. Then create for them.

When your audience feels that they aren’t being viewed as just another sale, another dollar, another number, they’re more likely to find value in what you have to offer. And that, truly, is the perfect gift.